Key growth metrics
Consistent revenue
growth for
10 years
in a row
A robust monthly donor
program generating over
50%
of the overall revenue
A new approach to
direct mail that treats
each campaign as a ministry touchpoint
rather than
a collection plate
Where we started
Northwestern Media (NWM) is the radio ministry of the University of Northwestern – St. Paul, a 122-year-old evangelical university in Roseville, Minnesota. When we started our partnership, they were paying significant markups with their previous agency, dealing with regular printing errors, and having agency reporting that never aligned with in-house data.
Action plan
Our team went right to work rebuilding NWM’s production program from the ground up. We spent months understanding their data and developed a new production process that integrated all 17 of their stations into a more cost-effective yet still personalized approach. We also helped them develop creative, out-of-the-box campaigns that were ministry-first without sacrificing results. Most importantly, we developed messaging that aligned with the on-air product of Northwestern Media through ongoing interviews with leadership and station managers.
Results
Our efforts to grow NWM’s fundraising program have proven successful. We’re proud to have played a part in supporting a program that’s grown every year—experiencing consistent revenue growth for 10 years in a row, a rare feat in any industry. This success translated to digital as well: The conversion rate of our redesigned donation form went from 5% to 50%, which translated to a 14x increase in revenue in our first campaign.
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