Pursuant helps Awana International

Generate Big Year-End Results

Pursuant consulted with Awana on a fiscal year-end campaign that produced big results and exceeded expectations

Client Profile
For over 60 years, Awana International has been a leader in children’s ministry, helping churches and parents worldwide raise children with an enduring biblical faith through evangelism and discipleship programs. Each week, more than a million children and youth, 250,000 volunteers, and 145 field staff participate in Awana programs, which are currently active in more than 18,000 churches in the U.S. and 87 countries around the world.

“I really appreciate how our account rep really thought through every detail of our fiscal year-end campaign, even down to the reasoning behind the color choices and photo options. As a result, our FYE campaign was a smashing success with results that exceeded our expectations!”

- Sheryl D. Nuygen, donor communications specialist

Challenge
Awana was facing a budget shortfall related to their Adopt-A-Club ministries at the end of their fiscal year in June 2011. Pursuant recommended that they increase their retainer by 50% in May and June for additional work in the online channel, estimating a 40% lift year over year.

Solution
The plan from Pursuant was comprised of a five-part email series, a landing page, and a home page takeover. The email series utilized existing video assets and highlighted the purpose of Awana and the Adopt-A-Club ministry, told the story of a specific child impacted by the ministry, and gave updates on the campaign’s progress. The landing page and home page takeover helped provide context for the campaign and drove users to the donation form.

Results
By following Pursuant’s recommendations, Awana saw a 91% increase in total number of gifts between May 15 and June 30. There was a 174% increase in total number of dollars raised in that time period.

How can we help you plan and execute a successful year-end campaign? Tell us through our contact form.