2018 LOTTIE MOON CHRISTMAS OFFERING
(We’ve partnered with IMB on the Lottie Moon Christmas Offering for three years; see our 2017 and 2016 case studies)
The annual giving campaign of the International Mission Board (IMB), the Lottie Moon Christmas Offering is key to helping Southern Baptist missionaries take the gospel to unreached people around the world. Every dollar given to this collective effort of Southern Baptist churches goes to the work of reaching every nation with the gospel.
The communication challenge: Using their new positioning strategy as a strong foundation, IMB wanted to increase both church participation in and giving to this year’s offering.
Kumveka's solution: The positioning strategy we built for IMB provided clear direction for helping pastors and churches understand their vital role in reaching every nation through the Lottie Moon Christmas Offering. This came to life in the campaign theme, Every Church. Every Nation., which is also IMB’s new tagline. The visuals highlight this idea by showing pastors, church members, and people served by IMB missionaries.
The 2018 offering raised $156.6 million, the third highest total in the offering’s history. It exceeded the budgeted goal by $2.2 million.
STRATEGY
Audience Persona
Campaign Strategy
Messaging Strategy
CREATIVE
Pastor Kit: Letter, Leader Guide, Gifts at Work Catalog, Video Resources
Week of Prayer Guide
Offering Envelopes
Large Wall Poster
Email Campaign
Magazine Ads
Presentation Template
Social Media Graphic Tiles
Campaign Guidelines
CAMPAIGN VISUAL & MESSAGING GUIDELINES
CHURCH BULLETIN COVER & GIVING POSTER
PASTOR KIT: INTRODUCTORY LETTER, LEADER GUIDE, ‘YOUR GIFTS AT WORK’ CATALOG, VIDEO RESOURCES
WEEK OF PRAYER GUIDE
PRIMARY CAMPAIGN PIECES TRANSLATED ACROSS 6 LANGUAGES
The primary campaign materials are translated into 6 languages.
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