FAVOR INTERNATIONAL 2026 DIGITAL ACQUISITION STRATEGY

FAVOR INTERNATIONAL 2026 DIGITAL ACQUISITION STRATEGY
Prepared by: Will Hamilton
Date: October 28, 2025
Budget: $180,000 annual ad spend + $2-3K website rebuild
Objective: Build a complete digital acquisition system that converts cold US audiences into monthly partners supporting indigenous African missions.
2026 Targets
200K
New Total Audience
via social media
10K+
New Email Subscribers
captured through lead magnets
500+
New Monthly Partners
$30/month average
Budget Allocation
Paid Search (Google, Bing, Yahoo PPC)
$60,000 ($5K/month)
Social Media Ads (Meta + TikTok)
$54,000 ($4.5K/month)
Live TV + Streaming (Spectrum audience delivery)
$66,000 ($5.5K/month)
Core Strategy: Use paid ads to drive traffic → capture emails via free resources → nurture through automated sequences → convert to monthly partnership → retain through consistent engagement
I. CHANNEL STRATEGY & BUDGET BREAKDOWN
I. CHANNEL STRATEGY & BUDGET BREAKDOWN
A. PAID SEARCH via Spectrum ($60K annual / $5K monthly)
Partner: Spectrum Media (15% ad buying discount, no management fee)
Platforms: Google, Bing, Yahoo
Ad Spend: $5,000/month in ads (post-discount)
1. Brand Protection (if needed)
Keywords: "Carole Ward," "Favor International," "Carol Ward missionary"
Goal: Capture people who already know Favor
Landing page: Homepage or donate page
Expected CTR: 8-12%
Expected conversion: 15-20%
2. Missions Category
Keywords: "support Africa missions," "Uganda missionaries," "indigenous missions," "unreached people groups"
Goal: Capture broad missions-minded searchers
Landing pages: Mission-specific pages by theme
Expected CTR: 4-6%
Expected conversion: 8-12%
3. Monthly Partnership
Keywords: "monthly missionary support," "sponsor African missionary," "recurring missions giving"
Goal: Drive directly to monthly partnership signup
Landing page: Dedicated monthly partner page
Expected CTR: 5-7%
Expected conversion: 10-15%
4. Direct Response
Keywords: "donate Africa missions," "support Christian missionaries," "help persecuted church"
Goal: Immediate donations
Landing page: Donate page with urgency/matching
Expected CTR: 6-8%
Expected conversion: 12-18%
Search Ad Structure
Ad Format:
01
Headline 1
Strong result-driven statement (e.g., "1,000 Indigenous Missionaries Reaching Muslims")
02
Headline 2
Specific call to action (e.g., "Partner with African Leaders Today")
03
Headline 3
Social proof (e.g., "150,000 Salvations in 2025")
04
Description 1
Expand on impact and model
05
Description 2
Clear CTA with benefit
06
Display URL
favorintl.org/[keyword-relevant-page]
07
Final URL
Specific landing page with tracking parameters
B. SOCIAL MEDIA ADVERTISING ($54K annual / $4.5K monthly)
Meta (Facebook + Instagram): $4,000/month
1. Awareness/Video Views
Objective: Reach cold audiences with compelling story content
Audience Targeting:
Age: 35-65
Location: United States
Exclusions: Already on email list or donated
Creative Format:
30-60 second video testimonies and other cool videos
Stories of transformation (Muslim converts, former child soldiers, church plants)
Production quality: Field footage, authentic, not overproduced
Subtitles required (most watch without sound)
Strong hook in first 3 seconds
End with soft CTA: "Learn more at favorintl.org"
Success Metrics:
CPM: $12-18
Video completion rate: 40%+
Cost per ThruPlay: $0.08-0.15
Click-through to website: 1-2%
2. Lead Generation
Objective: Capture emails with free resource offers
Audience Targeting:
Warm audiences: Video viewers (95% watch or 50%+ completion)
Engaged page followers
Website visitors (past 30 days)
Lookalike audiences (1-3% based on donor list)
Lead Magnet Offers:
"7 Prayers for the Persecuted Church in Africa" (PDF)
"How Indigenous Missions Will Finish the Great Commission" (report)
"From Executioner to Pastor: True Stories" (ebook)
Free chapter of Carole's book
Creative Format:
Single image or short video (15 sec)
Bold headline stating the offer
2-3 bullet points of what they'll get
Facebook Lead Form (stays on platform, higher conversion)
Lead Form Fields:
First name
Email address
ZIP code (for future direct mail)
Immediate Automation:
Lead syncs to email platform
Instant delivery of promised resource
Welcome email sequence begins (see Email section)
3. Retargeting: $200/month
Objective
Recapture website visitors who didn't convert
Audience Targeting:
Visited site in past 30 days
Did NOT donate or subscribe
Exclude existing donors/subscribers
Creative Format:
Dynamic ads showing the page they viewed
Reminder of impact and urgency
Special offer (if applicable)
Success Metrics:
CTR: 2%+
Conversion rate: 12%+
Cost per conversion: $15-25
TikTok: $500/month (Testing Phase)
Testing Phase: Months 1-6
Goal: Determine if TikTok audience converts at acceptable cost
Campaign Structure:
Budget: $500/month
Content Themes to Test:
Behind-the-scenes at Favor in Uganda
Transformation stories (30-second versions)
"Day in the life" of an indigenous missionary
Carole Ward teaching clips (under 60 sec)
Baptism celebrations and church plants
C. LIVE TV + STREAMING via Spectrum ($66K annual / $5.5K monthly)
Partner: Spectrum Media
Platforms: Connected TV (Roku, Fire TV, Apple TV), Streaming (Hulu, Peacock, Paramount+), Linear Cable/Satellite
Ad Spend: $5,500/month
Why TV for a Missions Nonprofit?
Household Targeting
Upload 10K donor addresses, serve ads to those exact households
Lookalike Expansion
Target households demographically similar to current donors
Cost Efficiency
Only pay when ad is viewed (TV is on, person in room)
Credibility Boost
TV presence increases trust and perceived legitimacy
Multi-Touch Strategy
Donors see TV ad → Google "Favor International" → search ad appears → donate
Acquisition
Objective: Reach new households similar to current donors
Targeting:
Build lookalike audiences based on:
Donor demographics (age, income, household size)
Geographic concentration (where most donors live)
Behavioral data (church attendance, Christian giving)
Focus on top evangelical markets:
Dallas-Fort Worth
Houston
Oklahoma City
Nashville
Atlanta
Orlando
Charlotte
Birmingham
Ad Format:
Same 30-second and 15-second spots
Creative Concept:
Cold audience version (assumes no prior knowledge)
Opens with hook: "What if I told you 1,000 African missionaries are defeating Islam with the Gospel?"
15 seconds of impact stories
10 seconds of Carole explaining the indigenous model
5 seconds of CTA: "Join the movement. Favorintl.org"
Frequency:
3-4 impressions per household per month
Enough for awareness, not enough to annoy
Expected Results:
60,000-75,000 ad views per month
CPM: $25-35 (broader targeting cheaper)
New website traffic: 1,500-2,500 visitors/month from TV
Brand awareness lift: 25-40% within target markets
New email subscribers: 150-300/month (from subsequent search/social engagement)
TV Creative Production
Needed:
2-3 versions of 30-second spot
2-3 versions of 15-second spot
Refresh creative every 8-12 weeks to prevent fatigue
Production Budget: $5,000-8,000 per spot (can use existing field footage, just needs editing)
Testing Strategy:
Run A/B tests in Phase 1 with constituents
Identify winning creative
Scale winners to Phase 2 lookalike audiences
D. ORGANIC SOCIAL (Danny) - No Ad Spend, Strategic Integration
Danny's Role: Create daily content that:
Feeds paid ad creative (winners get boosted)
Engages existing followers organically
Builds community and trust
Provides social proof for ads
Amplification Process:
1
Danny posts content organically
2
Track engagement (likes, comments, shares, saves)
3
Top 20% performers get promoted with $50-200 boost
4
Best performers become standalone ad campaigns
5
Winning ad creative informs future organic content
II. WEBSITE ARCHITECTURE & CONVERSION FLOWS
II. WEBSITE ARCHITECTURE & CONVERSION FLOWS
Current Problem
The existing website is not built for digital acquisition:
Not mobile-optimized (60% of traffic is mobile)
Slow load times hurt ad performance
No lead capture infrastructure
Donation process too many steps
Can't A/B test or optimize
New Website Requirements
Technical:
Mobile-first responsive design
Load time under 3 seconds
Built on modern CMS (WordPress)
SSL and PCI compliant donation processing
Analytics and conversion tracking (Google Analytics 4, Facebook Pixel, Google Ads tracking)
Functional:
5+ dedicated landing pages for ad campaigns
Lead magnet delivery automation
One-click monthly partnership signup
A/B testing capability
Live chat or chatbot for questions
Site Map & Page Structure
Homepage
Hero
Headline + video + two CTAs (Donate / Learn More)
Stats
Live counters (salvations, leaders trained, churches planted)
Carole intro
30-second video
Indigenous leader spotlights
3 rotating profiles
Email capture
Above fold offer ("Get free prayer guide")
Recent stories
3 latest blog posts
Footer
Full navigation, social links, contact
Landing pages:

LP1: General Missions
for search ad traffic on "Africa missions"
Headline: "1,000 Indigenous Missionaries Reaching the Unreached"
2-minute video: Overview of Favor model
Bullet points: How we're different (indigenous vs. Western)
Impact stats
Two CTAs: "Partner Monthly" / "Give Today"
LP2: Monthly Partnership
for "monthly support" keywords and social ads
Headline: "$30/Month Trains One Indigenous Leader"
Breakdown: What monthly partnership funds
Monthly partner testimonials
Benefits: Monthly updates, exclusive prayer alerts, community
Simplified form: Name, email, amount, payment info (Stripe integration)
One-click submit
LP3: Lead Magnet Delivery
for lead gen campaigns
Headline: "Get Your Free [Resource Name]"
Form: Name + Email only
Instant download link upon submit
Secondary offer: "Want more? Subscribe for weekly updates"
Soft CTA: "Support our work with a gift"
LP4: Frontline/Persecution
for radical obedience messaging
Headline: "Where Others Won't Go, African Believers Are Going"
Stories: Muslims converting, ISIS members saved, war zones transformed
Urgency: "Join the frontlines"
CTA: Donate or monthly partnership
LP5: Retargeting
for people who visited but didn't convert
Headline: "You Visited. You Cared. Will You Partner?"
Reminder of what they viewed
Special offer if applicable (matched giving, limited time)
Simplified form: One-click options ($50, $100, $250, $500, Other)
Key Donor Pages
Donate Page:
Headline: "Change Eternity Today"
Giving options:
One-time (default: $50, $100, $250, $500, $1,000, Other)
Monthly (default: $25, $50, $100, $250, Other)
Tribute gift (in honor/memory of)
Payment: Credit card, PayPal, Google Pay, Apple Pay
Process: 2 steps maximum (amount selection → payment info → done)
Confirmation: Instant email receipt, thank you page with social share buttons
Our Story Page:
Carole's full testimony
Favor history timeline
Indigenous leader directory
Where we work (8 nations with details)
Impact Page:
Annual reports
Financials and ECFA badge
Real-time stats dashboard
Stories by category (salvations, church plants, education, medical)
Blog:
Weekly updates from field
SEO-optimized articles
Categories: Prayer, Stories, Teaching, News
Mobile Optimization Requirements
All pages must:
Load in under 3 seconds on 4G
Use large touch-friendly buttons (minimum 44x44 pixels)
Simplify forms for mobile (minimal fields)
Auto-detect payment info (Apple Pay, Google Pay)
Place CTAs in thumb zone (bottom third of screen)
III. CONVERSION FLOW ARCHITECTURE
III. CONVERSION FLOW ARCHITECTURE
Flow 1: Cold Traffic → Email Subscriber → Monthly Partner
Step 1: Ad Exposure
User sees Facebook video ad featuring indigenous leader testimony
Ad copy: "From Muslim to Missionary: How God is Transforming Africa"
CTA: "Get the Full Story (Free)"
Step 2: Landing Page
User clicks, lands on LP3 (lead magnet page)
Headline: "Get 5 Transformation Stories from the Field"
Subhead: "Free ebook: See how God is defeating Islam, witchcraft, and war"
Form: First name + Email
Submit button: "Send Me the Stories"
Step 3: Immediate Delivery
Instant redirect to thank you page
Thank you page displays: "Check your email! Your ebook is on the way."
Email arrives within 60 seconds with download link
Social share buttons: "Share these stories with your church"
Step 4: Welcome Email Sequence (Automated)
Day 0 (Immediate):
Subject: "Your Free Ebook + A Personal Welcome"
Body:
Link to download ebook
Brief intro from team: "Thanks for downloading."
What to expect: "Over the next week, I'll send you 4 more emails introducing you to our work"
No ask, just welcome
Day 2:
Subject: "Meet Carole Ward: The Woman Who Refused to Leave"
Body:
Carole's story in 300-400 words
Link to full video testimony
Still no ask, building relationship
Day 4:
Subject: "How $30/Month Trains an Indigenous Missionary"
Body:
Explain monthly partnership model
Breakdown of what $30 funds (training materials, Portable Bible School, support)
Testimonial from current monthly partner
Soft CTA: "Learn more about monthly partnership" (links to LP2)
Day 7:
Subject: "Will You Join 3000 Partners Changing Africa?"
Body:
Direct ask to become monthly partner
Benefits of partnership (exclusive updates, prayer community, impact reports)
"Start with $30/month" CTA button
Alternative: "Prefer to give once? Click here"
Day 14:
Subject: "Other Ways to Support (Beyond Money)"
Body:
Pray: Join our prayer email list
Share: Forward this to your church/small group
Connect: Follow us on social media
Give: If you haven't yet, here's how
Low-pressure, relationship maintenance
Ongoing:
Weekly broadcast email (stories, updates, prayer requests)
Monthly partner-only emails (if they convert)
Annual year-in-review and financials
Step 5: Retargeting (for non-converters)
After Day 14, if no donation, user enters retargeting pool
Facebook/Instagram ads show them:
New stories and updates
Matched giving campaigns
Urgent needs
Goal: Multiple touchpoints over 90 days
Expected Conversion Rates:
100 ad clicks → 10 email subscribers (10% conversion on LP)
10 email subscribers → 1 monthly partner within 30 days (10% conversion through sequence)
Cost per monthly partner: $80-100
Lifetime value (assuming 24-month retention): $720 (24 x $30)
ROI: 7:1+
Flow 2: Search Traffic → Direct Donation
Step 1: Search Query
User Googles: "donate to Africa missions"
Favor search ad appears:
Headline: "Support 1,000 Indigenous Missionaries in Africa"
Description: "100% goes to the field. ECFA certified. Transforming nations."
Step 2: Landing Page
User clicks, lands on LP1 (general missions page)
Headline: "Your Gift Trains Leaders, Plants Churches, Changes Lives"
90-second video: Quick overview of Favor work
Impact calculator: "A gift of $X trains Y leaders / reaches Z people"
Two prominent CTAs:
"Give Today" (one-time)
"Partner Monthly" (recurring)
Step 3: Donation Form
User clicks "Give Today"
Form appears (inline, no redirect):
Select amount: $50, $100, $250, $500, $1,000, Other
Name, email, phone (optional)
Payment info (with Apple Pay / Google Pay options)
Process time: Under 2 minutes
Step 4: Confirmation & Thank You
Instant redirect to thank you page
Thank you page includes:
"Your gift of $X will train Y indigenous leaders"
Email receipt sent
Social share: "I just supported Favor International"
Secondary ask: "Make this monthly?"
Step 5: Donor Thank You Sequence (Automated)
Immediate:
Email receipt with tax info
Personalized thank you from Carole (video if possible)
24 Hours:
Subject: "Here's What Your $X Gift Accomplishes"
Body: Specific impact story tied to their gift amount
7 Days:
Subject: "Would You Consider Monthly Partnership?"
Body: Invitation to upgrade to recurring
Benefits of monthly giving
Easy one-click upgrade link
30 Days:
Subject: "Your Impact This Month"
Body: Update on what's happening in the field
Soft ask for second gift or monthly upgrade
90 Days:
If no second gift, retargeting ads begin
If second gift, moved to "engaged donor" email track
Flow 3: TV Ad → Website → Email → Donation
1
TV Exposure
User watches 30-second Favor ad on Hulu. Ad features Carole + indigenous leader testimony. CTA: "Visit favorintl.org"
2
Search Behavior
User doesn't visit immediately. 24-48 hours later, user Googles "Favor International". Favor search ad (brand protection) appears at top. User clicks, arrives at homepage
3
Homepage Engagement
User watches hero video (2 minutes). Scrolls down, reads indigenous leader stories. Sees email capture offer: "Get our free prayer guide for Africa". Enters email
4
Email Sequence
Same welcome sequence as Flow 1 begins
5
Multi-Touch Conversion
User receives Day 4 email (monthly partnership explanation). User also sees Facebook retargeting ad (they're now in custom audience). Ad + email combined push them to LP2 (monthly partner page). User signs up for $50/month
Expected Conversion Rates:
1,000 TV impressions → 50 website visits (5% search + direct traffic lift)
50 website visits → 10 email subscribers (20% conversion)
10 email subscribers → 2 monthly partners (20% conversion over 60 days)
Cost per monthly partner: $250-350
Lifetime value: $1,200+ (24 months x $50)
ROI: 3:1+ by month 24
Flow 4: Webinar Funnel 
Concept: Host quarterly webinars featuring Carole teaching + live/simulated Q&A from field
01
Webinar Promotion
Promoted via:
Email to full list
Facebook event + ads
Organic social posts
Topic examples:
"How to Pray for the Persecuted Church"
"Indigenous Missions: God's Plan to Reach the Unreached"
"Defeating Islam with the Gospel: Stories from the Field"
02
Registration
Landing page: Simple form (name, email)
Confirmation email with calendar invite
Reminder emails (7 days, 1 day, 1 hour before)
03
Webinar Attendance
Live broadcast (Zoom or similar)
45 minutes: Carole teaches
15 minutes: Q&A
End with soft ask: "Want to partner with this work?"
Step 4: Post-Webinar Sequence
Immediately After:
Thank you email with replay link
Survey: "How was the webinar?"
Day 1:
Subject: "Your Questions Answered + One More Thing"
Body: Follow-up to Q&A, additional resources
CTA: "Become a monthly partner"
Day 3:
Subject: "Limited Time: Match Your First Gift"
Body: Special matched giving offer for webinar attendees only
Urgency: "Offer ends in 48 hours"
Expected Conversion Rates:
1,000 registrants → 400 attendees (40% show rate)
400 attendees → 40 new monthly partners (10% conversion)
400 attendees → 80 one-time gifts (20% conversion)
Webinar Budget:
Platform: $50/month (Zoom Pro)
Promotion: $1,000 in ads per webinar
Total: $4,000 annually (4 webinars)
ROI: Massive (high conversion + deepens existing relationships)
IV. EMAIL MARKETING AUTOMATION ARCHITECTURE
IV. EMAIL MARKETING AUTOMATION ARCHITECTURE
Automated Sequences (Summary)
1
Welcome Sequence
see Flow 1 for full details
5 emails over 14 days
Goal: Introduce Favor, build trust, invite partnership
2
Donor Thank You Sequence
see Flow 2 for full details
4 emails over 90 days
Goal: Steward donors, invite second gift or monthly upgrade
3
Monthly Partner Onboarding
Triggered when someone signs up for recurring
Email 1 (Immediate): "Welcome to the Favor Family"
Email 2 (Day 7): "What to Expect as a Monthly Partner"
Email 3 (Day 30): First monthly update (exclusive content)
4
Lapsed Donor Re-Engagement
Triggered 12 months after last gift
Email 1: "We Miss You"
Email 2 (Week 2): "See What You Helped Accomplish"
Email 3 (Week 4): "One More Gift?"
5
High-Value Donor Cultivation
Triggered when lifetime giving hits $500
Personalized email from Carole
Invitation to exclusive updates or calls
Major donor cultivation path
As-Needed: Urgent Appeals
Crisis response (war, famine, persecution spike)
Matched giving campaigns (Giving Tuesday, year-end)
Special projects (new building, new region launch)
Email Performance Targets
Benchmarks (Nonprofit Sector):
Open rate: 30%
Click rate: 2.5-4%
Unsubscribe rate: <0.5%
Favor Targets (Higher engagement expected for missions):
Open rate: 35%+
Click rate: 5%+
Unsubscribe rate: <0.3%
Revenue per 1,000 Emails:
Industry average: $58
Favor target: $100+ (higher donor engagement expected)
V. LEAD MAGNETS & FREE RESOURCES
V. LEAD MAGNETS & FREE RESOURCES
Purpose
Lead magnets solve the problem: People aren't ready to donate on first contact. They need to know you, trust you, and feel connected. A valuable free resource in exchange for an email creates that first connection.
Favor's Lead Magnet Library (Year 1)
1. "7 Prayers for the Persecuted Church in Africa"
Format: 6-page PDF, beautifully designed
Content: Scripture-based prayers for:
Muslims coming to Christ
Protection for indigenous leaders
Church planting movements
Boldness in persecution
Tribal reconciliation
Gospel breakthrough in closed nations
Multiplication of disciples
Why it works: Intercessors can use immediately, feels actionable
2. "Indigenous Missions: God's Plan to Finish the Great Commission"
Format: 20-page report or short ebook
Content:
Biblical case for indigenous missions (Acts, Paul's model)
Historical failures of Western-only missions
Why African leaders are best positioned to reach Africa
Favor's model explained
Results and proof
Why it works: Educates skeptics, provides intellectual framework
3. "From Darkness to Light: 5 Transformation Stories from Africa"
Format: 15-page ebook with photos
Content: Full testimonies of:
Muslim sheikh who converted after 4 dreams of Jesus
Former LRA child soldier now pastoring
Witchdoctor who burned his charms and planted a church
ISIS executioner reached via Arabic radio broadcast
Tribal chief who ended generations of revenge killing
Why it works: Emotional stories stick, easy to share
4. "How to Support Missionaries Without Creating Dependency"
Format: 10-page guide
Content: Addresses donor objections:
Why indigenous models are sustainable
How Favor avoids dependency
What donors should look for in missions orgs
Red flags in missions fundraising
Why it works: Overcomes hesitation, builds trust in Favor's approach
5. Free Chapter from Carole's Book
Format: PDF excerpt (20-25 pages)
Content: Most gripping chapter from "Lord, Send Us Where No One Wants to Go"
Why it works: Introduces Carole's voice, drives book sales
Production Timeline
Months 1-2:
Create first 3 (#1, #2, #3)
Design templates for brand consistency
Write email sequences for each
Months 3-4:
Create #4 and #5
Test performance of first 3, iterate
Months 5-12:
Refresh lead magnets with updated stats and stories
Create seasonal versions (Advent prayer guide, summer missions emphasis)
Lead Magnet Promotion
How People Find Them:
Facebook/Instagram lead gen ads
Website pop-ups (exit intent, scroll triggered)
Blog post CTAs (end of every post)
Email signature links
Organic social posts
Success Metrics
Per Lead Magnet:
Download rate (form submissions / landing page visitors)
Email sequence open rates
Conversion to donor (within 90 days)
Overall:
Cost per lead (ad spend / email captures)
Target: $5-10 per lead across all channels
Email list growth: 10,000+ new subscribers in 2026
VI. BOOK SALES & ADDITIONAL REVENUE STREAMS
2026 Strategy: Use digital acquisition to drive book sales (revenue + mission advancement)
Sales Funnels
Funnel 1: Email Subscribers
All new subscribers receive email on Day 10: "Get Carole's Full Story"
Discount code: "PARTNER20" for 20% off
Link to Favor website shop (not Amazon, Favor keeps full margin. Set up auto fulfillment through drop company)
Funnel 2: Lead Magnet Upsell
Free chapter download → thank you page upsell
"Want the full story? Get the book for $12 (normally $20)"
One-click purchase
Funnel 3: Donor Thank You Gift
After someone donates $50+, offer free book
"As thanks for your $50 gift, we'll send you Carole's book free"
Increases average gift size, creates deeper connection
Funnel 4: Social Media Ads
Direct-to-book ads on Facebook (cold audiences)
Target: Christian book readers, fans of missionary biographies
Small budget: $500/month
Goal: Break even on ad spend, acquire email addresses
Pricing & Margins
Retail Price: $18-20
Production Cost: $4-6 (print-on-demand)
Favor Margin: $12-14 per book
Volume Target: 2,000 books sold in 2026 = $24,000-28,000 revenue
VII. MAILING LIST INTEGRATION (Direct Mail + Digital)
VII. MAILING LIST INTEGRATION (Direct Mail + Digital)
The Multi-Channel Donor
Data: Donors who give both online and offline are the most valuable (NextAfter data: 10.6% more valuable than online-only)
Strategy: Digital acquisition feeds direct mail, direct mail drives digital engagement
How It Works
Digital → Direct Mail:
Person subscribes via Facebook lead gen ad
Lead form captures: Name, email, ZIP code
After 60-90 days on email list (proven engagement), add to direct mail list
Send first direct mail piece (not an ask, a thank you for engaging)
Follow-up pieces can include donation appeals
Direct Mail → Digital:
Include QR code on every mail piece
QR code → landing page with video content
Landing page captures email if not already on list
Mail piece mentions: "Get exclusive updates via email at favorintl.org/updates"
Integrated Campaigns
Example: Year-End Giving
Week 1 (Nov 15): Email appeal to full list
Week 2 (Nov 22): Direct mail piece arrives at donor households
Week 3 (Nov 29): Facebook ads retarget email openers and mail recipients
Week 4 (Dec 6): Follow-up email + social media push
Week 5 (Dec 13): Final email + phone calls to high-value donors
Week 6 (Dec 20-31): Last-chance emails + extended online giving window
Expected Lift: Multi-channel campaigns see 20-35% higher response than single-channel
Direct Mail Budget (Not Part of Digital Budget, But Coordinated)
2026 Direct Mail Plan:
Continue current acquisition mailings (only proven lists)
Add digital-sourced names to mail file
Test "online donor reactivation" via mail (email subscribers who haven't donated)
VIII. ATTRIBUTION & ANALYTICS
VIII. ATTRIBUTION & ANALYTICS
The Attribution Problem
Donor sees Facebook ad → Googles "Favor International" → Receives email → Sees TV ad → Finally donates.
Which channel gets credit?
Attribution Models
1
First-Touch Attribution
Credit goes to first interaction (Facebook ad in example above)
Useful for: Measuring top-of-funnel awareness
2
Last-Touch Attribution
Credit goes to final interaction before donation (TV ad in example)
Useful for: Measuring conversion drivers
3
Multi-Touch Attribution
Credit distributed across all interactions
Most accurate for understanding full donor journey
Favor's Approach: Track all three models, review quarterly
Tracking Infrastructure
Website:
Google Analytics 4 (full setup with goals and events)
Facebook Pixel (for retargeting and conversion tracking)
Google Ads conversion tracking
UTM parameters on ALL links (source, medium, campaign, term, content)
Ads:
Unique landing pages per campaign (easy to track source)
Phone number tracking (different numbers for different campaigns)
Promo codes (different codes for different campaigns)
Email:
Click tracking on all links
Conversion tracking (email click → donation)
Donations:
Ask: "How did you hear about us?" (dropdown menu on form)
Options: Google search, Facebook, Instagram, TV ad, Email, Friend, Church, Other
Key Performance Indicators (KPIs)
Acquisition Metrics:
Cost per click (CPC)
Click-through rate (CTR)
Cost per lead (CPL)
Landing page conversion rate
Email list growth rate
Engagement Metrics:
Email open rate
Email click rate
Website session duration
Social media engagement rate
Conversion Metrics:
Email-to-donor conversion rate
Cost per donor acquisition
Average gift size
Monthly partner conversion rate
Financial Metrics:
Total online revenue
Revenue by channel
Return on ad spend (ROAS)
Overall ROI
Donor lifetime value
Reporting Cadence
Weekly: Will reviews all campaigns, adjusts underperformers
Monthly: Full team reviews dashboard, plans next month
Quarterly: Leadership presentation with strategic recommendations
Annually: Comprehensive report, benchmark comparison, next year planning
IX. OPTIMIZATION & TESTING STRATEGY
IX. OPTIMIZATION & TESTING STRATEGY
Continuous Improvement
Digital acquisition is never "set it and forget it." The strategy requires constant testing and refinement.
What to Test
Ads:
Headlines (results-focused vs. story-focused vs. urgency-driven)
Creative (video vs. static image, length, hook)
Audiences (lookalikes vs. interest-based vs. geo-targeted)
Placements (feed vs. stories vs. reels)
CTAs ("Donate Now" vs. "Partner Today" vs. "Learn More")
Landing Pages:
Headlines
Video placement and length
Form fields (more vs. fewer)
CTA button text and color
Social proof elements (testimonials, stats, badges)
Email:
Subject lines
Send times (morning vs. evening, weekday vs. weekend)
Plain text vs. designed
CTA placement and wording
A/B Testing Process
1
Identify variable to test (e.g., landing page headline)
2
Create two versions (A vs. B)
3
Split traffic 50/50
4
Run until statistical significance (usually 500-1,000 conversions)
5
Declare winner, make it new control
6
Test next variable
Testing Frequency: 2-4 active tests per month across all channels
Optimization Checklist (Monthly)
Review cost per lead for all campaigns
Pause campaigns with CPL >$15
Scale campaigns with CPL <$8
Refresh ad creative (prevent fatigue)
Test new audiences
Update landing page offers based on performance
Review email metrics, adjust send times
Check website speed (keep under 3 seconds)
X. BUDGET SUMMARY
Understanding the financial commitment required for our 2026 digital acquisition strategy, covering ad spend across key channels and essential one-time investments.
Channel Allocation: 2026 Ad Spend
This foundational budget of $180,000 represents the core ad spend. Depending on performance and opportunities, total investment could scale up to $240,000 throughout the year.
Additional One-Time Costs (Not from Ad Budget)
Website rebuild/optimization: $2,000 - $3,000 (essential for conversion flow efficiency)
IMPLEMENTATION TIMELINE
A strategic roadmap outlining the phased rollout of our digital acquisition initiatives throughout 2026, focusing on foundational setup, expansion, optimization, and peak season execution.
1
Q1 2026: FOUNDATION
January
Finalize budget approval
Contract Spectrum (search + TV)
Begin website process
Create first 2 lead magnets (prayers PDF + transformation stories ebook)
Launch Phase 1: Paid search campaigns only
2
February
Website development
Create first 3 landing pages (on existing site temporarily)
Launch Phase 2: Meta advertising (Facebook + Instagram)
Write and schedule email automation sequences
Begin TikTok testing ($500/month)
Produce first TV ad (30-second spot)
3
March
Launch Phase 3: TV + streaming campaigns (constituent targeting)
Website development 50% complete
Scale winning ad campaigns, pause losers
First monthly performance review
Produce second TV ad (15-second version)
Create lead magnet #3 (indigenous missions report)
4
Q2 2026: EXPANSION
April
Website soft launch (testing phase)
Migrate all campaigns to new landing pages
Implement advanced tracking and attribution
Create lead magnets #4 and #5
Launch first webinar (plan for May)
5
May
Full website public launch
Expand landing page library (5 total active)
Host first webinar
Scale Meta budget if performing well
Launch lookalike TV campaigns (Phase 2)
6
June
Six-month performance review with leadership
Adjust budget allocation based on data
Refresh all ad creative (prevent fatigue)
Plan Q3/Q4 campaigns (Giving Tuesday, year-end)
Create seasonal lead magnet (summer missions emphasis)
7
Q3 2026: OPTIMIZATION
July
Continuous optimization of all channels
Implement A/B testing across landing pages
Develop Q4 matched giving campaign plan
Create new TV ad (rotate creative)
Host second webinar
8
August
Build evergreen content library
Expand email automation (add lapsed donor sequence)
Test new audiences and creative concepts
Prepare for fall fundraising season
Secure matched giving commitments for Q4
9
September
Final Q4 campaign planning
Create Giving Tuesday assets (ads, emails, landing pages)
Increase ad budgets in preparation for peak season
Host third webinar
Recruit video testimonials for year-end push
10
Q4 2026: PEAK SEASON EXECUTION
October
Launch early giving campaigns
Increase all ad budgets 20-30%
Send weekly emails (higher cadence)
Host fourth webinar
Tease year-end matched giving
11
November
Giving Tuesday campaign (multi-channel blitz)
Maximum ad spend across all platforms
Daily emails to engaged subscribers
Launch year-end TV ads in targeted markets
Real-time optimization based on performance
12
December
Year-end appeals and final push
Match deadline urgency (Dec 31)
Thank you campaign for all 2026 donors
Begin annual report and analysis
Budget planning for 2027
RISK MITIGATION
Proactive strategies to address potential challenges and ensure the resilience and effectiveness of our digital acquisition plan.
1
Ad Performance Below Projections
Mitigation: Start conservative, scale only winning campaigns. Implement A/B testing constantly to identify high-performing creatives and audiences.
Contingency: Reallocate budget monthly to better-performing channels or campaigns, ensuring optimal spend efficiency.
2
Website Development Delays
Mitigation: Prioritize critical landing pages for independent development. These can be launched on the existing site temporarily if the full rebuild faces delays.
3
Creative Fatigue
Mitigation: Implement a strict creative refresh schedule, rotating ad creatives every 6-8 weeks across all channels to maintain engagement and prevent ad blindness.
4
Email List Deliverability Issues
Mitigation: Enforce double opt-in for all new subscribers, regularly clean inactive contacts, and ensure proper email authentication (SPF, DKIM, DMARC) for maximum deliverability.
Contingency: Maintain a secondary email platform as a backup to avoid disruptions in communication.
5
Platform Algorithm Changes
Mitigation: Diversify ad spend and audience engagement across multiple digital platforms, reducing dependency on any single algorithm.
Contingency: Increase focus and investment in organic social media and email marketing efforts if paid channels become less effective due to algorithm shifts.
6
Economic Downturn
Mitigation: Emphasize the monthly partnership program, which is generally more recession-resistant due to its recurring nature and lower individual donation threshold.
Contingency: Adapt messaging to highlight the tangible impact per dollar, reinforcing donor value even with smaller contributions during economic instability.
SUCCESS METRICS & GOALS
Our 2026 targets are ambitious, focusing on significant growth in audience acquisition and engagement to maximize our impact and reach.
10K+
New Email Subscribers
Expanding our direct communication reach for deeper engagement and cultivation.
200K+
Social Media Followers
Broadening our community and influence across all key digital platforms.
35%+
Email Open Rate
Ensuring our messages resonate effectively and are seen by our audience.
5%+
Email Click Rate
Driving traffic to our content and calls-to-action within email campaigns.
CONCLUSION & NEXT STEPS
Use $180,000 in strategic ad spend to drive US donor traffic to a conversion-optimized website, capture emails through free resources, nurture relationships through automated sequences, and convert cold audiences into monthly partners who sustainably fund indigenous missions across Africa.
Why This Will Work
Proven Model
Digital-first nonprofits consistently outperform direct mail strategies, ensuring a higher return on investment.
Strategic Diversification
Our approach is not dependent on a single channel, minimizing risk and maximizing reach across various platforms.
Conversion Focus
Every element, from ads to landing pages to email sequences, is meticulously optimized for donor acquisition.
Automation
Automated email sequences and marketing flows do the heavy lifting 24/7, ensuring continuous engagement and nurturing.
Measurable & Scalable
Real-time data allows for rapid optimization, and success in 2026 will enable 2-3x growth in subsequent years.
Immediate Action Items (Next 30 Days)
01
Secure Budget Approval
Obtain final budget approval from leadership to kickstart implementation.
02
Contract Spectrum
Finalize contracts for paid search and TV campaigns with Spectrum.
03
Begin Website Strategy
Initiate the planning and design phase for the new conversion-optimized website.
04
Create First Lead Magnet
Develop and launch the initial lead magnet (e.g., "Prayers for Indigenous Missions" PDF).
05
Launch First Campaigns
Deploy initial paid search and Meta advertising (Facebook/Instagram) campaigns.
90-Day Milestones
Month 1: Campaigns Live
First paid search and Meta campaigns are fully operational and generating initial data.
Month 2: Website Progress
Website development reaches 40% completion, focusing on critical landing pages.
Month 3: Full Channel Activation
All primary digital channels are live, and the first monthly partners are converting through our funnels.
What Success Looks Like (Dec 31, 2026)
10K+
New Email Subscribers
A substantial expansion of our engaged audience for direct communication.
500
New Monthly Partners
Building a sustainable base for recurring support, totaling $210,000 in Annual Recurring Revenue (ARR).
—
Sustainable Infrastructure
A robust digital acquisition system built to support future growth and impact for indigenous missions.