In a season of significant change for the IMB, we worked with their team to create a compelling strategy and accompanying pieces for an annual giving campaign.

As the missionary sending arm of the Southern Baptist Convention, the mission of the International Mission Board (IMB) is to send limitless missionary teams to make disciples and multiply churches around the world. The Lottie Moon Christmas Offering is an integral part of making that happen.

This annual campaign, which peaks in December, engages Southern Baptist churches to give toward sending and supporting IMB missionaries. In fact, 100% of the money given does just that. But Lottie Moon is more than an offering; it’s an opportunity for churches to come together, learn about the many ways the gospel is spread around the world, and pray for missionaries living and sharing the Word. Last year alone, the offering raised $165.8 million.

A simplified, strategic approach

IMB has been in the midst of considerable change and opportunity, with new leadership, new processes, and new partnerships. As they prepared for this year’s Lottie Moon Christmas Offering, they turned to us to help with creative strategy and creative execution.

We began by developing the creative strategy, which focused on simplifying the pieces supporting the campaign, identifying key audiences, and providing creative direction. Some of the key strategic decisions included:

• Creating audience profiles — Pastor Jerry and Molly, a member of his church — to build the strategy and creative around.

• Identifying key guardrails for the creative to ensure it aligned with the strategy.

• Establishing clear, concise promises, proofs, and calls to action for audiences and pieces.

Creative work that compels

From there, our creative team began the process of building visuals and messaging in line with the strategy. This wasn’t a Kumveka-only effort; we worked together with the IMB team to co-create the campaign pieces.

With The Gospel Resounds as the campaign tagline, each piece—from introductory bulletin insert to leader guide—reflects the impact of the gospel throughout the world. Churches are using them now to engage and inspire their congregations in the work God is doing—and how they can join it through praying and giving.

This post is just a taste of our work with the IMB; there’s much more to share. We look forward to doing that in the coming months!