To many people in the church and the broader culture, the idea of a missionary is an antiquated notion conjuring up images of men and women living in jungles, making friends with cannibals, and only resurfacing long enough to ask for money from friends and family. However, the work of the modern missionary is far different.
Modern missionaries use their unique skills, qualifications, and education to live and work among the people of a region. They are architects, doctors, farmers, mechanics, and everything in between. Meanwhile, the modern missions organization serves, in part, as a relief organization, jumping in during natural disasters or aiding refugees as they enter new countries.
Operation Mobilization works in over 118 countries with more than 6,800 missionaries, yet their work remains largely unknown and misunderstood.
Our work focused on shifting the organizational narrative from a program to the individual. This means we shifted the focus of the brand away from the internal organization of work to the more relatable individual stories. Once this framework was established, we spent 10 months designing the new brand expression and redesigning the website. We spent an additional 12 months reimagining the recruiting process and the online donor experience. This work included developing new back-office processes and interfacing with an existing Donor Management System.
Once the brand was in place, FiveStone developed a 12-month strategy to drive a new audience to OM. We then managed, directed, and produced from that strategy. This work included offline activities such as events, as well as a major online initiative including video vignettes, an e-book, email sequences, and micro-campaigns.
Starting with an unresponsive website and little social presence, FiveStone looked to both redesign the site and expand OM's digital footprint. This effort began by rebuilding the site around a simplified information architecture that focused on the importance and breadth of OM's work. By integrating OM's own stories and images, we produced a clean website, a robust social presence, and a variety of digital media content to continue telling their story.
The work for OM led to a larger conversation within the organization. While our work was originally intended only for the U.S. operations of the organization, after it was unveiled, OM offices around the world noticed the effectiveness of the new brand and messaging. This prompted a call to unify the brand across the world, something never before considered in the 60-year history of the organization.
A re-engineered giving experience that increased donor gifts, and gave donors new ways to give to OM and to manage their individual accounts.
A streamlined volunteer system that increased applicants and volunteers (while other mission organizations were experiencing decreasing numbers during the same period).
In the first month of lead generation, OM captured hundreds of leads through inbound content and lead sites.