Accelerating growth with Always On

Opportunity

Prison Fellowship works to see lives and communities restored in and out of prison. As a 50-year-old ministry, Prison Fellowship realized they had an opportunity to revitalize their mature fundraising programs and achieve growth. In 2019, their CEO gave Masterworks a challenge: a five-fold increase in online-acquired donors in 5 years.

We did it in 15 months.

Solution: Always On

Masterworks introduced Prison Fellowship to Always On, a dynamic digital media strategy to revolutionize nonprofit growth. Always On operates as a full-funnel, multichannel approach, engaging users continuously to increase awareness, drive relevant engagement, and invite potential donors to contribute.

Previously, Prison Fellowship’s digital media efforts were aligned with a traditional direct response format, where ads and campaigns supported the monthly direct mail offers. This approach proved limiting, as core messages lacked the frequency needed to deeply resonate with potential donors. Just when a prospect began to engage with a campaign, a new one would start, resetting the engagement process.

“Masterworks is right here in the ministry with us. What they create on behalf of Prison Fellowship comes from a place of deep empathy and a shared love of Jesus.” —James Ackerman, Former President & CEO, Prison Fellowship

Strategic shift: decoupling and optimizing

Masterworks identified the need to decouple digital media acquisition from the direct mail cultivation calendar. This strategic shift allowed the team to focus on optimizing successful tactics to acquire new donors online at the most efficient cost.

Recognizing the unique opportunity presented during the generous period of the COVID-19 lockdown, Masterworks accelerated Always On. The results were impressive: since 2021, digital channels have become Prison Fellowship’s primary source of new donors.

Impact

Always On not only revitalized Prison Fellowship’s donor acquisition efforts but also solidified a deep partnership rooted in shared values and mission.

Through innovative thinking and strategic execution, Masterworks transformed Prison Fellowship’s fundraising approach, achieving remarkable growth in a fraction of the anticipated time. Always On stands as a testament to the power of continuous engagement and the potential for digital transformation in nonprofit fundraising.