Agency/Client Relationships

Choosing the right agency — for the right reasons

Problem/Opportunity:
Christian ministries change agencies for many reasons. But most make a move either because they’re simply not satisfied with the results they’re getting, or they no longer feel a deep connection with their marketing partner.

In 2004, Masterworks responded to the RFP of a well-respected rescue mission. They were changing agencies because they were not happy with their fundraising. We were one of two finalists. But the other firm — a secular agency that was geographically closer to this organization — ultimately won the business.

Successful Strategy:
It’s your job as an agency to help your client connect with new donors, hang on to supporters longer, raise more net income for ministry and to do all of that at a reasonable return on investment. But you also have to share something even more meaningful with your client — faith, values and the desire for a Kingdom impact.

After one year, the secular agency was fired. The mission hired Masterworks. In hindsight, the CEO noted, “I knew within a week of hiring the secular agency that I made a wrong choice. They pretended to get our voice, but there’s a difference between knowing the Psalms and knowing the Psalmist.”

Results:
After a year with Masterworks, the mission’s direct marketing income grew by $304,307 — a 24.6% increase — and donor retention was up across all segments. Furthermore, this client recently finished their fiscal year in the black for the first time in years.

But they have also commented time and again on how much of a connection they feel with Masterworks. They know we share their vision to reach the poor, hungry and homeless in Jesus’ name. And they know we’re committed to serving alongside them to do the work of the Master with integrity and quality.