The 50th Year Campaign

YEARLONG SCHEDULE

One theme a month, one ask a month.

Months marked with an asterisk are tentative August through November are scheduled subject to change. The first seven months and December are the ones to plan against now.

The Story We Tell

Every month runs the same three-beat structure. Legacy earns attention, the impact story proves it, and the call to action converts it. Keeping the structure fixed is what makes twelve separate themes read as one campaign.

BEAT ONE Where we’ve been

Fifty years of ministry to families. The anniversary is the reason to look back, and the reason people pay attention this year and not another one.

BEAT TWO Social proof

The impact story carries the month. Not claims about Focus, but what happened for a family because the work exists.

BEAT THREE Call to action

Each theme has its own ask, from an assessment to a subscription to a gift. The ask is the measurement point for the month.

EVERGREEN CHANNEL ACTIVITY

How each month reaches people

ChannelWhat runsTiming

Open dependency The monthly constituent message is pending the FOTF eNewsletter. Until the eNL launches, each existing newsletter carries the 50th promotion instead.

OPEN THE DEMO The 50th section on the homepage

Open the demo ↗

1 · Theme paragraph Two or three sentences on the month’s theme, connecting fifty years of the work to something a visitor can do about it today.

2 · Testimonial video One story per month, playing in place. This is the proof point that makes the ask credible, and the piece most likely to be reused in social and email. The demo shows your example video.

3 · Call to action The single ask for the month, taken straight from the schedule. One button, one destination, one thing to measure.

Placement Directly below the giving appeal, so the existing donate path stays first and the 50th block is the next thing a visitor meets.

Twelve months of impact, one anniversary.

One theme a month, one ask a month.

The Story We Tell

How each month reaches people

Sanctity