Truth for Life

By Katharine Kraft
February 14, 2007

THE RELATIONSHIP

Truth For Life (www.truthforlife.org) is a nationally syndicated, donor-supported radio program featuring the teaching ministry of Alistair Begg. Founded twelve years ago, Truth For Life grew out of Alistair Begg’s weekly Bible teaching at Parkside Church, a non-denominational body of believers located in Cleveland, Ohio. The Word of God is central to this ministry, as their mission is to teach the Bible with clarity and relevance so that unbelievers will be converted, believers will be established and local churches will be strengthened. Truth for Life continues to grow and expand with over almost 1,100 radio outlets airing daily and weekend broadcasts.

Truth for Life Daily Email

Why Invest in the Web?

As the ministry continued to grow and expand, and as its annual investment to reach people through radio continued to increase, Truth For Life saw strategic value in transforming its website into a communication tool that would fuel future growth of the ministry. While Truth For Life knew the names and contact information for many of its radio listeners, particularly those who had made financial gifts, the ministry had limited information about its constituents and limited ability to build stronger connections with them outside of radio.

Truth For Life desired to provide its listeners and other constituents with new ways to connect with Alistair, his teaching, and the ministry as a whole. As more people connected with the ministry via the web, there would be more opportunities for Truth For Life to interact with its audience, and to build stronger, more meaningful relationships with its constituents. Through these efforts, Truth For Life hoped to convert many listeners with a transactional mindset (e.g. “I listen to your program and buy your products”) into partners focused on helping the ministry expand into new markets and reach even more people with its life-giving teaching.

By investing in a web presence that built stronger relationships with radio listeners, Truth For Life reasoned that its radio outreach would be even more effective. From a purely bottom line perspective, investments in the web would stand to increase the value of each station to Truth For Life, as stronger relationships would presumably result in increased donations and product sales. Even incremental increases in financial return on a per station basis, multiplied across nearly 1,100 stations, could result in a significant financial impact for the ministry. Acting as support for the radio and other existing communication channels, the web could make them stronger and more effective, while serving to maximize significant financial investments that were already being made.

In addition to strengthening existing communication efforts, Truth For Life saw the web as an important way to reach new audiences who had not yet encountered the ministry or the radio broadcast, particularly people living in areas that were out of range of the radio broadcast. By connecting with an online audience in a meaningful way, Truth For Life stood to benefit from the grassroots growth that would almost inevitably occur. People who found an online broadcast or an email devotional helpful could easily forward the link to ten of their friends, many of whom would already have an affinity for the ministry and its teaching. In this way, and through more traditional forms of online promotion, Truth For Life would gain access to new audiences through a channel other than radio.

Why Silas Partners?

In 2004, Truth for Life understood the importance of the web, but it did not know where to start. As an initial step, the ministry contracted with Silas Partners to perform an initial Internet Strategy Study. During this initial engagement, Silas helped to determine priorities, identified areas of greatest opportunity, helped to set goals, and provided a realistic view of the investment that would be required to realize these goals. This work helped to predict the ministry impact and financial return that would result from investments in the web. These recommendations were compiled into a two-year “Internet roadmap” document and presented to ministry leaders.

As Truth For Life continued to evaluate its web efforts, it came to the conclusion that it did not have the capacity or knowledge internally to develop and grow a full fledged Web Ministry. Even if resources did exist to hire additional staff, it would be difficult to find one person possessing expertise in all the areas required for online success. While technology upgrades were needed, they were not sufficient on their own. Over and above technology, Truth For Life needed the expertise and manpower necessary to develop and execute an online communication strategy that would deliver results. For all these reasons, the ministry concluded that an outside partner was needed. This partner would need to live up to the same standard of excellence that Truth For Life demanded in all other areas of the ministry.

Truth For Life also needed a partner who could be trusted to act as an honorary staff member. This partner need to cherish the Truth For Life mission and then apply great amounts of creativity and commitment to support that mission. The partner needed to know ministry so well that it could suggest ways to improve internal processes. This partner had to be reliable enough to follow through and make those improvements a reality. With these standards in mind, Truth For Life decided that Silas Partners was the right choice to launch its new online communication initiatives.

Planning for Consistent Growth

Change does not happen overnight. Truth For Life believed in planning for the future by allowing for steady and continual growth. Thus Silas Partners helped the ministry identify key areas of growth opportunity on the web and then developed a strategy to realize those opportunities.

At the start of the relationship, Truth For Life possessed 8,000 email addresses, but had never communicated electronically with these constituents. Additionally, there was no way for monthly donors to set-up a recurring gift online. These were critical issues that needed to be addressed quickly.

Additionally there were activities that would support consistent long-term growth, such as improving infrastructure, or establishing communication plans to deepen relationships with constituents. Some of the foundational priorities that shaped the specific activities Silas Partners would implement for Truth For Life were:

• All web activities would support the ministry’s mission
• Expanding accessibility of resources through web-enabling content
• Using the Internet to deepen relationships with constituents
• Increasing online and overall revenue

THE SOLUTION

Silas Partners took the above goals and translated them into creative ideas and specific projects, each project requiring many different skills working together. Silas provided deep expertise in the areas of strategic thinking, communication, creative services, technical consulting, project management, and other implementation services. Most importantly, these skills and services were blended together to provide the perfect mix of skills for each project.

In close consultation with Truth For Life, Silas Partners determined the best way to utilize those resources in the activities outlined below.

Website Redesign Improves Usability

Before Truth For Life could use its website as a major distribution channel, there was a desperate need for it to be recalibrated and realigned. Within a few months, Silas Partners had given the ministry a user-friendly website that would stay fresh by reinforcing the current broadcast, monthly premiums and ministry events.

Once the new site was launched, listener comments began rolling in as to how delighted constituents were with the new resources on the website. In reality, the number of resources had not changed, but they were now much easier to find. This reinforced the fact that site structure and organization was of utmost importance for a ministry whose goal it was to get more resources into the hands of their audience. This new website design would contribute towards the 141% increase in page views in 2005, as compared to 2004.

In conjunction with the launch of a new website, Silas Partners brought stability to the project by leading the coordination between Truth For Life’s vendors and staff. Silas Partners identified breakdowns in communication and helped implement processes to correct data problems, handle end-user requests and keep the website updated. Developing these processes increased efficiency and reduced administrative costs for the ministry.

Microsite created focused campaign messaging

Email Deepens Listener Relationships

In parallel to the launch of its new website, Truth For Life also needed to quickly begin proactively communicating with its constituents. Previous to working with Silas Partners, the ministry did not have any form of email communication with its online constituents. Silas Partners used the devotional content from “Morning and Evening,” written by C.H. Spurgeon, revised and updated by Alistair Begg, to create a daily devotional email. The daily devotional also provided links to the daily broadcast as well as ministry features, such as the monthly giving program.

As a testimony to incremental growth, Truth For Life waited for the daily devotional email to become a regular part of the ministry’s communication calendar before introducing a monthly newsletter, “Truthlines.” Truthlines contained a personal letter from Alistair in addition to promoting ministry resources and events. Email communication is most successful when you cater to the constituents’ preferences. Thus, the Truthlines newsletter served people who wanted proactive communication from the ministry, but did not want a daily email. Constituents have affirmed this new email option by responding strongly with an average 27.4% open rate and 10.8% click-through rate.

Finally, Truth For Life began using emails to promote its nation-wide events like Listener Events or Alistair’s speaking engagements. Geographically targeted emails were sent to constituents living near these events. Alerting people in a particular region where Alistair would be speaking at a location near them increased the potential for new listeners to attend.

Overall, the ministry’s consistent email communication was an important factor in driving repeat visitors to the website. This resulted in sustained growth of site traffic, with over 2 million visits in 2006, a 99% increase from 2005.

Greater Access Creates Listener Loyalty

A central goal for any broadcast ministry is to expand access to the broadcast. Offline, this translates on key radio stations and having the program aired during favorable time slots. Silas Partners and Truth For Life worked together to define what expanded accessibility with online audiences would look like for the ministry.

First, distribution methods were evaluated. Capitalizing on the rapid adoption of podcasting, Truth For Life began to offer a daily podcast of its messages. Silas Partners guided the ministry in how to maximize the potential that podcasting offered. After a thorough evaluation, Silas Partners created a workflow that offered a podcast for free, but required users to provide their email address. By doing this, Truth For Life used podcasting as a name acquisition tool as well as a ministry resource.

An instant hit, listeners enthusiastically responded to podcasting. Within the first three months of offering this option, over 2,600 new constituents requested the podcast. Since then, over 11,000 people have requested a podcast subscription. Listener feedback indicates that some listeners are replacing radio-listening with their podcast subscription. In some locations, online access is the only way grateful listeners are able to listen to the broadcast.

Second, Truth For Life made a significant decision to bring its archive online by offering individual mp3’s for sale. The website is the only place where individual messages can be purchased. All other channels require the purchase of the full series. This was a potentially risky decision for Truth For Life, as it could have led to a decrease in store revenue. However it was a decision that was in keeping with the mission and the ministry took a step of faith. Silas Partners worked with Truth For Life to develop a new cost structure for the mp3 downloads and then managed the implementation of this archive expansion. As of December 2006, over 500 messages are available online and 55% of the 20 most popular products for 2006 are mp3 downloads.

These two projects represent the key drivers of increased online activity for Truth For Life listeners in 2006.

THE RESULTS

While Truth For Life has seen steady growth in all areas of its Web Ministry over the past two years, there have been areas where growth has been particularly explosive. In 2005, the new website and regular email communication drove the majority of the growth, while in 2006 the podcast and expansion of the online archive were the influencing factors. Each element demonstrates that it is not only possible, but critical, to cultivate relationships through a ministry’s web presence.

Email Increases Involvement

Truth For Life experienced rapid growth after the new website and daily email devotionals launched at the beginning of 2005. The most significant driver of growth during the first year was the daily devotionals. These emails proved to be a very effective tool at cultivating a close, daily relationship with constituents. During the year the ministry’s email house file grew 150%, increasing from 8,000 email addresses to over 20,000.

Since the inception of the daily email, Truth For Life has sent out almost 10 million daily emails! Never tiring, its committed constituents respond with a resounding cry for more. Emails across the board maintain high open rates (usually 25% or higher) and click-through rates (usually 10%).

Tied to the strong response rates on emails, website traffic also increased dramatically for the ministry. From January 2004 to December 2006, page views increased 418% and the number of visitors to the site grew 54%. Thus the emails were successful in driving people to the website and in general people were staying on the site longer.

While strong response rates are certainly welcomed, the most important part of the enthusiasm for the daily emails is that it indicated constituents were longing for a deeper relationship with Truth For Life. Proactive email communication provided an outlet for listeners to interact with the ministry beyond the broadcasts. As an example, when sent a survey regarding opinions about podcasting, 40% of users who opened the email gave comments to Truth For Life. Anecdotally, because the podcast was offered for free, some listeners increased their giving to compensate for the added cost to the ministry and to help more people hear the broadcast. This illustrates how the listeners felt that they were a part of the ministry and were committed on a personal level to see it succeed.

This is observed across the board in the response to all Truth For Life emails, whether it is the Truthlines newsletter or a special event emails.

Expanded Reach Produces New Listeners

For many broadcast ministries, a key measurement of the success is how many people listen to the broadcast and how frequently they listen. Truth For Life experienced significant growth in this area. Across 2006, the number of constituents accessing the broadcast online increased 26%. Even more impressive, however, is that constituents listened online much more frequently. In October 2005, a listener accessing the broadcast online downloaded an average of 3.0 broadcasts per month. In October 2006, listeners were downloading 8.7 broadcasts per month online, an increase of 194%.

To look at this another way, in October 2005, a constituent might listen to one or two broadcasts every couple of weeks. One year later, in October 2006, that same constituent was listening to more than two broadcasts per week!

While this increase in downloads per user was driven largely by the advent by podcasting, an increase was seen across all streaming formats as well. Podcasting quickly eclipsed other traditional streaming formats in popularity, comprising over 62% of the listens from the website in 2006. This illustrates how providing users with the formats and they desire can result in greater engagement with the ministry.

The podcast was responsible not only for changing the listening habits of users, but also for increasing Truth For Life’s email house file. Due to the registration method used with the podcast, there were over 11,000 requests for a podcast subscription. Many of the new podcast subscribers also requested to receive email from Truth For Life. This is but one of several factors that contributed towards the 19% growth of the email house file in 2006. While this is modest compared to the 150% increase experienced from 2004 to 2005, it demonstrates that healthy growth rates can be maintained even after periods of tremendous growth.

Relationships Result in Revenue

As listeners developed deeper relationships with Truth For Life, many chose to support the ministry financially. In the year following the launch of the new website, there was explosive growth in online revenue. Overall online revenue increased by 112% in 2005! While that type of growth cannot be sustained over long periods of time, it demonstrates that critical changes can be made to overhaul a ministry’s effectiveness.

After such a strong growth spurt, Silas Partners and Truth For Life hoped that the new relationship building efforts would contribute towards a pattern of steady growth. The revenue increase in 2006 affirmed this path. Online revenue in 2006 increased 30% over figures from 2005. Also, the ministry is continuing to reap fruit from a more robust Web Ministry, as it sees that over 60% of online donations come from new online donors. This confirms that Truth for Life is reaching new audiences through the web, in addition to developing another touch point with existing donors through the web.

Anecdotally, many constituents told Truth For Life that the additional resources being offered this year (podcasting, mp3 downloads, frequent email communications) prompted them to make one-time or recurring donations, many of which came in through the mail.

Continual growth characterized almost every area of Truth For Life’s web ministry during 2005 and 2006. A large part of its success can be attributed to how each new project is evaluated through the lens of the mission to teach the Bible with clarity and relevance. This underscored all activities and empowered Truth For Life to make bold moves to expand and grow how it served listeners through the Internet. On the horizon Truth For Life, with the help of Silas Partners, expects to introduce new online initiatives in the coming year that will drive continued expansion and growth for the ministry.

About Silas Partners

As Web Ministry Professionals, we believe the Internet is important to the overall mission of an organization, because it is one of the most effective ways to build a life-changing ministry. We aren’t one employee trying to do it all, but an entire team of world class designers, sales & marketing professionals, software developers, webmasters, and client services managers. We have pioneered solutions with our clients by providing Strategy, Marketing, Design, and Technology services.

Our mission is to serve Christian ministries by helping them to better fulfill their missions through improving their communication and expanding their reach. Please contact us if you would like to learn more about how Silas Partners can serve you.