The Community of Christ’s Power of 10 initiative was born from this critical need, inviting members of the church – especially those under the age of 50 – to commit to a recurring gift of time, talent or funds. In particular, the money raised through these member contributions would be used to sustain the missions of the church in individual congregations, mission centers, and around the world. Community of Christ reached out to Meers Advertising in August of 2010 to develop a strategic marketing plan for bringing the Power of 10 initiative to life.

SOLUTION
Community of Christ launched the Power of 10 to the global church on April 10, 2011 as a brand new way to think about giving to the church. Its launch represented a complete shift in how the church organized their financial efforts, focusing solely on mission in five categories. These include: Invite People to Christ; Abolish Poverty, End Suffering; Pursue Peace on Earth; Develop Disciples to Serve and Experience Congregations in Mission. Members are now given the opportunity to make a contribution on a onetime basis or choose a recurring giving model.

Meers Advertising developed the brand identity for Power of 10 through the creation of the initiative’s logo and brand look. Following the establishment of the brand look and feel, we also developed the Power of 10 website, GiveYour10.org, that allows church members to easily set up their giving online and experience evergreen content and timely information showing the type of mission their donation would be supporting as well as the documented efforts of that mission in action. Understanding that a critical element of this initiative was also to attract and engage Community of Christ’s younger members, we designed the GiveYour10.org site to have seamless integrations with such social media experiences as Facebook and Twitter. Meers also developed a mobile version of GiveYour10.org, complete with a mobile optimized donation form, and created a simple means to get to the mobile site by texting “MISSION” to 74574.

CLIENT BENEFITS
While the Power of 10 is still a relatively new movement within Community of Christ, the reaction from the church community has been extraordinarily supportive. Younger members of the church, particularly those between the ages of 18 and 30, were initially surprised by the dramatic shift but have proven to be some of the initiative’s most vocal supporters. Meanwhile, the website has proven to be a powerful tool in serving church donors and attracting new recurring donors, raising nearly $10,000 in the first month.

At this time, Community of Christ is in the process of evaluating additional strategies that Meers Advertising has provided to sustain the excitement around the initial launch of Power of 10 and implement consistent communication with the target audience to engage and keep them engaged in the long term.