Annie Armstrong Easter Offering Digital Campaign Strategy

About the Campaign

The Annie Armstrong Easter Offering® is the North American Mission Board’s largest annual $70 million+ fundraising campaign that fuels more than 2,900 missionaries and church planting efforts across the U.S. and Canada.

My Role

  • Led digital strategy for the Annie Armstrong campaign, aligning messaging across multiple brands and platforms.

  • Tailored content for multiple audiences, including pastors, donors, church planters, students, and ministry partners, to drive engagement and giving.

  • Collaborated with the development and marketing teams on campaign storytelling, on-site production, and post-production for social media.

  • Brainstormed fresh creative ideas and giveaways each year to keep the campaign innovative and shareable.

  • Analyzed performance data weekly to optimize content, paid media, and engagement methods in real time.

Campaign Overview

Channels: Organic Social, Paid Social, Google Ads, Landing Pages, Email, Influencer/Partner Content, Live Events, Videos

Timeline: Year-long campaign with peak focus during Week of Prayer & Giving Season

Digital Strategy Goals:

  • Increase understanding & awareness of the Offering

  • Equip church planters, pastors, and churches to confidently advocate for & promote the Offering

  • Drive donations by promoting direct, online giving rather than in church

  • Show real, measurable donor impact

  • Developed traffic, follower growth, and conversion campaigns to discover new audiences, engage existing supporters, and guide them through their donor journey.

  • Directed an agency that executed always-on Google Search and Display ad campaigns.

  • Maintained best practices while managing various aspects of paid advertising, including:

    • Content

    • Visuals

    • Audience targeting and retargeting

    • UTM tracking

    • Landing page strategy

    • Conversion tracking

Paid Ad Strategy

On-Site Social Media Direction

  • Filming crew setting up outdoor interview scene in a grassy field on a sunny day, with two people seated and a camera operator filming.

    Traveled to video shoots to provide direction for social storytelling, gather content, and capture videos tailored for online promotion.

  • A group of six people in a living room filming or photographing a man sitting on a beige couch reading a book. Three are standing, with one holding a camera on a stabilizer, and two are sitting on the floor or couch with cameras. The room has a patterned rug, large windows with curtains, and wall art.

    Engaged directly with missionaries to help them feel at ease, share their stories, and illustrate how God is working in their city

  • Open book and notebook with pen on a desk, blue mug with white text reading 'FUELED by ANNIE' and 'ANNIE ARMSTRONG EASTER OFFERING,' and a jar of colorful candies in background on a window sill.

    Collaborated on site with the writer, Chief Development Officer, photographer and production team to ensure cohesive storytelling that will inspire multiple audiences to give.

Influencer Campaign

Copy for Send Network Influencers

  • Church Planter, part of #DontPlantAlone means supporting the work of your fellow planters and future missionaries. If you’ve been blessed by being part of Send Network, then give back by leading your church to give to the #AnnieArmstrong Easter Offering.

  • Send Network Family: We gave more than ever before to the #AnnieArmstrong Offering last year. As the beneficiaries of this offering, we are #FueledByAnnie💪. Let’s be first in line and lead our churches to break the record again this year!

  • Jesus told us to go & make disciples of all nations, and nearly every nation is represented in North America. The mission field is here. Give to #AnnieArmstrong today! AnnieArmstrong.com

Copy for Pastors/SBC Influencers

  • God is doing great things through our NAMB missionaries, but the need and cost to do missions work in North America continues to rise. Will you join me in giving to the #AnnieArmstrong Easter Offering this year? 🔗AnnieArmstrong.com

  • What I love about being a Southern Baptist is our passion for supporting our missionaries for the purpose of making Jesus known. Together, we gave a record amount to #AnnieArmstrong last year, but I’m betting we can beat it this year! AnnieArmstrong.com

  • I’m giving to the #AnnieArmstrong Offering this year because I’m encouraged by the work of our NAMB missionaries. As the need for the gospel grows, these men & women need our support. Join me in giving at AnnieArmstrong.com!

Metrics

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Optimization

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Metrics & Optimization •

Key Metrics Tracked:

  • Conversion rate and donation volume

  • Clicks, cost per click & downstream engagement from paid campaigns

  • Saves, shares, and comments on social

  • Traffic attribution via UTMs and platform analytics

Optimization Approach:

  • Weekly performance reviews with Development Team during peak season

  • Custom content tags to identify high-performing themes and formats

  • Tailoring messaging and creative based on audience segment (church planters, pastors, donors, students)

Metrics

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Optimization

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Metrics & Optimization •

Results

  • Achieved record-breaking results every year I led the digital strategy for the Annie Armstrong Easter Offering.

  • In 2024 alone, we raised $74.7 million, marking a 22% increase of $15.1 million since I began working on the campaign in 2017.

  • 48% of all website traffic to AnnieArmstrong.com came from organic and paid social media.

  • Increased confidence and advocacy from church planters and partners.