ICC Strategically Positions TechSoup as a Trusted Source for Technology in the Faith-Based Space
In September 2013, donation eligibility rules by Microsoft were expanded to include a broad set of FBOs. For TechSoup, FBOs as a donation recipient group has been underrepresented historically. In an effort to improve outreach, TechSoup partnered with InChrist Communications to promote changes in the donation eligibility rules, drive awareness of the availability of software and help position TechSoup as a faithful partner in the technology space, especially among those who were cautious toward technology and late adopters.
- Lack of familiarity with TechSoup among Christian churches and ministries.
- Lack of a formal sales funnel, or systematic approach for supporting Christian churches and ministries interested in joining the program.
ICC Strengths and Assets:
- Strong relationships with churches, ministries and faith-based organizations
- Strong project management skills
- Rapport with upper management and line personnel
- 24/7 availability
- Ability to make major decisions and work quickly under tight deadlines
- Personal relationships with national and local media
- Access to online media contact databases
- Distribution capabilities directly to desktops of targeted, opted-in journalists
- Strong news writing
- Strong ability to build bridges between organizations and broker partnerships
Strategies and Tactics:
- Developed a six-month strategy to outline how best to reach TechSoup’s goals
- Reviewed and provided recommendations for TechSoup’s landing pages and other assets
- Provided support in the development of the company’s press room
- Created and provided a list of faith-based social media influencers to help empower TechSoup’s social media team to develop relationships in the digital space
- Reviewed and provided recommendations for TechSoup’s SEO strategy
- Developed a list of 10,000 churches; provided email marketing support and designed and deployed a campaign around the organization’s presence at Catalyst
- Wrote and distributed press releases around the organization’s milestones
- Developed relationships with journalists that cover technology in secular and faith-based media, and created opportunities for alliances in addition to generating media coverage.
- 132 news clips and media placements; Major outlets included Church Law and Tax (a publication of Christianity Today), One News Now, BeliefNet and the United Methodist Church.
- Coordinated 18 interviews for TechSoup’s leadership team with print, radio and online outlets serving local, national and international audiences. Major outlets included Salem Radio News, American Family Radio, WORLD magazine and the United Methodist Church.
- Placed ghostwritten op-ed in The Christian Post, with over one million views monthly, along with a ghostwritten Q&A in Christian Media Magazine.
- Coordinated exhibitor opportunities at Catalyst Conference and the Christian Leadership Alliance Outcomes Conference
- Brokered a partnership with Technologies for Worship to promote TechSoup’s FBO webinar, securing additional promotion of the event and a panel spot for the editorial team at the publication.
- For the purpose of developing and maintaining long-term relationships for TechSoup in the faith-based space, ICC set up and facilitated phone conferences with Assemblies of God, Association of Christian Schools International, Association of Gospel Rescue Missions, National Religious Broadcasters, North American Mission Board, Mission America Coalition and The United Methodist Church to introduce them to the organization as a trusted source for technology and software.