A year of investing
It focuses on a year of investing in, improving and growing what is working, by simplifying and modernizing the way someone encounters and engages with Focus.
Powering all six
◎ Audience liftAwareness Marketing
Grows the audience every one of the six draws from.
Content and ministry don't stop
Content creation matters more than ever
Articles, broadcasts, podcasts and videos keep going out all year. As the website, app and digital media spaces get better, that content reaches more people and leads them further. The overhauls pour fuel on the organic fire.
Everything else
The foundation
3CI Initiative
The base every overhaul is built on.
What the FY27 Operational Plan depends on
The FY27 Operational Plan only works if we give it room to work. That means a strategic runway: one protected year to invest in what's working and to simplify and modernize the way people encounter and engage with Focus. It requires laser focus on what's moving the needle, which means putting lesser-impact, less approachable initiatives in maintenance mode. If we hold to these commitments, we'll emerge leveraging best practices and ready to give every constituent a clear, impactful path to experience ministry and engage deeper with Focus on the Family.
Starting in November
Lesser-impact initiatives move to maintenance mode
Tier 3 and unranked initiatives keep serving the people who use them today, with no new spend, new features or dev time. That frees the budget, staff and attention the six and the overhauls need.
- Keeps runningExisting content, pages and subscribers
- PausesNew builds, paid promotion and redesigns
- RevisitedWhen FY28 planning begins
Leadership sign-off and a protected runway
One full year where the plan holds, even when new requests come in.
One owner per overhaul
A single accountable lead for each overhaul and each Drive product.
Reserved Digital and IT capacity
Dev time is booked for the overhauls first, before new projects.
Platform decisions made early
Ping, Experience Cloud, the email platform and the video player chosen before builds begin.
Clean data and shared tracking
Source codes on every entry point and one CRM record to measure against.
Budget moved toward the six
Spend from paused initiatives shifts to the six and the overhauls.
Content and creative capacity
Writers, designers and producers lined up for each relaunch.
Ministry-wide communication
Every team understands what's moving forward, what's paused and why.
Strengths
What are we best at?
- A trusted brand with nearly 50 years of history with families
- A loyal donor base
- Proven flagships like Adventures in Odyssey and the Video Series format
- Content for almost every life stage
Opportunities
Where can we grow?
- The 50th gives every family a reason to look at Focus again
- Name capture and the newsletter can grow an audience we own
- A better website and app pour fuel on our organic content
- Personalizing by life stage and interest
Aspirations
What do we want to become?
- A clear, impactful path for every visitor to experience ministry
- Every constituent getting the ministry experience that fits them best
- A ministry known for focus, running on best practices
- Constituents who engage deeper and give more over time
Results
How will we know?
- Higher completion rates on Age and Stage and assessments
- Lower bounce rates site-wide and higher newsletter click rates
- Lower cost per new donor
- More complete constituent profiles and measurable lift from testing