The Challenge
Light of Life Rescue Mission had already begun incorporating paid digital into its fundraising strategy, but the organization was looking to strengthen digital acquisition with a more integrated, scalable approach.
As with many rescue missions, their primary source of general donor acquisition was direct mail. Digital existed organically. But paid acquisition and retargeting through an agency was uncharted territory.
They knew they needed to expand their acquisition scope and build a robust digital pipeline for new donors. They asked Masterworks to partner with them to achieve this.
The Approach
Since the launch was near the fall fundraising season, we applied proven direct-response principles to paid digital media, focusing on offers such as food and shelter and on promoting their monthly donor program. We used clear fundraising language that audiences associate with Light of Life and with the season. That included offers around Thanksgiving, GivingTuesday, and Year-End.
We then built a balanced channel mix that leveraged Infinite Media’s Christian advertising display network, along with Meta, search, and CTV.
The Results
In September through December 2025, Light of Life’s first paid digital campaign generated exceptional platform results:
- A 5x ROAS—with an over 6x ROAS in CTV alone
- $41 cost per gift
- $215 average gift
- Over 15 million impressions
Beyond media metrics, the launch of the fall campaign showed immediate and measurable change in their donor performance:
- Increases in acquisition stopped a 4-year active donor decline and drove volume growth
- Recurring revenue grew 17%
- Q1 online revenue finished 21% above projections
A digital media partnership with Masterworks was the perfect amplification to Light of Life’s fundraising strategy. Through smart program management, we expanded their digital reach so it can continue to play a meaningful role in their future growth.
Client Perspective
“One of the best decisions I’ve ever made was switching to Masterworks. It’s going so well. We were at 122% of our fundraising goal for Q4 of 2025!”
— Lisa Chester, Director of Development, Light of Life Rescue Mission
She later told us she believes everyone should be with Masterworks.
