Client Spotlight: Reaching a Generation

Engagement at a Glance

Reaching a Generation is a faith-based organization operating in Southern Africa that meets both the humanitarian and spiritual needs of the communities they serve.

A few of the outcomes from our engagement:

• Simplified messaging that distills everything they do for their multiple audiences
• Developed a custom strategic fundraising plan that swaps all the things to try for a simple game plan to follow
• Aligned a small (but mighty) team on their marketing and fundraising priorities

The Challenge

Reaching a Generation exists to equip leaders, strengthen churches, and disciple the next generation across Southern Africa. Their work is intentionally relational, deeply contextual, and built for longevity—not quick wins.

For decades, they’ve invested in leaders who multiply impact within their own communities, creating ripple effects that extend far beyond any single program or event.

Like many founder-led ministries, Reaching a Generation had strong relationships and meaningful impact—but minimal formal fundraising systems to support sustainable growth.

Key challenges included:

• Founder-dependent fundraising that rested largely on the relationships and availability of one person.
• Minimal systems and infrastructure for donor engagement and follow-up that kept information siloed and hampered the donor experience.
• No internal implementation owner, making prior execution in this area slower than preferred. 

The mission was clear. The opportunity was clear. The question was how to build systems that they could easily adopt for greater efficiency and impact.

The Solution

Our engagement focused on building a custom strategic fundraising and marketing plan that was easy to understand, simple to adopt, and created for a team that has done ministry and work the same way for almost two decades. 

Our process included 4 vital components:

• Conducting an extensive marketing and fundraising audit so we can clearly see what’s working well, and what needs to be optimized. 
• Using their actual data to develop their ideal donor profiles, along with a clear message that resonates with each. 
• Building a 12-month communications plan so they can consistently share that message with the right audience in the right places, at the right time.
• Compiling everything learned into a series of strategic recommendations and playbooks that prioritize the low-hanging fruit that will make an oversized impact for the organization.

The Results

When Reaching a Generation came to us, they were doing amazing work, had excited donors who rarely heard from them after a gift, no clear system for fundraising. During our work together, we built a strategic fundraising plan to help them proceed with confidence in this new season.

Here are a few of the highlight wins:

• Simplified their message and how they talked about the many programs they operate.
• Assessed their donor data to produce distinct giving tiers and a game plan for how to communicate with each over the next year.
• Unearthed a list of 28 donors from their overall portfolio who should receive specific focus and cultivation over the next 12 months.
• Recommended key technology and system upgrades to automate some of the manual work that was evaporating their limited capacity.

Engaging us, or any outside expert, to assess your marketing and fundraising efforts can create a variety of benefits. The biggest value is to clarify the opportunities hiding in plain sight. Here’s a perfect example. 

The founders of Reaching a Generation (RAG) also operate a for-profit game lodge, with proceeds helping subsidize their ministry work. Pastors and short-term mission trips often benefit from being actively involved in the work firsthand and then hunting or staying on their other property for a unique experience that further supports their ministry. This story is being undertold and will now become an even greater element in their marketing and fundraising efforts. Imagine this scenario. When you’re a donor who cares about feeding the hungry, educating children, or provlding clean water to a community in Jesus’ name, you can partner with RAG—knowing that every dollar you give goes farther than the average charity because a large portion of their overhead is underwritten by a sister company that is also employing locals, impacting the environment, and making a difference. It’s truly an investment.

Meet Our Client, Reaching a Generation

Reaching a Generation is a nonprofit organization that provides education, nutritious meals, clean water, and more—all in Jesus’ name. Furthermore, they operate multiple business initiatives alongside their ministries where the proceeds help cover much of our operating costs, allowing every dollar you give to be stretched farther for the life-changing ministry we all care so deeply about.

Let’s Talk

We believe that effective fundraising and marketing is both relational and revenue-focused. Our partnership with Reaching a Generation is a powerful example of that belief in action.

If your organization wants greater clarity and momentum in your decision-making and fundraising activities, it’s time to swap all the things to try for a simple fundraising plan to follow. Sound intriguing? Let’s talk.