Case study
Bridges for Peace USA
A Christian nonprofit helping believers stand with Israel and the Jewish people.
It is small next to the organizations around it, and it competes with all of them for the same evangelical donors. Using the R7 Process, M is Good helped BFP USA give donors a reason to choose it, and a clear path from first impression to monthly gift.
+40%
Online gifts under $1,000, Q3 2026 vs Q3 2025
+37%
Online gift count, same comparison
52
New donors in the February to April 2026 push, at about $54 each
The problem
BFP USA’s messaging described the ministry well, but nobody had defined why a donor should choose this ministry over every other one asking for the same gift. There was also no clear route from a first impression to a first donation, and no system for turning first-time givers into monthly partners.
M is Good began working with BFP USA on July 29, 2025. By Q3 2026, online gifts under $1,000 were up 40% over the same quarter a year earlier.
The journey
July 29, 2025
Kickoff, discovery and Buying Vision.
Fall 2025
Brand line, donor personas and the donor funnel are built.
February to April 2026
A donor acquisition push brings in 52 new donors.
Q3 2026
Online gifts under $1,000 are up 40% year over year.
“America’s bold voice for Israel.”
Standing with Israel isn’t only something you support. It’s something you say out loud, and every gift helps BFP USA say it louder.
The R7 Process at work
We used the R7 Process to move BFP USA from a good message to a clear, repeatable funnel.
Vision: find the reason to choose BFP USA
We started with discovery and a Buying Vision, and built donor personas around BFP USA’s real givers: evangelical Christians in their 50s to 70s who respond to plain, unhurried, values-first language.
Brand: one line everywhere
That work produced the brand line “America’s bold voice for Israel” and moved the message from “support our work” to “be a bold voice.” It now runs through every ad, email and landing page.
Communicate: build the funnel behind the message
Meta ads, 10 to 15 emails a month to a list of nearly 14,000 plus SMS, welcome sequences and donor journeys, podcast promotion, webinars and a WhatsApp community, all leading to the Bold Voice Ambassadors monthly sustainer program.
Think: track ads to gifts
Stripe giving, a move to Virtuous CRM and tracking that connects each ad to the gift it produced.
Grassroots giving grew
During BFP USA’s partnership with M is Good, grassroots giving grew and the ministry gained a message its team, board and donors can repeat. We lead with gifts under $1,000 on purpose: a few very large gifts can swing any quarter, and grassroots giving is the cleaner test of whether the message is landing.
Intangibles
An honest note on attribution
Giving rose during our partnership, but email, SMS, direct mail, crisis events and the October 7 anniversary all ran at the same time, so we don’t claim ads caused every dollar. Including gifts of $1,000 and over, Q3 giving was roughly flat year over year. We say so because the goal is a healthy donor base, not a flattering chart.
Metrics
| Result | Detail |
|---|---|
| 1.77M | Meta impressions on $9,581 in ad spend |
| 44,611 | Landing page visitors, with 311 conversions |
| 665 | New email subscribers in 12 months |
| +40% | Online gifts under $1,000, Q3 2026 vs Q3 2025 |
Frequently asked questions
What is Bridges for Peace USA?
Bridges for Peace USA is the U.S. arm of a Christian nonprofit that helps believers stand with Israel and the Jewish people through giving, education and advocacy.
Why lead with gifts under $1,000?
A handful of large gifts can swing any quarter up or down. Online gifts under $1,000 show whether everyday supporters are responding to the message, which is what the marketing is meant to change.
What is Bold Voice Ambassadors?
It is BFP USA’s monthly giving program, with a $50 minimum, built to turn one-time donors into steady partners.
See how we help ministries through nonprofit and ministry marketing, or read how we served Voice of Judah Israel and First Century Foundations.
The R7 Process has helped hundreds of clients achieve their goals.
Will you be next? Let’s talk about your ministry’s story and where it can reach more people.
