Case Studies

Faith in Public Life's Driven By Faith, Not By Fear Campaign

 Submitted Thu Apr 07 2011 11:00:00 GMT-0400 (EDT)


Faith in Public Life is a media strategy center advancing faith in the public square as a positive and unifying force for justice, compassion and the common good.  Its online advocacy arm, Faithful America, seeks to build a powerful grassroots movement to put justice and the common good back at the center of the American values debate.


The Challenge

Starting in the summer of 2010, Glenn Beck began using his bully pulpits on Fox News and conservative talk radio to attack progressive organizations and religious leaders who emphasize “social justice.” He aggressively taunts and belittles anyone who links religion and progressive causes and has repeatedly told churchgoers to leave their congregation if the pastor talks about “social or economic justice.”


The Campaign

“Driven by Faith, Not by Fear”

Glenn Beck became the perfect target for Faithful America’s “Driven by Faith, Not by Fear” campaign, a comprehensive series of online efforts using Salsa, designed to push back against fear and hate-based political discourse.  Publically standing up to Beck was the perfect way for Faithful America to energize its base while reinforcing its brand identity and mission in the eyes of its supporter community and the general public.

The biggest action of the campaign involved successful fundraising for ads countering Beck-style propaganda on conservative talk radio:

Click Here for Radio Ad

The radio ad was so effective, it provoked a harsh reaction from Beck himself, as he lashed out on air to call Faithful America a “so-called religious group.”  Beck’s backlash increased the media visibility of the campaign, and Faithful America was able to even further spread its message and attract more supporters.


The Tools

The Salsa Complete Campaign

a) Crowdsourcing with Salsa:  Faithful America used Salsa Petitions and Questionnaires to solicit nominations and votes for a bumper sticker slogan.  The winner: “Driven by Faith, Not by Fear”

b) The Salsa Pledge: 14,000 new and existing supporters signed a Salsa Petition pledging to keep fear out of religious discourse in America.  Everyone who signed was sent a bumper sticker with the campaign slogan.

c) Fundraising: Riding enthusiasm from the wider campaign, Faithful America used Salsa Donations Management to raise enough money for radio ads and a large part of their annual overhead.


The Campaign Results

Total petition “pledge” signatures: 14,000
Total campaign list growth:  6,000 new supporters
Dollars raised from the campaign: $16,386

Total list growth in 2010: 15,000 new supporters
Total list size in Salsa: 110,000

Beyond the numbers:  Faithful America successfully used the campaign to draw attention to the battle with Beck.  In the process, the slogan, pledge, and other campaign actions allowed them to solidify their branding and mission in the hearts and minds of their supporters.

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