Case study · Nonprofit movement
A movement for men, finally talking to men.
Men for Life had a bold mission. The job was to make the brand, the message and the follow-up match it, so the men it needed to reach would hear it and supporters would stay involved.
Diagnosis
The question behind everything: who exactly is this for, and does every part of the brand speak to him?
Men for Life exists to equip men to speak boldly and stand confidently for life, family and faith. That mission called for a brand and a message as direct as the cause.
Supporters also needed more than a one-time ask. They needed a clear way to commit, and a follow-up process that kept them close to the work.
Strategy
Say it plainly. Give men something to stand behind. Keep supporters close.
Jordan changed the core message to be more aggressive and direct, so it calls men to act instead of politely asking. The site now opens with: “Abortion is the product of failed masculinity.”
Around that message, he designed a public commitment, the Men for Life Creed, and follow-up automations that keep signers and donors involved over time.
What we built
Rebrand and new logo
A redesigned logo and brand to match a bolder, more direct movement.
Core message
A sharper, more direct message written for the men the movement needs to reach.
The Creed web app
creed.menforlife.org: seven lines men read aloud and sign their name to, connected to an automated follow-up process.
Automations and follow-up
Follow-up processes built to keep donors and supporters involved and encourage ongoing giving.
Website videos
Jordan recorded the videos featured on the site.
Digital presence
menforlife.org messaging built around the new direction.
The transformation
Not a product. A different business.
Where Men for Life started, and where the work took it.
A soft message men could ignore.
An unclear messageA soft, polite toneLittle engagementNo clear way to commit
2xgiving, year over year
A bold call men answer.
- A bold, direct message
- A clear creed to stand behind
- Men signing up
- Donor follow-up running automatically
- Giving doubled year over year
- More team vision alignment
What changed
A brand that says who it's for, and a next step that keeps men in.
Men for Life now has one clear, direct message, a brand that matches it, and a creed that turns a visitor into a signer. Automated follow-up keeps supporters connected after that first step, built to keep donors more involved and support giving over time.
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