Client: Thrivent Financial for Lutherans

Publication: Thrivent magazine

Challenge: The merger of Aid Association for Lutherans and Lutheran Brotherhood created Thrivent Financial for Lutherans, a Fortune 500 organization with more than $65 billion in assets under management. The new organization wanted a magazine to showcase its increasingly sophisticated personal financial services—without clouding its commitment to Lutheran values of faith and community service.

Solution: We created a contemporary Money magazine-style publication with a uniquely Lutheran spin. Personal finance content was integrated seamlessly with faith-based lifestyle content emphasizing charity and volunteerism. Certain content pieces were also segmented by demographic to complement Thrivent Financial's marketing initiatives.

Results: How does doubling your income three years after a merger sound? We can't take all the credit, but we deserve some: A Readex survey revealed that 19 percent of readers contacted a Thrivent Financial representative after reading the magazine. An impressive 57 percent indicated that they or a household member had taken at least one action as a result of reading the magazine. That rate beats direct mail hands down. Most rewarding: Ninety-one percent of Thrivent Financial's more than 2.5 million readers read every issue of Thrivent magazine.

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