The Questions We’re Hearing Most Right Now from Ministry Leaders
We’ve noticed a trend in our industry lately. Across the organizations we serve, leadership teams are wrestling with foundational questions that will shape the next five years.
Here are a few of the questions we’re hearing the most right now:
- Will radio and television always remain a core part of our outreach, or is a full transition to digital platforms inevitable?
- How do we adapt from a search-optimized strategy to thriving in an AI-driven, citation-based ecosystem, ensuring we remain discoverable by both people and machines?
- With holiday retail seasons expanding and attention fragmenting, should we rethink the relevance and timing of Giving Tuesday?
- Is last-touch attribution still a reliable measure of impact, or do we need more sophisticated models to understand what is actually driving response?
These structural considerations about reach, measurement, and long-term sustainability make it clear that the media environment is no longer linear (if it ever really was).
Discovery is shifting from search results to AI summaries. Broadcast still offers consistency and habit, but digital offers scale and experimentation. Attribution models built for a simpler funnel struggle to explain and track today’s fragmented donor journey.
Instead of reacting, those navigating this season most effectively are zooming out. They’re asking what role each channel should play and how to steward visibility in a landscape that rewards both consistency and adaptability.
If you’re asking similar questions, I’d welcome hearing which one feels most pressing for your organization right now.
Simply email me (see below) and let me know. These questions and conversations are better when they’re shared.
Sam Rinearson
Director of Strategy | sam@eaglecom.us