WITH Ministries
Behavior ChangeInclusive CommunicationsAudience StrategyMovement BuildingRelationship Strategy
Build a movement people can understand and join.
Overview
WITH Ministries was a young organization introducing disability inclusion to churches and faith communities, often speaking to audiences that did not yet have language for the problem. Most people agreed with the idea in principle. Very few knew what to do with it.
Zoe Comm helped the organization find its voice, expand beyond the people already following it, test what actually moved audiences, and build a relationship-first path toward participation.
The most valuable lesson was not that more reach creates more action. Paid and organic growth increased substantially while conversions into Access, the organization's core offering, stayed low. That gap led to a deliberate strategic shift toward live conversations, church relationships, ambassadors, and introducing Access only after trust had begun to form.
- 89%
- of reported views came from non-followers
- 38K+
- paid-campaign views, April to July 2025
- 1,015
- link clicks from six paid campaigns
- 344
- new followers reported in paid-campaign results
- +224
- followers in June 2025 alone
- $95K
- reported against a $75K Giving Day and year-end goal
Results reported in WITH Ministries board materials and campaign reporting from 2025.
The challenge
An idea people supported was not yet an idea they knew how to act on.
Disability inclusion was unfamiliar territory for many churches. Not opposed, simply unpracticed. Congregations that would immediately agree that everyone belongs had no shared language for what belonging required of a building, a service, a volunteer team, or a Sunday morning.
Pastors, the audience with the most authority to change that, were also the hardest audience to reach. Women in those congregations were paying closer attention and engaging more readily, which reshaped who the communications actually spoke to first.
Provocative content was generating awareness, and awareness was worth having. But the team needed to learn something harder: what would turn that attention into participation.
What we learned
Reach grew. Conversion taught us something else.
The audience expanded quickly. June 2025 brought 20,040 views, up 365%. The first half of July brought 22,444, up 170%. Video crossed 4,800 views. Disability Sunday and Resurrection content together passed 11K views. A relaunched Perspectives series outperformed every previous version of itself. Roughly 89% of reported views came from people who were not already followers, which is what expansion beyond the existing circle actually looks like.
Six paid campaigns between April and July 2025 produced more than 38K views, 1,015 link clicks, and 344 new followers. June alone added 224 followers. By every reach measure, the strategy was working.
Access conversions stayed low anyway. Without trust or clarity, digital-only Access promotion would not move the needle.
So the conclusion was not that the content had failed. It was that the offer was arriving before the relationship. Selling Access requires relationship.
The shift
Move from broadcasting the idea to building the relationship.
The strategy changed shape rather than volume. Instead of pushing Access harder to a larger audience, the work moved toward the settings where trust is actually built, then introduced Access once people already understood why it existed.
- Awareness
- Conversation
- Trust
- Participation
Live conversation
- An Opening Bell gathering that brought 15 women into direct conversation
- Rooms small enough for questions people would not ask online
- Listening treated as strategy input, not hospitality
Relationships and reach
- Direct church relationship-building with leaders and ministry teams
- Worship As One Summit marketing and ambassador support
- Access introduced after relationships had begun to form
- Continued high-quality creative behind a relationship-first strategy
Featured work
Why it mattered
The work helped a young organization find its voice, its audience, and a more credible path to movement.
This case is not a social media growth story. It is a record of a startup organization learning in public, reading its own communications data honestly, and changing strategy because the numbers said the relationship was missing rather than the reach.
That is how movement conditions get built. A clear voice, an audience that extends past the people already convinced, a tested understanding of what moves them, and a path from agreement into participation that does not skip the trust step.
As a separate marker of institutional strength, WITH's board materials reported roughly $95K raised against a $75K Giving Day and year-end goal during this period. Many people and efforts contributed to that result. It is included here as evidence that the organization was gaining traction, not as a claim about any single piece of the work.