1 / 13 (Part 1 of 2)

Aglow International

Social Media Strategic Plan 2026-2027
Presented by Rick Allen, Creative Director
IBOD Annual Meetings
March 2026
(Part 1 of 2)
"What if social media isn't just a marketing tool, but actually essential to Aglow's survival and growth in the next decade?"

Let me tell you a story...

A woman in rural Montana discovers Aglow through a Facebook video. She watches, she's moved, she wants more.

But there's no Lighthouse within 200 miles. No conference she can afford to travel to.

Five years ago, we would have lost her.

Today, she joins a virtual group. She's part of our global family. She gives monthly. She's telling her friends.

This is happening organically right now. We just haven't systematized it.

Where We Are

The Challenge & The Opportunity

The Reality We're Facing

The Challenge

  • Conference attendance declining
  • More groups closing than opening
  • Median age: 65
  • 80% of followers: women 65+
  • We're losing a generation

The Opportunity

  • Leadership ready to innovate
  • 150+ nations—global reach
  • Virtual groups forming organically
  • 16K Facebook, 12.5K YouTube
  • Strong content foundation

Our Current Social Media

Facebook
16K
followers
YouTube
12.5K
subscribers
Posting
2-3x
per week
Translation: We have an audience. We have content. We're just not maximizing either.

The Strategic Shift

Social media = where we announce Aglow
↓
Social media = one of the places where Aglow happens
A primary ministry venue, not just a promotional tool

The Strategy

How We Get There

Three Horizons Framework

Horizon 1: Serve & Activate (0-6 months)

Optimize current efforts, serve existing base, build infrastructure

Horizon 2: Reach & Test (6-18 months)

Expand to new audiences, experiment with digital-first community

Horizon 3: Transform (12-24 months)

Social media as primary ministry venue equal to physical presence

Year 1 Objectives

40%
Follower Growth
22K FB, 17.5K YT
3x
Engagement Rate
Comments, shares, saves
25%
Under 55
From current ~20%

Plus: Conference & Donor Goals

  • 10% increase in DC conference attendance via social
  • 100 new donors through social media engagement
  • 50 virtual group sign-ups

Where We Focus

Facebook - PRIMARY

5x/week posting, Live Q&As, 60% of ad budget

YouTube - HUB

Long-form teaching + Shorts, content library

Instagram - NEW (June)

Reach 35-55, Reels strategy, 30% ad budget

X / TikTok

Minimal / Future

Content Multiplication System

1 YouTube Video (15 minutes)
↓
3-4
Facebook clips
(2-3 min)
5-6
Instagram Reels
(30-60 sec)
4-6
Quote graphics
+ blog post
One recording session = 2-3 weeks of content

Implementation Timeline

Feb 2026
USNLT Review
Mar 2026
IBOD Approval
Apr 1
Strategy Launch
Jun-Jul
Instagram Launch
Sep 3-5
DC Conference

New Hire Onboarding: Feb-March 2026

Fully operational by April 1 launch date
Slide 1 of 13