How to revive a flagging val-ex product

Details

How do you refresh a Value Exchange product that already works without losing what made it successful in the first place?

This session explores how Christian Aid evolved its Adult Prayer Journal from an established lead-generation product into a refreshed acquisition proposition designed to support long-term regular giving. We’ll share how testing across the product, creative, audience targeting, campaign timing and supporter journey helped shape the latest version, and why the decision was made to refresh rather than reinvent.

Using the Adult Prayer Journal as a practical case study, the session will look at how the product itself changed, how the Meta creative evolved, and how the acquisition journey became more connected from initial sign-up through to follow-up and ongoing supporter engagement. Attendees will leave with practical lessons on testing, creative optimisation and building on proven Value Exchange propositions.

Key learnings from this session:

• Refresh, don’t automatically reinvent: If the core ValEx proposition still works, build on it rather than starting again.
• Test across the whole journey: Product, creative, audiences, timing and follow-up all influence performance.
• Keep the supporter experience simple: Remove unnecessary friction and make the route from interest to engagement clear. Think beyond lead generation: ValEx should be treated as the start of a longer-term supporter relationship, not just a way to collect leads.