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Prepared by Chandler Boyce · Prepared for Karlee Marsh · The 10TEN Project

Chandler@businessco-op.co · Schedule a call

10TEN Growth Blueprint Foundation

Building the pathways that help pastors discover support, churches strengthen leaders, and partners fund the mission.

“10TEN has a powerful destination. The opportunity is to build more on-ramps.”

The Google Ad Grant can become a powerful acquisition channel, but it is not the entire strategy. The Blueprint will connect audiences, offers, content, search, partnerships, follow-up, and measurement into one growth system.

Section 01 · Current State

What We Heard

A concise diagnosis of where 10TEN stands today, before any tactics are chosen.

  • 01

    Powerful Flagship

    A high-value, year-long experience built around authentic connection, leadership coaching, deep soul care, three in-person experiences, curriculum, and community.

  • 02

    Large Trust Gap

    A cold audience is being asked to move from free content to an approximately $9,000 to $10,000 commitment.

  • 03

    Missing Middle

    There are few lower-commitment offers between awareness and the flagship journey.

  • 04

    Underused Content

    10TEN already has curriculum, field guides, Vimeo videos, coaches, stories, and expertise that can be repackaged and distributed.

  • 05

    Multiple Decision-Makers

    Enrollment may involve the pastor, spouse, lead pastor, board, church, family, or sponsor.

  • 06

    Get a Plan

    These challenges are solvable — but not with tactics alone. A clear, sequenced growth plan can turn the flagship, content, and donor base into a coordinated engine for sustainable impact.

“The flagship should remain the destination, but it cannot remain the only doorway.”

Section 02 · Audiences

One Mission, Three Growth Engines

Each engine has its own message, proof, and next step, and each one strengthens the other two.

The Mission

Healthier leaders who live well, lead well, and finish strong.

  • Audience 01

    Pastors & Ministry Leaders

    Goal: Discover support, build trust, enter community, and find the right level of care.

    Primary outcomes

    • Resources
    • Confidential conversations
    • Community membership
    • Flagship enrollment
    • Alumni referrals

  • Audience 02

    Churches, Boards & Networks

    Goal: Refer, sponsor, and proactively care for pastors before crisis.

    Primary outcomes

    • Referrals
    • Sponsorships
    • Annual church partnerships
    • Network or cohort partnerships

  • Audience 03

    Donors & Financial Partners

    Goal: Fund scholarships, programs, content, soul care, and organizational capacity.

    Primary outcomes

    • First gifts
    • Recurring partners
    • Scholarship sponsors
    • Cohort sponsors
    • Major gifts

The Reinforcing Flywheel

  1. Donor funds care
  2. Pastor is served
  3. Transformation story is created
  4. Church refers another leader
  5. Alumni introduces a donor
  6. Mission expands

Section 03 · Financial Context

Financial Foundation & Growth Implications

Strategic context from the latest publicly available FY2024 Form 990. These figures are public filing data, not a current 2025 or 2026 internal financial statement, and they are shared to validate why all three growth engines are necessary.

FY2024 Form 990 summary · philanthropy.org

  • FY2024 Revenue

    $511K

  • FY2024 Expenses

    $545K

  • Revenue Less Expenses

    -$34K

  • Net Assets

    $179K

  • Total Assets

    $228K

  • Total Liabilities

    $49K

  • Program Efficiency

    87%

    of spending reaches program services

  • Operating Runway

    3.7 months

    philanthropy.org's calculation based on the filing

Publicly Reported Annual Revenue

  • FY2020: $65K
  • FY2021: $278K
  • FY2022: $346K
  • FY2023: $323K
  • FY2024: $511K

FY2024 revenue increased 58% from FY2023.

The source calculates approximately 67% average annual growth from FY2020 through FY2024.

Revenue Mix

Contributions and Grants
$331K · 65%
Program Service Revenue
$180K · 35%

Insight

10TEN already operates through a dual-revenue model. Contributions fund the majority of the mission, while program revenue provides a meaningful earned-income base. The strategy should strengthen both rather than treating donors and participants as separate priorities.

Use of Funds

  • Program Services$475K · 87%
  • Management and General$56K · 10%
  • Fundraising$14K · 3%

Insight

The 87% program-service ratio is a strong donor-trust and case-for-support asset, provided 10TEN pairs it with clear impact outcomes, stories, and transparent reporting.

Existing Proof of Institutional Support

The FY2024 filing lists $70K in grants from three funders.

  • American Endowment Foundation$25K
  • National Christian Charitable Foundation$23K
  • Southeastern University$22K

10TEN has evidence that foundations and ministry institutions will fund the mission. A formal case for support, impact reporting, and partnership pipeline can help turn isolated grants into a repeatable development engine.

Strategic Implications

  • 01

    Grow Both Sides of Revenue

    Because 65% of FY2024 revenue came from contributions and 35% from program services, the growth plan must include both donor development and a stronger product ladder.

  • 02

    Build Predictable Recurring Revenue

    The FY2024 operating deficit and 3.7-month calculated runway strengthen the case for monthly donors, annual church partners, recurring community revenue, and a deliberate reserve-building plan.

  • 03

    Scale Beyond Flagship Capacity

    The flagship produces meaningful earned revenue but is capacity-limited and high-commitment. A recurring community, paid starter offers, and regional experiences can expand access and diversify program revenue without replacing the flagship.

  • 04

    Turn Efficiency Into an Impact Story

    An 87% program-service ratio is compelling, but donors need to see what those dollars accomplish: pastors served, scholarships awarded, cohorts completed, marriages and ministries strengthened, and leaders remaining healthy over time.

Illustrative, Not a Forecast

Community Revenue Scenarios

Gross revenue before delivery costs, churn, scholarships, payment fees, or taxes.

Illustrative gross recurring community revenue scenarios
MembersPriceMonthlyAnnual
25$197/month$4,925$59,100
25$297/month$7,425$89,100
50$297/month$14,850$178,200

A validated community could create a meaningful recurring earned-income layer while nurturing future flagship participants. Economics and coach capacity must be confirmed during the Blueprint.

All figures above are drawn from the latest publicly available FY2024 Form 990 as summarized by philanthropy.org and are rounded for presentation. They are shared as strategic context, not as a financial-health rating or critique. FY2024 Form 990 summary · philanthropy.org

Section 04 · Engine One

Pastor Growth Funnel

From a first search to the right next step, with a confidential human conversation at the center.

  1. Step 1

    Awareness Sources

    • YouTube
    • Social
    • Podcast
    • SEO
    • Google Search
    • Referrals
  2. Step 2

    Problem-Specific Content or Landing Page

  3. Step 3

    Free Ministry Health Assessment or Resource

  4. Step 4

    Email and Video Nurture

  5. Step 5

    Confidential Coaching Call

  6. Step 6

    Route to the Right Offer

Route to the right offer

  • Paid Starter Offer

    $49 to $299

  • Recurring Community

    Suggested $197 to $497 / month

  • 12-Month 10TEN Journey

    Approximately $9,000 to $10,000

  • Alumni
  • Referral
  • Giving
  • Mentorship

How we define success

“Success is not one ad producing one flagship enrollment. Success is a measurable pathway that creates trust, identifies readiness, and moves each pastor toward the right next step.”

Section 05 · Products

Product and Offer Ladder

An ascent, not a cliff. Select any level to expand it. Names and prices are working recommendations to validate in the Blueprint.

  6. Approximately $9,000 to $10,000

    The 12-Month 10TEN Journey.

    Purpose: A year-long process of authentic connection, leadership coaching, deep soul care, immersive experiences, accountability, and transformation.

    • Authentic connection
    • Leadership coaching
    • Deep soul care
    • Immersive experiences
    • Accountability
    • Transformation

Upsell path

  1. 01Free Content
  2. 02Resource
  3. 03Starter Offer
  4. 04Community
  5. 05Flagship

Downsell path

  1. 01Flagship Inquiry
  2. 02Not Ready / Cannot Afford / Timing Barrier
  3. 03Community
  4. 04Continued Trust
  5. 05Flagship When Ready
Marketing Co-op logoMarketing Co-op

Want to talk through the offer ladder?

Chandler Boyce is available to walk through any part of this framework, answer questions, or adjust the direction before the Blueprint begins.

Chandler Boyce · Chandler@businessco-op.co

Schedule a CallEmail a Question

Section 06 · Engine Two

Church Partnership Funnel

Churches are not an audience to sell. They are partners who can refer, sponsor, and protect their leaders early.

Men gathered around a campfire at dusk in a wilderness clearing

“Your pastor’s health is not only a personal issue. It is a church-health issue.”

Who we are speaking to

  • Lead pastors
  • Executive pastors
  • Elders
  • Boards
  • Denominational leaders
  • Church networks
  • People-care leaders
  1. Step 1

    Content for boards, elders, and church leaders

  2. Step 2

    Pastor Care Guide or Board Assessment

  3. Step 3

    Church Partnership Information Session

  4. Step 4

    Partnership Conversation

Partnership outcomes

  • Refer a Pastor

  • Sponsor a Pastor

  • Annual Church Care Partner

  • Network or Cohort Partner

Partnership Ladder

  1. 1Prayer and Resource Partner
  2. 2Referral Partner
  3. 3Sponsor a Pastor
  4. 4Annual Church Care Partner
  5. 5Network, Denomination, or Association Partner

Messaging Examples

  • Invest one year to help protect the next decade of ministry.
  • Healthy pastors help build healthier churches.
  • Do not wait for crisis before investing in care.
  • Support the person who spends his life supporting everyone else.

Section 07 · Engine Three

Donor and Financial Partner Funnel

Impact first, invitation second, reporting always.

Central message

“The donor is not buying a trip. The donor is funding healthier pastors, stronger families, and more sustainable churches.”

  1. Step 1

    Awareness

    • Impact Stories
    • Research
    • Social
    • Events
    • Referrals
  2. Step 2

    Pastoral Health Impact Brief

  3. Step 3

    Email Story Sequence

  4. Step 4

    Vision Call, Dinner, or Online Briefing

  5. Step 5

    First Gift

Ways to partner

  • Monthly Partner

  • Scholarship Sponsor

  • Soul-Care Partner

  • Community-Access Partner

  • Cohort Sponsor

  • Major or Foundation Partner

  • Stories
  • Reporting
  • Stewardship
  • Renewal

Funding Priorities

  • Monthly unrestricted partners
  • Scholarship fund
  • Community-access fund for under-resourced pastors
  • Soul-care and counseling support
  • Cohort underwriting
  • Capacity and technology funding
  • Reserve-building gifts

The public FY2024 filing suggests fundraising is already central to the organization’s model. The opportunity is to make donor acquisition, stewardship, renewal, and impact reporting more intentional and measurable.

The Donor Journey

  1. 01

    Understand the problem

  2. 02

    See why it matters

  3. 03

    Trust 10TEN's approach

  4. 04

    Know what a gift makes possible

  5. 05

    See evidence of impact

  6. 06

    Receive transparent reporting

  7. 07

    Continue or deepen the partnership

Section 08 · Website

Website Pathways

One homepage, three clear doors. Each audience needs its own message, proof, call to action, and follow-up.

10tenproject.com — proposed routing

Recommended primary navigation

  • Home
  • For Pastors
  • Community
  • 12-Month Journey
  • For Churches
  • Resources
  • Stories & Impact
  • Partner With Us
  • About
  • Apply

I'm a pastor looking for support

  • Ministry Health Assessment
  • Free Resources
  • Community
  • Flagship Journey
  • Confidential Call
  • FAQ
  • Stories

I want to support or refer a pastor

  • Church Partnerships
  • Refer / Nominate a Pastor
  • Sponsor a Pastor
  • Board and Elder Guide
  • Network Partnerships
  • FAQ

I want to invest in healthier pastors

  • Case for Support
  • Give
  • Scholarship Fund
  • Impact
  • Financial Accountability
  • Annual Report
  • Major Gifts

Current gap

“Right now, too many audiences arrive at the same general contact form. Each audience needs its own message, proof, call to action, and follow-up sequence.”

Section 09 · Channels

Channel Roles

Every channel earns its place by owning one job and handing off to one defined next step.

  • Google Ad Grant

    Capture active search intent

    → Assessment, guide, confidential call

  • SEO

    Build long-term search visibility

    → Resources and assessment

  • YouTube

    Build trust and authority

    → Resource, community, call

  • Meta

    Create awareness and retarget interest

    → Video, guide, assessment

  • Email

    Nurture each audience

    → Appropriate next offer

  • Podcasts

    Establish trust and tell stories

    → Website resource or call

  • Church Outreach

    Build referral and sponsor relationships

    → Partnership conversation

  • Donor Events

    Build vision and financial commitment

    → First gift or recurring partnership

  • Alumni

    Generate stories, referrals, mentoring, and introductions

    → Refer, facilitate, sponsor

Key principle

“Every channel needs a defined role. More activity without a connected next step creates noise, not growth.”

Section 10 · Acquisition

The Google Ad Grant Is the Acquisition Channel, Not the Entire Strategy.

Eligible nonprofits can receive up to $10,000 per month in Google Search advertising. Success depends on landing pages, offers, tracking, follow-up, and optimization.

pastor burnout help

10tenproject.com/assessment

Free Ministry Health Assessment for Pastors

A confidential ten-minute check-in on your soul, your leadership, and your rhythms — with a next step that fits where you actually are.

Recommended Campaign Groups

  1. 01

    Pastor Felt Needs

    • burnout
    • isolation
    • loss of joy
    • ministry exhaustion
  2. 02

    Support Solutions

    • pastor coaching
    • community
    • soul care
    • retreats
  3. 03

    Free Resources

    • burnout resources
    • health assessment
    • healthy-pastor guides
  4. 04

    Church and Board Support

    • how to support your pastor
    • board resources
    • sponsor a pastor
  5. 05

    Branded Search

    • 10TEN Project
    • related branded queries
  6. 06

    Donor and Partner Testing

    • only after the donor case for support is built

Section 11 · Content

Content and YouTube Engine

One filming session should produce a week of distribution across every channel.

  1. 01

    One long-form YouTube video

  2. 02

    Three to five short clips

  3. 03

    One to two carousels

  4. 04

    Five to ten tweets

  5. 05

    One email

  6. 06

    One blog post

  7. 07

    One clear call to action

  • Education
  • General leadership principles
  • Coach interviews
  • Anonymized stories
  • FAQs

Core principle

“Give away knowledge. Charge for facilitated relationships, implementation, accountability, access, personalization, and transformation.”

Section 12 · Systems

Email and CRM Segmentation

Five audiences, five nurture tracks, five different next steps.

Do not keep every contact in one undifferentiated email list.

  • Pastor or Ministry Leader

    Felt-need teaching, assessment results, coach stories, invitations to a confidential call.

    → Assessment, starter offer, or community

  • Spouse or Family Member

    Marriage and family health, rhythms of rest, spouse conversation guide.

    → Pastor and spouse experience or shared resource

  • Church or Board Leader

    Church-health framing, board guides, care policy, partnership briefings.

    → Refer, sponsor, or partnership conversation

  • Donor or Financial Partner

    Impact stories, research, transparent reporting, giving opportunities.

    → First gift, monthly partnership, or scholarship

  • Alumni

    Continued community, mentorship prompts, referral asks, story invitations.

    → Refer, mentor, sponsor, or introduce a donor

Section 13 · Team

Roles and Ownership

Growth systems fail on unclear ownership more often than on weak ideas.

Ownership of each area of the 10TEN growth system
OwnerResponsible for
JoshVision, major relationships, flagship invitations, donor cultivation
KarleeSocial strategy, messaging, content system, creative direction
Marketing Co-opBlueprint, Google Ad Grant, SEO/search strategy, tracking, funnels, reporting
Operations LeaderCRM, forms, workflows, data, payments, internal accountability
CoachesTeaching, calls, community delivery, content expertise
BoardStrategic approval, governance, financial advocacy, donor introductions
AlumniStories, referrals, mentorship, introductions

Why this matters

“Clear ownership protects Karlee from becoming responsible for social, Google Ads, donor development, CRM, content production, and overall marketing without the authority or capacity to manage all of it.”

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Ready to build the plan together?

Book a strategy call with Marketing Co-op, or email any questions that come up as you review this framework.

Chandler Boyce · Chandler@businessco-op.co

Schedule a CallEmail a Question

Section 14 · Execution

The First 90 Days

Foundation, build, then launch and test. Select a phase to bring it forward.

Days 1–30

Foundation

  • Complete the Digital Marketing Blueprint
  • Confirm flagship price, capacity, costs, payment plans, and scholarship structure
  • Audit website and Google Ad Grant readiness
  • Verify Google for Nonprofits
  • Establish analytics, tracking, and reporting
  • Inventory videos, PDFs, curriculum, and testimonials
  • Define the three primary audiences
  • Map existing donors, church partners, alumni, and prospects
  • Choose first lead magnet
  • Define minimum viable community
  • Reconcile public FY2024 figures with current internal financials and the current-year budget
  • Calculate the true cost to serve one flagship participant, one community member, and one scholarship recipient
  • Segment contributed revenue by recurring, one-time, major, institutional, restricted, and unrestricted
  • Identify donor concentration risk, retention, lapsed donors, and active pipeline
  • Establish reserve and recurring-revenue goals with leadership

An illustrative look at what a potential first 90 days could hold. The Digital Marketing Blueprint itself delivers a detailed, laid-out growth strategy spanning one to three years — this is a working recommendation to validate together, not a final execution plan.

Section 15 · Discovery

Questions to Validate

These answers shape the Blueprint. Nothing here assumes a number we have not confirmed together.

Section 16 · Alignment

Decisions for the Second Call

Eight agreements that unlock the Blueprint and the Google Ad Grant launch.

Leadership decision panel

0 of 8 agreed

Section 17 · Closing

“We are not simply advertising one year-long program. We are building an ecosystem where pastors can discover support, churches can strengthen leaders, and partners can fund the mission.”

The Blueprint will validate the audiences, offers, messaging, website, search demand, partnership opportunities, technology, capacity, and measurement plan. From there, the Google Ad Grant becomes one powerful channel inside a complete growth system.

Schedule the Next Call