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The Church of Jesus Christ of Latter-day Saints and the restored gospel it shares are magnificent solutions to most of the problems afflicting mankind today, but there are things the institutional Church cannot do and others it chooses not to do.

For example:

• The Church cannot be its own second witness. As a strong voice across multiple communication channels, AAF validates, vindicates, and corroborates the Church message. In today’s media landscape, this “social proof” is vital for credibility.
• The Church chooses not to engage with most of its critics. Doing so would drive even more traffic to the dark side. The Church expects AAF to respond and provide a faithful counter narrative. This has become one of our core competencies.
• The Church chooses not to publish on TikTok. AAF effectively uses TikTok to spread light and truth.
  The Church has a hard time patting itself on the back. AAF can and does celebrate wins, even bragging a little from time to time.
• The Church struggles to engage youth. Some AAF brands effectively reach younger audiences.
• The Church no longer uses the term “Mormon” in most situations. The Church has asked AAF to follow more relaxed guidelines so at least some positive content shows up in search results for this popular term.
• The Church is not a laboratory for innovation. AAF is. If something works, we report the results, so the Church has access to proven data. If something fails, the Church’s reputation is not at risk.

Your donation to Ancient America Foundation will help a trusted advocate for the Church continue to grow and improve as we help build the Kingdom in unique ways.