| Salvation Army Case Study |
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Client Name Salvation Army The Organisation The Salvation Army is one of the world's strongest and best loved charity brands. They provide services in a wide range of areas, but are probably best known for their support of the homeless.
In the UK they focus most of their fundraising and donor recruitment activity around Christmas, with extraordinarily good results. They are a long-established and well known brand, with obvious religious connections and their supporter base reflects this. The Challenge The Salvation Army have used DRTV historically, but dropped it from their media mix in 2001 after poor returns. For the last five years they have used direct mail, door drops, inserts, press advertising and more recently search and online display advertising.In summer 2008 mc&c was briefed to investigate adding DRTV to the Christmas 2008 donor recruitment campaign. The Insight We started by auditing the 2001 activity and recent successful appeals, and by profiling current Salvation Army supporters. From this we identified a profile of potential supporters, their interests and their giving patterns. Our Solution We recommended targeting an older, female, audience with religious affiliations. As this group prefer to give one-off gifts rather than regular monthly donations the commercial focused on a tangible gift for the homeless at Christmas - the Christmas box.We recommended a mix of channels and day-parts that reflected the audience chosen. We planned a campaign that started in late November to coincide with both cold mailings and mail to previous supporters. Weight of activity built towards Christmas to reflect the response patterns seen over the previous 5 years. We integrated search with the TV, using both brand terms and creative from the commercial. The Results
What we did Built new growth on top of very successful media
Client View
The team at mc&c is a joy to work with. They are very responsive to the ideas and opportunities that we generate and always proactive and innovative themselves. Most importantly, the results have improved year on year. Our last acquisition campaign recruited more new donors than targeted and the campaign, once again, had a positive ROI. Sarah Bryan |
