The Salvation Army is targeting donors for the most vital fundraising period of its year – made even more pressing in the face of the swingeing cuts in Social Services – with a multichannel direct marketing campaign.
The push, devised by Watson Phillips Norman, will kick off with a donor pack posted this week asking people to donate money to help The Salvation Army ‘make small, but vital miracles’ happen for people on the street.
Television, further mailings, door drops, inserts, press, radio and online activity will follow in the run-up to Christmas. The campaign dispels the image of a cosy Christmas with visuals that deliver in a gritty and compassionate tone the reality of the festive period for the people whom The Salvation Army helps.
The Salvation Army’s Sarah Bryan said: “After the Social Services cutbacks we’ve witnessed this year, we know that this Christmas, more people than ever are likely to need our help. This campaign has only a month – in the run-up to Christmas – to deliver a significant return. By showing the desperate need around Britain and the selfless, hands-on support delivered by the trusted uniformed officers, staff and volunteers, the creative reinforces the urgent need to donate more than spare change.”
WPN business director John Eversley added: “We built this year’s strategy on our insight from last year’s campaign, which raised more than £10m and was the charity’s most successful to date. We have focused on channel optimisation in this campaign. The entire campaign reinforces the message that The Salvation Army is the Christmas charity.”
