The Salvation Army and their Recession-Proof, Record-Breaking Campaign
|March 24, 2011||Posted by M. P. under News, Philanthropy, Technology||
For the 6th consecutive year, the Salvation Army’s Red Kettle Christmas Campaign set a record with $142 million donations, up 2 percent from the previous year. The campaign, which provides clothes, food, personal items and social services to persons in need, enjoyed a nationally televised kickoff on Thanksgiving Day, just as the well-known red kettles and bell-ringers appeared at 25,000 sites across the nation. However, the Salvation Army also took their campaign to the virtual realm with a well-promoted online red kettle (that raised $1.6 million), a month-long text-to-give option (that raised $25,000) and various free red kettle iPhone applications. Corporate partners and foundations also contributed goods and monetary donations to the campaign.
Do you triangulate your campaigns by taking a varied approach (virtual, direct mail, in-person, corporate donations, etc.) in targeting donor groups or do you reserve certain methods and prospects for specific fundraising events?