The Salvation Army: Christmas 2009

The Salvation Army wanted to recruit new, younger donors while updating the public image of its organisation.

The Salvation Army: Christmas 2009


CLIENT • The Salvation Army

THE TEAM • Mike Colling, Nicky Legg, Louise Dean, Bodhi Morrison, John Eversley, Maria Phillips, Mick Eglington, Polly Jones, Sandra Money, Tod Norman.

WHAT ISWONDERFULABOUT THIS WORK? • Amidst all the gimmicky Christmas advertising, this integrated campaign stood out for its simple honesty, integrity and compassion. It had a market-leading ROI (1.42 on cold, 14.18 on warm), 126,068 new donations, 27,604 from new channels and YOY ROI up 18%.

OBJECTIVES• Recruit maximum new donors at a one-year ROI...

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