The Salvation Army - Winter campaign 1998/99-2002/03

Julius Wolff-Ingham and Stephen Pidgeon

All charities need to be sure that their advertising monies are deployed wisely. This case for the Salvation Army really sets the benchmark for best practice.
Agency: Target Direct Authors: Julius Wolff-Ingham and Stephen Pidgeon

The Salvation Army

Winter campaign 1998/99-2002/03

INTRODUCTION

For many years The Salvation Army's winter campaign has been the focus of the charity's efforts to raise money and find new donors. The winter campaign contacts current supporters as well as recruiting new ones. The happy coincidence in early 1998 of new Army marketing staff and a new agency specialising in charity marketing has meant that the winter campaign, in the five years to 2002, has grown hugely in both volume and...

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