The Salvation Army and DEG developed an email campaign to increase year-over-year revenue on the most charitable day of the year: Giving Tuesday.
How do you maintain your mantra of Doing the Most Good® on a day when everyone is looking to do good? By sending a campaign of emails to specific donors designed to spark interest, generate action, and support your organization on the most charitable day of the year: Giving Tuesday.
The Salvation Army’s Central, Southern, and Western Territories had previously used Giving Tuesday email campaigns to increase donations during the busiest shopping season of the year, but were finding it more difficult to reach email subscribers in a congested landscape. To solve this, The Salvation Army turned to its marketing partner DEG, Linked by Isobar to develop an email campaign to increase year-over-year revenue.
Having the right email campaign strategy—with the right Giving Tuesday message, timing of email sends, and target audiences—would allow The Salvation Army to grow awareness and encourage more donations on this pivotal day of giving.
In just seven years, the #GivingTuesday movement has raised more than $1 billion online in the U.S. alone. www.GivingTuesday.org
Giving Tuesday donors support organizations they know are fundraising and that provide them with easy channels through which to give. To provide its supporters with all the donation information, The Salvation Army needed to send the ask early and often to reach and resonate enough to drive action.