The holidays are hectic. That’s no secret. Wish lists are long and to-do lists are even longer: gift shopping, travel, family gatherings, and that must-watch marathon of A Christmas Story on TV. But despite the chaos, the true spirit of the holidays revolves around giving back. It can be hard to remain focused on what’s important during the most wonderful time of the year. Thankfully, The Salvation Army takes up the call to remind us all what the holidays are truly about.
DEG and The Salvation Army began collaborating on the non-profit’s email program in October 2017 and quickly got to work preparing for the holiday push. October through December is the most charitable time of the year. The Salvation Army Southern Territory needed to make the most of people’s generosity, but also desired to educate donors on important causes. Every community is affected by homelessness, hunger and many other needs in which the organization provides aid. The question became how can The Salvation Army remind and inform donors of the causes they care about during this particularly time of year where generosity and need are heightened.
The Salvation Army and DEG developed a four-phase approach to the holiday season. The first two phases—“Pre-Holiday” (starting in late October) and “Pre-Thanksgiving”—focused on awareness and soft asks. The Salvation Army gathered relevant data during this time to address donor’s interests more effectively in the final two phases. “Shopping Season” and “Christmas to New Year’s Day” drove the majority of the donations. Nearly 50% of the donations arrived in the final two weeks of the year.