FUNDRAISING NEWS: Salvation Army returns to basics

Annie Kelly

A creative focusing on the spiritual foundations of The Salvation Army proved to be the most profitable element of its overwhelmingly successful Christmas campaign.

The Salvation Army's festive fundraising drive broke its target of £12.6 million to bring in more than £14 million through a mix of cold recruitment and donor appeals. The campaign, which was designed by Target Direct, was the charity's most extensive to date, and ran across a variety of media channels, including DRTV, press advertising, radio and TV.

The Credo pack was one of the creative elements used to target new supporters and pulled in more than £80,000. It focused on the Salvation Army's foundation as a church and communicated the essential religious beliefs behind the organisation.

"The results we received from the Credo cold recruitment pack is a phenomenal endorsement of everything we stand for," said Julius Wolff-Ingham, head of fundraising and marketing at the Salvation Army. "The starting point of many of our appeals are a specific product or service or a need that has to be met, but with this pack we set ourselves the challenge of communicating the essential values which the charity was founded on."

He said that such strong results will encourage the Salvation Army to feature its spiritual roots more clearly in future campaigns, and feels that it demonstrates the valuable role it has to play in such uncertain times.

"In the aftermath of 11 September, we saw an increase in support and I think that there is something about the stability and permanence that people see in the Salvation Army which at a time of so much upheaval can remind people that these values can be of great help," he said.

However, he was adamant that the Salvation Army would also continue to position itself as a modern charity, and produce more youth-focused campaigns such as the packs about youth crime and homelessness featured in the Christmas campaign.

The campaign has provided a much-needed boost to the charity's ailing coffers. The Salvation Army claims that the 60,000 new donors converted into committed givers through the drive will provide an additional £3.8 million.

"At a time when many charities are relying on more frivolous creative, we stuck to a simple communication of the brand," said Wolff-Ingham.

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