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The Salvation Army IMC Campaign

The Salvation Army
IMC Campaign
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Table of Contents THE SALVATION ARMY
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IMC CAMPAIGN
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Table of Contents
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Executive Summary
3
Backgrounder
4
SWOT Analysis
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Target Audience Definition
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Target Audience Profile
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Marketing Goal, Objectives & Strategies
13
Creative Strategy
15
Communications Channels
19
Creative Execution
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Conclusion
28
References
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Executive Summary As the number two highest ranking of ‘America’s Favorite Charities’ the Salvation Army truly lives up to its name, demonstrating sincere generosity and kindness in doing the most good –without discrimination. For more than a century, the Salvation Army has been among the first to respond to the needs of both Americans and foreigners in the face of crisis, disaster, and emergency need - providing food for the hungry, relief for disaster victims, shelter to the homeless, and opportunities for disadvantaged individuals and families. Its IMC campaign “The Salvation Army Cares” aims to boost the public’s awareness about the needs and the achievements of the Salvation Army in Doing the Most Good; and by doing so we hope to build community, foster loyalty, and move and inspire hearts of compassion while rallying the support of the American people.
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Backgrounder The Salvation Army is a Christian charitable organization that focuses on spreading the gospel of Jesus Christ and doing the most good both nationally and internationally. The Salvation Army focuses on providing charitable relief and assistance to those who are in need – there is no discrimination to the degree of need or to the religion of those they help –their main focus is to provide for those who are homeless, hungry, elderly, suffering physical ailments, imprisoned, addicted, and financially unstable. Founded in 1865 an Evangelist in London named William Booth, Booth formed the Salvation Army which was then named The Christian Mission – believing that people needed to hear the gospel and lives could be redeemed for the purposes of eternal salvation. And for the gospel to have effectively ministered, people needed to see the gospel in the act. This meant that the Church would need to roll up its sleeves and get to work doing the most good wherever possible. William Booth formed The Christian Mission as a hands-on ministry tool in which its participants would willingly go about providing charitable relief and spiritual counsel and support to those who were down and out. He didn’t believe that there would be much good in preaching the gospel to people who were mainly concerned with filling their stomachs and meeting their basic needs for survival. Therefore, he chose to use the
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Salvation Army’s mission as the greater representation and model of their message – using kindness, generosity, selflessness, and compassion as the primary proof and evidence (represented as the fruit) of their calling and purpose. Later, in 1878, Booth renamed the Christian Mission, The Salvation Army. This new name was intended to represent an army of spiritual purposes and a force set in place to combat the unseen enemy (the enemy of our souls) – he believed that just as there is a physical army in place to fight off the enemy and terrorists of our natural being, there should be an army in place who are willing to stand for and protect the interest of our spiritual being. The Salvation Army was built and established similar to the structure of a military army – with officers, rankings, and soldiers representing their force. These officers are ordained ministers and their parishes are places of worship. Since its beginnings over 150 years ago, The Salvation Army employs approximately 1.5 million members, 63,743 employees and has an estimated annual revenue of 2 Billion dollars. They have faithfully continued their humanitarian efforts in meeting the needs of approximately 25 million Americans annually while serving 130 countries globally without prejudice or discrimination. The Salvation Army, an international movement, is an evangelical part of the universal Christian Church. Its message is based on the Bible. Its ministry is motivated by the love of God. Its mission is to preach the The Salvation Army
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gospel of Jesus Christ and to meet human needs in His name without discrimination. And the motto is simple: Doing the Most Good. Today, The Salvation Army continues its ministry in focused efforts such as: Helping Disaster Survivors (recognizing that over 90 million Americans become victims of natural disasters each year), Serving the LGBTQ Community (recognizing that 40% of homeless youth in the US identify as LGBTQ), fighting human trafficking, providing shelter to the homeless, combatting addiction, serving veterans, caring for seniors and elderly people, and more. There main point of reference in providing non-discriminatory services is based out of the book of Matthew 25:35-36, “ For I was hungry and you gave me something to eat, I was thirsty and you gave me something to drink, I was a stranger and you invited me in, 36 I needed clothes and you clothed me, I was sick and you looked after me, I was in prison and you came to visit me.’” The Salvation Army has retail stores in place – however, the organization remains a non-profit organization with exception to the funds required to keep the organization running, raise funds, and pay employees, reportedly The Salvation Army typically spends 82% of donations on aid. But during disasters, it draws from its budget, so it can direct 100% at relief efforts. The Salvation Army target audience is broad and all-inclusive as they assist anyone who is in need and cannot afford the resources they need to survive. Their marketing strategy includes: digital and social media marketing (using all of the main platform agencies to include blogs, Twitter, YouTube, Facebook, Flickr, and more), the Red Kettle (both The Salvation Army
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an online and offline donation strategy), Storefront displays, third-party fundraising, direct mailers, documentaries, and more. The Salvation Army’s marketing strategy is unique in that it does not solely ask for money, but they also provide the public with insight to news about disaster relief, updates about donations and their uses, milestones, and volunteer opportunities. 
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SWOT Analysis
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Target Audience Definition In evaluating the potential market for clients and donors of The Salvation Army, it is important to reflect upon previous year donation and volunteer statistics in effort to understand where the most help is coming from, how it is being received, and what the level of engagement is. The Salvation Army is ranked No. 2, with revenue of about $1.5 billion in support from individuals, corporations and foundations and approximately 3 million volunteers. Through the Red Kettle campaign, The Salvation Army raised $142.7 million (comprising 61% of total donations). Donations made through the website (salvationarmyusa.org) totaled $31.4 million. Donations made through direct mail, 1-800-SALARMY, and other cash gifts totaled $259.6 million. Of donations received, approximately 48 percent are due to direct public support. Holiday fundraising through the Red Kettle Campaign in partnership with the Dallas Cowboys raised 2.5 billion with kettles located outside of Sam’s Club, Walmart, Walgreens, Bass Pro Shops, JC Penny’s, Big Lots, and Kroger stores.
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Hanes donated 25,000 pairs of socks to the Army. For every “like" to a local Cricket Wireless store page, Cricket Wireless donated $1 toward the purchase of toys for The Salvation Army, totaling $50,000. For every video shared using the UPS hashtag in support of their “Wishes Delivered” campaign, UPS donated $1, totaling $100,000.
Potential Market In summary, the potential market for The Salvation Army (volunteerdonor side) is middle to upper class men and women aged 16+, retailers and corporations, Christian communities, cause-based and special interest groups, advocacy orgs., and health care organizations throughout the 48 contiguous states.
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Target Audience Profile Sandra is a 30-year-old African American single mother of two who lives in East Baltimore, Maryland. She is a highschool graduate, however, her plans to continue her education through college were placed on hold with the birth of her son. Her son’s father is currently incarcerated and paying no child support. Prior to his incarceration, Sandra describes him as unstable, at times violent, and a heavy drinker. In 2014, Sandra met her late husband and together they had a daughter. However, that same year, Sandra’s husband was murdered by a senseless act of violence. She has remained single since. Sandra lacks a college education. Prior to her recent lay-off she worked at a local fast food restaurant.
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She dreams of becoming a nurse, but, her dreams have been thwarted as she now faces homelessness due to the loss of her only source of income and subsequent eviction. She relies on her Christian faith, local community, and the goodwill of her family and friends for support and strength during these hard times. However, her family and friends are themselves limited in their ability to help Sandra overcome the financial issues that she faces as they face similar struggles. Sandra has turned to The Salvation Army for assistance with food, finances, and housing.
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Marketing Goal, Objectives & Strategies GOAL To increase the public’s awareness about the services, offerings, and achievements of The Salvation Army, establishing new partnerships, alliances and supporters of the mission’s cause.
OBJECTIVES & STRATEGIES
To increase awareness and boost engagement; resulting in a 25% increase of volunteers in the next 12 months. • Use social media, broadcast, and print to target audience, develop community and create word of mouth. • Increasing the public’s awareness about local and national
outreach programs and events; detailing needs, goals, and achievements. The Salvation Army
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To improve ways to give; resulting in a 25% increase of monetary & material support in the next 12 months. • Create new programs and community events that will help increase giving opportunities both materially and financially.
• Establish new partnerships with Financial Institutions to increase
ATM Charity availability, spending incentives, and cash back offers.
• Partner with new Retailers, Franchises, and Corporations to
increase both monetary and material support.
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Creative Strategy Points - of - Parity
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Rejected statements: Salvation Army helps people overcome. Salvation Army is there for you when you need it. Life is easier with The Salvation Army.
Tagline: “The Salvation Army cares.�
Creative Brief The Salvation Army is the avenue for donors seeking to support a cause while accomplishing the MOST good.
Whom we are talking to? Middle to upper class men and women aged 16+ and blue- and white-collar professionals throughout the 48 contiguous states.
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What do they currently think? Donating to causes is risky as you can’t be sure how your money is being spent and how much good is being accomplished in giving. Salvation Army has a good reputation, but there are rumors of how much good is really being done and how much money is being used for the purposes of the cause and mission.
What would we like them to think? Salvation Army is the organization to donate to in order to accomplish the most good and see the most value from their donations.
What is the single most persuasive idea we can convey? When it comes to organizations doing the most good for public benefit, Salvation Army comes through in keeping their promise.
Why should they believe it? Salvation Army has a decades old track record of being one of the largest and oldest providers of social services. They truly care about the physical and spiritual condition of the people. The Salvation Army
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Are there any creative guidelines? A series of TV Commercials that operate as semi-mini documentaries showing everyday people, their needs, and their stories; the commercial(s) will also be on the Salvation Army YouTube channel.
What are we advertising? We are advertising relative circumstances Americans face when dealing with crisis and need – delivering the message that the Salvation Army is in place to combat those issues and serve as a hand of hope for those in the clutches of crises.
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Communication Channels PROMOTIONAL CHANNELS Broadcast Television – Because most broadcast channels can be injected into Because most broadcast channels can be injected into cable television. Using broadcast television is an opportunity to use commercial ads to appeal to the audiences’ emotion in a more descriptive and decorative way. The television ad provides opportunity for elaboration and connection to a wider audience.
Social Media Primary platforms will be YouTube, Facebook, and Instagram. Using these platforms will allow The Salvation Army to reach our target audience with emotion appealing advertisements and relative information. We will use creative storytelling concepts to draw and elaborate on the urgency and need of donor support.
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Radio We will primarily focus our radio advertisements on stations dedicated to Christian communities. These stations are particularly beneficial for cause-related marketing initiatives. We will utilize platforms such as Radio One and PRAISE 104.1 to deliver our message to the community of faith generate interest and increase engagement relative to involvement in local outreach programs and community events.
MARKETING STRATEGY In our marketing strategy via radio and television advertising we will rely heavily on the emotional appeal. We will tell the stories of people we’ve helped, using brief excerpts of their experience (to establish a connection that people can feel and relate to) and we will highlight our achievements and successes to establish and support the effectiveness of our programs and services. We will use high-quality images on our social media accounts accompanied by emotionally-appealing statements – favoring brief and direct wording over lengthy elaboration – as to not lose the interest and focus of our audience. Our appeal should be directed at the hearts of donors and how even a little is enough to make a difference in the life of someone in
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need. By doing this, we will effectively deliver our message without restricting the donor giving levels to impress the need for large donations – we will express our gratitude and the usefulness of donations of any amount – letting the public know how their donations are being used, what good is being accomplished, and showing the faces of the people we’ve helped. This will provide the public with tangible evidence that we are doing the MOST good and we can prove it. We will include in our marketing detailed financials that will highlight who (generally speaking) , what, when, and where we’ve helped make a difference and how the public can get involved – whether they’re showing appreciation (morally speaking) for the blessings and good fortune they have been given; or ‘paying it forward’ for the helping hand they’ve at once in their lives received as well. This method will help ensure that we connect to our audience either on the level of understanding and being relatable or on the level of appreciation and being compassionate for the needs of others.
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Creative Execution 

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Conclusion The Salvation Army boasts a rich and historic relationship with the American people – raising billions of dollars to support and meet the needs of our communities nationwide. Despite their long-standing rapport, maintaining a strong donor base and a close and relevant connection to the people is imperative for the Army’s continued success. As with ever-changing and evolving technologies, social structures, and market needs, the Salvation Army must continue to strive to remain relevant and responsive, expanding their target market to reach today’s generation of givers - making the most of every opportunity in effort to reach, connect, and tap in to interests, cares, and concerns of the people, showing them how the Salvation Army lives up to its name in responding those needs. The Salvation IMC campaign aims to touch the hearts and leave an indelible impression on the minds and memories of the American people by inspiring them to join in support of Doing the Most Good both personally and collectively. By showing the people how the Army makes a difference and expounding on the many ways the Salvation Army cares, they will encourage the support and generosity of their target audience which in turn equips and strengthens the Army’s forces in marching forward and advancing in their good deeds - carrying the mantle no longer as second, but as the number one choice of “America’s Favorite Charity”. The Salvation Army
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References The Salvation Army's 2018 Holiday Fundraising Season Raises $433.7 Million. (n.d.). Retrieved from https://www.salvationarmyusa.org/ usn/story/the-salvation-armys-2018-holiday-fundraising-seasonraises-4337-million/
New Data Say Nearly 40 Million Americans Were Poor in 2017. (n.d.). Retrieved from https://www.usnews.com/news/healthiestcommunities/articles/2018-09-12/poverty-in-america-new-census-datapaint-an-unpleasant-picture
These Are the Poorest States in the U.S. (n.d.). Retrieved from https://www.usnews.com/news/best-states/slideshows/states-with-thehighest-poverty-rates-in-the-us
The Human Needs Index (HNI) | The Salvation Army. (n.d.). Retrieved from https://humanneedsindex.org/
(n.d.). Retrieved from https://salvationarmyannualreport.org/
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Donor Personas, Their Value, and How to Craft Them | Classy. (2017, January 27). Retrieved from https://www.classy.org/blog/a-detailedguide-to-crafting-valuable-donor-personas/
TrueSense Marketing. (n.d.). Who Supports The Salvation Army. Retrieved from https://www.truesense.com/tsadonors
The Salvation Army Competitors, Revenue and Employees - Owler Company Profile. (n.d.). Retrieved from https://www.owler.com/company/ salvationarmy#overview
The Salvation Army USA. (n.d.). Retrieved from https:// www.salvationarmyusa.org/usn/
Religions - Christianity: Salvation Army. (2009, July 30). Retrieved from http://www.bbc.co.uk/religion/religions/christianity/subdivisions/ salvationarmy_1.shtml
The Red Cross often leads the charge after natural disasters. (n.d.). Where your donations actually go. Retrieved from https:// money.cnn.com/2013/05/24/pf/donations-charities/ The Salvation Army
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Christine Birkne. (2016, December 19). The Salvation Army Just Scored One of the NFL's Best Product Placements Ever. Retrieved from https://www.adweek.com/brand-marketing/salvation-army-just-scoredone-nfls-best-product-placements-ever-175174/
Campaign Marketing: The Salvation Army Focuses on Social Media. (2010, July 01). Retrieved from https://www.emarketed.com/blog/ campaign-marketing-the-salvation-army-focuses-on-social-media/
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