The Salvation Army: Crisis Partners

Nobody wants a crisis.

Crisis doesn’t just strike every so often. It happens every single day. And we knew Salvos’ community would want to do everything they could to help everyone in need.

The Salvos’ supporters are passionate, driven and dedicated — and crucially, motivated to do more than just respond to traditional periodic appeals. But how do you harness that team of highly-engaged supporters, looking for a new way to help others?

To answer this, we helped the Salvos merge and re-design a new regular giving product that would ensure their donors have the opportunity to assist — every single month. 

Sharing the Crisis Partners with Australia.

Having the new product, we had to find a way to reach these Crisis Partners, and potential new Crisis Partners. To do so, we developed a new brand and experience, and have also supported the Salvos to run frequent digital acquisition campaigns to grow the community of regular givers, outside of always on acquisition.

We always advocate for following the data, and this is no different. We ran multiple campaigns to test a variety of messages, digital channels and budget; from a focus on the recipients of the funding like Brad and Mandy — two Aussies who were saved by the generosity of the Salvos community  — to a focus on the donor, and using authentic low-cost stock video, showing the way they can support people in crisis all the while going about their daily lives.