How does a door knocking campaign work in a global pandemic?
We knew that with the right strategy and approach the Red Shield Appeal could work just as hard online as it did in person.
We looked at everything that made the Red Shield Appeal so successful in person and used those learnings to create a super targeted digital acquisition campaign.
WHEN DOOR KNOCKING IS NOT AN OPTION
The Red Shield Appeal is the Salvation Army’s biggest fundraising campaign. Over 40,000 volunteers knock on doors, collect in shopping centres, and target other busy locations to raise millions of dollars to support those who need it most. Except this year they couldn’t.
Initially, The Salvation Army engaged ntegrity to undertake a post implementation review and retrospective (“retro”) of the Red Shield Appeal 2019. We would provide key strategic and tactical recommendations to feed into future Appeals.
ntegrity took a data and human centred approach in analysing performance across all channels and departments at The Salvation Army. This included analysis of two CRM datasets across two territories, multiple data silos, revenue performance data, key stakeholder interviews and creative.
The final report to key stakeholders provided The Salvation Army with clear actionable insights and recommendations on opportunities to optimise for improved revenue generation for Red Shield Appeal 2020.
But then COVID-19 happened and we had to take those learning and immediately implement them for 2019.
BRINGING THE RED BUCKET ONLINE
We took iconic brand elements — such as the red bucket — and used them across social and display in an innovative new approach to bucket shaking. Then we delivered community based messaging through geo-targeted ads and used email marketing as a powerful conversion channel. Finally, we replicated the usual in person volunteer approach online with an invisible army of micro-influencers all shaking their virtual bucket.
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