The Salvos: Growing digital fundraising by 298%

Transforming a 140-Year Old Charity for a new generation of supporters

The Salvos are synonymous with bringing hope and new beginnings to Australians in need. If you grew up in Australia and other parts of the world, you’ll have seen the Salvos officers or brass band at work in your local community.

But in 2019, The Salvation Army’s fundraising model reflected its legacy as a 140-year-old charity, and it was at risk of revenue decline. A reliance on direct mail and print inserts for its traditional donor base. While digital channels were seen as supporting or fulfillment channels only.

In order to future-proof the organisation the Salvos needed a bold transformation of their fundraising.

The slow and steady shift hit the fan

Ahead of the 2019 Red Shield Appeal, the Salvos’ largest annual fundraising appeal, ntegrity conducted a thorough review of the appeal covering operations, governance, project management, and digital capability. The review highlighted the need to have clear project processes and governance — with the core recommendation around the need to invest in digital or risk being left behind.

Then COVID hit.

Instead of a slow and steady shift to digital, the Salvos were forced overnight to pivot the entire campaign to digital. In a matter of weeks, we replicated the usual in-person volunteer approach online using smart ad creative and email tactics, and an army of micro-influencers all shaking their virtual bucket. This delivered a 300% increase YoY in donations from paid digital media, nine times the return on ad spend, and a 200% increase in online revenue.

Year-on-year digital fundraising growth

But here’s the thing. It wasn’t just a once-off “covid result”.

Digital fundraising has seen sustained growth with the right strategy and ongoing investment into testing & learning.

Through a five year partnership, our teams continue to push the boundaries. We’ve attracted new audiences through new product propositions made for a digital-first environment. Including a new Regular Giving product, Crisis Partners, that has increased revenue from $9M to $12M, a redeveloped online Gift Catalogue increased revenue from $2.5M to $5M, creating new micro-giving products like 100,000 Meals to acquire NextGen donors under age 55 years old, as well as implementing always-on digital so the Salvos are always present when donors are ready to give.

This has enabled the Salvos to support even more Australians doing it tough.

Results

298%
increase in digital revenue year-on-year
145%
ROI achieved in first 20 months
84%
increase in new donors over 5 years
34%
increase in younger donors over 5 years

CLIENT FEEDBACK

“We’ve been working with ntegrity over the past 5 years and counting. They’ve been absolutely integral in driving our digital transformation.

The work we’ve done with them has enabled us to diversify our revenue and today, our digital revenue represents over 30% of our overall revenue.” 

Services USED

Campaign Strategy

Digital Fundraising

Product Development

Media Management

Creative Concept

Photo & Video Shoot