Client: The Salvation Army
The Salvation Army has launched a new appeal to raise £500,000 by Christmas through a new fundraising microsite ChristmasAppeal.org.uk
Created by Harvest, online and offline advertising encourages people to visit the microsite and donate. It features a totaliser tree with decorations that will be revealed as more funds are raised and a video of Josh, a homeless child that has benefited from the support of The Salvation Army.
The microsite also shows how the funds will be used and suggests donations such as £18 to provide two nights bed and breakfast in a shelter.
Donors will receive a follow up email to keep them informed of the progress of the Christmas appeal. The microsite also features a send to a friend option to encourage visitors to recruit other donors and the advertising will also feature on the homepage of TheSalvationArmy.org.uk
Media across all channels has been planned by Trinity Communications. The Salvation Army’s retained online marketing agency, Harvest Digital is working in partnership with Trinity to buy online media, including display, search and affiliate marketing, and integrate it with offline activity.
Head of Marketing and Fundraising at The Salvation Army, Julius Wolff-Ingham, said, “Christmas is a time of hope and we want to fulfill the hope of happier times ahead for thousands of people in need.
“Following the success of last year’s Christmas appeal from Harvest we have asked them to produce a much bigger initiative for 2007. The creative is reflected in offline activity and the media is integrated to optimise our budget.
He added, “The microsite is an efficient way for us to collect funds and the totaliser tree is a fun way to show progress so all the advertising will encourage people to donate online.”