We all know that the global recession has had an impact on every industry around the globe and not for profits have also suffered this year from lower donations. To help kick start consumers to donate just a touch more GREY Canada has created a new campaign for the Salvation Army using various social media tools as well as a street-level campaign.
Revolving door decals (see photo above)) and online classified services were designed to intercept people in consumer environments by reminding them of those who are in need this season. A Facebook quiz also tests personal knowledge of social issues, and helps to inform people about issues such as homelessness and addiction, all of which are a few of the causes that the Salvation Army assists with. The quiz also ties into a “compassion quotient” ranking that is displayed upon completion of the quiz and then a video is displayed and participants are offered a chance to share the quiz and donate
“GREY Canada listened to our goals of educating Canadians while boosting our new donor base and supplementing our Christmas Campaign,” said Andrew Burditt, Territorial Public Relations Director, Salvation Army. “By engaging people on-street and online, Grey found a creative and low-cost way to connect with the public and educate those who live in sight of poverty almost every day.”
Six revolving door decals in locations across the GTA inform donors of the “text-to-donate” mobile campaign. From Yonge and Bloor to Yonge and Sheppard, the signs alert people at nearby kettle donation points to the opportunity to text ‘HOPE’ to 45678 to make a $5 donation from any Rogers Wireless or Bell Mobility handset between now and Christmas.
The campaign also leveraged classified services Craigslist and Kijiji where wanted ads were placed asking for items ranging from children’s jackets to hope. One ad says, “Looking for a single-person dwelling. Street level. 5-10 square ft. Access to heat and washroom would be nice. Ask for Brian, corner of King & Spadina. Your donation can help provide shelter for those who need it most this holiday season. www.SalvationArmy.ca/Compassion.”
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