The Salvation Army Calls Chicago to Attention,
Adding Millions of Dollars in Holiday Giving

THE CLIENT: The Salvation Army

THEIR CHALLENGE: Boost holiday giving
The Chicago Metropolitan Division of The Salvation Army needed to enhance public awareness, add more new donors, and boost overall giving during the holiday season.

THE STRATEGY: Integrated ad campaign to support holiday fundraising initiatives
Grizzard determined that the Metropolitan Division needed to break through the clutter and take a mixed-media approach, using key communications channels that would get the word out effectively to a broad target audience. Grizzard developed a fully integrated mixed-media campaign for the 2005 holiday season around the theme, Please Don’t Forget. This solution included:

• Print ads
• Free-standing inserts (FSIs)
• TV wrap
• Subway displays

THE RESULTS: Increased revenue year after year
The return on this fundraising initiative far exceeded expectations. It was so successful that it was continued and expanded upon in 2006 and 2007. Each year, the campaign generated an increase of approximately $1 million over the previous holiday season, as shown below.

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MORE ABOUT THE CLIENT:
The Chicago Metropolitan Division of The Salvation Army, an international faith-based charity, works hard to meet the needs of the underprivileged in the Chicago area. The charity offers a variety of services to the community, including disaster relief, children’s programs, services to senior citizens, emergency assistance, rehabilitation, nutrition, and homeless shelters.