Holiday Integrated Strategy

one message + multiple channels = increased revenue

THE CLIENT: The Salvation Army Metropolitan Division

THEIR CHALLENGE: The holiday season is considered fundraising prime time for The Salvation Army. After all, their brand awareness is off the charts that time of the year. Yet in both 2008 and 2009, the Metropolitan Division fell short of their holiday revenue goal. Because holiday revenue is critical to underwriting Salvation Army programs and services in the new year, the Metropolitan Division was eager to maximize their 2010 Christmas fundraising efforts.

THE STRATEGY: For the 2010 holiday season, The Salvation Army Metropolitan Division returned to Grizzard’s fully integrated, multi-channel strategy. Centered on the theme of “Please Don’t Forget,” the campaign utilized billboards, bus shelters, rail cards, space ads, playbills, radio spots, traffic sponsorships, direct mail, e-appeals, and a webathon — all working together to communicate a consistent, focused message.

THE RESULTS: Though Grizzard’s holiday integrated strategy required a commitment of time, energy and resources from the Metropolitan Division, it’s clear the payoff was well worth the investment:

• 2010 holiday revenue jumped $1.4 million over 2009
• Holiday online giving increased $300,000