Boosting the Bottom Line… Digitally

THE CLIENT: The Salvation Army Metropolitan Division

THEIR CHALLENGE: The Salvation Army Metropolitan Division knew that digital efforts were playing an increasingly larger role in the fundraising arena, and that many organizations were experiencing considerable increases in revenue by including digital communications in their media plans. But they were unsure about which digital strategies were right for them. Concerned they may leave money on the table during the 2010 holiday season, they turned to Grizzard’s digital experts.

THE STRATEGY:

At Grizzard’s recommendation, the Metropolitan Division launched a digital strategy over the 2010 holidays. The strategy included the deployment of email appeals that integrated with their five holiday season direct mail appeals. Rounding out the approach were Facebook ads and Tweets — each communicating a message consistent with the overall strategy.

THE RESULTS: By integrating digital communications to work in tandem with their offline appeals, the Metropolitan Division maximized their holiday message and realized tremendous rewards:

• Online Revenue was up $300,000 from previous year (30%)
• $100,000 was directly tied to the email appeals