Juggling and the Fine Art of Fundraising

The online communications, specifically social media and blogs, targeted more of the younger generations — millennials and younger — to educate emerging generations about the Salvation Army as a long-term cultivation strategy.

Creative

The creative for the Red Kettle campaign is not as easy to describe as most other fundraising campaigns. There was no specific direct-mail component, and each local chapter created its own marketing for its specific community. Thus the Salvation Army's national creative consisted more of templates than specific messages.