Dreaming of a Green Christmas

The attrition numbers aren’t atypically high, but The Salvation Army knows that it’s easier and less costly to reactivate old donors than to win over new ones — hence the reactivation push.

“This was really about going back to our lapsed donors who haven’t really responded to our direct mail and pulling them back into giving back to The Salvation Army,” Brace explains. “Our hope is to pull these donors back — and to pull them back before our Christmas direct-mail pieces go out.”