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Transforming the Salvos’ 55 year old Red Shield Appeal using digital in the face of COVID-19 (ON DEMAND)

Join Janine (Salvos’ head of fundraising) and Garth (ntegrity’s head of services) as they share the approach, insights and learnings from transforming the Salvos’ 55th Red Shield Appeal fundraiser using digital, with powerful results
 
Recognising early that one of Australia’s largest fundraising appeals would face significant barriers due to COVID, The Salvation Army had to reinterpret months of planning and move the majority of its campaign online - breaking many myths and traditionally relied upon ways of working in the process. 
 
What this looked like:
  • More than 5 teams coming together and working in new ways to reimagine 6 months of strategy and planning in just a couple of weeks
  • Iconic brand elements and experiences reinterpreted in innovative ways for a digital environment to engage, educate and drive donations
  • Email marketing that became a powerful conversion channel
  • Activation of an invisible army of volunteer micro-influencers
 
The results prove the power of strong leadership, teamwork and digital fundraising with revenue for The Red Shield Appeal well above the previous year. 
 
Digital success hasn’t come at the expense of other traditional channels such as phone and direct mail. This gives The Salvation Army confidence to continue to develop digital as a strong fundraising channel going forward.


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