About The Salvation Army

Nearly 33 million Americans receive assistance from The Salvation Army each year through the broadest array of social services that range from providing food for the hungry, relief for disaster victims, assistance for the disabled, outreach to the elderly and ill, clothing and shelter to the homeless and opportunities for underprivileged children. On the national level, about 82 cents of every dollar raised is used to support those services in nearly 9,000 communities nationwide. Locally, 90 cents of every dollar donated goes to provide support to greatly-needed programs and services.


There were a few goals for this particular project.

  • Direct donations to the Online Red Kettle
  • Reach YP’s
  • Increase engagement

The Facebook Page for The Salvation Army needed some grooming. There was a lack of consistence in frequency of posting, messaging, branding and calls to action. We decided that all of our posts for the Red Kettle Campaign would encourage donations to the same place, the Online Red Kettle. The messaging was all handled by a copywriter, so the tone of voice was consistent from post to post. We used targeting in all of our boosting efforts to ensure the messages were reaching the right people. We did a lot of research to prepare these parameters.

Do Your Neighborhood Some Good

The Salvation Army has corps throughout the Greater Cincinnati and Northern Kentucky areas. Part of the strategy informed the TSA’s audience about these corps and the services they provide. Showing potential donators that the funds stayed local and helped real families and communities in their own neighborhoods gave more incentive for people to give to the Red Kettle. We saw a lot of engagement with social media and online donations as we continued to feature The Salvation Army’s area-specific corps in geo-targeted posts.

Your Donation Stays Local

Another part of the strategy was to humanize the campaign. By including “real life stores” similarly to “Humans of New York” we were able to demonstrate how donations impact the lives of individuals living in the local community.