Salvation Army's Charity Donation Campaign Thinks Winter in Summer
Laura McQuarrie — August 11, 2014 — Marketing
References: salvationarmy & creativeguerrillamarketing
For this charity donation campaign, the Salvation Army decided to start thinking ahead for the upcoming winter. Instead of struggling to collect blankets when the weather gets colder, this campaign took place months in advance of the cold season.
The Cover Drive was set up at a cricket match and simply asked people to leave behind the blankets that they were sitting on as a donation to the Salvation Army. Since this saves people the trouble of having to lug their blankets back home, as well as go out of their way to donate, this is a win-win proposition. As a result, the Cover Drive was successful in obtaining 10% of the total blankets they'd need within about a four hour time frame.
The Cover Drive was set up at a cricket match and simply asked people to leave behind the blankets that they were sitting on as a donation to the Salvation Army. Since this saves people the trouble of having to lug their blankets back home, as well as go out of their way to donate, this is a win-win proposition. As a result, the Cover Drive was successful in obtaining 10% of the total blankets they'd need within about a four hour time frame.
Trend Themes
1. Off-season Donation Campaigns - Opportunity for organizations to plan and execute charity campaigns in advance of the peak season, creating convenience for donors and ensuring sufficient resources for those in need during vital times.
2. Thinking Ahead - Initiatives that encourage organizations to anticipate the future needs of their beneficiaries, offering solutions before the problems occur and maximizing the impact of charitable efforts.
3. Win-win Propositions - Creating campaigns that not only benefit the recipients but also provide convenience and incentives for the donors, resulting in increased participation and donations.
Industry Implications
1. Charitable Organizations - Charities can implement off-season donation campaigns to strategically collect resources in advance, ensuring they have sufficient supplies to support their beneficiaries during peak demand periods.
2. Sports and Entertainment Events - Events like cricket matches can serve as platforms for off-season donation campaigns, encouraging participants and spectators to contribute towards charitable causes while enjoying their favorite sports or entertainment activities.
3. Outdoor Gear and Home Goods Retailers - Retailers specializing in blankets and related products can forge partnerships with charitable organizations to launch off-season donation campaigns, creating awareness for their products while facilitating donations to those in need.
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