The Salvation Army sent only one email for Giving Tuesday in 2017. In 2018, it sent two advance emails, inviting donors to “Save the Date,” and asking, “Can’t Wait? Give Today.” One version featured animation showing days falling off a calendar. On Giving Tuesday, two emails were sent with stronger asks and links to a page with matching opportunities. The campaign raised 85% more than the initial goal, and increased the number of donors by 800%. Profiling helped raise the median donation by 50%.
Affiliated Agency: DEG, Linked by Isobar – full-service email partnerCredits: Nicole Nicklin – Territorial Director of Digital Strategy, The Salvation Army Central Territory Piper LeJeune – Territorial Director of Digital Strategy, The Salvation Army Southern Territory Marika McKissick – Territorial Digital Strategist, The Salvation Army Southern Territory Brenda Jones – Territorial Director of Digital Strategy, The Salvation Army Western Territory Cory Gaudaur – Territorial Digital Operations, The Salvation Army Western Territory Andrea Hadel – Senior Account Manager, DEG, Linked by Isobar Travis McCan – Senior Relationship Marketing Strategist, DEG, Linked by Isobar Matt Yang – Designer, DEG, Linked by Isobar Cait Mahr – Copywriter, DEG, Linked by Isobar Julie Sikonski – Art Director, DEG, Linked by Isobar Patrick McCormack - Senior Copywriter, DEG, Linked by Isobar Katie Manring – Project Manager, DEG, Linked by Isobar