The Salvation Army
“Silent Night” (2023)
Boosting Volunteer Engagement During a Critical Time
As evictions rose following the end of pandemic protections, The Salvation Army's services became more vital than ever. At the same time, the organization faced a decline in volunteer numbers for their holiday Red Kettle Campaign. To address these challenges, The Salvation Army launched the "Silent Night" campaign in four test markets, aiming to increase volunteer engagement and support their essential services.
CHALLENGE
How could The Salvation Army increase volunteer numbers amidst rising eviction rates and declining volunteer engagement?
With pandemic protections lifting, eviction rates were climbing, increasing demand for The Salvation Army’s support services. Compounding this issue, volunteer participation for the Red Kettle Campaign—crucial to fundraising—was in decline. The organization needed to quickly find a way to boost volunteer numbers and ensure they could continue to provide much-needed support during the holiday season.
Solution
The Salvation Army launched the "Silent Night" campaign to boost volunteer sign-ups in key markets.
The "Silent Night" campaign was designed to appeal directly to community members, highlighting the increased need for support and the impact volunteers could have. Through compelling storytelling and a strong call to action, the campaign was rolled out across four test markets: North Texas, Pittsburgh, San Diego, and Detroit. It utilized a mix of traditional and digital media to reach a broad audience and inspire action.
