The Salvation Army - The awakening of a heritage brand and invigoration of an unfashionable medium

The Salvation Army had an effective direct marketing programme, honed over years, but was finding it increasingly difficult to recruit vital new donors. By optimising media strategy and moderately increasing spend Mike Colling & Co were able to help increase the number of new Salvation Army donors by 261% and total donations by 48%. This was achieved during five years of prolonged recession, when the amount the UK population gave to charity fell by 26%. The £9.5m of immediate incremental income achieved during the campaign is projected to become an additional £24.8m of income over the next five years, as many new donors go on to give again.