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Salvation Army invests in reaching younger, online donors

Corporate Social Media Case Study: Salvation Army

The Salvation Army is pulling its radio advertising and has diverted this budget to online communications, DMNews reports. After initially jumping into social media about 8 months ago, the charity — though decentralized and managed at regional levels — has began to build followings on Facebook, YouTube, and Twitter.

George Hood, national community relations and development secretary for the organization, explained that like many nonprofits, the Salvation Army’s donor base is “aging out,” which is why it’s so important for them to target younger audiences through digital channels. George went on to explain that they’ve found the ROI to be much more superior online than off, and said it’s a trend they’re seeing as the general public continues to get more comfortable placing online donations.

Learn More: DMNews

December 8, 2009 2 comments

2 Responses

  1. ChrisHalvorson 8 December 2009 at 6:42 pm #

    Nonprofits: Is your donor audience “aging out”? You might use this Salvation Army example of social media use: http://tinyurl.com/y8j2uv7

    This comment was originally posted on Twitter

  2. corporateblogs 9 December 2009 at 9:36 am #

    Salvation Army invests in reaching younger, online donors: Corporate Social Media Case Study: Salvation Army
    The Sa… http://bit.ly/7zEP61

    This comment was originally posted on Twitter