The Salvation Army Ontario Division serves its community through charitable services and programs: food banks, transitional housing, after-school programs, and more. Across their services, they work to restore dignity and hope in the lives of their marginalized, impoverished, or otherwise vulnerable neighbors.
The Salvation Army had previously funded this work through offline initiatives like their Christmas Kettle Campaign. While they’d built strong local connections in over 150 communities, they had never branched into digital marketing. As COVID-19 continued to impact physical fundraising, they needed to diversify their approach.
To support this critical fundraising expansion, Major Tom had to:
Test new-to-client digital channels like Google Search, Discovery, and Display, Youtube, Facebook, and Instagram
Build a multichannel strategy to efficiently drive donations through those channels
Establish the Salvation Army’s digital footprint, including a creative and content update to reflect their community focus online
Our goals were to expand the Ontario Division’s fundraising capacity and ensure a high ROAS, all while keeping their community engaged and empowered online.
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