case study: COVID-19 RELIEF

Crisis Communications Plan


Raised for Every Dollar Spent


Within the First 24-Hours of Campaign Launch


Average Gift Across All Channels

The Challenge

When the nation went on lockdown at the end of March 2020, millions of people were left unemployed and needed assistance — many for the first time in their lives. Greater need meant more people reached out to The Salvation Army for help. Thus, more funds were needed to meet the unprecedented demand.

The Solution

Utilizing an integrated marketing approach, we developed a communications plan to reach Salvation Army current and lapsed disaster-only donors. The campaign used both direct mail and e-appeals with multiple ways to respond.

The Results

We deployed the first e-appeal on March 19, 2020, which raised $136,952 in the first 24-hours. Between April 6, 2020 and April 21, 2020, 770,00 mail pieces were created, produced and delivered along with two additional e-appeals — resulting in a total of $4,454,165 in COVID-19 relief.