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case study: REGISTER TO RING™ DIGITAL CAMPAIGN

Engaging Bell Ringers

194

Volunteer Sign-Ups, a 36%
Increase Over Prior Year

358,701

Impressions Generated From
September Through December

48%

Total Bell Ringers Recruited
Exclusively Through Digital Efforts

The Challenge

A large metropolitan area in the Central Division needed to increase volunteer bell ringers at their iconic Red Kettles to generate more donations throughout the holidays.

The Solution

To enhance the previous years’ social and search strategy, we focused on increasing reach to generate more awareness of The Salvation Army. Once a following had been established, we ran targeted ads promoting the Register to Ring recruitment campaign to increase volunteer bell ringers.

The Results

From September through December, the campaign resulted in 358,701 impressions with a reach of 76,272, a three percent click-through rate and more than 825 shares and comments. The campaign brought in 194 volunteer sign-ups, which was a 36% increase over the prior year and contributed to 48% of total volunteer bell ringers recruited exclusively through paid digital efforts.