Week 1 - The Salvation Army

The Salvation Army:

How an organization older than this country is finding success online

The Salvation Army began operating in Canada in 1882 and has become one of the most influential, non-governmental social service providers in the world (The Salvation Army, 2013). This international NGO provides basic necessities including shelter, food and clothing for over 400 families across the nation and over 120 countries worldwide (2013). The organization also assists homeless and addicted individuals (2013).

 According to a study recorded by Social Times, the Salvation Army is currently one of the most influential charities in the social media sphere (Butler, 2010). So, how has this NGO been so successful? Along with over a century of service, strong leadership and a solid organizational structure, the charity affectingly known as the “Sally Ann” is surprisingly upbeat and has mastered the technique of using social media to create awareness and action - a tactic many other NGOs find too daunting.

 In my opinion, the Salvation Army's online fundraising success can be accredited to its understanding of social media and the amount of time people spend online. This is apparent when scrolling through the organization's stellar website and social media pages.

Contemporary Thinking



Retrieved from http://www.salvationarmy.ca



Has that ringing in your ears disappeared? It may be due to the fact that the Salvation Army “bell ringers” stationed in front of stars and in malls during the Christmas season have experienced a severe decline in the number of people with cash or loose change in comparison to debit and credit cards (Butler, 2010). Thus the creation of the “virtual bell ringers” - when an individual makes a donation, he or she receives a virtual, colorless kettle that can be sent to other online contacts (2010). For every donation received, the kettle will display a ring of red, depicting the amount of money donated (2010). This savvy strategy has generated approximately $3 million per year (2010).

Website

Let’s face it; unless you are over the age of 65 or still do not trust online transaction, you are not going to make the effort of procuring an envelope, cheque and stamp to send to a charity. Thankfully, the 131-year old organization has figured this out too.

The Salvation Army’s website is an example of best practices when it comes to NGO websites. All of the information and links are clear and concise. The page is interactive and clearly displays links to the its Facebook, Twitter, blog, Flickr and YouTube pages, and also streams videos and hosts a 24/7 live chat for people to connect with each other and those in need (and is accessible by smart phone!). The live chat is an exceptional feature and embodies the idea of “working globally, acting locally”. The live chat enables those in need (who have access to a computer) to request exactly what they need and get instant responses from individuals willing to drop off the specified goods for them. The responses are overwhelming, and in some cases, both parties can arrange for the direct delivery instead of going through the charity. For instance, a conversation on Monday depicted a woman and her two children in need of beds – within one hour, 10 individuals replied offering beds along with other furniture they could offer.

Social Media



Retrieved from http://www.tobestrongandcourageous.com/mr-all-i-do-is-text/



A close look at the organization's Twitter, Facebook and YouTube pages proves that this organization understands that the majority of its target market is constantly plugged in and is taking advantage of the cost-friendly and convenient benefits of social media. It has 27,991 followers on Twitter, and just under 17,000 likes on Facebook (The Salvation Army, 2013). Both pages are constantly updated on an hourly basis, displaying photos, heartwarming stories, facts and most importantly, what they are in need of. The pages are interactive and respond back to inquiries, usually within 24 hours. For those who prefer to donate on the go, the Salvation Army has the option to donate via text message by sending “DOGOOD” to 90999, and voila, you’ve just transferred $10 to a local branch (Butler, 2010).  

YouTube and streaming videos are a great way to engage people. Why? Because no one has neither the attention span nor the patience to read paragraphs of material. This is why posting 1-3 minute videos is an excellent idea – it briefly explains the 7 W’s and the call to action. The SA has embraced this idea and utilized streaming video both on Youtube and its site, with links on Twitter, Facebook and Flickr.

Due to its size, structure and funding the SA is able to be on-the-scene when assistance is needed. For example, the website showcases current efforts in Mali to assist displaced residents due to the current unstable conditions (The Salvation Army, 2013). This is documented on each of its communication mediums (front page of website, blog, Facebook, Twitter, etc) and often receives traditional media attention as well. These updates are consistently offered on the organization’s local and global efforts.

Call to Action

All of the SA’s online deliverables have a clear call to action that states what it needs, why it needs it, and how to donate. This trend is consistent throughout all of its communication mediums. Donation instructions including the process are clearly explained on the website and individuals have the option to donate online, via mail, in person or as a corporation.

The SA’s online mediums do a commendable job of sharing the impact of donations in real time. This is a great method for providing proof that every donation counts.

In Summary

The Salvation Army is non-profit organization that has been extremely successful with online fundraising by embracing contemporary communication tactics and properly using social media, clearly stating its call to action and sharing the impact of its work in real time.

Works Cited

Butler, K. (2010). 5 Ways Charities use Social Media to Increase Donation during the Holidays. Social Times. Retrieved May 14, 2013 from http://socialtimes.com/5-ways-charities-use-social-media-to-increase-donations-during-holidays_b30746

The Salvation Army. (2013). Retrieved from http://www.salvationarmy.ca