Integrated campaign to combine offline media with online
Upbeat creative with fundraising microsite and appeal-o-meter

London, 6 December… The Salvation Army is launching a new appeal to raise £500,000 by Christmas through a new fundraising microsite Media across all channels has been planned by Trinity Communications. The Salvation Army’s retained online marketing agency, Harvest Digital is working in partnership with Trinity to buy online media, including display, search and affiliate marketing, and integrate it with offline activity.

Harvest is also producing online creative for the campaign, including display advertising, rich media such as video MPUs, email creative and the microsite The concept ‘How many smiles can you raise this Christmas’ will feature in online display advertising, alongside a dynamic feed to show how much money has been raised so far, as well as in offline advertising. The online media combines homepage placements and demographic targeting on Yahoo!, behavioural and contextual advertising on Blue Lithium, search engine marketing on Google, Yahoo! and MSN Live, and UTarget subsites. Harvest has also booked pre-roll advertising on to run before soaps and light entertainment programmes are streamed on-site, including Coronation Street.

The online and offline advertising encourages people to visit the microsite and donate. It features a totaliser tree with decorations that will be revealed as more funds are raised and a video of Josh, a homeless child that has benefited from the support of The Salvation Army. The microsite shows how the funds will be used and suggests donations such as £18 to provide two nights bed and breakfast in a shelter.

Julius Wolff-Ingham, Head of Marketing and Fundraising at The Salvation Army explains, ‘Christmas is a time of hope and we want to fulfill the hope of happier times ahead for thousands of people in need. Following the success of last year’s Christmas appeal from Harvest we have asked them to produce a much bigger initiative for 2007. The creative is reflected in offline activity and the media is integrated to optimise our budget. The microsite is an efficient way for us to collect funds and the totaliser tree is a fun way to show progress so all the advertising will encourage people to donate online.’

Mike Teasdale, Planning Director at Harvest Digital adds, ‘This year, we have developed a more upbeat message with the ‘smiles’ theme designed to inject positive messages and reflect the happy time that Christmas should be. We have booked a range of media targeted to appeal to women, a very active online audience, such as video pre-rolls before soaps on with messages detailing how the funds will be used, as our experience show this works very effectively for The Salvation Army. The new creative will engage the audience and the microsite will convert them to donors.’

Amy Lennox, Partner at Trinity Communications continues, ‘We presented a plan to The Salvation Army which showed that by unifying their on and offline channels, The Salvation Army could double their fundraising effort. We then partnered with Harvest to plan the media, using their learnings from previous campaigns, to reach this audience and convey the human truth of the under-privileged at Christmas combined with powerful requests for support.’

Donors will receive a follow up email to keep them informed of the progress of the Christmas appeal. The microsite also features a send to a friend option to encourage visitors to recruit other donors and the advertising will also feature on the homepage of

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About the Salvation Army

The Salvation Army is an international Christian church working in 111 countries worldwide. As a registered charity, The Salvation Army demonstrates its Christian principles through social welfare provision and is one of the largest, most diverse providers of social welfare in the world.

About Harvest Digital

Harvest Digital is a full-service online marketing agency specialising in media planning and buying, search marketing, and online marketing creative.

Formed in 2001, the company is privately owned by staff. Based in Soho in London, clients include Tesco Personal Finance, Norwich Union, Auto Trader, Thomas Cook, 3M, Tiscali, Shelter, and CMC Markets.

About Trinity Communications

Trinity is a media planning agency with a unified approach to planning across digital, brand and direct media opportunities. Trinity’s unified approach to media planning is creating effective, practical and more profitable communications for advertisers.

For further information please contact:

The Salvation Army Press Office

Cathy Le Feuvre – 0207 367 4516

Joanna Burton
Head of PR

Harvest Digital


t: 020 7479 7500

Mike Teasdale


Harvest Digital

t: 020 7479 7502

Published on: 12:00AM on 6th December 2007