The Salvos
Give a Lunch for Christmas Appeal
The Challenge
The Salvation Army had an ageing donor base and no connection with a younger audience. We needed to reach out to the next generation of donors in a fresh and engaging way that was relevant to them.
The Solution
Our research showed the #1 trending photo category on social media for Gen Y wasn’t babies or pictures of cats, but photos of food. We realised leveraging their ‘food porn’ behaviour was a perfect vehicle to spread the word for our Give a Lunch for Christmas appeal.
The Results
- 1.3 million people were reached on social media
- Annual donations for the charity increased by over 12%
- Regular Gen Y donors increased a hundredfold
- Over $350,000 generated in free media
