The Salvation Army is one of the most respected organizations in the nonprofit world and provides a broad array of social services to help Americans in need around the world. They needed help to increase donations in the Los Angeles area and determine the most motivating Passion PointsÂ©to drive donations. Our mission based framework laid the foundation to determine the most important donation drivers and develop an insight-driven video to link to an email appeal that succeeded in increasing their open rates and increasing the average gift that resulted.
Passion PointsÂ©are the strongest donation motivators for any nonprofit and connects the nonprofits mission to the giving heart of their donors. We studied 20 different potential Passion PointsÂ©to determine which would motivate giving and five key Passion PointsÂ©rose to the top.
Sees The Need In Your Local Community
Feeding the Hungry In Your Community
Housing For Those Fleeing From Domestic Violence
Helping Returning Veterans
Funding Transitional Homeless ProgramsÂ
Here, Now, Local â€œHands-Upâ€ Passion PointsÂ© are Central, Important, and Connected
Developed in sociology 30 years ago to see the patterns of people/concepts among each other. Primary tool used by CIA/NSA today to detect terrorist cells
The big idea is giving people a hand up in the local community. The Salvation Army is in your community every day, really knows the people and are able to identify those in true need.
Helping those around the world will always remain part of their mission, as well as their ongoing longer-term U.S. efforts. However, we learned this is not a donation driver and thus should not be a key message in their email appeals.
We briefed their creative team to help focus their donor email appeal on the most compelling aspects of The Salvation Army. Working with the team, we also created a short video to attach to their email focusing on the big overarching idea of how The Salvation Army is an integral part of the local community and is often the front line in responding to local needs.
In addition featured the other top motivating Passion PointsÂ©.