Salvos Combine Old & New Fundraising Techniques
5 August 2010 at 12:47 pm
The Salvation Army says a combination of traditional and new fundraising techniques have helped exceed their annual national Red Shield Appeal target of $75million.
The 2009/10 appeal exceeded the $75 million target by more than $2 million.
The Salvos have declared the tally of the 12-month campaign to be $77,116,215 which is a little over 4% above the goal, and an increase of nearly $6 million above the 2008/09 result.
Salvos Spokesman, Major Brad Halse says the Red Shield Appeal receives contributions from both personal and business donors, via various means including direct mail, internet, phone and payroll deductions and the annual Doorknock Appeal.
The May Doorknock Appeal raised nearly $9.9 million which was a record amount for the weekend event.
Major Halse says a combination of a strong brand, and traditional fundraising techniques plus the increase in online donations has helped the Salvos exceed its target.
The Salvos Appeal Director for the Eastern States, Major Jeff Winterton says there has certainly been an increase in online giving during the campaign but on its own, online giving is still not a major part of the fundraising.
Major Wintereton says there was a spike in online giving in June 2010 with one online donation at the time of $65,000.
However, he says there has also been an increase in workplace giving and corporate donations.
The Salvos carried out a Newspoll survey one week after the Red Shield Appeal this year asking donors what was their preferred mechanism for donating to the Salvos.
The survey found that two out of three donors preferred to give directly to a Salvos representative either on the street or at the front door.
Major Brad Halse says this confirms that while modern forms of donating, such as online, are gaining in popularity, traditional fundraising still brings in the majority of dollars.