The Salvation Army: Utilising the power of partnerships

25 January 2022

Challenge :​

As coronavirus hit the UK, The Salvation Army, with its 650 centres across the country, was at the very frontline of community response. They desperately needed to find the funds to respond with a massive food parcel programme, telephone support for older people and take away service for homeless people but without spending their much needed reserves.


We immediately leveraged their relationships with media owners to create a goodwill fund of £1m of free and discounted media inventory available to help all charities. This fund was called “crEdit” and we used it for The Salvation Army to run campaigns across press, inserts, TV, door drop and digital.


£5million pounds in income at an ROI of 5.3 – an outstanding result for any appeal. The campaign generated  110,000 donations and recruited nearly 16,000 new donors.


The funds allowed The Salvation Army to upscale their food parcel programme to help those struggling or those with no other means of support at a time of great need. This included food parcels for families, feeding frontline workers and NHS staff and providing hot meals for homeless people.

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