This document discusses strategies for the Salvation Army to attract younger donors. It provides statistics on current donor demographics showing that most donors are older. The marketing concept aims to make the Salvation Army a lifestyle by accompanying young people, looking for ambassadors, emphasizing volunteering, and playing an active role in society. It suggests sharing stories that make people feel real need and letting people play a role in the Salvation Army's story. The goal is to understand the fundraising market and focus on effective long-term measures to attract younger generations of donors.

1. The Salvation Army
optionaler Text
must be a life style!
ECNC 2012 - Madrid
The desperate battle for young and lasting donors
Martin Kuenzi, Head of Marketing

2. Soup, soap,
salvation - today!

3. 3

4. 4

5. Some Stats
(only partially translated)

6. Donor profile in general
Total donors
%
Women
Men

7. Donations according to age in %
Age
above 64
%
51 - 64
35 - 50
less than 34

8. Average donation amount
according to age and education
Angabe in CHF pro Haushalt; nur Spendende; n = 1105
1015
918
in CHF in CHF
772
586 572
521
269
< 34 35-50 51-64 65 > tief mittel hoch
low middle high
Frage F9

9. Ideal donor profile
n = 1530
don’t donate
Nein - Women
28%
- above 34 years of age
- middle to higher education
- monthly Salary above CHF 4’000.- (€
donate
Ja 3’300.-)
72%
Frage F6a

10. Reasons for not donating to a charity
Angabe in Prozent; Personen, die im vergangenen Jahr nicht gespendet haben; n 2011 = 426
4246
My own financial situation
17 25
Missing trust in organisations
3 9
Do not get financial support myself
7 12 %
I am in education
3
4
Donate directly to my own relatives
35
No interest
3
3
No proper allocation of donations
Frage F6b

11. Could you imagine to support a charity
in your testament?
Total donors
Women %
Men
< 34
35 - 50
51 - 64
> 64

12. Structure of Inhouse-Donors at
Swiss Salvation Army

13. Structure of Cold-Mailing at Swiss
Salvation Army

14. What we do.

15. Marketing Concept
Relationships
- Do not think of your peers as your donors, but as people in need of anything the Salvation Army has to
offer.
- Accompany young people throughout their everyday life and let them always have a positive experience in
contact with the Salvation Army
- Look out for ambassadors of any age that influence your target group.
Measures (put in place by the Swiss Salvation Army) Offer
- Create your Salvation Army style - The Salvation Army is a life style.
Marketing goals: - Keep pioneering and challenge young people - Based on Christianity and the pioneering spirit of
- Emphasize on volunteering work the Salvation Army of its early days we want to
1. Strive for younger generation
change the world locally - and we need your help.
donors - Take an active and visible role in society.
2. Understand the fundraising - Pray
market and focus on effective
measures
3. Create a long term strategy in Measurement Stories
fundraising -
- Comprehensive monitoring of fundraising Let people play a role in your story.
- Effectiveness in marketing - Let them share their story.
- Let people feel real need / emotional aspects
- Make sure that the Salvation Army is perceived as
an enabler.

16. Play an active and visible role!

17. Make them part of your story

18. Let people feel the need.

19. Is it all about FB, Twitter and mobile?
!
Source: Charron, C. et al., 2006. Social computing.

20. Let them share their story
App
reat!
Feel g

21. End of start.
Thanks.
Martin Kuenzi
Head of Marketing