The Salvation Army

This is our breakthrough acquisition test package – first mailed in 2011, followed in 2012 with unprecedented results: The package delivered a 3.44% response rate in acquisition for The Salvation Army Philadelphia in 2012 with a cost to acquire of only $4.65 per donor. The custom CD includes 16 Christmas songs performed by The Salvation Army Brass Band. This package creates warm feelings about The Salvation Army and puts donors in a giving frame of mind, but it’s important to note that this is not just a generic high-end premium. It is a strong, feel-good reminder of a great organization: Christmas music from a brass band brings The Salvation Army warmly to mind for many donors. The music also brings alive the spirit of the season, leading to a powerful response from prospects and donors. The CD premium is also desirable because donors/prospects keep it, meaning The Salvation Army stays in mind long after they’ve made their gift.