Salvation Army embraces modern technology

'We're trying to broaden our appeal to the public'

By James Dowd
Thursday, December 10, 2009

Call it The Salvation Army 2.0.

Yes, those bells are still ringing, but now with a swipe of a card or a click of a mouse, the venerable organization offers more ways than ever for folks to give.

In Memphis, that means "cashless kettles" to accommodate donors who prefer using debit or credit cards to support the organization and a growing presence on social media sites.

"Until a few years ago we were very slowly marching into this new century," said Elizabeth Duncan, director of development for the Salvation Army in Memphis. "Now we are stepping more quickly forward. Our mission has not changed. We're simply looking at the work we're doing and trying to broaden our appeal to the public."

Duncan outlined the Salvation Army's new media campaigns during a seminar Wednesday hosted by the Memphis chapter of the Public Relations Society of America.

The Salvation Army's new technology strategy and embrace of social media emerged in response to the graying of its support base. In order to attract new givers, organizational leaders decided to experiment.

"Our average donor is 55 or older, likes direct mail and reads the newspaper," Duncan said. "They're wonderfully loyal, but we're faced with the reality of an aging demographic.

"We certainly want to keep them, but also attract younger supporters," she said. "The way to do that is by thinking outside the box."

And so the organization began offering the cashless kettles, which allow donors to use credit or debit cards to give. Duncan said that although only a half-dozen of the group's 60 kettles are cashless, more will be added in years to come.

"The Salvation Army is making great strides in responding to new demands of a changing society," said Ayoka Pond, local PRSA president and a public relations manager for Baptist Memorial Health Care. "By utilizing these new mediums, they're strengthening their brand."

In addition, the organization relaunched its newsletter in an electronic-only format and is beefing up its presence on Facebook and Twitter.

Figures indicate that the measures are working, Duncan said, with record numbers of volunteer bell ringers responding to calls for help via the Internet and steadily increasing online donations.

But that's not to say that everything has worked, Duncan cautioned.

For example, a move here to generate donations by using text messages fell flat, and an online red kettle option on Facebook has been a little slow attracting supporters.

But the group continues to adapt and that's wise, said Chris Stanley, PRSA's immediate past president.

"They're being very smart by starting slow and building awareness with the expectation that the campaigns will really take off," said Stanley, lead media relations director for MLGW. "The lesson here for all of us is that you've got to be prepared for change, otherwise you'll be left behind."

The local PRSA chapter, founded in 1952, counts some 200 members and offers ongoing educational, professional and social programs.

For more information, visit online at prsamemphis.org.

-- James Dowd: 529-2737

--------------------

Public Relations Society of America upcoming event

What: Chapter meeting

When: 11:45 a.m. on Jan. 15, 2010

Where: Holiday Inn at the University of Memphis

Cost: Luncheon is free for PRSA members, $25 for nonmembers and $15 for students

Online: prsamemphis.org

James Dowd
The Commercial Appeal
December 10, 2009