Case Study: The Salvation Army boosts fundraising campaign reach with Adoni Media PR

The Salvation Army drives 830+ media stories with Adoni Media

The Salvation Army, one of Australia's largest charities, faced the annual challenge of localizing its major fundraising events, the Red Shield Appeal and Christmas Appeal, to generate media interest across Queensland. Their goal was to educate the public on their services and the need for donations. To address this, they engaged the PR services of Adoni Media.

Adoni Media implemented a localized PR strategy, investing time in finding local angles, organizing media events, and preparing Salvation Army spokespeople for media interviews. As a result, the vendor secured over 830 media stories, generating an advertising space rate (ASR) value of over $1.6 million and an audience reach of over 16 million. The successful campaigns positioned key spokespeople as "go-to" experts on social issues, significantly raising the profile of The Salvation Army.

The Salvation Army