Case Study: The Salvation Army Western Territory achieves higher conversion rates, increased total gifts, and larger average gift size with Classy

How The Salvation Army Western Territory Increased Conversion Rates, Total Gifts, and Average Gift Size

The Salvation Army Western Territory needed a more flexible, modern online fundraising approach to deliver a streamlined donor experience for donations, peer-to-peer fundraising, and event registration. They replaced their legacy platform with Classy, piloted the new system in four of 10 divisions, and trained staff to build campaigns and manage the new workflows.

Using Classy, the team launched a Giving Tuesday crowdfunding campaign and quickly “flipped” the same page into a year‑end donation form, saving time and resources while scaling reliably via AWS. The results were strong: 67% more total gifts, a 23% increase in average gift size, checkout conversion rates of 43% (Giving Tuesday) and 27% (year‑end), and they exceeded their dual‑campaign goal by 40%; the organization is now planning year‑round fundraising.

The Salvation Army

Brenda Jones

Director of Digital Strategy