Case Study: The Salvation Army achieves higher Giving Tuesday donations with Merkle

Donors Double Down When Salvation Army Gets Personal on Giving Tuesday

The Salvation Army Central Territory worked with Merkle and Dentsu to boost Giving Tuesday donations during the COVID-19 pandemic, when many nonprofits were seeing fundraising pressure. Using Merkle’s email personalization and attribution capabilities, the team aimed to make appeals more relevant and increase response rates.

Merkle helped tailor calls to action in each email based on each subscriber’s lifetime average donation amount, with incremental asks designed to encourage higher giving. The campaign also added end-to-end attribution for subscriber actions, enabling deeper analysis by individual and division. As a result, The Salvation Army gained more granular performance insight and a stronger foundation for improving donor engagement and conversions.

The Salvation Army