Case Study: Salvation Army boosts Giving Tuesday donations with Merkle personalization

Salvation Army boosts Giving Tuesday donations with Merkle, with 59% of donations meeting the suggested amount

The Salvation Army faced declining donations during the COVID-19 pandemic and needed to stand out during the busy holiday giving season while being sensitive to donor finances. To address this, they collaborated with the vendor Merkle and Dentsu on a Giving Tuesday campaign.

Merkle implemented a personalized email strategy using the donor's own giving history, creating tailored call-to-action buttons based on their average donation amount. This solution, combined with enhanced attribution tracking, led to significant results, including 59% of donations meeting the suggested amount and 64% of donors giving more than their previous average. The Salvation Army gained division-level insights for future strategy, and Merkle's personalization approach was successfully expanded to other territories.

Salvation Army