Case Study: The Salvation Army boosts volunteer applications with VMLY&R's Homeless Recruiters campaign

The Salvation Army boosts applications by 242% with VMLY&R

The Salvation Army in France faced a significant challenge: a historic shortage of volunteers to help the country's growing number of underprivileged and homeless people. Their traditional recruitment initiatives were lacking efficiency, so they partnered with the vendor VMLY&R to find a new solution.

VMLY&R developed a campaign called "The Homeless Recruiters," which empowered homeless individuals to act as recruiters. These recruiters approached commuters in the Paris metro, not to ask for money but to offer a job opportunity with The Salvation Army via a scannable QR code. This innovative solution was highly successful, resulting in over 10,000 new candidates and a 242% increase in submitted applications.

The Salvation Army