Please read to the bottom of this post as we’ve issued a challenge to you, our readers. Thank you!
This time of year it seems like you can’t go very far without running into the Salvation Army. We’ve all seen…and heard…them. A man or woman, often dressed in some form of Santa gear, ringing a bell by a red kettle. But there are a number of lessons we can learn from the Salvation Army and their Red Kettle Campaign.
- Get Your Community Working For You – The core of the Red Kettle campaign is the corps of individuals throughout the country who volunteer to stand out in the cold, often wet, weather, manning the kettles. These are members of the local community who believe in the work and mission of the SA. Get your fans and community members working for you, much like the street team model that bands use.
- Be Everywhere – I’ve seen them all over the place. It’s hard not to find them. Location, location, location. Find high traffic, high visibility locations. This is why I tell my clients they need to be on Facebook. Go where the fish are. There are currently more than 350 million people on Facebook, and over 100 million active users in the U.S. And all of them are your potential clients by virtue of just one or two degrees of separation. Can any other form of media claim that?
- Embrace the New – While the heart of the campaign is the local Red Kettle, this traditional organization that many see as a throwback, has continued to do what they do best while embracing digital technology with their Online Red Kettle. There is also an option to give though mobile channels via a Bellringer iPhone application. Last year the Online Red Kettle brought in about $1-million, while this year’s goal for the online portion of the campaign is $2-million. As of the time of this writing they have raised about $380-thousand online.
- Online is just one element of the campaign – While moving online with digital technology, SA still holds fast to their traditions. Social media is not necessarily a replacement for traditional media. The two work very well hand in hand if you a well planned out, integrated marketing plan.
- Stay on Message – Part of having an integrated campaign is making sure your branding message remains the same across the board. That’s why SA isn’t content just to have a button for online donations. They maintain the Red Kettle theme throughout, bringing Main Street to Digital Avenue.
- Get Found – If you are anywhere near a red kettle, you’ll hear the unmistakable sound of a ringing bell, which acts as a beacon to direct you to the kettle. It’s not loud. It’s not offensive. Too many people utilize social media to hammer you over the head with their message. I have a few friends on Twitter and Facebook who insist on selling to me, yet they really don’t know me yet. They come on strong with an old school sales pitch. Social media is one segment of what is known as Inbound Marketing. The idea is not just to throw your message out there, but to get found.
- Think Small – Don’t feel like you have to shoot for just the big guys. The heart of the campaign is still the simple red kettle. And the key to the red kettle are all the people who reach into their pockets and pull out whatever change they can find: pennies, nickles, and dimes. And last year the campaign took in enough pennies, nickels, and other forms of pocket change to bring in a record setting $130-million dollars. Don’t miss the trees for the forest. Every member of your online social community is important. You may have a business page with 5000 fans, but don’t get caught up on that big number. Remember that each member is important.
- Think Big – While the Salvation Army campaign focuses on local communities, they also find a presence in large venues. The campaign kicks off each year during the half time show of a nationally televised NFL game on Thanksgiving. The show usually features a top music act. Know how to get attention. Don’t hesitate to think big as you seek to get the word out. Top down and bottom up messaging work very well in tandem.
The Salvation Army provides a great model for how to market yourself properly. But beyond that, why not become a part of the campaign yourself. I’ve created an Inkling Media Red Kettle online and would love for you to join my kettle team and help out. I’ve set a goal of $500, mainly because I have no clue what kind of reaction I will get. I’d love to smash that goal and perhaps double or triple it. But every little bit counts. Let’s see what we can do together.
[...] All kidding aside, we actually love the Salvation Army and the work they do. You can read more about their online and Social Media efforts in our post from last year, 8 Social Media Lessons We Can Learn From the Salvation Army. [...]