Salvos: Red Round Up

INSIGHTS:

Skeptical of Organisations - Our TA doesn’t give money to organisations, they support causes. They don’t have a lot of money to spare, so if they do decide to donate, they want to know it isn’t just going to some shady charity that’s “raising awareness”.

Influenced by peers - This is true of humans in general, but is especially applicable to our target audience. Social media means that people are far more open with their private lives than ever, which means there is more things for them to be judged on. Our TA has

So with these two points in mind, it’s important to show the TA that they are part of something that is bigger than themselves. They don’t want to be just one person donating, they want to be part of a large movement that is contributing to a cause.

Digital bankers - TA are the largest and most frequent users of digital banking, with 28% using it daily. As digital banking becomes more common, it is important for charities to begin utilizing this.

​SOLUTION

Salvos Red Round-Up enables customers to round-up each of their transactions to the nearest round amount. For instance, buying a product which costs $74.60 will be charged $75.00. The extra 40 cents will be donated directed to the Salvation Army Christmas Appeal. Small donations from many people add up to make a significant contribution that affects the lives of hundreds of thousands of recipients of the Salvation Army’s services.

This campaign leverages the Salvation Army’s current corporate partners, primarily Westpac, Myer, Woolworths, and Kmart. When entering into transactions with these companies, customers will be offered the option to round-up each of their transactions to the nearest round amount. For instance, buying a product which costs $74.60 will be rounded up to $75.00, and the extra 40 cents will be donated directed to the Salvation Army Christmas Appeal. All customers of Myer, Woolworths, and K-Mart will be given this choice during the duration of the campaign. Westpac customers will be given the option to round-up all of their transactions during the campaign period.

In addition to allowing customers to round-up, we will also offer Salvation Army branded gift cards that are valid at these stores, and the money that is left over on these gift cards when they expire at the end of the campaign will be donated to the Salvation Army. This will allow Christmas shoppers to buy gifts that will potentially lead to a donation, as it is common for people to leave a small amount of money on a gift card.

Since our target audience doesn’t have much disposable income, we are providing alternate ways for them donate small amounts of money that they can afford to spare. This campaign also doesn’t require the target audience to actually do anything that they don’t already have to do - everyone goes shopping around Christmas, whether it is to buy gifts, or simply to do their usual grocery shopping. The target audience doesn’t have to come to us to donate, we’re going to them.

CONCLUSION:

• Takes advantage of Salvo’s pre existing corporate partnerships, which allows us to accomplish a lot with a small budget.

• Doesn’t require our TA to go out of their way. People are already going to go shopping during Christmas.

• Targeting small donations, which people are likely to give.

• Campaign is trackable. We can see exactly which donations are part of the campaign, so we can gauge its success, and potentially reuse it.