Salvation Army

DRTV cold acquisition

Salvation Army Christmas

How do you attract cold audiences at the coldest time of year?

Sometimes the most powerful solution is the simplest: showing straightforward, compelling need and offer immediate, tangible solutions, and making it easy for people to donate over the busy Christmas period.

Over the years, our media mix has changed, to connect with younger audiences in the digital space. But the essential formula at the heart of it – simple, emotional storytelling – continues to draw in new donors, helping to bring in millions of pounds in donations, year after year after year.