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Advertising and Social Media Guidelines

Messaging

  1. For fundraising activities and messaging with your internal group(s) such as employees or membership, you may use the statement, “For the Benefit of The Salvation Army.”

  2. For fundraising activities generating $25,000 or more and with written permission, you may use the official “Authorized Salvation Army Fundraiser” logo for promoting your event to your customers, membership and/or employees.

  3. To use the official “Authorized Salvation Army Fundraiser” logo for promoting your activities, a limited license is available for the defined duration of your activity. Please contact the Marketing Department to discuss purchasing a license.

  4. You’re welcome to tag your current advertising or promotions campaign. The Salvation Army is not able to advertise or contribute dollars towards the promotion of your event.

Web and social media promotions

  1. Facebook and other social media sites are great for viral fundraising and involving friends and family.

  2. The Salvation Army will support your third-party fundraising effort by enabling you to link your social media campaign to specified web page(s), our Facebook fundraiser page and retweeting your Twitter campaign.

  3. Please provide short, descriptive messages about your event for inclusion in our social media activities.
Create a Facebook Group. Creating a Facebook group will allow you to get the word out about your fundraiser and keep your friends and family informed with news and updates. As the group organizer you can send messages to all group members and use it as your platform to ask for donations. Make sure to invite a few of your friends to become group admins and encourage their friends to invite their friends as well. The larger the group, the greater the potential for donations.
Conduct a Matching Donation Drive. Ask your employer if they’ll match the funds you raise within a short defined time period. Then issue a challenge to your network to raise X amount of money in a short time period with the promise that if the goal is reached, their donation is matched. We’ve seen fundraisers raise $2,000, $5,000, and even $10,000 in the course of 36 hours using this idea.
Ask For a Specific Amount on a Certain Date. Pick a date and ask people to each give a specific dollar amount on that date. You may ask your Facebook group to donate $15 on the 15th of January.
Donate $20 on the 20th, Asking for a certain amount of money on a certain date helps because it creates a deadline and an extra sense of urgency for your donors.
For example, you could send a message to your friends and your Facebook group that says: “Let’s help raise $1000 to Help The Salvation Army feed the homeless on the 20th of the month. If you can afford it, please donate $20 to our fundraising page here [insert your URL here] and please tell your friends as well. If we get 200 people to donate, we will reach our goal!”
Hold a 24-hour Facebook Awareness Campaign. In a 24-hour Facebook awareness campaign you don’t actually ask people to donate money. Rather, you simply ask that everyone “donate” their Facebook status message for 24 hours by changing it to “Please Help The Salvation Army End Domestic Violence” then a link to your online fundraising page. The idea is that even if your friends can’t afford to donate money, they will be happy to “donate” their status message. With hundreds or even thousands of people all with the same status message many friends, family and strangers around the world will see it and will be inclined to donate.