Social Media at The Salvation Army

To give, text "Kettle" to 90999

One central Ohio nonprofit has put social media to work for their cause through multiple channels, including Facebook and YouTube. In November 2008, The Salvation Army launched a mobile giving campaign to reach a more tech-savvy audience. People are able to make a $5 donation by texting “KETTLE” to 90999 which is then added to their cell phone bill.

Recently named a social media expert by Business First, Alice Hohl, community relations director at The Salvation Army, is at the forefront of the organization’s digital media strategy: 

At The Salvation Army, we're always trying to do more with less. Cell phones are becoming the most ubiquitous communication channel, and we are convinced the next generation of direct mail fundraising will revolve around cell phones. Currently, it's challenging to make the most of fundraising via text message, since it's such a new concept. It's much like Internet donations 10 years ago. In the meantime, we've had great fun experimenting with driving Internet donations and building relationships via free tools such as Facebook, YouTube, LinkedIn, and Twitter.

Anticipated as the next phase of social media, future additions of a monthly giving option and interactive features to encourage relationship-building will deliver the convenience and reach of cell phones to organizations as a marketing, fundraising, and cultivation tool. More than 263 million Americans have mobile phones, while 221 million have Internet access (Pew Research Center’s Internet & American Life Project).

A growing trend, mobile giving capitalizes on the unique capabilities of cell phones and their heavy use by members of multiple generations. Nonprofits across the country are beginning to develop strategies around the power of smart phones, leveraging the flexibility of mobilization while building relationships with a new base of donors.

Mobile giving can be profitable for nonprofits––at a recent concert, singer Alicia Keys raised $40,000 to fight AIDS by asking attendees to text the word "ALIVE” (AIDS Healthcare Foundation).

Yet social media success is not only about monetary rewards. The Salvation Army raised gross donations of $1,500 in the pilot phase of its text-to-give campaign. But, more importantly, mobile giving and complementary social networking outlets provide an immediate call to action. Ms. Hohl shares that "for The Salvation Army, the public relations value of being involved in these areas is high, due in no small part to the public perception that The Salvation Army is stodgy and slow moving. We like showing off that we are on the cutting edge––at least when it's cheap to be on the cutting edge!"

The Mobile Giving Foundation serves as a clearinghouse with wireless carriers and companies like mGive offer mobile donation and communication solutions to nonprofit organizations. In The Salvation Army’s case, mGive charges a monthly service fee and collects 75 cents for every $5 donation. Most major wireless carriers set a maximum gift amount of $5 per gift and 5 gifts per month per personal account.

About The Salvation Army

The Salvation Army was founded in 1865 in London, England and began in central Ohio in 1885. Today, the organization meets the needs of the central Ohio community by providing casework services, housing services, food, clothing, youth programs, employment services, afterschool tutoring, senior programming, long-term rehabilitation, and spiritual guidance.

Keep in touch with The Salvation Army

• Text: KETTLE to 90999
• Twitter: @salarmycolumbus
• LinkedIn: http://www.linkedin.com/groups?gid=947807&trk=hb_side_g
• Facebook: http://www.facebook.com/home.php#/pages/The-Salvation-Army-in-Central-Ohio/56720454354?ref=ts
• YouTube: http://www.youtube.com/salarmycolumbus

To learn more about how The Salvation Army is impacting nonprofit leadership in central Ohio, check out its PowerPhilanthropy portrait.