Advertiser: Salvation Army
Campaign: "Salvation Army Mid-winter Appeal"
A new national lottery in Britain was sapping an estimated $320 million annually from charity donations. In response, The Salvation Army and agency Brann Ltd. used a multi-prong holiday season strategy featuring direct mail and TV. By the end of the six-week campaign, which included previous donors addressing Christmas cards to the homeless, the organization recorded almost 41,000 new supporters and amassed about $3 million in income.