The Salvation Army of San Bernardino

  • Target:   Adults 18+ in San Bernardino County
  • Objective:  Increase awareness of The Salvation Army’s services to the Homeless, Hungry, and Hopeless; boost donations.
  • Strategy/tactics:   Developed and executed an advertising and public outreach effort, using the slogan "Hungry? Homeless? Hopeless? We Can Help!" to highlight the full range of Salvation Army services beyond thrift stores. The campaign involved:
    • Producing and administering a multi-channel campaign that included TV, radio, billboards, newspaper, magazine and online advertisements, along with social media posts and press releases, and media interviews
    • Producing testimonial and fundraising videos for presentations
    • Producing testimonial and fundraising videos the various social media platforms (Facebook, YouTube, X (formerly Twitter), LinkedIn, NextDoor, and Instagram)
    • Issuing press releases that highlight The Salvation Army’s positive results from helping the homeless, hungry, and hopeless.
    • Conducting community outreach and facility tours for elected officials, donors, and business leaders
  • Results
    • Fundraising:   Transformed the annual Red Kettle Kickoff luncheon in 2024 from a $40,000 fundraiser into a gala that raised over $1.8 million in grants and donations
    • Financials:   The organization reversed a $450,000 deficit at year-end 2024 to a positive balance this year
    • Public Relations (August 2025):   The public outreach campaign achieved a total audience reach of 2,779,578 (with a media value of $23,132) and 102 mentions. Print and online news reached 2,335,430 individuals ($21,470 value), and social media reached 444,148 people ($1,662 value)