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Divisional Digital Strategies: Objectives, Vendors, Staff Leads, Corps Billing

The Great Lakes Divisional integrated digital marketing team is always looking for new ways to generate revenue through storytelling, creative content creation, social media strategy, and paid search and digital advertising. Our goal is to support the division with digital fundraising by developing branded content across multiple platforms on a regular basis so that the local corps community centers can do what they do best – minister to their communities. Listed below are the initiatives the divisional integrated digital marketing team is executing to help raise funds and awareness in your community.

Divisional Organic Social Media

The Salvation Army Great Lakes Division’s organic social media strategy has evolved over the years to adhere to shifting algorithms, changing audience behaviors and, ultimately, remaining in alignment with other marketing and communication goals. Our vendor, Social Motto works closely with our internal DHQ Marketing & Communications team to manage the division’s organic social media, including:

  • Strategic planning, content development, and management for Facebook, LinkedIn, X, YouTube, TikTok, and Instagram
  • Monitoring and engaging with audiences and key partners across channels, as well as amplification of local corps content
  • Development of dynamic creative to support increased reach and engagement
  • Integration with digital advertising program –and other digital initiatives, email, text campaigns, website, etc. – to ensure a seamless journey from nurturing donors to consideration to ultimately conversion
  • On-site support at key events and engagements with corporate partners, volunteers, and stakeholders to fuel real-time content like Instagram/Facebook stories, live tweets and more
  • Vendor: Social Motto
  • Billing and budget expectation: The Divisional integrated digital marketing team provides a breakdown to Finance of how much each corps/command is to be charged for expenses. Corps are billed based on their market size and the percentage of income received by the corps based on these strategies. For example, if Flint receives 5% of the digital income, Flint is charged 5% of the expense.

Corps Facebook Program

Since launching in October 2021, the Divisional Corps Community Center Facebook program has supported brand consistency across the entire Great Lakes Division. Not only does this program help keep the corps community center Facebook pages active and engaging throughout the month, but it also expands the reach of division-wide brand awareness, donation, and volunteer campaigns. Corps Facebook Program includes:

  • Monthly social media calendar including 12-16 posts in alignment with division-wide content strategy
  • Monitoring and engagement with posts across the 45 corps community center Facebook pages
  • Monthly report analyzing trends and content performance to guide future strategy
    • Who sends update to the field: Monthly - Becca Ruggerio or Christina Holman
    • Vendor: Social Motto
    • Billing and budget expectation: Divisional integrated digital marketing team provides a breakdown to Finance of how much each corps/command is to be charged for expenses. Corps are billed based on their market size and percentage of income received by the corps based on these strategies. For example, if Flint receives 5% of the digital income, Flint is charged 5% of the expense.

Divisional Digital Advertising

Having a divisional digital advertising strategy allows for the flexibility needed to accommodate our evolving, division-wide goals to determine the most efficient and effective approach aligned across the state - including these services:

  • We analyze previous year's campaign performance, develop and optimize digital advertising campaigns across a variety of platforms.
  • We adjust strategy and implementation efforts as needed to achieve optimal performance. Our goals are: Awareness, Donations, and Volunteer Recruitment across the entire division.
    • Vendor: TrueSense Marketing
    • Billing and budget expectation: Divisional integrated digital marketing team provides a breakdown to Finance of how much each corps/command is to be charged for expenses. Corps are billed based on their market size and percentage of income received by the corps based on these strategies. For example, if Flint receives 5% of the digital income, Flint is charged 5% of the expense.

GaggleAMP - Social Media Advocacy Program

To support The Salvation Army’s efforts to engage staff and board members and strengthen internal and external advocacy, we implemented a formal social media advocacy program using GaggleAMP. This is a cost-effective tool that streamlines advocates’ ability to amplify organizational content and share unique posts that are pre-drafted for our supporters. This program will supplement social media toolkits created for major campaigns, where unique messages and creative can be used for various groups including board members, campaign chairpersons, internal staff and more –where they can share and schedule posts with the click of a button. While GaggleAMP supports integrations with a variety of platforms, we currently focus on LinkedIn.

Vendor: GaggleAMP