The Salvation Army of North Texas
Influencers Give in Style To Break Donation Record for Nonprofit
Beyond The Salvation Army’s Christmas traditions, the organization has deep roots in the seemingly disparate National Donut Day. The holiday dedicated to the sweet treat was created in 1938 to honor Salvation Army volunteers nicknamed “Donut Lassies,” who traveled to Europe during WWI to bake 9,000 donuts a day for soldiers on the front lines. Genuine Article set out to amplify awareness of the day’s historical significance and connection to The Salvation Army through a multimedia approach, including national features, tailored materials to enhance regional engagement, and social content.
To ensure a successful day, the Genuine team identified key components of effective holidays necessary for media success and executed a multipronged strategy:
The National Donut Day campaign achieved impressive results, with a 140% increase in national earned media impressions year over year. Our partnerships, activations, and earned media hits resulted in a substantially larger impact, which included pre-event interviews with major outlets, collaborative social media engagement, and a live in-studio “Fox & Friends” segment with the national commander and chef Andre Rush that resulted in site visits 790% above the expected volume during the hour of the segment.
