The Salvation Army of North Texas
Influencers Give in Style To Break Donation Record for Nonprofit
When rising temperatures in North Texas threaten the safety of vulnerable populations, The Salvation Army is on the front lines, delivering vital resources for those seeking respite from the heat. Recognizing the urgency to publicize these critical services for those in need and those interested in lending support, Genuine Article’s goal was clear: bolster summer awareness and ensure that media coverage of increased need resonated louder and longer in the community conversation.
This effort was designed to target demographics themselves seeking help, as well as prospective donors. Leveraging media and The Salvation Army’s website and social channels for a comprehensive reach, the Genuine Article team executed a multifaceted strategy:
The Salvation Army of North Texas’ campaign saw remarkable success with a 142% increase in media placements and a 137% surge in potential impressions year over year. Inclusion in national coverage from The New York Times and major network coverage across the metroplex underscored its importance in the landscape dialogue. Social media engagement exceeded expectations, fueled by partnerships with Reliant, Dallas Cowboys, and Westlake Ace Hardware.
Most importantly, the efforts translated into tangible benefits for our unhoused neighbors, offering more opportunities to find refuge and comfort during the intense Texas heat.
