For over a hundred years, around the world, the sight of a dapper volunteer, a ringing bell and bucket means one thing - the start of the Salvation Army christmas collection drive.
Over this weekend, in Seoul, I was pleasantly surprised to see the addition of a Mobile option to the Kettle. Yes, it's in high-tech Korea, and the technology for money transfer via mobile is ready. But to see Salvation Army deploy this option is refreshing.
But beyond refreshing, it's smart for a few reasons, including:
- That channel choices, drive brand choices is a known adage. The addition of a mobile option gives the Salvation Army an edge over competing choices
- Mobile can also help bring in new donators.
- As one does not see an immediate pinch, when donating via credit cards, the possibility of the donation amounts being higher than typical loose change increase.
I hear the Salvation Army is targeting to collect 5 Million Won this Christmas. I'd be curious to know how much of this comes in via the mobile.