09 December 2012

Salvation Army adds Mobile to Handbells & Red Kettles.

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:
  1. 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
  2. Mobile can also help bring in new donators.
  3. 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.

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