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The Salvation Army Sees Success With Mobile App

salvation-army-cup.gifThe Salvation Army has reported that its app “Daily Cup” has been downloaded 190,000 times in 6 weeks from the GetJar app market place, and has generated a high level of consumer interaction.

The campaign is intended to use the mobile device to allow the Salvation Army to forge relationships with younger donors, with the aim of sustaining these relationships as they grow older.

The free Daily Cup mobile app included content that addresses social issues such as hunger, homelessness, HIV/AIDS, human trafficking and natural disasters.

The app also encourages donations of both money and time from a younger demographic, and this is where the real success of this campaign came in:

  • 6.2% of people who downloaded the app clicking on the “Donate $10 Now” button
  • 3.9% of the consumers who download submitting the volunteer form

“The Salvation Army partnered with DIDMO and GetJar in an effort to engage the mobile generation and allow these people to help the less fortunate during the holiday season,” said Major C. Mark Brown, Community Relations and Development Secretary at The Salvation Army USA Southern Territory Headquarters. “We were incredibly successful in connecting with over 190,000 people who are now getting informed, educated, and encouraged to participate in the fight against social injustice directly on their mobile phones.”

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“The success of The Daily Cup app is a testament to the growing trend of mobile and how it is reaching every facet of society and business, especially when a philanthropic organization like The Salvation Army embraces mobile to connect with younger donors,” said Patrick Mork, CMO of GetJar.

The application can be downloaded from GetJar or using the QR code bellow.

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27.02.2011    Tags:
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