Grizzard Communications Group and The Salvation Army Canada have been awarded the FundRaising Success Gold Awards “On The Edge,” category top award for the “Chinese Radio Show” campaign. Grizzard was also part of the campaign entry submitted by client Union Rescue Mission “Pops-The Story of Transformation” which won the Gold Award in the Multichannel $10 million+ category.
“The Gold Awards for Fundraising Excellence is our annual effort to recognize the outstanding work that is a standard in the fundraising world,” said Margaret Battistelli Gardner, Editor-in-Chief, FundRaising Success. “We had more than 120 entries. Our winners were chosen based on . . . something that the rest of the sector can look at, learn from and applaud.”
The Chinese Radio Show was an “on the edge” project for its cultural and communication outreach into a new market. Before soliciting donations in the Chinese community in Toronto, which makes up roughly 20% of the population, The Salvation Army wanted to reach out and increase awareness, begin generating support and emphasize shared values with the Chinese community.
The campaign components, which were created in Chinese, include radio ads, the radio campaign itself, magazine and space ads, newspaper ads and free standing inserts. The campaign shows how digital integration can even overcome language barriers.
The radio ads can be heard here
Grizzard worked with Union Rescue Mission to create and deploy several multi-channel components of the “Pops” campaign, including newsletters, eNewsletters, emails, social media and direct mail.
The agency has partnered with Union Rescue Mission on its direct and digital fundraising for the past five years, and currently works with dozens of Rescue Missions nationwide. Grizzard has been working with The Salvation Army on its fundraising since 1944, and currently partners with more than 750 Salvation Army clients throughout North America to raise about $250 million annually for the organization.