The campaign launched in Q1 2009 with print and in-store signage detailing how each donation to an ARC Family Store contributes to the transformation of someone’s life. Next, online search and display ads drove to a website hosting video and written testimonials of people who benefitted from the ARC program – along with an easy explanation of how to donate goods, where to find a store and the value of each donation. One week later, the TV campaign – featuring a series of 30-second spots for a total of 49,505,000 impressions – premiered on major network and cable television. The campaign also included a sponsorship of A&E’s “Intervention” – a reality TV show following people in the bonds of addiction. The overall campaign will run through August 2009 to capitalize on winter storage, spring cleaning and moving seasonality. The website will live on to further serve as the ARC’s public home base.

As of April 2009, the integrated campaign has met and surpassed its main objectives of education and a national call to action. Along with online display and search ad clickthrough rates (CTR) of .37%, the website has received unprecedented user traffic. Additionally, the TV, sponsorship and in-store components of the campaign have generated significant buzz in blogging for the not-for-profit communities. The combined efforts of all The Salvation Army ARC marketing initiatives have led to 40% of all site traffic looking up a donation center location (industry average is 10%). This number continues to show consistent growth. Despite a decrease in the amount of money given per individual, metrics show an increase in general donor participation.