Communication strategy for an NPO

COMMUNICATION How do you develop a strategy for a non-profit organization? The advertising agency Enigma took up this challenge and designed a mix of past slogans and hearty elements for the Swiss Salvation Army.With an annual turnover of over CHF 180 million, The Salvation Army is one of the largest non-profit organizations in Switzerland. It is active in 127 countries worldwide and has been in existence for 150 years. To refresh its image, the advertising agency Enigma was commissioned to develop a new communication strategy. "The aim was to communicate the strategy to the grassroots in an understandable and sustainable way, while building on past strategies," explains Martin Künzi, COO and Partner at Enigma. As the Salvation Army comprises various services, it was a challenge to find a media mix for this diversity.HeartinessThe result is a communication that is based on the previous period, but emphasizes the heartiness of the Salvation Army. For example, the last word of the old phrase "Soup, soap, salvation - today!" has been changed to "heartfelt". The Salvation Army wants to show how employees and volunteers approach their work with heartiness. A leaflet was created as the main element of the campaign. "The display includes a spoon that combines both the church aspects and the social work of the Salvation Army," says Künzi. The content of the brochure visualizes the slogan in German, French and Hungarian. One page also shows how the "stand-up display" can be mounted with a paper clip.

A display with a spoon was created under the campaign motto: "Soup, soap, salvation - courageous!".Inform onlineThe communication strategy is completed with the new Websitewhich provides the opportunity to publish small actions from everyday life. In addition, management representatives will comment on the strategy process in the blog on the website and make important events accessible to the target audience.