Gold Awards Flashback: The Salvation Army Canada (2013 On the Edge Winner)

As FundRaising Success gears up for the ninth annual Gold Awards for Fundraising Excellence, take a look back at last year's On the Edge winner from The Salvation Army Canada and Grizzard Communications Group.

To reach out to Toronto's Chinese community, which represents about 20 percent of the population, The Salvation Army Canada came up with an innovative way to engage with these harder to reach donors. It did that through its Celebrate Canada’s Tradition of Caring campaign that involved Chinese-language radio ads; magazine, newspaper and other space ads; and free-standing inserts — all of which included the well-known Salvation Army colors and logos, images representing the Chinese community, and copy in both English and Chinese.

An integrated, multichannel campaign of this magnitude is a challenge in and of itself, but adding the multilingual element made this a truly edgy campaign that laid a foundation of cooperation and support within the Chinese-Canadian community.

Read more on the Chinese Radio Show campaign here.

Then, get your submissions ready for the 2014 Gold Awards. The deadline is Aug. 22. For an entry to be eligible, the campaign must have taken place sometime between Jan. 1, 2013, and Dec. 31, 2013.

Download the entry form here. There is a $125 entry fee for the first entry from a company and/or nonprofit organization, and each additional entry costs $75 apiece.

Each entry must be submitted individually and be accompanied by its own entry form, tracking sheet and check. Please submit two copies of each entry.

Entries should be mailed to:

FundRaising Success Gold Awards
1500 Spring Garden St., 12th Floor
Philadelphia, PA 19130
Attn: Joe Boland

You can get an entry form, tracking sheet and additional information here, then get moving! We look forward to reviewing your entries and engrossing ourselves in these wonderful campaigns.