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.