We were tasked with developing a fundraising strategy and event for The Salvation Army in Taiwan.
Despite 2015 marking the 50th anniversary of their recommencement in the region, The Salvation Army in Taiwan was still overly reliant on grants from their international headquarters. The Regional Commander, Lt. Colonel Jennifer Groves, knew that to build a stronger organisation in the region, they needed to be more financially viable.
Our Asia & Australia team identified the issue of homelessness and The Salvation Army’s Taipei Homeless Caring Centre as an effective cause and beneficiary for a fundraising event.
From the outset, we wanted to deliver a unique, high profile event to the Taiwan region. An event that would not only increase the profile of The Salvation Army in Taiwan, but also help the community to understand the causes and effects of homelessness and help break the local stigma attached to being homeless.
We developed the strategy and event concept for a CEO Sleepout (a first for the region), created the brand, built a bilingual website and marketing collateral, managed the online donor platforms and delivered the event.
Twelve CEOs participated in CEO Sleepout Taiwan raising over NT$929,000. The event attracted 4 corporate partners and was covered by 16 regional media companies. The website we built received over 8,200 views in one month from 34 countries, with social media channels reaching nearly 7,800 people during the same period.
Plans are well underway for the next CEO Sleepout Taiwan with all participants indicating that they not only want to do the event again but, should the opportunity arise, support The Salvation Army in Taiwan in other ways.