The Bloomies are our award for outstanding donor communications in the nonprofit sector. Each week, we’ll feature a newsletter, email, direct mail piece, acknowledgement, solicitation or social media post that caught our eye.

Nominated by: Steven Shattuck

Tell us about the fundraiser and/or organization you are nominating:

The Salvation Army operates 7,546 centers in communities across the United States. These include food distribution, disaster relief, rehabilitation centers, anti-human trafficking efforts, and a wealth of children’s programs.

Tell us about the piece you are nominating:

On March 6th, The Salvation Army tweeted out the following image:


This post is an example of “newsjacking” – a tactic that refers to the co-opting of a current events or pop culture story for your own brand campaign.

Why do you think they are deserving of a Bloomie?

This is probably the best example of newsjacking by a nonprofit I’ve ever seen, and one of the best newsjacks period. The copywriting is masterful.

The tweet already has thousands of retweets and favorites, and has garnered coverage from numerous news and industry media outlets. It went viral within hours and was successful in bringing the issue of domestic violence to the forefront of people’s minds, at least for a short time.

My only complaint about the tweet is that it didn’t send viewers directly to a dedicated webpage to learn more, donate, sign-up for something, etc. The image had a phone number, but it’s somewhat obscured.

Still, this will likely go down as one of the most powerful campaigns of 2015.

Know someone deserving of a Bloomie? You can nominate someone here >>

See past Bloomie winners here >>

Kristen Salmon

Kristen Salmon

Product Manager at Bloomerang
Kristen Salmon is a Product Manager at Bloomerang. Kristen holds a Master of Public Affairs degree with concentrations in Nonprofit Management and Policy Analysis from Indiana University Bloomington and a Bachelor’s degree in Sociology from Oklahoma State University. She also worked for two years as a Research Assistant in grad school on the multi-year Indiana Nonprofits: Scope and Community Dimensions project.