The Salvation Army
This 150-year-old brand has never been under more pressure. As welfare spending by central government plummets, more and more people rely on the Salvation Army's services. In response, the organisation had big ambitions; to grow both the numbers of its new donors and the total value of donations. Over a five-year recession when the UK population gave 26% less to charity and a period of scepticism towards charity fundraising ethics and effectiveness.