In a move designed to improve its donor communications, the Texas division of the Salvation Army, is centralizing its direct mail, fundraising and major programs, with Grizzard Communications Group overseeing these efforts as Agency of Record. Previously, the 40 divisional offices scattered across the state of Texas each made decisions at the local level with regard to direct mail, integrated marketing, digital and planned giving strategies. “The divisional office went through a process to try to bring everything together across the division and centralize it as a way to integrate its messaging more effectively across the state,” says Chip Grizzard, CEO at Grizzard Communications. While the agency previously worked individually with a number of these offices, some of the other offices had their own relationships with agencies and vendors. “All the work is being consolidated into the work that we are already doing,” says Grizzard. Grizzard is being tasked with providing a deeper understanding of donor behavior so messaging can be targeted more effectively based on patterns of giving. The goal is to acquire donors with which the nonprofit social service organization can develop a long-term relationship, says Grizzard. Direct mail will still be the key communications channel for the Salvation Army, Texas division, going forward. “Direct mail is where the Texas division raises the majority of its money,” says Grizzard. However, as the organization looks to acquire baby boomer and younger consumers, there will also be a focus on developing integrated marketing across broadcast, print and the Web. Integrated marketing “is the only strategy that I’ve seen so far that will allow an organization to meet the changing needs of the donor,” says Grizzard. The first work exemplifying the new strategy for the Salvation Army, Texas division, will begin appearing January 2011.