Tuesday, 18 August 2009 05:39 Last Updated on Tuesday, 02 August 2011 14:47 Written by client

The Salvation Army is an effective organization because of its strong partnership with donors and volunteers. The basis for this partnership is rooted in confidence and trust, something hard to come by at a time when the misappropriation of funds is a common occurrence.

In order to earn this trust, The Salvation Army strives for two things:

1. To keep the overhead low, ensuring that your money supports change in the community and
2. Transparent spending, ensuring that you, the donor, can see where the money is going

Our national annual report is available online at http://annualreport.salvationarmyusa.org.

Or, view our local 2010 Annual Report for Lee, Hendry, and Glades Counties. (This link will open as a PDF file and requires Adobe Reader to view.)

Independent Report Ranks The Salvation Army "High" In Several Categories

Nonprofit Power Brand 100 Report

Cone, Inc. and Intangible Business have just released the results of a study of the brand value of a number of nonprofit brands. Their ranking is the first in the United States to value nonprofit organizations by more than financial standing alone.

The YMCA is ranked as the most valuable brand in the country, followed by The Salvation Army, United Way, American Red Cross and Goodwill Industries. The Army is actually the most familiar nonprofit brand to consumers, according to the study, but came in second place largely due to a lower revenue rank than the YMCA, which reports about $6 billion in revenue each year.

Other notable findings:

• The Salvation Army is the top-ranked nonprofit for responding to domestic social needs.


• The Army ranks second behind the American Cancer Society in overall “brand image.”


• The Salvation Army’s overall brand value is estimated at $4.7 billion.


• The report speculates that much of the Army’s success as a brand is connected to the iconic Red Kettle Campaign and the Army’s thrift stores – both of which keep the Army top-of-mind and link the organization inexorably with the act of giving.

There is an interesting analysis of the top 10 nonprofit brands included in the report that is worth a read. For a copy of the report, visit http://www.coneinc.com/nonprofitpowerbrand100

The Salvation Army highly respects your privacy as a donor. For this reason we do not rent, sell, or exchange our donor mailing list.