Salvation Army

In early 2005, facing ever-increasing competition for donor dollars, The Salvation Army tapped TRG to help tell their story in a way that would educate donors and potential donors about the work they do. We quickly united their 7,745 centers of operation – each with their own messaging, budget, and leadership – under the brand vision of “Doing the Most Good.”

Since the inception of this campaign, total donations to The Salvation Army from individuals have nearly doubled. With the exception of 2008 (a tough year for everyone), the charity has reported record-breaking increases both online and in the iconic red kettles every year since launch. In 2017, The Salvation Army became one of the top ten online fundraisers in the category. In 2018, The Salvation Army raised nearly $143 million in the red kettles alone.