The Salvation Army

Humble and hardworking, The Salvation Army USA is a 150-year-old charity that has touched millions of Americans through its many ministries and charitable services. In a single year, the organization’s 7,475 centers of operation help about 23 million people across the United States. But while The Army tended to the needs of its communities, it hadn’t been as nurturing with its brand. When 87 cents of every dollar goes to the beneficiaries and programs, there’s very little remaining to promote all the good the organization does. 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 – not for The Army’s benefit but for the benefit of those they serve.