The Experts

"The Salvation Army demonstrates what leaders of other organizations, whether they be global corporations or community nonprofits, should understand: To achieve at the highest levels, you have to have a purpose that goes beyond being profitable and that includes serving others."
-- J. W. Marriott, Jr. Chairman and COO, Marriott International, Inc.


"Over the years, I've come to be intimately familiar with both the strategy and tactics of The Salvation Army.  I can think of few organizations in the corporate world that are its equal in terms of combining higher purpose with measureable on-the-ground results.  The Salvation Army's sense of purpose is self-evident, but what you may be surprised to learn is the fact that its superior performance is achieved through extraordinarily low cost."
-- Donald V. Fites, Chairman of the Board (Retired), Caterpillar Inc.


Nonprofit Power Brand 100 Report Ranks The Salvation Army "High" In Several Categories

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 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



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