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Financial Accountability

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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.

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.

View our national Annual Report online at  


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

Nonprofit Power Brand 100 Report

Cone, Inc. and Intangible Business released results of a recent 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.

According to the study, The Salvation Army is the most familiar nonprofit brand to consumers.

Other notable findings:

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

  • The Salvation Army ranks second 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 with the act of giving.

There is an interesting analysis of the top 10 nonprofit brands included in the report that makes for interesting reading.

To view the report, visit


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


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