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Released 16 September 2009
Alexandria VA - For the first time ever,
The Salvation Army
released its 2009 National Annual Report exclusively online covering the 2008
fiscal year (October 1, 2007 to September 30, 2008). The annual report's
digital format allows The Salvation Army to broadly communicate with its donors
in a way it has never done before. The layout uses interactive financial
charts, and emotional video testimonials from clients and Salvation Army
officers and staff to shed light on the impact of the nonprofit organization
throughout the year.
"The digital annual report captures the work of
The
Salvation Army -
and the stories of those we help - in a way that a paper report can't," said
Major George Hood, National Community Relations and Development Secretary for
The Salvation Army. "As more and more donors move online to learn about
charities, this is one more way to quickly and easily learn about how
charitable contributions are being used to help those in need."
By developing an online annual report, The Salvation Army
has done away with
thousands of paper annual reports that will no longer be printed. The
environmentally friendly shift to a digital format lets the Army reach a broad
audience, while reducing the need to produce and distribute the printed version
by mail every year. Users will still have the ability to print a formatted
version of the document from their own computers.
The report also demonstrates The Salvation Army's
forward-thinking approach
to communicating with the public by targeting a new and younger audience of
Internet users. With an extremely progressive platform that highlights
the Army's critical work over the past year, the report combines the best
aspects online communication.
"I have never seen an annual report from any organization
that connects with
people on an emotional level like this one does, yet also has the ability to
reach such a wide group of Salvation Army supporters." said Major Hood. "The
annual report is a testimonial that the Army will provide services at the point
of need and will work with our supporters and help our clients through these
challenging times just as we have for nearly 130 years."
The report was created and produced by Dallas-based
independent advertising
agency The Richards Group and the agency's digital arm, Click Here. The
two companies developed an easy-to-navigate story that allows the online
audience to actively connect with The Salvation Army according to their
specific interests in the organization. The report also includes video message
about the Army's overall vision and work, told through the eyes of National
Commander Israel Gaither and clients' personal testimonials.
In particular, the "Our Stories" section of the annual
report tells
compelling personal stories of Salvation Army clients through video
testimonials. The individuals and families included received help and guidance
through a variety of Salvation Army programs nationwide. Programs featured in
the stories include Families and Individuals in Transitional Housing
(F.A.I.T.H.) in Sarasota, FL; Caring Partners Adult Day in Rochester, MN; and
Keep a Job in Wilmington, DE. Each video provides the audience with a
first-hand account of how The Salvation Army can change someone's life in a
year for the better.
"The interactive format engages and educates current and
potential donors in
a more meaningful way," said Stan Richards, founder and principal of The
Richards Group. "Audiences can now actually see where and how The Salvation
Army is investing its time and money and hear directly from the
beneficiaries."