What is The Salvation Army? Many people associate us with the Christmas season while others tend to relate to our thrift stores. We have 350 community churches in this country so many consider us a place of worship. Polling conducted in October 2004 reflected an overall favourable public response of 83% and over 90% of respondents ranked The Salvation Army as honest, compassionate and needed. However, what was lacking in the results of that survey was clarity around who we are and what we do.Our identity statement reads, The Salvation Army is an international Christian church. Its message is based on the Bible; its ministry is motivated by love for God and the needs of humanity. However, what does this mean?

In an increasingly interconnected world, it is critical to deliver a message that crosses all boundaries. Television stations deliver news 24 hours a day and a story can spread in a heartbeat. As we continued to struggle with this desire to define ourselves, the need for a national, united brand became apparent.

Branding is not solely about a logo, a slogan or a tagline. Branding is more about the emotions evoked by a certain image or thought, and without a promise of service, any jingle, emblem or fancy sign becomes meaningless.

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Giving Hope Today represents everything The Salvation Army in Canada offers as it stands with and supports vulnerable people throughout the entire country. We give hope to 1.5 million people every year through a vast array of social and community services that are equally available without discrimination.

Our time, resources and energy are all offered up as we support others. Hope is the promise in all that we do - as we participate in care with others the opportunity for a better life exists.

As the largest non-governmental direct provider of social services in Canada, we are investing in the future of marginalized communities and this is carried out each and every day through more than 500 centres of operation across the nation.

“The Salvation Army doesn’t see hope as one of those soft-sided, out-of-focus words,” says M. Christine MacMillan, territorial commander for Canada and Bermuda. “It’s a word with edges. It cuts through years of bad habits and poor choices to create a new way of living. It scratches away the grime of despair to let in some light. It fires the courage to apply for a job after years of unemployment. It goads prisoners into new beginnings. It softens hearts, mends friendships, builds relationships and is a companion to joy, opportunity and love.”

When you support The Salvation Army, you are giving hope today by restoring dignity to those who might otherwise remain invisible in our society.

For more detailed information about The Salvation Army and its services, please view our 2005-2006 Annual Review. [PDF file download]