The Salvation Army has taken on a new brand and slogan officials
say exemplifies what the organization is all about – “Doing the
Most Good.”
Capt. Deborah Weigner of the Bradford Salvation Army said from
the Kennedy Street office Thursday that she thinks the public will
support the new brand, especially after they become familiar with
an official statement set forth alongside the new slogan.
“I am doing the most good …” a portion of the statement reads,
“I am a humble steward of other people’s generosity. I am a
grateful courier of a stranger’s kindness. I am the faithful
executor of other’s goodwill. I take my responsibility seriously. I
am blessed. I am a blessing. I am the Salvation Army.”
In the “brand vision” available mainly for Salvation Army
officers, it is reported that 83 cents of every dollar donated is
used to provide direct service to the needy. That point, combined
with the long list of services the Salvation Army provides,
precipitated the “Doing the Most Good” slogan.
Weigner said the Salvation Army started using the new slogan
last November, but it took time for the practice to spread to all
the offices. Officers were briefed on the change through seminars
and conferences, she said.
The new brand name replaces the Salvation Army’s motto, “Sharing
is Caring,” on all media material, collection kettles and anywhere
the red shield might have cause to appear.
Weigner said she thinks the “Doing the Most Good” slogan may
increase visibility for the organization, and wondered if people
making kettle donations this holiday season would notice the
difference.
She went on to say she thought the new brand would gain national
momentum after being unofficially unveiled during an upcoming
Dallas Cowboys football game. The Cowboys, she said, regularly have
a Salvation Army kick-off event with a large kettle.
There have been no mandated policy or procedure changes related
to the new brand, Weigner said, aside from making sure it appears
wherever there is a Salvation Army shield. So, work for the local
captains stays pretty much the same.
“It’s an organization based on faith,” Weigner said, “out to
help man by the grace of God.”
