The Salvation Army’s national brand strategy and distinct identifiable message is“Doing The Most Good”. Moreover, it is a promise the organization makes to its contributors, clients, associates, officers and employees. The idea of Doing the Most Good originated from Evangeline Booth, daughter of William Booth, the founder of The Salvation Army. She said:
There is no reward equal to that of doing the most good to the most people in the most need.
The Salvation Army pledges to Do The Most Good with contributions of money, time and resources, evidenced in that 82 cents of every dollar donated are directly allocated to services that assist people in need.
We are Doing The Most Good with your contributions of time, money and resources.