Featured Story: The Salvation Army

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The Salvation Army came to The Richards Group as one of the most well-known and trusted brand names in America. But while their name was revered, the brand itself was a bit muddled. With four national divisions and more than 7,000 local units – all communicating independently – the brand was a collection of well-intentioned but inconsistent messages.

As a result, no one in the public really understood the extent of the good that The Salvation Army was doing. And the institution was at risk of being left behind by a new generation of donors.

So to rally an army (literally) of brand stewards and enlighten donors about how their gifts would ultimately change lives, we developed a single, unifying brand promise: “Doing the Most Good.”

From advertising to CRM to one common website to the first online-only annual report in the nonprofit community, every touchpoint went from singing its own song to being a voice in a well-orchestrated choir.

All that, accomplished with a shoestring budget, donated media, and the tireless work of the men and women in uniform who pour their hearts into not just doing good, but Doing the Most Good.

The Salvation Army featured story
The Salvation Army print ad
The Salvation Army featured story

The Salvation Army came to The Richards Group as one of the most well-known and trusted brand names in America. But while their name was revered, the brand itself was a bit muddled. With four national divisions and more than 7,000 local units – all communicating independently – the brand was a collection of well-intentioned but inconsistent messages.

As a result, no one in the public really understood the extent of the good that The Salvation Army was doing. And the institution was at risk of being left behind by a new generation of donors.

So to rally an army (literally) of brand stewards and enlighten donors about how their gifts would ultimately change lives, we developed a single, unifying brand promise: “Doing the Most Good.”

From advertising to CRM to one common website to the first online-only annual report in the nonprofit community, every touchpoint went from singing its own song to being a voice in a well-orchestrated choir.

All that, accomplished with a shoestring budget, donated media, and the tireless work of the men and women in uniform who pour their hearts into not just doing good, but Doing the Most Good.

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