“Doing The Most Good” is The Salvation Army’s national brand strategy and distinct identifiable message. Moreover, it is a promise the organization makes to its contributors, clients, associates, officers and employees. 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 
.
Doing The Most Good with your contributions of time, money and resources.
The Salvation Army - Core Values
-
Passionate
The Salvation Army‘s mission is to preach the gospel of Jesus Christ and to meet human needs in his name without discrimination. We believe Christ changes lives. This faith gives us a motivation that goes beyond simply doing good. We have a passion for Doing The Most Good for body, soul and spirit. -
Compassionate
Caring for the poor. Feeding the hungry. Sheltering the homeless. Clothing the naked. Loving the unlovable. Befriending the friendless. -
Uplifting
William Booth once said, “The Salvation Army is a place of hope. When every other light is extinguished, and every other star has gone down, this one gleam shines steadily and clearly out in the darkened sky: ‘if I could only get to The Salvation Army, they will do something for me.’ -
Brave
People who serve in The Salvation Army routinely go into places others prefer to avoid: Impoverished neighborhoods, jails and prisons, hospital rooms and nursing homes, gatherings of alcoholics and drug addicts, and the immediate scene of natural disasters. -
Trustworthy
To those who want to positively affect their world, The Salvation Army is the charity that maximizes their contributions by using 82 cents of every dollar donated to provide direct services to the less fortunate .
Doing The Most Good - Manifesto
I am Doing The Most Good.
I am hope.
I am compassion.
I am strength.
I am faith.
I am Doing The Most Good.
I serve a community.
A region.
A nation.
A world.
I serve heroes.
I serve victims.
I serve a sovereign God.
I am Doing The Most Good.
I am an Army.
Drafted by the Creator.
Commissioned by a man who defied death.
My enemies are despair and destruction.
My ammunition is grace and mercy.
My allies are generosity and benevolence.
I am an Army.
Helping others be all they can be.
I am Doing The Most Good.
I feed empty stomachs and hungry souls.
I rebuild ruined homes and shattered lives.
I am a willing listener for a veteran with stories to tell.
I am a bottled water and an encouraging smile for a weary firefighter.
I am an answered prayer.
A silver lining.
A second chance.
I am Doing The Most Good.
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 others’ goodwill.
I take responsibility seriously.
I am blessed.
I am a blessing.