"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 83 cents of every dollar donated are directly allocated to services that assist people in need.
The promise of the brand consists of a twofold approach for employees. The Salvation Army makes a promise to do the most good for its employees in their employment: by offering a greater sense of purpose in their work, by training and mentoring employees, and by offering pay and benefits that allow employees and their families to feel secure in their health and their future. These provisions contribute to the success of The Salvation Army's global mission to preach the gospel of Jesus Christ and meet human needs.
However, the brand promise also charges employees to do the most good in every aspect of their work, regardless of location or position. The Salvation Army expects its employees to meet the needs of co-workers, customers and clients with the compassion and dignity that are hallmark to the principles of the organization. Employees are also expected to be excellent stewards of the resources entrusted to them and to complete their responsibilities in accordance with the mission of the organization.
The Salvation Army strives to enact its brand promise so that its employees, be they truck drivers, administrative staff or executive directors, may be witnesses of exceptional performance, that they may be proud to say, "I am The Salvation Army; I am doing the most good."