The Salvation Army Debuts First-Ever Online Annual Review

    
    HopeStories.ca tells the life stories behind organization's charitable
    work
    

TORONTO , Sept. 15 /CNW/ - The Salvation Army released today its first-ever online annual review, which details charitable activities and finances during the 2008/09 fiscal year ( April 1, 2008 to March 31 , 2009). This year's review was designed as both a Web site - www.HopeStories.ca - and a printed pamphlet that will be distributed through various channels including direct mail. This new approach, with an increased emphasis on online communications, will help The Salvation Army reach a larger audience of donors who support the organization's work through both traditional and Web-based methods.

"Our annual review uses digital technology to tell the personal stories of clients, volunteers and staff," said Graham Moore , Territorial Secretary for Public Relations and Development with The Salvation Army. "We designed HopeStories.ca to connect with as many people as possible, and we achieved this by using multimedia content that can be easily shared by people connected in online networks."

This year's annual review presents in-depth content about the Army's work utilizing a variety of enriched media, including video testimonials from clients and staff, social networking application integration and downloadable financial material. The amount of information stored online will also save The Salvation Army money in printing expenses, allowing the organization to distribute more copies of a condensed printed pamphlet. This pamphlet will provide an overview of the review's main findings and recap the Army's service work from 2008-2009.

HopeStories.ca also encourages visitors to engage in conversation with others. Online visitors can share how The Salvation Army has impacted their life. Users can either post comments to the site directly or share items with their friends on social networks, like Facebook or Twitter. The online review demonstrates The Salvation Army's forward-thinking approach as it embraces digital media that is particularly attractive to a younger and more Internet-savvy audience. The Web site highlights the best aspects of online communication while emphasizing the importance of the Army's critical work.

Specifically, the site's video testimonials, or 'Hope Stories,' feature the individual lives of Salvation Army clients, volunteers and staff nationwide. These stories reflect a small sample of how The Salvation Army helped more than 1.5 million people last year. The videos also demonstrate the variety of programs and services that the Army uses as a way to give hope to others

"Demand for service has never been greater, and The Salvation Army remains committed to meeting these needs," said Commissioner William Francis , Territorial Commander of The Salvation Army in Canada and Bermuda . "Last year's slumping economy included layoffs and financial hardship, and we've noticed that people who once supported us are now seeking our assistance. Each donation made to The Salvation Army plays a critical role in serving a heightened need."

Donors can contribute to The Salvation Army by calling 1-800-SAL-ARMY or by making an online contribution at www.SalvationArmy.ca.

The entire 2009 Online Annual Review can be viewed online by visiting www.HopeStories.ca.

About The Salvation Army:

The Salvation Army is an international Christian organization that began its work in Canada in 1882 and has grown to become the largest non-governmental direct provider of social services in the country. The Salvation Army gives hope and support to vulnerable people today and everyday in 400 communities across Canada and 118 countries around the world. The Salvation Army offers practical assistance for children and families, often tending to the basic necessities of life, providing shelter for homeless people and rehabilitation for people who have lost control of their lives to an addiction. When you give to The Salvation Army, you are investing in the future of marginalized and overlooked people in your community.

News releases, articles and updated information can be found at www.SalvationArmy.ca

For further information: Andrew Burditt, Territorial Public Relations, The Salvation Army, [phone], [email protected], www.SalvationArmy.ca, www.HopeStories.ca