For the first time, the charitable relief organization Salvation Army has released its annual review online, and it's unveiling a new website to serve as a platform for connecting with the broader community, while sharing personal stories and videos.
The new site – www.HopeStories.ca – will be supported with a printed pamphlet that will be distributed through various channels including direct mail.
The Salvation Army hopes its emphasis on online communications will help it reach a larger audience of donors who support the organization's work through both traditional and Web-based methods.
The site and annual review present 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, it says, allowing it to distribute more copies of a condensed printed pamphlet.
The annual report details charitable activities and finances during the 2008/09 fiscal year (April 1, 2008 to March 31, 2009). The pamphlet will provide an overview of the review's main findings and recap the Army's service work from 2008-2009.
"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."
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."