Salvos awarded most trusted charity brand
Salvos awarded most trusted charity brand
25 October 2022
Roy Morgan CEO Michele Levine presents the Most Trusted Brand (charity sector) award to The Salvation Army’s Major Brendan Nottle.
Roy Morgan, Australia’s best-known and longest-established market research company, recently named The Salvation Army as the Most Trusted Brand in the charity sector.
Major Brendan Nottle accepted the award on behalf of The Salvation Army and spoke of how it was an acknowledgement of the hard work and dedication of Army staff and volunteers.
“To know that the community trusts us means that our work is seen and appreciated and that it makes a difference,” Brendan said.
It was the first time the award had been extended to the charity sector, which was a result of surveys from everyday Australians, asking them what charities they knew of, and whether they trusted or distrusted them.
Brendan reflected in his acceptance speech that “it is critical for people who are vulnerable, maybe afraid, and in need of help that we are seen as people to be trusted to offer safety, support, and refuge.”
Brendan added that The Salvation Army Australia was honoured and humbled to be recognised as a ‘trusted brand’ in our nation and would continue to serve those most in need.
Roy Morgan CEO Michele Levine said the past year had been a transitional period for Australians as the country slowly opened up after more than two years of restrictions from COVID-19 – and during this period several brands winning Trusted Brand awards have emerged with “enhanced net trust”.
“The COVID-19 pandemic has turned many norms ‘up-side down’ over the past two years, but the importance to brands of building trust, and minimising distrust, among one’s customers, and the wider public, has never been more important,” she said.
Project 614 Corps Officer Major Brendan Nottle and Australia’s most trusted charity brand – The Salvation Army.
Core values
In recognising The Salvation Army, Roy Morgan acknowledged that the Salvos were widely known for supporting people in need, delivering frontline services – whether it be recovery from addiction, homelessness, disaster recovery or basic welfare – and less familiar services such as financial counselling, Red Shield defence services, youth services, chaplaincy and funerals.
The Salvation Army differs from not-for-profit organisations in that its core values come from its Christian foundation. Brendan has said that “the reason we do what we do is probably best described as ‘heart to God, hand to others’.”
“William Booth (Army co-founder) wholeheartedly believed that you cannot introduce people to faith without helping them in other areas of their life, and he often referred to this as ‘soup, soap and salvation’,” Brendan added.
“General Booth believed that you have to feed people and then care for their other needs before they can hear the gospel of Jesus. And then, once those other needs have been met, then they may be open to hearing about Jesus. We do what we do because our love for Jesus inspires us to help others.”
To view all the winners of the Roy Morgan Trusted Brand Awards for 2022 go to: https://www.roymorgan.com/findings/9082-roy-morgan-trusted-brand-annual-awards-2022
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