The Salvation Army has adopted a new competitive slogan "Doing the Most Good". I walked out of Penn Station in New York City this morning and saw this stand for the collections bucket. Yup...it's holiday time and the Salvation Army of bell ringers are out. Times, supposedly, of good will toward man.
So what's with the competitive slogan with the open comparative? More than who? The Red Cross? The American Heart Association? Wrong approach...charitable not-for-profits should embrace their competitors...not imply that you're better. Time to fix a bad slogan for a great organization. And, by the way, the whole graphic presentation..logo, layout--all of it. Make it new.
Important Update:
I've just taken a terrific comment from a Salvation Army cadet and included it in the blog post. Take a look at the history of the line. And what a nice way to disagree. I still don't love the line. But...now I see the intention.
From Anonymous:
Scott,
I am one of the Cadets who stood at the Penn Station red kettle Monday through Saturday this past Christmas season. I wish you would have stopped and talked to us. I would have gladly told you about the Army, about the "Doing the Most Good" campaign and about my personal feelings about it.
While it can be viewed in a negative way, which is unfortunate, the original intention is the opposite. The "doing the most good" is a promise to the public who support us so largely and is also a challenge for us as an organization to do better, even in our PR and branding strategy.
A proclamation such as "doing the most good" carries a heavy responsibility. It's a responsibility that we, as the Army, do not take lightly at all.
Thank you for taking the time to think about our branding campaign.
Friday, November 21, 2008
The Salvation Army Slogan: "Doing the Most Good"
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6 comments:
The Salvation Army Slogan, "Doing the most good" is not a comparison to other charities. Unfortunately, most people do not know the origins of the slogan, which come from a speech made by an early Salvation Army leader. It talks about doing the "most good" that they can with whatever resources they are entrusted with. Not in comparison with anybody. It is too bad that this slogan has been so misunderstood.
Anonymous...good to hear from you on Thanksgiving.
Thanks for your comment. Great to know the historical context of the slogan. I'm very glad you added it to the discussion.
I was very surprised to see it--didn't seeem like the Salvation Army.
Still...I think it should be changed. I'm a very big fan of consistency, but if you need to explain the slogan it's just not good. Plus...unfortunately in this highly competitive marketing world it's too easy to mistake its meaning.
Are you affiliated with the SA in some way? If so, thanks for your great work.
Scott,
I am one of the Cadets who stood at the Penn Station red kettle Monday through Saturday this past Christmas season. I wish you would have stopped and talked to us. I would have gladly told you about the Army, about the "Doing the Most Good" campaign and about my personal feelings about it.
While it can be viewed in a negative way, which is unfortunate, the original intention is the opposite. The "doing the most good" is a promise to the public who support us so largely and is also a challenge for us as an organization to do better, even in our PR and branding strategy.
A proclamation such as "doing the most good" carries a heavy responsibility. It's a responsibility that we, as the Army, do not take lightly at all.
Thank you for taking the time to think about our branding campaign.
How can people who aren't familiar with Salvation Army leaders' sermons supposed to know what this slogan means?
It sure sounds like you are comparing the SA to all other charities and denominations. "Give to us. We are the ones doing the most good." The slogan needs to be changed.
I just find it funny that it happens to be in the font that the Goodwill organization uses;) nope, not trying to compete @ all... lol
I am a have been a Salvationist for about 9 years and I am sorry to see the old slogan of "Heart to God hand to man" replaced with this one. I see it as a marketing ploy for the Salvation army to appeal to potential donors who don't want to give to religious organizations. The Salvation Army was founded as and is still a church. what is the purpose of just doing good? the red cross, united way, the PAL, and countless other organizations do good. What set the Salvation Army apart is why we do good. When you put God in your slogan everyone is reminded of why you are doing good.
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