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.
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.
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.