The Salvation Army

What The Salvation Army does

The Salvation Army is a 501(c)(3) nonprofit charitable organization founded in 1865 by William Booth in London and established in the United States in 1880, now operating through The Salvation Army National Corporation headquartered in Alexandria, Virginia. It is the nation's largest private provider of social services, serving nearly 28 million people annually through approximately 6,400 service centers in nearly every U.S. ZIP code and a presence in more than 100 countries. The core offering is a comprehensive social safety net portfolio that includes emergency shelter (over 10 million nights annually), food assistance (183 million meals), disaster relief, adult job training and placement (6,766 placements, 28,269 trained), substance abuse rehabilitation through Adult Rehabilitation Centers and Harbor Light Centers (151,869 served), senior services across 192 centers, anti-human trafficking programs, veterans services, and spiritual/worship services at 1,087 worship centers. Service delivery is funded through diversified revenue streams: individual monetary donations, the iconic seasonal Red Kettle Campaign (135 years), Angel Tree holiday gift program (over 1 million children annually), thrift store sales, corporate partnerships, planned giving and estates, and government grants and contracts at federal, state, and municipal levels.

Technology infrastructure includes a portfolio of digital platforms: give.salvationarmyusa.org for online donations, satruck.org for donated goods logistics, SAHelp.org for disaster case management (built in partnership with Data Paradigm and used by Washington State to distribute $2.5M in flood assistance), and Classy for donor management. In February 2026 the organization launched Thrift Score, the world's first digital thrift store on Roblox, integrated into popular games and supported by influencer collaborations, representing a deliberate move to engage Gen Z and Gen Alpha audiences. Marketing leverages the Dallas Cowboys Thanksgiving Day Red Kettle Kickoff (29-year partnership, featuring Post Malone in 2025), Walmart's 40+ year holiday partnership with up to $2M in donation matching, the Angel Tree program in Walmart stores, and RKD Group-led digital localization at the divisional and corps level. Recent strategic moves include the $8M Phoenix Family Shelter expansion (capacity up 50%, 216 beds), Australian government funding of $2.47M for the Phone Assessment Line, strategic store closures in Northern New England, and a leadership focus on modernization of operations.

Name

The Salvation Army

Legal name

The Salvation Army National Corporation

Website

https://salvationarmyusa.org

Company type

Private

Founded year

1865

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

The Salvation Army is a 501(c)(3) nonprofit founded in 1865 that operates 6,400 service centers across the United States, delivering emergency shelter, food assistance, disaster relief, job training, and rehabilitation services to nearly 28 million people annually, funded by individual donations, thrift store sales, corporate partnerships, and government grants.

Ownership category

akta.pro rank

Product category

Social and Humanitarian Services

NAICS

Community Food and Housing, and Emergency and Other Relief Services (6242), Temporary Shelters (624221), Community Housing Services (62422), Religious Organizations (8131)

SIC

Services-Social Services (8300)

akta.pro primary industry

Faith-Based Social Services & Community Outreach (Food Pantries, Shelters, Counseling) (BPAGAJAG)

akta.pro secondary industries

Faith-Based Humanitarian Aid & Relief Ministries (BPAGAJAF), Housing Assistance & Homeless Services (BPAGAEAB), Emergency Shelter, NFIs & Winterization for Displaced Populations (BPADAHAG)

Keywords

• Social services charity
• Disaster relief services
• Humanitarian aid programs
• Rehabilitation services
• Thrift retail operations

Headquarters

HQ city

Alexandria

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D, Others

Revenue model

1. Individual Monetary Donations: Direct donations from individuals through online portals, mail, phone, and during worship services. Nearly half of annual public support arrives in the final weeks of the year. Monthly recurring donation programs available.
2. Red Kettle Campaign: Iconic seasonal campaign with red kettles at retail locations during Christmas season. The 135th annual campaign in 2025 featured celebrity performances and corporate matching programs.
3. Angel Tree Program: Christmas gift program providing new clothing and toys to over 1 million children in need annually. In 2024, 213,056 angels were adopted with $257,312 in registry gifts and 927,642 in-kind donations.
4. Thrift Store Sales: Salvation Army Family Stores sell donated goods to fund rehabilitation programs. The 15th Greater Vancouver Area location opened in November 2025. Proceeds support local community programs.
5. Government Grants and Contracts: Federal, state, and local government funding for specific programs. Examples include $8M Phoenix Family Shelter expansion (City of Phoenix HOME ARP grant), $2.47M South Australia Phone Assessment Line funding, and $2.5M Washington State disaster assistance.
6. Corporate Partnerships: Partnerships with major retailers including Walmart (donation matching up to $2M annually), Denver Mattress ($655,000 2025 campaign), and others. Includes cause marketing, point-of-sale activations, and seasonal campaigns.
7. Planned Giving and Estates: Bequests, wills, charitable remainder trusts, and other planned giving instruments supported through dedicated planned giving programs.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels10 records

Core offering

The Salvation Army delivers a broad portfolio of social services free of charge to recipients, including emergency shelter and transitional housing, food assistance and meal programs, disaster response, substance abuse rehabilitation, job training and placement, anti-human trafficking survivor support, and financial/bill assistance. It also runs spiritual and worship services, children's summer camps, and seasonal gift programs (Angel Tree) through approximately 6,400 service centers nationwide, supported by a thrift store retail network and major fundraising campaigns such as the Red Kettle.

Product overview

The Salvation Army is a nonprofit charitable organization offering a broad portfolio of social service programs rather than a traditional technology product. Its core offerings include emergency shelter and housing programs, food assistance and meal services, adult job training and placement, substance abuse rehabilitation, summer camps and youth programs, disaster emergency response, anti-human trafficking survivor support, and spiritual/worship services. The organization operates approximately 6,400 service centers across nearly every U.S. ZIP code. Its retail operations include a network of Salvation Army Thrift Stores (Family Stores), which fund rehabilitation programs. The organization conducts major seasonal fundraising campaigns including the Red Kettle Campaign (since 1891) and the Angel Tree gift program (supporting over 1 million children annually). In February 2026, The Salvation Army launched 'Thrift Score,' the world's first digital thrift store on Roblox — a gamified digital experience targeting Gen Z and Alpha audiences. The SAHelp.org platform is used for disaster case management and assistance distribution in partnership with state governments.

Differentiator

Problem solved

Functional benefit

Brands

• Angel Tree: Christmas gift donation program that provides new clothing and toys to children in need, in partnership with Walmart
• Red Kettle Campaign
• Walmart Angel Tree
• Thrift Score

Products and services

• Angel Tree Program Christmas gift donation program that provides new clothing and toys to more than one million children in need each year. Donors select Angel tags from in-store trees or shop online via Walmart's Spark Good Registry, and gifts are distributed through Salvation Army centers to families.
• Red Kettle Campaign Iconic Christmas-season fundraising campaign featuring red kettles at retail locations, with funds staying in the communities where they are donated. The campaign supports disaster response, shelters, food assistance, youth programs, and veteran services.
• Adult Program Services A suite of services including recovery programs, comprehensive job training programs, housing assistance, and mental health support. Includes job placement assistance with resume building, interview preparation, and connections to employment opportunities, plus veterans services including substance use treatment, family reunification, housing placement, and specialized job training.
• Anti-Human Trafficking Programs Programs supporting human trafficking survivors on their journeys to safety, stability, and self-empowerment, including public awareness campaigns, comprehensive case management, and ongoing support services such as shelter, transportation, food, and clothing.
• Social Services Programs (General) Broad range of emergency and social services including food assistance and meal programs, emergency shelter and transitional housing, financial and bill assistance, substance abuse rehabilitation, after-school programs, and senior centers.
• Disaster Emergency Services Disaster response and recovery services assisting survivors of natural and man-made disasters. The Salvation Army maintains service centers in remote and hard-to-reach areas, providing emergency supplies, hot meals, water, hygiene kits, emotional and spiritual care, and long-term recovery support.
• Phoenix Family Shelter Family shelter in Phoenix, Arizona providing emergency shelter and comprehensive social services including case management, meals, medical care, and employment assistance. An $8 million expansion added a third wing with 12 rooms, increasing capacity from 24 to 36 rooms and up to 216 beds (a 50% capacity increase). Approximately 85% of 2025 residents achieved stable housing.
• Salvation Army Thrift Stores (Family Stores) Thrift store retail outlets that sell donated clothing, furniture, and other goods. Proceeds fund rehabilitation programs. Operates across North America with 15 locations in the Greater Vancouver Area and online donation options through SA Truck.
• Thrift Score (Roblox) The world's first digital thrift store on Roblox, launched February 2026. Allows players to browse racks for rare and limited-edition virtual thrift items and purchase digital items based on real-life donated items. Integrated into Roblox games and features influencer collaborations. Targets Gen Z and Alpha audiences.
• Service Center Network A network of approximately 6,400 service centers operating in nearly every ZIP code across the United States. These centers provide localized social services tailored to community needs, including food pantries, shelters, financial assistance, summer camps, and more.
• SAHelp.org Platform An online platform managed by The Salvation Army and Data Paradigm serving as the centralized intake and case management system for disaster assistance. Residents can apply online, by phone, or in person at Disaster Assistance Centers. Coordinates resources across state agencies to reduce duplication and accelerate aid delivery.
• Spiritual and Worship Services Worship services, pastoral care, music ministries, women's ministries, correctional ministry, and chaplains supporting disaster recovery, hospitals, and correctional facilities. Includes 1,087 worship centers across the United States with virtual ministry opportunities reaching 3,732,365 people.
• Adult Rehabilitation Centers (ARC) Residential and outpatient rehabilitation centers integrating spiritual counseling with programs for individuals struggling with substance abuse and other spiritual, emotional, or physical challenges.
• Kroc Centers Multi-purpose community centers providing recreational, educational, and social services in underserved communities, partially subsidized by federal government dollars.

Quantifiable outcome

• Nearly 28 million people served annually
• +8 more outcomes

Named customers6 records

Segments9 records

Ideal customer profiles11 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

13 partnerships are on record, tiered core, major, minor and flagship.

• CristaliacoreStrategic or Co-development Partner · 5 March 2026The Salvation Army and Cristalia partnered during Water Month to provide safe water access across Puerto Rico. The partnership includes donations of thousands of water bottles and community outreach activities such as educational supermarket visits.
• Disaster Emergency ServicescoreStrategic or Co-development Partner · 5 March 2026Disaster Emergency Services, a property restoration company based in St. Louis, was named a preferred vendor for The Salvation Army in the St. Louis area. The company is developing a proprietary documentation system to streamline insurance claims and legal compliance for property owners.
• World Central Kitchen and Mercy ChefsmajorStrategic or Co-development Partner · 26 January 2026Partnership with World Central Kitchen and Mercy Chefs delivered cooked meals, dry goods, hygiene items, and essential household supplies to Jamaica following Hurricane Melissa. UPS, Airlink, and FedEx provided shipping and support logistics.
• Red LighteningcoreTechnology or Integration · 26 January 2026Red Lightening helped deploy Starlink units to 19 communities in Jamaica, complete with solar panels and batteries. These communication hubs became lifelines for areas where every other line had gone dark following Hurricane Melissa.
• UPS, Airlink, and FedExcoreChannel Partner/ Reseller/ Distributor · 26 January 2026Logistics partners provided shipping and support to Jamaica for disaster relief operations following Hurricane Melissa, enabling delivery of supplies and equipment.
• Denver Mattress CompanymajorGTM or Marketing Partner · 15 January 2026Denver Mattress Company partnered with The Salvation Army Intermountain Division for the 2025 holiday campaign, raising $655,000 in donations. The company pledged to match the first $150,000, significantly boosting fundraising efforts in Colorado.
• Data ParadigmcoreTechnology or Integration · 11 January 2026Data Paradigm provides the SAHelp.org platform as the centralized intake and case management system for The Salvation Army's disaster recovery operations. The platform enables Washington State to distribute $2.5 million in state-funded disaster assistance to residents affected by December flooding. Case managers coordinate resources across agencies to reduce duplication and accelerate aid delivery.
• Raincoat RoofingminorStrategic or Co-development Partner · 30 December 2025Raincoat Roofing engaged in community outreach across Chicagoland including partnerships with Habitat for Humanity, The Salvation Army, and Sarah's Circle.
• RKD GroupcoreImplementation/ SI/ Consulting Partner · 5 December 2025RKD Group implemented localization strategies for The Salvation Army across digital, paid media, and direct mail channels. The approach tailors content at divisional and corps level with geo-targeting to strengthen community-level fundraising.
• CAI and United Way of the Greater Lehigh ValleymajorStrategic or Co-development Partner · 3 December 2025CAI partnered with United Way of the Greater Lehigh Valley and The Salvation Army to support families with rent and utility assistance during the holiday season. The program aims to help 12 families stay housed and build community stability.
• Dallas CowboysflagshipGTM or Marketing Partner · 16 November 2025The 29th year of the Cowboys partnership with The Salvation Army. Post Malone performed the Red Kettle Kickoff Halftime Show during the Thanksgiving Day game against the Kansas City Chiefs, marking the official launch of the 135th Red Kettle Campaign.
• WalmartflagshipGTM or Marketing Partner · 7 November 2025Walmart and The Salvation Army partner for the holiday season through donation matching (up to $2 million), Red Kettle campaigns, Angel Tree programs, and online donations. The 40+ year partnership supports families with meals, toys, and shelter. Walmart Spark Good Registry enables online angel shopping.
• PUDO Inc.minorChannel Partner/ Reseller/ Distributor · 28 October 2025PUDO Inc. partnered with The Salvation Army Thrift Store to introduce free shipping service for Ontario donors. The program enables environmentally friendly donations of pre-loved clothing, shoes, and accessories, extending the reach of the thrift store.

Scale indicators19 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• American Red Cross: The American Red Cross is the most direct peer to TSA, providing humanitarian aid, disaster relief, emergency shelter, blood services, and support to military families across the United States through a similarly broad geographic network and donor-funded model.
• Goodwill Industries International: Goodwill operates the largest nonprofit thrift store network in the U.S., funds job training and employment programs, and serves low-income individuals and families — directly comparable to TSA's Family Stores and Adult Rehabilitation Center programs.
• Catholic Charities USA: Catholic Charities USA is a national faith-based social services network providing food, housing, refugee resettlement, disaster relief, and family support — comparable to TSA in mission, faith-based funding model, and breadth of human services.
• United Way Worldwide: United Way is a federated nonprofit network that raises and distributes funds to local human-service agencies, comparable to TSA in community-wide fundraising scope, donor relationships with major corporations, and local service delivery through affiliates.
• Habitat for Humanity International: Habitat for Humanity builds affordable housing and provides housing assistance to low-income families, comparable to TSA's shelter, transitional housing, and homelessness services (10M+ shelter nights) — both operate large volunteer-driven nonprofit housing models.
• Samaritan's Purse: Samaritan's Purse is an evangelical Christian humanitarian organization providing disaster relief, shelter, and material aid domestically and internationally — directly comparable to TSA's faith-based humanitarian aid model and international disaster response capabilities.
• Volunteers of America: Volunteers of America is a faith-affiliated national nonprofit providing housing, addiction recovery, veteran services, and family support — directly comparable to TSA's rehabilitation, veteran, and housing programs across a similar client population.

Broad incumbents

• Feeding America: Feeding America is the largest U.S. hunger-relief nonprofit, operating a network of food banks and meal programs — directly comparable to TSA's food pantry and meal service operations (183M+ meals annually) and a major player in the same food-assistance funding ecosystem.
• YMCA of the USA: The YMCA operates community centers, youth programs, senior services, and housing nationwide — comparable to TSA's Kroc Centers, senior programs (192 Adult & Senior Centers), and community-based service delivery model.

Emerging players

• Boys & Girls Clubs of America: Boys & Girls Clubs provides after-school programs, summer camps, and youth development services — directly comparable to TSA's youth services, summer camps, and Angel Tree gift program serving children in low-income communities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SalvationArmyUS
• YouTubeyoutube.com/salvationarmy
• Facebookfacebook.com/SalvationArmyUSA
• LinkedInlinkedin.com/company/salvation-army
• Instagraminstagram.com/salvationarmy
• TikToktiktok.com/@salvationarmy

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries7 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Salvation Army