The Salvation Army New Zealand, Fiji, Tonga & Samoa

What The Salvation Army New Zealand, Fiji, Tonga & Samoa does

The Salvation Army New Zealand, Fiji, Tonga & Samoa (NZFTS) is a registered charitable organization (CC37312) and a territorial unit of the international Salvation Army movement, operating across New Zealand, Fiji, Tonga, and Samoa since 1883. Headquartered in Wellington, it delivers a comprehensive portfolio of frontline social services through wholly operated programmes including food security (Te Kai Mākona, foodbanks, social supermarkets), social housing (SASH, including the 52-unit Hinemoa Housing Community in Levin), addiction recovery (Bridge Programme), accessible primary healthcare (Hauora Service in Auckland), youth development (Aspire), and emergency response. It also runs a nationwide network of Family Stores that retail donated second-hand goods and serve as community touchpoints, and trains its commissioned officers through Booth College of Mission in Upper Hutt.

The organization's revenue model is diversified across five streams: public donations and annual appeals (Red Shield, Winter, Christmas, Fresh Start), Family Store retail, corporate partnerships (Woolworths, Resene, Kmart, The Warehouse, Wattie's, Goodman Fielder, Harley-Davidson), government contracts for contracted social services (SASH housing, addiction services, child welfare, reintegration), and legacy bequests. Its go-to-market is community- and volunteer-led: thousands of volunteers operate ~450 street collection sites during peak appeals, alongside in-store corporate activations, online donation portals, workplace giving, and Family Store donation drop-offs. Service delivery to recipients is free or subsidized.

The territory directly serves more than 150,000 people per year across needs ranging from food insecurity and homelessness (83,760 food parcels to 171,649 recipients in FY2023–24) to addiction, prison reintegration, and youth support. Recent strategic activity has emphasized operational restructuring via the Local Mission Delivery model, geographic expansion of housing and healthcare, and product innovation in food support through the Te Āhuru Mowai social supermarket format. The organization is currently navigating material headwinds from Oranga Tamariki contract reductions while expanding into new verticals such as primary healthcare.

Name

The Salvation Army New Zealand, Fiji, Tonga & Samoa

Legal name

The Salvation Army New Zealand, Fiji, Tonga and Samoa Territory

Website

https://salvationarmy.org.nz

Company type

Private

Founded year

1883

Operating status

Operating

Headcount range

251–500 employees

Short description

The Salvation Army NZFTS is a registered charity operating across New Zealand, Fiji, Tonga, and Samoa since 1883, delivering frontline social services — including food support, social housing, addiction recovery, healthcare, and youth programmes — funded by donations, corporate partnerships, Family Store retail, government contracts, and bequests.

Ownership category

akta.pro rank

Product category

Charitable Social Services

NAICS

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

SIC

Services-Social Services (8300)

akta.pro primary industry

Faith-Based Humanitarian Aid & Relief Ministries (BPAGAJAF)

akta.pro secondary industries

Emergency Shelter, Camp Management & Non-Food Items (NFI) (BPAGAAAC), Housing Assistance & Homeless Services (BPAGAEAB), Mental Health & Crisis Support Services (BPAGACAD), Hospitals, Clinics & Charitable Healthcare Providers (BPAGACAB)

Keywords

• Charitable social services
• Community welfare programs
• Addiction recovery services
• Emergency housing support
• Family thrift retail

Headquarters

HQ city

Wellington

HQ country

New Zealand

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Others

Revenue model

1. Public Donations and Appeals: The primary revenue stream comes from public donations, including one-time and recurring contributions through direct appeals such as the Red Shield Appeal, Winter Appeal, Christmas Appeal, and Fresh Start Appeal. Donations are solicited via street collections, online portals, and at Family Stores.
2. Family Store Retail Revenue: Family Stores sell donated secondhand clothing, furniture, and household goods. Proceeds fund community social services. Stores also accept donated goods from the public.
3. Corporate Partnerships: Partnerships with corporate entities (Woolworths, Kmart, The Warehouse Group, Wattie's, Resene, and others) generate donations, product contributions, and cause-marketing campaigns. Partners run in-store appeals, donate surplus inventory, or provide financial contributions.
4. Government Contracts and Social Service Funding: The Salvation Army receives government funding for contracted social services, including housing (SASH), addiction services (Bridge), reintegration programmes, and child welfare services. Funding is subject to annual appropriations and has been affected by recent cuts.
5. Gifts in Wills / Legacy Bequests: Individuals are encouraged to leave gifts in their Wills to The Salvation Army. This is a significant long-term revenue stream for the organization.

Go-to-market motion1 record

Distribution channels7 records

Marketing channels7 records

Core offering

The Salvation Army NZ, Fiji, Tonga & Samoa is a registered charity providing social welfare services including food support, housing assistance, addiction treatment, healthcare, and youth programs to individuals and families in need across New Zealand, Fiji, Tonga, and Samoa. The organization also operates Family Stores that sell donated goods to fund its charitable mission.

Product overview

The Salvation Army New Zealand, Fiji, Tonga and Samoa operates as a charitable organization offering a diverse portfolio of social services. The core offering includes food support through Te Kai Mākona (foodbank and food security programmes), social housing (SASH), and addiction recovery services via the Bridge Programme. Additional services include Hauora Service (accessible healthcare), youth development (Aspire), driver programmes, and Family Stores for second-hand goods. Fundraising is supported through the Red Shield Appeal and other campaigns. Research and advocacy is handled by the Social Policy & Parliamentary Unit (SPPU), while officer training is provided through Booth College of Mission.

Differentiator

Problem solved

Functional benefit

Brands

• Booth College of Mission: Officer training and theological education institution
• Te Kai Mākona
• Red Shield Appeal
• Bridge
• SASH
• Family Stores

Products and services

• Food Support Services Provision of food parcels, meals, and food bank assistance to individuals and families experiencing food insecurity or financial hardship across the four Pacific nations served.
• Housing and Emergency Accommodation Emergency accommodation and transitional housing support for individuals and families experiencing homelessness or housing instability across the served regions.
• Addiction Treatment Programs Residential and community-based rehabilitation and recovery programs for individuals struggling with substance addiction, delivered by trained Salvation Army staff.
• Youth Programs Development and support programs for young people, including mentoring, educational support, and community activities.
• Healthcare Support Services Healthcare-related support services delivered to individuals in need, complementing public health services across the served regions.
• Family Stores Retail thrift stores selling donated clothing, furniture, and household goods to the general public. Revenue generated funds the organization's charitable programs and operations.

Quantifiable outcome

• 150,000+ people helped per year with various support services
• +5 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered core, supporting and minor.

• Woolworths New ZealandcoreGTM or Marketing PartnerAnnual Woolworths Winter Appeal partnership running from 13 July to 26 July across Woolworths stores throughout Aotearoa New Zealand. Woolworths customers are invited to donate food or funds to support families experiencing hardship during winter. The Salvation Army benefits from in-store collections, cause marketing, and financial contributions from the retailer.
• ResenecoreGTM or Marketing PartnerResene's Hunger for Colour campaign invites New Zealanders to swap two cans of food for a free Resene testpot. Now in its 12th+ year, the campaign has added more than 300,000 cans to Salvation Army foodbanks. The partnership combines retail foot traffic with food donations, benefiting both the brand and the organization.
• Kmart New ZealandsupportingGTM or Marketing PartnerKmart is listed as a corporate partner of The Salvation Army. Nature of partnership likely includes in-kind donations, product contributions, and/or cause-marketing campaigns.
• The Warehouse GroupsupportingGTM or Marketing PartnerThe Warehouse Group is listed as a corporate partner. Nature of partnership likely includes in-store collections, product donations, and/or financial contributions to support The Salvation Army's social services.
• Wattie'ssupportingGTM or Marketing PartnerWattie's is listed as a corporate partner, likely contributing food products or financial support to The Salvation Army's food distribution services.
• The ToolShedminorGTM or Marketing PartnerA nationwide campaign involving industrial wet wipes resulted in a $15,000 donation from The ToolShed to The Salvation Army. This was the first time The ToolShed worked with The Salvation Army, driven by The Salvation Army's mission to support people in need.
• Highlanders Rugby ClubminorGTM or Marketing PartnerThe Salvation Army entered a partnership with the Highlanders rugby club, with the iconic red shield logo appearing on Highlanders players' and training shorts for the 2025 Super Rugby season. The partnership is described as a 'win-win for southern communities.'
• Harley-Davidson (New Zealand)minorGTM or Marketing PartnerHarley-Davidson's United We Ride charity fundraiser returned for its second year, supporting The Salvation Army across Aotearoa New Zealand and Australia. The inaugural 2025 event saw more than 3,000 riders participate.
• Foodbank ProjectsupportingGTM or Marketing PartnerThe Foodbank Project is an online platform through which donors can purchase specific food items to donate to The Salvation Army. The platform allows targeted giving to foodbank services.
• Goodman FielderminorGTM or Marketing PartnerGoodman Fielder donated its 500,000th loaf of bread to Salvation Army food banks — enough bread to stretch from Wellington to Bulls if laid end-to-end. Represents an ongoing food donation partnership.
• Community Housing AotearoacoreStrategic or Co-development PartnerThe Salvation Army collaborates with Community Housing Aotearoa on the National Homelessness Data Project (NHDP), a sector-led initiative producing consistent data and insights to inform housing policy and practice. Both organizations jointly report on homelessness trends and advocate for policy reform.
• Kāhui Tū KahasupportingStrategic or Co-development PartnerPartner in the National Homelessness Data Project (NHDP), contributing to the sector-led initiative alongside The Salvation Army, Christchurch Methodist Mission, Housing First Backbone, Wellington City Mission, and Downtown Community Ministry.
• Wellington City MissionsupportingStrategic or Co-development PartnerPartner in the National Homelessness Data Project (NHDP), collaborating on data collection and analysis to understand and address homelessness in New Zealand.
• Christchurch Methodist MissionsupportingStrategic or Co-development PartnerPartner in the National Homelessness Data Project (NHDP), collaborating with The Salvation Army and other organizations on homelessness research and advocacy.
• Toi FoundationsupportingGTM or Marketing PartnerThe Toi Foundation provided significant financial support for Te Āhuru Mōwai, The Salvation Army's new social supermarket in Taranaki, which provides a shop-like setting for food support and wraparound wellbeing services.
• Rotoroa IslandminorOthersRotoroa Island in Auckland's Hauraki Gulf was managed by The Salvation Army and opened to the public for the first time in over 100 years in February 2011. The island served as a sanctuary and rehabilitation centre.

Scale indicators10 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• Lifewise: Auckland-focused social services NGO delivering housing, food and support for people experiencing homelessness and hardship. Direct peer targeting the same at-risk population within the Salvation Army's primary urban geography.
• Wellington City Mission: Wellington-based faith-inspired social services NGO offering food support, housing, budgeting and welfare services. Operates in the same regulatory and funding environment as The Salvation Army and is a co-partner in the National Homelessness Data Project (NHDP).
• Auckland City Mission: Auckland's leading基督教-affiliated social services NGO delivering food, housing and social support. Direct competitor in the same geography for donor dollars, government contracts, and volunteer mobilization, with comparable emergency food and housing offerings.
• St Vincent de Paul Society New Zealand: Catholic lay charity providing food, clothing, budgeting and home visitation across New Zealand. Direct functional competitor in emergency relief and social services with a comparable parish-based volunteer model.
• Barnardos New Zealand: Major child welfare and youth services NGO delivering Aspire-equivalent programming and child advocacy. Overlaps directly with The Salvation Army's Aspire youth programme and competes for the same government child welfare contracts and philanthropic funding.
• Christchurch Methodist Mission: Canterbury's major faith-based social services provider, delivering foodbanks, social housing, addiction and community support. Co-partner with The Salvation Army in the NHDP and competes for similar donor and government funding pools.

Broad incumbents

• New Zealand Red Cross: National humanitarian organization delivering disaster response, refugee support, and community programmes. Comparable in scale, international affiliation and humanitarian mandate, though broader in scope and not faith-based.
• World Vision New Zealand: Major international humanitarian and development NGO with a New Zealand fundraising arm. Competes for high-value individual donors, sponsorship revenue and corporate partnerships across the Pacific region The Salvation Army also serves.

Emerging players

• Oxfam New Zealand: New Zealand-registered international development and humanitarian NGO. Competes with The Salvation Army's Pacific Emergency Fund for donor mindshare in international humanitarian causes across Fiji, Tonga and Samoa.

Regional players

• Habitat for Humanity New Zealand: Habitat's New Zealand affiliate delivers housing-focused community development and volunteer builds. Comparable mission within housing — a vertical The Salvation Army is expanding through SASH — and competing for similar corporate and individual donor funding.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/salvationarmynzfts
• YouTubeyoutube.com/@salvationarmynzfts
• Facebookfacebook.com/SalvationArmyNZFTS
• LinkedInlinkedin.com/company/salvationarmynzfts
• Instagraminstagram.com/salvationarmynzfts

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about The Salvation Army New Zealand, Fiji, Tonga & Samoa