Salvation Army Centre of Hope

What Salvation Army Centre of Hope does

The Salvation Army Centre of Hope is a charitable non-profit social services facility operated under The Salvation Army in Canada and located at 281 Wellington Street, London, Ontario. The six-story facility has operated 24 hours per day, 365 days per year since its November 2004 opening, providing an integrated suite of programmes for individuals experiencing homelessness, addiction, and housing instability. Core programmes include Emergency Shelter (122 beds: 90 men, 48 women, for individuals 16+), Transitional Housing (37 rooms at CA$500/month for up to one year), Withdrawal Management (a non-medical, Ministry-of-Health-funded crisis facility), the Recovery Community Centre (tiered memberships from free to CA$20/month, with recovery-oriented activities, peer support, and Recovery Living accommodations), and a Housing Stability Bank offering interest-free loans for rental arrears, last month's rent, ODSP first month's rent, and emergency utilities. Spiritual care, pastoral counselling, and a Resource Room with computer and telephone access round out the on-site service portfolio.

The underlying operating model is a direct, walk-in service delivery model with no proprietary technology platform; the "technology" footprint is the Resource Room providing clients with access to standard consumer web tools (Google, Gmail, Microsoft 365, Kijiji, government services). Revenue is generated through a hybrid of government programme funding (notably full Ministry of Health funding for Withdrawal Management), individual and corporate donations (monetary and in-kind), pay-to-stay transitional housing fees, and a nascent tiered membership revenue stream from the Recovery Community Centre. No revenue figures are publicly disclosed. Customer acquisition is community-led, driven by referrals from hospitals, social service agencies, churches, the Salvation Army national network, and self-referral through online intake forms. The organization is governed by The Governing Council of The Salvation Army in Canada (Toronto) with Executive Director Jon DeActis and Program Director Sarah Collins leading the London site.

Name

Salvation Army Centre of Hope

Legal name

The Salvation Army Centre of Hope

Website

https://centreofhope.ca

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

The Salvation Army Centre of Hope is a London, Ontario non-profit operating a 24/7 facility that delivers emergency shelter, transitional housing, withdrawal management, addiction recovery, housing stability loans, and spiritual care to individuals experiencing homelessness, addiction, and housing insecurity.

Ownership category

akta.pro rank

Product category

Homeless and Social Services

NAICS

Community Housing Services (62422), Emergency and Other Relief Services (624230)

SIC

Services-Social Services (8300)

akta.pro primary industry

Homelessness Prevention, Shelter & Supportive Housing Services (BPAIANAC)

akta.pro secondary industries

Mental Health & Crisis Support Services (BPAGACAD), Substance Use Recovery & Harm Reduction Support Services (BPAGAEAO), Behavioral Health Crisis Services Management (988/Hotlines/Mobile Crisis Coordination) (HLAEAHAK)

Keywords

• Emergency shelter services
• Addiction recovery support
• Transitional housing programs
• Housing stability assistance
• Homeless social services

Headquarters

HQ city

New London

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Government Funding: Core operational funding from government sources; Withdrawal Management is fully funded by the Ministry of Health, indicating substantial government dependency for program delivery.
2. Donations: Monetary donations from individuals and corporations; in-kind donations of food, clothing, toiletries, and household items; online donation portal available through Salvation Army's centralized system.
3. Client Room Fees: Transitional housing rooms offered on a pay-to-stay basis at CA $500.00 per month; Recovery Community Centre membership fees ranging from free to $20/month with subsidized options available.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

The Salvation Army Centre of Hope operates a single six-story facility in London, Ontario providing emergency shelter (122 beds), transitional housing, non-medical withdrawal management, a Recovery Community Centre with recovery living accommodations, and a Housing Stability Bank offering interest-free loans. Services run 24 hours a day, 365 days a year, addressing homelessness, substance use addiction, housing instability, and basic needs for vulnerable individuals aged 16 and over.

Product overview

The Salvation Army Centre of Hope operates as a single-facility homeless shelter and social services center in London, Ontario, offering an integrated suite of programs to address homelessness, addiction, and poverty. The organization provides four core programs: Emergency Shelter (with 122 beds and 37 transitional housing units), Withdrawal Management (a non-medical crisis facility), Recovery Community Centre (a holistic substance use recovery program with peer support and recovery living accommodations), and Housing Stability Bank (interest-free financial loans for housing retention). Additional support services include Spiritual Care, Resource Room access, and community partnership programs. The facility operates 24 hours a day, 365 days a year from its location at 281 Wellington Street.

Differentiator

Problem solved

Functional benefit

Products and services

• Emergency Shelter Emergency shelter offering 90 beds for men and 48 beds for women (122 total), available on a first-come, first-served basis for individuals 16 years of age or older. Provides 24-hour staff support with housing searches, basic needs, and community referrals.
• Transitional Housing 37 transitional rooms for men and women available for a maximum stay of 1 year on a pay-to-stay basis at CA $500 per month. Rooms include bed, desk, armoire, and private washroom with shower. Individuals experiencing homelessness may apply through an application form or agency referral.
• Recovery Community Centre A holistic approach available to anyone in the community primarily seeking recovery from substance use. Provides programming and activities that foster increased confidence, self-resiliency, and a sense of belonging. Includes recovery activities, peer support, formal services, and recovery living accommodations.
• Recovery Living Private rooms with personal bathrooms available for rent within a therapeutic recovery-focused community. Includes healthy meals, assistance with basic personal needs, and access to all Recovery Community Centre components through an All Access Membership.
• Housing Stability Bank Financial assistance program offering interest-free loans to low-income Londoners to obtain and retain housing and to those at risk of homelessness to remain housed. Services include rental arrears loans, last month's rent assistance, first month's rent (ODSP recipients only), and emergency utility assistance.
• Withdrawal Management Non-medical facility providing a safe and welcoming environment to assist anyone in crisis as a result of withdrawal from substance use. Operates 24 hours a day, 7 days a week, as a co-ed facility for individuals over 16 years of age. Provides non-medical support during acute withdrawal, provincial assessment and treatment planning, recovery education, and referrals to community resources.
• Spiritual Care Chaplaincy services providing pastoral counselling, prayer support, group programs, and chapel services. The team is available to walk with individuals as they explore faith, hope, and meaning, offering a listening ear, encouragement, and a safe place to share.
• Resource Room Computer resource room with guest sessions where all information is cleared upon exit. Provides access to computers with links to Google, Gmail, Google Docs, Microsoft 365, Kijiji rentals, and government services including Ontario Works and City of London homeless prevention resources.

Quantifiable outcome

• People connected with Recovery Community Centre show decreased substance use, are less likely to access formal inpatient services, and show improvement in mental well-being.

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered flagship and core.

• Three Fires Group Inc.flagshipStrategic or Co-development Partner · 9 May 2023Three Fires Group Inc. is working collaboratively with The Salvation Army London Centre of Hope in developing a mentorship partnership to establish life-changing affordable housing on the First Nation territory. Over the next three years, 1,200 affordable and attainable homes will be developed across eight municipalities in Southern Ontario, creating a safe and supportive environment for those in need. Jon DeActis, Executive Director, expressed gratitude for the partnership, stating it will have far-reaching positive outcomes for the First Nation territory and its people.
• King's University College of Social Work (Western University)coreStrategic or Co-development Partner · 1 January 2023An innovative partnership where MSW and BSW students work with residents at The Salvation Army London Centre of Hope three days a week providing free counselling services. Since January 2023, students have been meeting with clients impacted by homelessness, substance use recovery, mental health, and life traumas. In 2024, services expanded to the King's Community Support Centre within the Centre of Hope to serve the broader community. The partnership addresses barriers including months-long wait times and inability to pay for private counselling sessions.
• CMHA (Canadian Mental Health Association) Thames ValleycoreStrategic or Co-development PartnerFeatured as a community partner on the Centre of Hope website. CMHA Thames Valley is involved in the HART (Homelessness and Addiction Recovery Treatment) Hub initiative at the Centre of Hope location, announced March 2026.
• City of London, OntariocoreStrategic or Co-development PartnerMunicipal government partnership for addressing homelessness. The City of London is working with The Salvation Army Centre of Hope on affordable housing and homeless services initiatives, including the Three Fires Group partnership that spans municipalities in Southern Ontario.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mission Services of London: London, Ontario-based nonprofit operating multiple programs including meal programs, shelters, and community supports for people experiencing homelessness and poverty. Direct local peer with overlapping mission and target population.
• Canadian Mental Health Association (CMHA) Thames Valley: Regional CMHA branch and active HART Hub partner at the Centre of Hope. Provides mental health and addiction services in London/Middlesex, overlapping with the Recovery Community Centre and Withdrawal Management functions.
• Shepherds of Good Hope: Large Ottawa-based nonprofit providing emergency shelter, supportive housing, and addiction/mental health services in an integrated model. Comparable in service breadth and target population to the Centre of Hope.
• The Mustard Seed: Calgary-based faith-affiliated nonprofit operating emergency shelters, transitional housing, and recovery programs under an integrated one-stop model. Closely comparable integrated shelter-plus-recovery operating model.
• Fred Victor: Toronto-based nonprofit offering emergency shelter, transitional housing, and health/recovery services under one integrated platform. Comparable integrated service model and target population, though larger in scale.
• Blue Door Shelters: York Region (Ontario) non-profit operating emergency shelters, transitional housing, and supportive housing programs. Comparable Ontario-based integrated shelter-and-housing model serving similar vulnerable populations.

Broad incumbents

• Salvation Army Toronto Grace Health Centre: Salvation Army-affiliated health and social services organization in Toronto. Same parent brand, providing overlapping mission services across a different geography and slightly different service mix.
• City of London Housing Stability Services: Municipal housing stability and homelessness prevention program serving the same London population. Functions as both a funder and parallel service provider for low-income and homeless residents.

Regional players

• Centralized HART Hub Program (Ontario): Ontario provincial initiative establishing HART Hubs across the province. The Centre of Hope's HART Hub is anchored at this site; comparable HART Hubs in other cities constitute both direct competitors and a model for replication.

Others

• Goodwill Industries Ontario: Non-profit social enterprise providing employment, training, and refurbishment services. Adjacent peer in the social services ecosystem with overlapping donor/funding base and similar vulnerable-population focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/CentreofHopeLondon
• LinkedInlinkedin.com/company/salvation-army-centre-of-hope
• Instagraminstagram.com/tsacentreofhope

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 Salvation Army Centre of Hope