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Developing planned giving at the Salvation Army Southern Territory

Sargeant, Adrian; Hudson, Jane

Authors

Adrian Sargeant adrian.sargeant@uwe.ac.uk

Jane Hudson jane.hudson@uwe.ac.uk



Abstract

The Salvation Army operates internationally and is an evangelical part of the universal church, they
provided help to over 30 million individuals in 2008. Their main focus is to build community, provide
fellowship, rebuild lives, and provide comfort and support to those in need. They also provide
disaster relief, drug and alcohol rehabilitation, and activities for the elderly, among many other social
services. The international headquarters, the administration centre, is based in London. The Salvation
Army USA, based in Virginia, has a national commander and national chief secretary who
work to coordinate the national efforts. There are 4 geographical territories, south, east, west and
central and each territory is a separately registered nonprofit entity. The southern territory is further
divided into 9 divisions and has historically been very successful at planned giving fundraising.
Planned giving success had been attributed to the territories personal approach. However, with the
noticeable changes in the attitudes of seniors the planned giving has significantly declined in
2008/2009. Seniors, who had been considered the most suitable donor prospects had developed a
sense of fear and distrust of the government and the banking system. They were resisting personal
meetings with planned giving staff that had been so successful for the Salvation Army. As a consequence
the planned giving strategy had to be adapted.

Journal Article Type Article
Publication Date Sep 5, 2011
Journal International Journal of Nonprofit and Voluntary Sector Marketing
Print ISSN 1465-4520
Publisher Wiley
Peer Reviewed Peer Reviewed
Volume 16
Issue 3
Pages 237-250
APA6 Citation Sargeant, A., & Hudson, J. (2011). Developing planned giving at the Salvation Army Southern Territory. International Journal of Nonprofit and Voluntary Sector Marketing, 16(3), 237-250. https://doi.org/10.1002/nvsm.423
DOI https://doi.org/10.1002/nvsm.423
Keywords planned giving, Salvation Army Southern Territory
Publisher URL http://dx.doi.org/10.1002/nvsm.423


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