THE PROMISE REALM

HEAVEN OF HOPE

Donate Now!
Dhriti Mistry
https://salvationarmy.ca/ Nirmal Solanki
Prathiksha Ramesh
Prit Panseriya
Table of
Contents
01 About Us

The Charitable
02 Landscape

Our Charity
03 Analysis

Our Situational
04 Analysis

05 The Competition

The Creative
02 Challenge

Closing
03 Summary

04 References
About
us
The Salvation Army is an
international Christian church. Its
message is based on the Bible; its
ministry is motivated by love for
God and the needs of humanity.
The organization's commitment to
making a difference in the world,
while also emphasizing their
compassionate approach to doing
so and accomplishing their mission
to provide hope and support to
vulnerable people in need.
This international Christian The Salvation Army offers
organization began its work in practical assistance for children
Canada in 1882 and has grown to and families, often tending to the
become one of the largest non- necessities of life, provides shelter
governmental direct providers of for homeless people and
social services in the country. The rehabilitation for people who have
Salvation Army gives hope and lost control of their lives to an
support to vulnerable people today addiction. As one of the largest
and every day in 400 communities non-governmental direct providers
across Canada and more than 130 of social services in Canada, The
countries around the world. Salvation Army provides
unprecedented support to society’s
most vulnerable.

1. Social and community service programs focus on nurturing the capacities, skills, and strengths of
individuals rather than just meeting their needs.
2. With the public’s generosity, in 2021 in Canada:
The Salvation Army provided 5,500 shelter, addictions, detox, and mental health beds for vulnerable
men, women, and families in Canada.
The Salvation Army served 3.7 million meals at shelters and in feeding programs.
The Salvation Army assisted 1.4 million persons with food, clothing or practical assistance
Our
Mission
"The Salvation Army exists to share the love of Jesus Christ, meet
human needs and be a transforming influence in the communities
of our world."

Our
Vision
"We are an innovative partner,
mobilized to share hope wherever there is hardship,
building communities that are just and know the love of Jesus."

Our
Core Values
Hope: We give hope through the power of the gospel of Jesus
Christ.
Service: We reach out to support others without discrimination.
Dignity: We respect and value each other, recognizing everyone’s
worth.
Stewardship: We responsibly manage the resources entrusted to
us.
Support
in Action
Innovating
Thinking
While The Salvation Army has been providing critical support and services to vulnerable communities for over a
century, the organization faces ongoing challenges and changing needs that require innovative thinking to address. That
is the main reason why the team has chosen this specific organization for creativity and innovation.

Here are a few reasons why it needs innovation:

Evolving needs: The needs of the communities that The Salvation Army serves are constantly evolving, and the
organization must adapt to these changes to continue to effectively meet those needs. For example, the COVID-19
pandemic has created new challenges for vulnerable populations, including increased homelessness, food insecurity,
and mental health issues. The Salvation Army must find innovative solutions to these new challenges while continuing to
provide its core services.
Limited resources: Like many non-profit organizations, The Salvation Army operates with limited resources, and must
find innovative ways to maximize the impact of its programs and services. This might involve finding new sources of
funding, developing more efficient service delivery models, or leveraging technology to reach more people.
Competition for donations: The Salvation Army is not the only non-profit organization working to address the needs of
vulnerable populations. With so many organizations vying for donor dollars, The Salvation Army must find innovative
ways to stand out and demonstrate the impact of its work.
Changing demographics: As the demographics of the communities, it serves change, The Salvation Army must find new
ways to engage with diverse populations and tailor its services to meet their specific needs. This might involve
developing culturally sensitive programs or partnering with community organizations to reach new population.
Overall, The Salvation Army faces a variety of challenges that require innovative thinking and approaches to overcome.
By embracing innovation and constantly evolving its services, the organization can continue to have a positive impact on
the communities it serves.
 The Charitable Landscape
Economic Trends
A comparison of changes in donations from year to year reveals an overall increase of 6.7% over the previous
12 months. Organizations should keep an eye on their own subsector trends as diverse causes continue to effect
different subsectors in different ways. 60% of millennials donate an average of $481 to non-profits each year.
Nearly three out of four young adults are willing to raise money on behalf of an organization that matters to
them.

The dollars that are raised through donations are spent on Admin, Fundraising and Mission. 55.7% of every
dollar spent went towards the mission (which includes research, advocacy and health promotion) in 2021.

Below are the identified donation trends for the last five years
• 1/5th of Annual Non-profit Revenue is raised in December.
• Non-profits raise 17-31% of Online Revenue in December.
• Giving Tuesday was a great time to Kick Off Year-End Campaign.
• The most important days for Giving are December 30 and 31.
• 50% of Canadian households give annually.
• The average number of gifts and donation amount per donor increased every year.
• Tell donors how their gift will be making an impact increased the donation numbers.
 The Charitable Landscape
Social & Demodgraphic Trends
Total giving from 2019 to 2021 is projected to have dropped -12% due to the pandemic, inflation, and other
challenges. The pandemic and inflation have negatively affected Canadians, causing a greater demand on
charities to provide food, shelter, and other necessities. One in four Canadians (25%) gave less in 2022 than
they did in 2021. According to the data, 26% of Canadians used charitable services to pay for essentials in 2022.
The overall participation rate in giving has decreased by 5.6 points, from 24.6% in 2006 to 19% in 2019. Because
there is a decrease in the donation rate, the dollars spent on services, administration and fundraising has
changed.

There are various reasons why people donate, but some causes are overrepresented and some are
underrepresented.
Religious reasons for donation are overrepresented and surveys say people donate largely because of these
reasons. This is because people are forced to donate to maintain social status out of their willingness.
Personal reasons to donate are underrepresented. Nowadays people do not care about their opinion and are
forced to behave according to other people. This has become an emerging cause. They do not value their own
opinion and are falling for other people's words.

The emerging cause is that people try to steal other people’s money in the name of donations and others are
becoming victims of this issue. This is becoming a barrier to donation and is stopping people. Canadians also
want transparency to ensure they can trust that their donations are going to the right organizations and
advancing the causes that are important to them. This needs social support from people.
Donation trends amongst Canadians with respect to demographic variables are as follows:
Age: The rates of giving (the proportion of people who fall into a given category) are highest among people
aged 35 to 54 (89% of those 35 to 44 and 88% of those 45 to 54). The typical donations rise with age; those 65
and older donate, on average, $643 annually.
Region: Compared to the rest of Canada, the Atlantic provinces have a larger proportion of donors (scaled with
population). Westerners give more than the national average.
Gender: According to the report, more women than men donate to charities across all economic brackets. In
addition, women give nearly twice as much as males do in the lowest income brackets ($23,509 or less
annually), middle brackets ($43,501 to $67,532), and highest income brackets ($103,00 or more annually).
Women in the second-lowest quintile (between $23,510 and $43,499) are the exception; while they are 32%
more likely than men to give, they also give 32% less.
Marital Status: Results indicate households headed by never-married females have lower giving levels
compared with those headed by divorced and widowed women. In households headed by single males, these
differences are largely absent. divorced and widowed female-headed households were much more likely to
give than never-married female-headed households, and when they gave, they gave more.
Education: 77% of people whose highest level of education was a high school diploma had made a financial
donation and their average donation was $373. In comparison, 91% of those with a university degree had given
and their average donation was $715. University graduates have higher incomes, enabling them to make larger
donations. Beyond income, people with a higher education level have other social characteristics and attitudes
that have been found to be associated with larger donations.
What do Canadians think about giving to charities?
Over three quarters (73%) of Canadians claim that charities have a beneficial impact on their neighbourhood
and on Canada as a whole. Also, 65% of people say that charities have a favourable impact on the world. There
are not many people who claim that charity have had a bad effect in these regions. Caring about the cause is
the most common reason given by Canadian donors as to why they gave money, with over half (56%) saying
this. Trusting the organisation(s) they donate to (39%) and wanting to help people less fortunate (36%) are also
popular reasons for having given money.
 The Charitable Landscape
Technological Trends
Has technology changed how Canadians donate? How so?
Processes within charities are being streamlined and improved using digital technologies.
This primarily takes the form of apps, which are used by staff members and volunteers to
expedite, streamline, and carry out support duties.

One of the better instances of this is the "Steps" app, which helps staff members have talks
with senior citizens. They can use it to make shared action plans, take in-depth notes, and
provide conversation starters. These procedures, which were previously complicated and
time-consuming, are not only simplified by the app but also aid in ensuring staff provide
thorough and attentive service.

It is particularly crucial to take note of this because technology is frequently seen as

displacing or harming the human touch that is so important for non-profits. Nonetheless,
instances like the "Steps" app show how technology may be used to improve interpersonal
interactions.
 Implications
Areas of Opportunity
Implications / Areas of Opportunity
After analysing the charity, the following factors can affect the philanthropic area of choice.
·Cost, Self-control, Self-affirmation, A sense of belonging, Charity and Empathy
There are numerous areas of opportunities for donations to charity, including:

Health: Donating to health charities can help fund medical research, provide medical supplies to underserved
communities, and support healthcare initiatives around the world.
Education: Education is crucial for the development of individuals and communities. Donating to education
charities can help provide access to education and resources to those who may not have had access otherwise.
Environment: Climate change is one of the biggest threats to the world, and donating to environmental charities
can help fund initiatives to reduce carbon emissions, protect wildlife, and promote sustainability.
Poverty: Donating to poverty charities can help provide food, shelter, and other basic needs to those living in
poverty. It can also help fund programs that promote economic development and financial stability.
Animal welfare: Donating to animal welfare charities can help protect endangered species, support animal
rescue organizations, and promote animal rights.
International aid: Donating to international aid charities can help support humanitarian efforts around the
world, including providing aid to refugees and supporting development programs in impoverished
communities.
Technology: Donating to technology charities can help provide access to technology and education in
technology for underprivileged communities, or to fund research on emerging technologies for the benefit of
humankind.
These are just a few of the many areas of opportunities for donations to charity. It's important to research and
chooses charities that align with your values and goals, and to make sure your donations are making a
meaningful impact.
Our Charity Donations
Analysis
Analyze the donation trends to this charity over the
This provides an overview of what’s affecting your
past 5 years. Is the giving/attention growing or
charity/NFP specifically.
declining?
Charitable Description: THE SALVATION ARMY
Most Canadians donate to charity annually, according
The Salvation Army is an international Christian
to a new survey by Hewitt and Johnston Consultants.
organization that began its work in Canada in 1882 and
The information gathered for the report reveals giving
has become one of the country's largest direct
tendencies such as the following:
providers of social services. The Salvation Army gives
hope and support to vulnerable people in 400
• For younger generations, peer-to-peer fundraising,
communities across Canada and in 133 countries
and crowdfunding (events, campaigns) have bright
around the world. The Salvation Army offers practical
futures as methods of raising money.
assistance for children and families, often tending to
the necessities of life. It provides shelter for homeless
• Compared to older donors, Generations Y (born 1981–
people and rehabilitation for people who have lost
1995) and X (born 1965–1980) are more inclined to
control of their lives to an addiction. When you give to
demand responsibility and openness.
The Salvation Army, you invest in the future of
marginalized and overlooked people in your
• Surprisingly robust funding is available on the street
community.
and in person.

• Baby Boomers (born 1946–1964), Gen Y, and Gen X

are more likely to donate online.

The Salvation Army, which is Canada's largest non-

governmental direct supplier of social services,
depends on the kindness of Canadians to support
initiatives like food banks, shelter services, and
clothes for individuals who have experienced
What is the cause you have chosen and why?
hardship. Needs exist all year round and poverty has
Winter is taking its toll on our most vulnerable
no regard for the seasons. The Salvation Army
families and seniors. So many families across Canada
cherishes its relationships with donors greatly and is
need food, shelter, warm clothes and hope this
aware that it could not continue to provide services to
winter. The Salvation Army helps one person at a
more than 1.8 million people annually without their
time, believing that each person is infinitely valuable
help.
and equally worthy.
From this, we can say that the giving/attention is
What gap are you trying to fill?
growing. It had decreased during and after the
Salvation Army is trying to fill the following gaps.
pandemic but the situation is reversing slowly back to
·Salvation Army helps to fill the gap on Mental Health.
an increasing trend.
·The Salvation Army is bridging the gap between
Youth and Community and the program has been
giving Massachusetts court-involved and at-risk youth
a second chance.
The Situational
Analysis
The Past
There are many aspects of what worked well and what did not with The Salvation Army.
·The Salvation Army’s thrift stores are highly successful in all terms. The Bricks are kept according to the
season (for example Christmas) so that people who want to shop for the upcoming season can get it at cheap
price without waiting for a long time.
Once a particular season is over, the sales go down leading to instability in the revenue graph.
·One of the main problems of The Salvation Army is that people think it is not exactly a charity because of its
religious sect, and a fundamentalist / evangelical one. Its mission is to preach the gospel of Jesus Christ and
meet human needs in His name without discrimination. They focus on Jesus Christ as the only existing god by
not considering other religious beliefs. Because of this reason, many people lost interest in donating to The
Salvation Army and went to other charities.
·Marriage is defined as "the loving union for life of one man and one woman to the exclusion of all others" by
the Salvation Army church. That "for life" clause, in my opinion, forbids divorce for heterosexuals and, of
course, forbids any weddings at all for gay persons. The idea that marriage is "God's institution" and that God
created it is also promoted by salvationists. They do not think marriage evolved any more than they think
people did. This contradicts people’s beliefs.
Because of the above reasons, people feel this is a religious institution and the donation level had seen a
significant decrease.
These remained as baggage in people’s minds.
The Present
The imposition of Christianity is being reduced through the charity’s actions. This is changing people’s minds
and their intention to donate to The Salvation Army is increasing. The members of the organization are trying
to protect it to keep the status quo.
The Future
The ideal solution would be to treat every religion with the equal and utmost respect. This will turn into more
and more donations in the coming years leading to the availability of shelter, food, and other basic facilities to
those who need them.
Potential
Obstacles
The major barriers keeping donors from giving are
mentioned below:
1. Lack of vision of the charity from the donor's point of view
2. Insufficient expertise from donors
3. Donors have so many opportunities to support.
4. lack of value of donations
5. Economic concern
6. Overwhelmed by the enormity and multitude of problems thrown at donors

Target
Audience
a. Whom is this idea/improvement for? Who’s your audience?
The idea/improvement is for homeless people. The target audience is those people
most likely to complete donation goals.

b. Whom do you need to convince that this innovation needs to take place?
People who are willing to donate has already donated to charities and potential
people who can donate need to be convinced to bring up more donation.

c. Once implemented, whom will this idea impact?

The idea will impact many people’s lives who are in search of food, shelter and
clothing.
The
Competition
The main competitors within the donation sphere:-
The landscape of philanthropy and charitable giving is vast and multifaceted, with a diverse array of
organizations and initiatives working to address social and environmental issues. Some of the main players in
this space include charitable foundations, crowdfunding platforms, donor-advised funds, socially responsible
investment firms, and peer-to-peer giving platforms.
Charitable foundations are non-profit organizations that provide grants and support to other non-profit
organizations working on a range of causes such as education, healthcare, social justice, and environmental
protection. Examples of notable charitable foundations include the Bill and Melinda Gates Foundation, the Ford
Foundation, and the Rockefeller Foundation.
Crowdfunding platforms are online platforms that enable individuals and organizations to raise funds for
specific projects or causes through small donations from many people. Popular examples of crowdfunding
platforms include GoFundMe, Kickstarter, and Indiegogo.
Donor-advised funds are investment accounts that allow donors to make tax-deductible charitable contributions
to a specific fund, which can then be distributed to various non-profit organizations over time. Examples of
major donor-advised fund providers include Fidelity Charitable, Schwab Charitable, and Vanguard Charitable.
Socially responsible investment firms specialize in making investments in companies and projects that have a
positive social or environmental impact, while also generating financial returns for investors. Examples of
socially responsible investment firms include Calvert Investments, Domini Impact Investments, and Parnassus
Investments.
Peer-to-peer giving platforms are online platforms that enable individuals to donate directly to other individuals
in need, without going through a traditional non-profit organization. Give Directly and Kiva are examples of
peer-to-peer giving platforms.
While these organizations and initiatives are prominent in the donation sphere, there are many others working
towards promoting philanthropy and charitable giving around the world.
Competitive ideas:
In the donation sphere, there are a variety of different organizations and initiatives, each with its own strategies
and goals. As a result, there are competing ideas within this space. For instance, some organizations may focus
on providing immediate relief to individuals or communities in need, while others may prioritize long-term
systemic change through advocacy and policy work.
In addition, some organizations may emphasize the importance of transparency and accountability, ensuring
that donors have a clear understanding of how their donations are being used and the impact they are having.
Other organizations may prioritize innovation and creativity, using new technologies or approaches to address
complex social and environmental challenges.
There are also ongoing debates about the most effective ways to promote philanthropy and charitable giving.
Some argue that a more collaborative and coordinated approach is needed to tackle complex global issues, while
others believe that more decentralized and bottom-up solutions are necessary.
Overall, there are many different ideas and approaches within the donation sphere, and organizations and
initiatives will continue to evolve and adapt as they seek to make a positive impact on society and the world.
The attention of the donors in the marketplace:

Organizations in the donation sphere compete for the attention of donors in the marketplace through a variety
of means. Here are some examples:
1. Effective marketing and messaging: Organizations that can effectively communicate their mission, impact,
and approach to potential donors are more likely to capture their attention. This may involve developing a
clear and compelling brand identity, producing engaging content, and leveraging social media and other
marketing channels to reach a wider audience.
2. Demonstrating impact and outcomes: Donors want to know that their contributions are making a
difference. Organizations that can provide concrete evidence of their impact and outcomes are more likely
to attract and retain donors. This may involve sharing success stories, providing data and metrics, and
communicating progress towards specific goals.
3. Building trust and credibility: Donors want to feel confident that their contributions will be used
responsibly and effectively. Organizations that are transparent, accountable, and have a track record of
success are more likely to gain the trust and confidence of donors. This may involve providing financial
disclosures, following best practices in governance and ethics, and receiving third-party accreditation or
recognition.
4. Creating engaging and meaningful donor experiences: Donors want to feel connected to the causes and
organizations they support. Organizations that create engaging and meaningful donor experiences, such as
providing opportunities for interaction and involvement, are more likely to build strong and lasting
relationships with donors.
5. Adapting to changing donor preferences: Donor preferences and behaviors are constantly evolving, and
organizations that can stay abreast of these changes and adapt their approach accordingly are more likely
to remain relevant and attractive to donors. This may involve embracing new technologies, experimenting
with different fundraising models, or responding to emerging social or environmental issues.
Overall, capturing the attention of donors in the marketplace requires a combination of effective marketing,
demonstrating impact and outcomes, building trust and credibility, creating engaging donor experiences, and
adapting to changing preferences and behaviors. Organizations that can excel in these areas are more likely to
be successful in attracting and retaining donors in the highly competitive donation sphere.
The
Creative Challenge
Problems we are trying to solve.
·The charity problem that we are facing is the lack of transparency and accountability in the charitable sector.
There are numerous charities operating in different parts of the world, each with its own objectives and goals.
However, there are concerns about how effectively these charities use the donations they receive and whether
they are truly making some change in the lives and routines of the people they aim to help.
·To address this problem, various initiatives have been undertaken to increase transparency and
accountability in the charitable sector. These include the establishment of independent oversight
organizations, the development of standards and guidelines for charities to follow, and the use of technology to
improve reporting and monitoring.
·One of the key gaps that we are trying to fill is the need for better information about how charities are using
the donations they receive. This includes information about the impact of their programs, how much of their
budget goes towards overhead costs, and how they evaluate their own effectiveness. By providing more
transparency in these areas, we can help donors make more informed decisions about which charities to
support and encourage charities to operate more efficiently and efficiently.
Why is there a need for change? What value is created by doing
·The charitable sector is facing a range of challenges
that require organizations to be more innovative,
something new?
·Doing something new is a powerful way to create
strategic, and collaborative in their approach to social
value in several different ways. When individuals step
change. One of the main drivers of change is the
out of their comfort zones and try something that they
changing social, economic, and political landscape in
haven't done before, they can cultivate a range of
which charities operate. This has led to a growing
skills and competencies that can help them in various
demand for new approaches and strategies that can
areas of their lives. Here are some of the values that
help charities remain relevant and effective in
can be created by doing something new:
addressing pressing social issues.
·Creativity: Trying something new often requires
·one of the key challenges facing by charities is the
individuals to be creative and innovative. They may
increasing competition for donors. As the number of
need to come up with new ideas, approaches, or
charitable organizations grows and donors become
solutions to unfamiliar problems. This can help to
more discerning about where they allocate their
stimulate the mind and inspire new ways of thinking,
resources, charities are facing greater pressure to
which can have a positive impact on personal and
demonstrate their impact and effectiveness. This has
professional creativity.
led to a greater emphasis on transparency,
·Learning: Working on Something new can also be an
accountability, and outcomes measurement, which
opportunity for learning and personal growth. By
requires charities to adopt new tools and strategies to
taking on new challenges and pushing oneself outside
meet these expectations. For example, charities are
of one's comfort zone, individuals can expand their
increasingly adopting impact measurement
knowledge, develop new skills and competencies, and
frameworks that allow them to assess and
gain valuable experiences that can help them in
communicate their social impact more effectively.
various areas of their lives.
These frameworks provide a structured approach to
·Confidence: Accomplishing something new can also
tracking outcomes and gathering data, which can help
boost one's confidence and self-esteem. By taking on
charities demonstrate their effectiveness to donors
new challenges and succeeding, individuals can
and other stakeholders. This, in turn, can help to
develop a greater sense of self-efficacy and self-
attract more funding and support for their programs
confidence. This can help to improve overall well-
and services.
being and enhance one's personal and professional
·In addition, there is a growing recognition that
relationships.
traditional models of charitable giving and
·Resilience: New Changes can also help individuals
fundraising may not be sufficient to address complex
develop greater resilience and adaptability. By
social issues. Charities are increasingly exploring new
learning to overcome obstacles and navigate
approaches to fundraising and resource mobilization,
unfamiliar situations, individuals can build resilience
including social enterprise, crowdfunding, and impact
and learn to cope with adversity more effectively. This
investing. These approaches allow charities to
can be a valuable skill in both personal and
leverage new sources of funding and engage new
professional contexts.
audiences in their work. Furthermore, there is a need
·Open-mindedness or Willingness to give: Finally,
for innovation and collaboration among charities,
trying something new can promote open-mindedness
donors, and other stakeholders to develop new
and a willingness to explore new perspectives and
approaches to social change. This requires charities to
ideas. By stepping outside of one's comfort zone and
be more strategic in their planning and resource
embracing new experiences, individuals can expand
allocation, as well as more open to partnering with
their horizons and develop a greater appreciation for
other organizations to achieve shared goals.
the diversity of the world around them. This can help
Collaboration can help charities to maximize their
to enhance personal growth and improve
impact and avoid duplication of effort, while also
interpersonal relationship. By giving their time to
promoting greater transparency and accountability in
others can also help for personal satisfaction.
the sector.
Summary of
Recommendations

· Micro-donations through mobile apps: Develop a mobile app that allows users to make
small, one-time donations to multiple charities with just a few taps on their phone. This
app could offer a simple and convenient way for people to support causes they care about
without committing to long-term donations.

· Co-working spaces for charities: Create shared office spaces where charities can rent
desks and meeting rooms, network with other charities, and collaborate on shared
projects. These co-working spaces could also offer access to resources such as fundraising
training, legal advice, and technology support.

· Gamification for fundraising: Develop online games or challenges that encourage users
to fundraise for charities. For example, users could compete to see who can raise the most
money for a particular cause, with prizes and recognition for the top fundraisers.

· Social impact bonds: Create a financial instrument that allows investors to fund social
programs with the expectation of a financial return based on the success of the program.
This would incentivize charities to focus on outcomes and impact, rather than just
delivering services.

· Virtual volunteering platform: Develop an online platform that connects volunteers with
charities in need of specific skills or expertise. This platform could offer training and
support to volunteers, as well as a way for charities to access a wider pool of talent and
resources.
References

1. https://salvationarmy.ca/about-us/our-organization/
2. https://salvationarmy.ca/about-us/mission-vision-and-values/
3. Brian Chan (2015), Executive Director and Co-Founder, Circle Acts.
Why do Charities love the Circle Acts Donation Marketplace?
4.https://www.charityintelligence.ca/charity-details/58-salvation-
army
5.https://wiredimpact.com/blog/determine-your-nonprofits-target-
audience/#:~:text=Those%20people%20most%20likely%20to,vary%
20from%20organization%20to%20organization
6. https://www.youtube.com/watch?v=sRGtEzKy79k
7.https://www.canadahelps.org/en/news-release-new-cause-funds-
from-canadahelps-make-it-easy-for-canadians-to-support-causes-
they-care-about/