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Released 26 February 2007
The Salvation Army has a new branding strategy that has been endorsed and implemented on a national basis. The slogan being used is simply "Doing the Most Good". Let me suggest to you a few of the places where the Army does the most good. However, I want to be clear that I believe that the Army is more than those in uniform. If you put a dollar in the kettle, you're one of us! If you help pack a food basket, you're one of us. If you send a check with the mail appeal, or ring the bell at the kettle with a Service Club; you're one of us, part of an Army desperately desiring to "do the most good".
Good in the midst of tragedy
This has been an unprecedented year for tragedy in our nation, and indeed, around the world. These kinds of disasters are always terrible, but if you'll forgive me for feeling this way, I have never been prouder to be associated with The Salvation Army. Literally before the hurricane struck, and immediately following, Salvation Army personnel, trucks, and supplies made their way to the Gulf coast. A number of Salvation Army canteens from our own division in Northern New England participated in a giant Salvation Army convoy traveling to the disaster. Salvation Army officers served there. Advisory Board members, volunteers of every size and shape, made their way to Mississippi and Texas and the other parts of that region to provide help. They served meals, and they counseled those who lost loved ones. They slept in sleeping bags and struggled alongside those they went there to help. But in the midst of it all, the Army was there, and by extension, by virtue of your support, you were there too; "doing the most good".
Good in the midst of poverty
While it is easy to picture the tragedy of the gulf coast disasters, there is great need here, too. In the gulf region there are those who lost their homes, and in your own town, there are those who have never had one. In the gulf coast there are those who wonder where their next meal will come from, but there are those here who wonder the same thing. In the midst of daily poverty the Salvation Army, of which you are a part, is making a difference and is "doing the most good".
I challenge you to give something of yourself in the service of others. whatever you can do; whatever you can give; do it, and know in faith that God will bless your gift; indeed God will bless you for you are a part of the Army, a Salvation Army, that is "doing the most good".
God Bless you.
- Major David Kelly, Divisional Commander