Salvation Army Woos Both Younger and Older Donors

The 2012 Philanthropy 400

Salvation Army Woos Both Younger and Older Donors 1

Salvation Army

Salvation Army’s efforts to reach out to young supporters got help from the musician Adam Young, of the band Owl City, who embarked on a tour on behalf of the charity.

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Salvation Army

Salvation Army’s efforts to reach out to young supporters got help from the musician Adam Young, of the band Owl City, who embarked on a tour on behalf of the charity.

The Salvation Army’s 6-percent decline in donations last year caused it to slide from second to third place in The Chronicle’s rankings of charities that raise the most from private sources, just behind United Way and Fidelity Charitable, the big donor-advised fund.

To reverse that trend, the Salvation Army is trying to reshape its image as a hip organization worthy of young donors’ support, while also reminding its older and most-loyal donors to keep the