COVID-19 forces Salvation Army to switch up its Red Shield Appeal

The Salvation Army is making changes to its annual Red Shield Appeal in response to the coronavirus pandemic. And in a first for the fundraiser, those giving can nominate where their donations go.

Salvation Army officers Nathan and Kylie Hodges with their sons Caleb, 6, Jackson, 3, and Judah, 1, are encouraging South Australians to donate to the online Red Shield Appeal. Picture: Brenton Edwards

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A knock on the door is being replaced by the click of a mouse.

For the first time since 1965, The Salvation Army is moving its Red Shield Appeal to an online-only fundraiser.

But while social distancing is changing the way the Salvos collect donations, the digital doorknock has an upside.

In another first, those giving – and fundraising with family and friends – will now be able to nominate where their donations go by selecting a specific local community.

The Salvation Army’s Mark Foyle said the appeal would run until the end of June.

“We anticipate seeing some of the greatest need that we’ve ever seen in our 140-year history serving Australians,” Mr Foyle said.

“The COVID-19 crisis has financially crippled many Australians and it will take months to see the real impact it will have.”

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Nathan Hodges, who with his wife Kylie is a Salvation Army officer, said the digital doorknock had “great potential to engage new donors”.

The Salvation Army Australia Annual Report 2018-19 showed its social services provided more than 1 million sessions of care to Australians.

It helped 46,000 people experiencing homelessness, provided financial counselling to more than 65,000 and cared for 13,000 people coping with family violence.

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