Salvos win Roy Morgan Trusted Brand award for second year

The Salvation Army has received the Roy Morgan ‘Most Trusted Brand Award’ in the charity sector for the second year running. Colonel Rodney Walters, Secretary for Communications, attended the awards ceremony and accepted the accolade on behalf of The Salvation Army.

Roy Morgan, Australia’s best-known and longest-established market research company first introduced the ‘Most Trusted Brand in Charities’ Award in 2022. With almost 25,000 Australians surveyed each year, the Salvos have won the top position in 2022 and 2023.

“With so many not-for-profits doing great work in the community, we are very fortunate to hold this special position,” says Amity Cartwright, Head of Brand and Marketing for The Salvation Army in Australia.

“Being trusted goes a long way when it comes to somebody building up the courage to reach out and ask for help, become part of one of our communities, to decide to financially support our work or partner with us in another way.”

In recognising The Salvation Army, Roy Morgan acknowledged that the Salvos were widely known for helping people in need — be it support to overcome homelessness or addiction, build a new life after facing violence, emergency assistance in times of disaster, and much more.

Trust sits at the foundation of most relationships, and based on our experience of working with thousands of people over the years, we know it can often take a long time to build trust, and seek help.

So, thank you Australia — for trusting us, and supporting our good work of helping Aussies in hardship, now and in the future.

Read the 2023 Roy Morgan report.