It Takes an Army

From 4–10 May, hundreds of volunteers across Aotearoa New Zealand will step up—collecting, connecting, supporting and serving for the annual Red Shield Appeal. This month we acknowledge the powerful impact of this appeal and remember that it takes an army to make it happen.

I was about eight years old when I first remember holding a collection box for the Red Shield Appeal,’ shares Territorial Commander, Commissioner Janine Donaldson. ‘At that age, I didn’t really grasp the scale of what The Salvation Army was doing, but I knew it mattered.

‘What began as a small gesture has become a calling. I’ve had the privilege of listening to people’s stories, sharing in their struggles and their hopes, and seeing firsthand how the Army’s work brings light to difficult places. The Red Shield Appeal is not just about collecting, it’s about connection.’

While the Red Shield Appeal, as we know it today, has evolved significantly over time, the commitment to authentic connection has remained the same.

In 1886, General William Booth first encouraged Salvationists to give up something of value and donate the proceeds to support the Army’s mission—a practice then known as the Self-Denial Appeal.

By the early 1900s, dedicated Salvationists extended their reach beyond their own sacrificial giving by engaging their communities to help raise funds. A formal distinction between personal giving and the public appeal was made in 1964, and the Red Shield Appeal was born.

Over the years, volunteers have embraced a wide range of innovative methods to collect funds and connect with their communities. These have included national household envelope drops, collectors visiting homes and door knocking, selling War Cry for donations and local corps collecting coins at traffic lights.
In 2002, collections shifted to malls, town centres and supermarkets, with donations also accepted by post. ‘The appeal has continued to adapt,’ explains Campaigns Manager Diana Hill. ‘Covid-19 had a significant impact on our online giving, and our Red Shield campaign is becoming increasingly digital. Every year, you can also expect to see volunteers holding buckets with the trusted red shield logo, along with EFTPOS machines in your community during Red Shield Street Appeal.’

Behind the scenes

To the public, this appeal may look like a simple week of bucket-collecting, but as National Red Shield Appeal Manager Peter Lobb knows all too well, this initiative is the result of months of behind-the-scenes work.

The organisation of this year’s appeal began in October last year. Peter, along with Assistant National Red Shield Appeal Manager Raewyn Butler, looks after over 450 Red Shield Street Appeal sites around the country. This includes supermarkets, petrol stations, malls and dairies. ‘An important part of our job is maintaining and stewarding our relationships. We visit every single site to say ‘thank you’ and to secure our booking for the following May. We also catch up with all our corps and centres, listening to their feedback and making sure they feel supported as we head into our next appeal,’ says Peter.

‘Practically, we deal with all the background jobs like organising EFTPOS machines, liaising with Armourguard and making sure resources are delivered around the country, but our most important focus is maintaining strong relationships. These connections can bear fruit not just for the appeal, but for the whole year.

‘A conversation that started at a bucket during Red Shield Street Appeal ended up with a member of the public being enrolled as a soldier in a corps by the end of the year. It can be easy to underestimate the missional opportunities that exist when we take time to listen to people share their stories with us as volunteers,’ Peter explains.

Peter and Raewyn often hear stories from volunteers about the conversations they have had with the public. Some share how The Salvation Army changed—or even saved—their lives through the Bridge programme and addiction services; others reflect on the Army’s impact during their childhood, recall fond memories of listening to a brass band or express deep appreciation for practical support such as foodbanks and counselling. Last year, one volunteer even met the great-great-granddaughter of William and Catherine Booth, who generously shared some of her family history.

This appeal also provides an opportunity for the Army to share its stories with the wider community. ‘We hear all the time, “I didn’t know that about The Salvation Army”,’ says Peter. ‘People often know us in just one capacity, based on their experiences. But when we are visible and present in our communities during Red Shield Street Apeeal, we get to share the fuller picture—that yes, we provide a wide range of social services, and yes, we are also a church.’

Beyond Red Shield Street Appeal

While Peter and Raewyn focus on the public-facing Red Shield Street Appeal, Diana and her team ensure there are other avenues for donors to contribute. This includes multi-stream advertising and connecting with donors who have supported the Army in the past. ‘Most people think of the Red Shield Street Appeal as the only week of the campaign, but the overall campaign is much larger and longer,’ says Diana.

‘I’ve had a number of other charities approach me about our Red Shield Street Appeal, as The Salvation Army are seen as a leader in this space. We have been very successful in using the reach our corps and centres have in their communities. This is where the strength of this appeal still lies.’

Diana says one of the most common questions volunteers hear is, ‘What does my money go towards?’ In response—and based on feedback from last year’s appeal—collectors this year will have leaflets outlining the services The Salvation Army provides to hand out to donors. ‘This is another way we can tell our story, and it gives people something to take away from their interaction with a collector.’

‘The funds raised through the Red Shield Appeal are critical in supporting the Army’s frontline Community Ministries across Aotearoa New Zealand,’ explains Territorial Secretary for Community Ministries Major Christina Tyson. ‘In some locations, this is what keeps our doors open to the community.’

‘Demand is increasing as the cost of living continues to climb—and now the fuel crisis is adding even more pressure. At some of our busier centres, people are literally lining up for food and support. Those of us who serve in the Community Ministries space are so grateful for every person who donates. The Red Shield Appeal is how we can show our solidarity with our communities as the hands and feet of Jesus.’

It all counts

With last year’s appeal amassing more than 10,500 hours of volunteer collecting, the 2026 campaign catchphrase—It Takes an Army—feels especially fitting. Peter estimates that volunteers interact with close to a quarter of a million people in just
one week. ‘When else do we get this opportunity?’ Peter asks. ‘Sometimes people think, “I’m only from a small town, what difference can I make?” But that’s not true at all. Every volunteer is a part of the story. Every conversation, every interaction, every dollar—
it all counts.’

The contribution of Family Stores continues to be a standout. ‘The work our Family Stores do for this appeal is incredible,’ Peter shares. ‘Over recent years they have asked for donations at the till and made an enormous contribution to our fundraising. It’s an example of how we can move towards a wider Salvation Army Appeal.’

This shift is intentional. The dedication—and often long hours—of corps and centre staff make Red Shield Street Appeal possible, but the vision is broader.

‘Internally, the Appeal used to be known as Street Week,’ Peter explains. ‘This year, we’re moving to a more inclusive name: Salvation Army Week. This shift reflects our belief that the appeal is not only about fundraising but also embracing the missional opportunities it creates. It’s a moment for us as an organisation to be present and engaged with our communities. This is a shared responsibility for all of us.’

Commissioner Janine couldn’t agree more. ‘For me, the Red Shield Appeal is compassion in action. It’s about showing people they are seen, valued and cared for. It has shaped my sense of ministry and taught me that giving back isn’t just something we do; it’s who we become.

‘For The Salvation Army, this appeal is nothing less than a lifeline. It fuels our mission of providing food, shelter, counselling and emergency relief. Without it, so many doors would remain closed to those that need them most. The Red Shield Appeal enables us to reach out, build hope and remind people that they are not alone,’ says Janine.