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The Salvation Army

Challenge

Built for Mission: A Simpler, More Connected Salvos Experience

Built for Mission: A Simpler, More Connected Salvos Experience

Built for Mission: A Simpler, More Connected Salvos Experience

With a fragmented digital ecosystem and limited ability to connect with frontline teams, The Salvation Army needed a more effective way to engage its diverse workforce. They wanted to move beyond reliance on email to deliver a personalised, mobile-first experience that fosters collaboration and clarity. Key priorities included reducing noise, creating a sense of unity across geographically-dispersed active officers and employees, and equipping leaders with data and insights to guide better engagement.

With a fragmented digital ecosystem and limited ability to connect with frontline teams, The Salvation Army needed a more effective way to engage its diverse workforce. They wanted to move beyond reliance on email to deliver a personalised, mobile-first experience that fosters collaboration and clarity. Key priorities included reducing noise, creating a sense of unity across geographically-dispersed active officers and employees, and equipping leaders with data and insights to guide better engagement.

With a fragmented digital ecosystem and limited ability to connect with frontline teams, The Salvation Army needed a more effective way to engage its diverse workforce. They wanted to move beyond reliance on email to deliver a personalised, mobile-first experience that fosters collaboration and clarity. Key priorities included reducing noise, creating a sense of unity across geographically-dispersed active officers and employees, and equipping leaders with data and insights to guide better engagement.

Approach

Intelligent Communications Experiences partnered with The Salvation Army to conduct a light touch digital discovery and help select the right employee communications platform for their people and strategy. We then supported implementation through a comprehensive Change Readiness Strategy for the Salvos App.


  • Discovery and analysis to understand current‑state challenges across the organisation

  • Platform assessment and selection guidance aligned to strategy, audience needs and technical fit

  • Segmentation, readiness and engagement planning to build a unified change narrative and activation roadmap

  • Platform architecture, governance and measurement foundations to support sustainable publishing and mission‑aligned content

Impact

The work created clarity, alignment and confidence across The Salvation Army, setting the Salvos App up for a successful launch.


  • Leaders developed a clear understanding of employee and officer needs, strengthening focus and decision‑making

  • Well‑defined governance and content structures improved consistency and simplified publishing

  • Frontline perspectives were prioritised, ensuring the app supports all cohorts


The result: a strong foundation for Salvos Central – in your pocket, enabling clearer communication, stronger connection and mission‑aligned storytelling.


Testimonial

“ICE has been a true partner every step of the way — from helping to understand our needs to identifying the right technology and guiding us through a successful rollout. Their expertise and collaborative approach gave us clarity, confidence, and a strategy that connects our people and our mission.”

“ICE has been a true partner every step of the way — from helping to understand our needs to identifying the right technology and guiding us through a successful rollout. Their expertise and collaborative approach gave us clarity, confidence, and a strategy that connects our people and our mission.”

“ICE has been a true partner every step of the way — from helping to understand our needs to identifying the right technology and guiding us through a successful rollout. Their expertise and collaborative approach gave us clarity, confidence, and a strategy that connects our people and our mission.”

Annemarie Watt, Head of Internal Communications, Editorial and Production, The Salvation Army

Annemarie Watt, Head of Internal Communications, Editorial and Production, The Salvation Army

Annemarie Watt, Head of Internal Communications, Editorial and Production, The Salvation Army

Let's empower your workforce with seamless, strategic digital communication

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Let's empower your workforce with seamless, strategic digital communication

Get In Touch

Let's empower your workforce with seamless, strategic digital communication

Get In Touch