We talk to Dale Bannon, National Community Relations and Development Secretary of The Salvation Army USA, about the innovative way in which The Salvation Army is exploring new digital experiences to reach and engage audiences as fundraising evolves.
1. Can you tell us more about Thrift Score on Roblox?
Thrift Score is a virtual Salvation Army Thrift Store on Roblox where players can shop for and donate digital items they can wear anywhere on the platform. It is designed to feel like a real thrift trip, where the excitement of discovering items is just as rewarding as the find itself. Just like in our physical thrift stores, each item is unique, making every find feel special. In fact, hundreds of the digital pieces are inspired by real items sourced from Salvation Army thrift stores. We also partnered with creators to introduce limited drops and collaborations.
2. What led The Salvation Army to set it up?
As thrift culture surged into the mainstream, we saw an opportunity to introduce a new generation to both the value and impact of thrifting at The Salvation Army in a way that reflects their everyday experiences. Thrift Score was built to meet them where they are, bringing an authentic thrift experience into a platform where they spend time, build community and express themselves.
For more than 150 years, The Salvation Army has helped millions of people to overcome poverty, substance abuse and economic hardships by preaching the gospel of Jesus Christ and meeting human needs in His name, without discrimination, in nearly every ZIP code. Last year alone, we served 28 million people in the United States, providing warm meals, a safe place to sleep and support for a fresh start, thanks to the generosity of the public, including those who shop at our thrift stores.
3. Thrift Score is a really interesting fundraising initiative. What does it tell us about the future of fundraising?
Thrift Score is an example of how non-profits like us are exploring new digital experiences as fundraising evolves to reach and engage new audiences. Even the world’s most iconic and long-standing cash fundraiser, our Red Kettle Campaign, has adapted and expanded beyond physical giving to include virtual kettles that empower supporters to fundraise within their own networks, as well as contactless options like Kettle Pay.
The Salvation Army’s Angel Tree programme also has digital options. Thanks to our partnership with Walmart, donors can now shop online for toys and other items requested by families in their community and have those items shipped directly to The Salvation Army to help ease the burden on families in need.
Overall, these initiatives reflect a shift in how people connect with causes. Fundraising is becoming less about one-time transactions and more about creating ongoing, meaningful relationships with multiple ways for people to participate that fit their needs and abilities. Small, repeat interactions can add up to meaningful impact over time.
4. What does success look like for you? How might you develop Thrift Score in the future?
Success looks like a new generation discovering The Salvation Army, not just as a place to thrift, but as a way to make a positive impact in their community. We hope it sparks curiosity about what they might find in our physical stores and helps them experience the joy of knowing their purchases support their neighbours in need.
In addition to continuing to build on what makes thrifting special – freshness, surprise and community – future iterations could include expanding items inspired by real Salvation Army finds, partnering with more creators and brands on limited drops, and regularly refreshing inventory so there’s always something new to discover.
5. How do you think digital is going to evolve for charities over the next year, and how should charities prepare for this?
Digital will continue to play a significant role in how charities connect with supporters, particularly younger audiences. As fundraisers, it’s important for non-profits to meet donors where they are and, increasingly, that means online.
Digital channels create more opportunities to reach and engage a wider audience, offering the convenience and immediacy that many people have come to expect. Whether it’s through mobile giving, social platforms or more personalised communication, donors are looking for simple, accessible ways to support causes they care about.
The Salvation Army, like other service organisations, also has a need for physical volunteers to help fulfil its mission. More than 1.5 million volunteers helped make The Salvation Army’s work happen last year. Charities should be intentional about creating pathways that move people from online engagement to real-world involvement – and vice versa. That journey is an essential part of an individual’s relationship with an organisation or cause.
That said, organisations that embrace the digital frontier while staying grounded in their mission will be best positioned to engage the next generation of donors and drive meaningful, lasting impact.