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FEATURE:
The Salvation Army
November 28, 1997    Episode no. 113
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BOB ABERNETHY: Not only is this a season for giving thanks, it's also a season for giving. No doubt your mailbox is filling up with solicitations for charitable donations. And those familiar Salvation Army kettles are reappearing. Americans contributed a billion dollars to the Salvation Army last year, more money than to any other charity. What's behind the success of this organization that's more than a century and a quarter old? We asked Bob Faw of NBC News to take a look.

BOB FAW: The Salvation Army has always been bold and brassy, quaint and austere, and it still is. But today, the army is more than street-corner carols and frumpy uniforms. It is recovering alcoholic and one-time gourmet cook Ken Sherwood, now cooking for the army, one of its 40,000 employees.

KEN SHERWOOD: It wasn't until I got to the Salvation Army that they put in the missing key, and that missing key was God.

FAW: This is also the Salvation Army, a worship service in one of the army's 10,000 centers, which it operates in 103 countries.

Unidentified Woman: I just had a good time praising the Lord today. I just enjoyed it, I really did.

FAW: It has long been lampooned on Hollywood and Broadway, but 132 years ago, it was no laughing matter for its founder, William Booth, a British evangelist. He considered his followers crusaders against sin, to instill discipline patterned after an army with military garb, rank, even chain of command.

From a handful, the army has become a colossus. In one year, it serves 15 million meals, makes nearly six million visits to hospitals and nursing homes, helps another two and a half million people in natural disasters. From the Salvation Army, Heather Arlene Osborne got food and toys for her daughter, Megan.

HEATHER ARLENE OSBORNE: We had no other place to turn. You know, we were flat broke when we received the food also. I don't feel like there are strings attached when we receive help from the Salvation Army.

FAW: And there to help people like Heather and Megan are 25,000 uniformed officers worldwide whom the army trains, ordains, and carefully monitors, like Norfolk, Virginia area commander Captain Rick Michaels.

Captain RICK MICHAELS: I grew up in the Salvation Army, and I used to be afraid that some of my friends might see it.

FAW: Not anymore. From the set of a local television studio or a service club downtown, Rick Michaels is always flying the army banner.

Capt. MICHAELS: We do about five or six different types of things each day. I'm rarely in the office.

FAW: And just as busy is his wife, Connie. That's Salvation Army Captain Connie Michaels, area coordinator of women's activities.

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Captain CONNIE MICHAELS: Howdy. How are y'all? It's so good to see y'all this morning.

FAW: In this army, officers may only marry another officer. Some spouses might resent that, but Dick's mother and father didn't and neither did Connie.

Capt. MICHAELS: I don't remember consciously thinking too much about it. I guess maybe, if I had thought or dwelled on it too long, I might have backed out. But it's been great. I can't complain.

FAW: The army provides officers with a house, furniture, car, and small living allowance, about $10,000 apiece. It's a tightly run ship at the top, too. The annual operating budget is $1.5 billion, but the national commander's salary is just $48,000. He has no chauffeur, one secretary, one assistant.

Unidentified Man #1: It keeps the operation lean and clean, and that's the way we like it.

FAW: And everyone seems to love the army. Last year, it raised more in private donations than any other charities, almost half of its budget. Almost a quarter of the budget comes from products the army sells, 16 percent from government funds. It's a no-nonsense, no-frills operation. Eighty-six cents of every dollar raised is actually used to help someone else. And in this army, there's never even a hint of scandal. Suspected wrongdoers are suspended immediately.

Mostly, though, the Salvation Army sees itself as a church where doctrine and social action are one.

Unidentified Man #2: If we're doing it right, you really can't tell which is religion and which is social work, because they're so interrelated and integrated.

Capt. MICHAELS: You have given, and give again, and we say thank you.

FAW: In 132 years, neither its doctrine, teaching the gospel of Christ and meeting human needs in his name, nor its approach have changed.

Man #2: What we're talking about is a war of right versus wrong, evil versus doing God's will, and so we take that rather seriously. We think that calls for aggressive and militant action and response.

FAW: Hidebound? No. The army now takes American Express and will soon unveil a Madison Avenue ad campaign. But in a world of change and compromise, this self-styled band of pilgrims refuses to do either. Providing help for today and hope for tomorrow. In Washington, this is Bob Faw, reporting.

ABERNETHY: This holiday season, the Salvation Army has gone country in its annual fund-raising drive. Singer Reba McEntire has recorded a new song, "What If," and she's donating a share of its sales to the organization.

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