Community: Crown and The Salvation Army

The privilege of giving back to the community

In 2011, as part of its commitment to corporate social responsibility (CSR), Crown Worldwide NZ asked employees to select a charity to support long-term. The Salvation Army was the overwhelming choice. “A lot of our people have connections to The Salvation Army. It has a strong sense of purpose and the Sallies know who they are,” comments Crown New Zealand’s country manager James Logan.

A lasting and meaningful partnership has been forged, to such an extent that Crown was awarded The Salvation Army’s prestigious “Valued Partner” accolade. There are currently fewer than 10 companies in New Zealand to have been recognised in this way. “This meant everything to us,” says James. “We feel so privileged to be involved in helping the community.”

He is a strong advocate for corporate citizenship, and says that “giving back” is in Crown’s DNA. “Giving back to the community is one of our founding principles, but it also makes great corporate sense because it gives people a sense of belonging – so there’s a real feel-good factor.”

Crown has approximately 60 staff at its base in Bush Road. Collaborating with other sites around the country, they have contributed to

James Logan

some extremely rewarding projects, including forming a “container army” to deliver more than $175,000 of products and services to the Cyclone Winston relief effort in Fiji, and creating A Big Sallies Surprise – an alliance with the New Zealand Breakers which raised more than 100,000 cans of food for the foodbanks. Crown was also the first Kiwi business to support the “Cherish a Child” sponsorship programme supporting children’s education in Fiji, Tonga and Samoa.

Moreover, since Crown is a relocation company, on moving day every customer receives a Salvation Army “Giving Back” carton. These can be filled with surplus non-perishable foods, books and DVDs. Crown’s operation crews seal these boxes in the home and deliver to the Sallies on the customer’s behalf. The company set a goal

of collecting 2,000 cartons per year and has actually exceeded this target every year since 2013. “We have discovered that The Salvation Army is held in very high esteem by many New Zealanders, and the generosity of our customers is amazing,” James affirms.

With sustainability being an increasingly important part of CSR, last year Crown and its furniture division FIL Furniture sponsored a complete office re-fit for The Salvation Army’s Northern Division offices, using only pre-loved, upcycled furniture. “What was really impressive was that the Sallies’ staff were thrilled with the upgrade not just because it was nice, but because they felt they could do better work for their people in the new environment,” James recalls. “I have tremendous respect for the work the Sallies do, and the caring attitude they have. We aspire to be that ourselves.”

Since 1883, The Salvation Army has fought poverty, and social and spiritual distress in New Zealand. The Sallies help more than 120,000 families and individuals in need each year, with budgeting advice, food and clothing assistance, life skills programmes and other comfort and support. Business partnerships are an important part of the organisation’s fundraising efforts. There are a number of ways that companies can support the Sallies’ work, including payroll giving, product donations, and sponsorship.