The Big Connection: 'Fundraising is mission'

Fundraising Appeals Officer Robert Collins introduces himself and talks about the Big Connection.

Tell us a bit about yourself.

I grew up in a Christian family. My brother and I became Catholics when I was young. When I went to university, I started drifting away from faith. But I was always interested in philosophy and travelled a lot. I went on holiday to Russia, and the churches there were packed. It was Orthodox, very different from what I was used to. While writing my MA dissertation on the persecution of the Church in the Soviet period, I went to Odessa in Ukraine and saw secret police documents containing lists of martyrs. It was really moving, and I started to go to church again. When I came back to the UK, I started going regularly and I converted to the Orthodox Church.

How has your work related to your faith?

One day after church, some women outside were handing out leaflets. One looked at me and said, ‘This is incredibly important.’ I took it home and looked at it, and I could tell it was important. I became involved with their campaign, and ended up working for a related Christian charity. You can never underestimate the impact of a small act like handing out a leaflet!

Coming into this role, I’ve always loved The Salvation Army’s work, that practical side of faith. I was involved with a charity in Russia that is not dissimilar so, although I’m of a different denomination, the Army’s work really resonates with me.

What does your role entail?

I work on the Self-Denial Appeal and the Big Connection. I’m passionate about giving and fundraising. It can be difficult for people to give, but I believe giving should be painful. It’s sacrificial – in the case of Self-Denial, I think people get that. Fundraising is harder, but fundraising is mission.

Why is fundraising mission?

Fundraising is preaching the gospel, partly because you are asking people to sacrifice something. You are inviting people into a transformative thing. When you’re fundraising, it’s also the first time someone might see you, and they get an inkling of who we are as The Salvation Army and why we’re doing this work. So we’re preaching and we’re inviting people in.

The Big Connection feels timely when society can be so disconnected, doesn’t it?

Part of the atomisation in society means that people don’t see themselves as part of the bigger picture. It’s easy to think something is nothing to do with them. There’s a sense of entitlement or people being out for themselves. But when people give something, they actually get a kick from it – a serotonin burst from being generous. That’s perhaps something God has wired into us, but people have become cut off from that, because people have learnt not to give.

Why do we need to fundraise?

People might not see it, but on a pragmatic level, we need to fundraise to help the Army’s services to continue. And spiritually, we’re inviting people into something, to be part of it and to give towards it. We also have to divorce it from virtue-signalling – we’re not asking for people to give to glorify themselves.

Are people timid about asking for money? If we’re doing God’s mission, why would we be embarrassed about asking people to help?

There is the challenge of timidity. People almost think fundraising is a dirty word, or they can be wary of the potential of shoving something down someone’s throat. But the Army has always been bold. It’s also a brand people trust, which helps – as a Christian Church, The Salvation Army has an incredible USP!

What’s something people don’t know about the Big Connection that they should?

You can keep the money raised through the Big Connection for your own local mission. Also, the Big Connection happens all year round, so you can fundraise at any time of year!

What’s new for 2026?

We have a new toolkit with materials to use, and we are encouraging people to try some new challenge events. One of them is a sponsored digital Sabbath, for example giving up your mobile phone for a week – if you do it, please get in touch and share your story with us! The other is a sponsored litter-pick. We can support you with bibs and equipment and contacting your council. I can’t think of a better way to be visible as The Salvation Army. You’re cleaning up your community, caring for creation, having fun, raising money and people will be interested in why – it’s a win-win!

• For questions, help or support with the Big Connection or fundraising, email territorial.appeals@salvationarmy.org.uk.