Introducing The Big Connection 2025

Major Alec Still introduces the annual fundraising appeal rooted in local connections and ministry.

Fundraising is not just a practical necessity: it is a powerful expression of our faith, our mission and our commitment to serve others in Jesus’ name. The Big Connection invites us to rediscover the joy of giving, the strength of community, and the transformative impact of holistic ministry.

Fundraising has always been an integral part of a Salvationist’s work for God. It enables us all to create welcoming spaces and provide essential support for people in need. More than just a practical necessity, fundraising is a vital expression of our Christian identity and public witness.

Raising funds offers corps the opportunity to unite around a shared mission, while inviting the wider public to contribute. It never ceases to amaze me how generous people are to The Salvation Army – it is an enduring testament to the trust people place in us to serve the most vulnerable in our communities.

My wife is currently studying for a PhD and she found that, in its earliest days, The Salvation Army adopted financial and business practices from the secular world. By doing this, The Salvation Army became trusted and accountable for public funds. This reputation continues today

Behind this decision, an important spiritual principle was set. William Booth believed firmly in transformation, that the unholy could be sanctified and bring glory to God. This included people, songs from music halls and financial resources.

As The Salvation Army, we believe that showing practical compassion and sharing the gospel go hand in hand. Our ministry cares for the whole person, addressing both physical and spiritual needs. When we raise funds to support people experiencing homelessness or to stock our corps food bank, therefore, it is not simply about meeting needs: it is about revealing Jesus. Fundraising is a means of transformation that honours our heritage and Christian responsibility.

For many generations of Salvationists, myself included, February – and, later, September – was the month for door-to-door collecting. I could tell countless stories from those days. Many gave gladly ‘for the cup of tea in the war’, because they or someone they knew had been served by The Salvation Army in the past.

Things have changed. Raising funds is more difficult today than ever before, not just for us but for all charities. Door-to-door collecting is no longer viable, and many of the cup-of-tea-in-the-war generation are no longer with us. People often do not have a direct connection to The Salvation Army.

We also find ourselves among thousands of worthy causes competing for public support. The cost of living crisis, along with global uncertainty caused by war and turmoil, means many people’s disposable incomes have been significantly reduced. TV adverts, campaigns such as Children in Need, and platforms such as Omaze and charity lotteries have also changed public perceptions of fundraising.

Nonetheless, an increasing amount of money must be spent on compliance. Corps must maintain buildings in ways that meet legal requirements and within constantly evolving legislation. Perhaps this is where Booth’s business-minded approach reminds us that these practical necessities are just as much a part of transforming lives as our more visible acts of service.

Despite these challenges, there is still much to be encouraged by. Special events, supermarket standing days, and Christmas carolling opportunities have become our new fundraising traditions, and the general public remains extremely generous towards The Salvation Army.

The Big Connection is focused on the local: local fundraising for local initiatives. People are more likely to give to local projects than to a central organisation – a personal connection plays a key role in charitable giving.

A fundraiser for a specific project, such as Messy Church, a new initiative for older people, a homelessness drop-in or food bank is often more effective in engaging and motivating people to both give and get involved. Focusing on a specific group or need helps make the cause more tangible and relatable. Community events can create opportunities for intergenerational connection and help foster a sense of community spirit in areas the Army is at work.

Taking part in the Big Connection 2025 can also be uplifting: organising a fundraising event can bring together different people within a corps, inspiring and motivating them as they work towards making a meaningful difference.

The Big Connection is about embracing the holistic ministry embedded in our DNA.

There remains an urgent need for our corps to be funded through a variety of sources, and taking some responsibility for this is both good stewardship and honouring to God. With less local government funding and more people in need, we must be creative in how we bridge the gap. This requires effort and commitment, but raising funds for God’s work is a life-giving part of our shared mission. Everyone needs to share that commitment to ensure we can continue transforming the lives of people in our communities.

It’s about not just raising funds, but connecting with people in our communities who might later be invited to join a parent-and-toddler group, Messy Church or Cameo group. It’s a way to deepen relationships and grow our church family.

I heard of a young man who ran the London Marathon this year to raise funds because The Salvation Army had helped him overcome addiction and transform his life. He wasn’t a seasoned runner, but he completed the course proudly wearing his red shield shirt, wanting everyone to see that he belonged and was grateful for God’s love and grace.

Many people in our communities, especially those who know who we are, are waiting for the opportunity to give and support our work. If they can do this in a fun and engaging way, by attending or supporting a community event, all the better. And who knows where those connections and conversations may lead?