Doing the Most Good, Digitally

"If we're accountable for everybody's donations and doing the most good, having [the annual reports] sit in Maj. Hood's closet is not doing the most good," she says.

Hood planted the seed, and The Richards Group took the idea and ran with it. What it came up with was like going from night to day. It was the first time the agency had ever created a 100 percent digital annual report with videos. But the Salvation Army always tells stories in its annual report, so video was a great way to tell those stories in three dimensions, Fannon says.