Doing the Most Good, Digitally

Hood says it's an impact the organization wasn't expecting, but it shows the power of video to tell the stories of the work organizations are doing.

The annual report also features videos of the Salvation Army's commissioner, Israel L. Gaither, and chairman, Rob Pace, speaking to the vision of the organization. At the end of each video, viewers are given the option to share the video via MySpace, Facebook or YouTube, and videos also feature a button visitors can click to read the contents of the video in story or letter form. The entire annual report also is available as a printable PDF with the click of a button.