“Just as a body, though one, has many parts, but all its many parts form one body, so it is with Christ.”—1 Corinthians 12:12

Across the vast and diverse continent of Africa, The Salvation Army’s ministry—faithful service through corps and community development projects such as hospitals, health clinics and schools—is inspiring.

Over many decades, trust and credibility have been earned through acts of compassion that meet spiritual, physical and practical needs. Today, The Salvation Army is respected by churches, governments, NGOs, donor partners and communities alike for its unwavering commitment to improving the lives of people throughout this warm and welcoming continent.

Yet, as the reach and impact of the Army’s ministry grows, so does the need to raise money to meet the demands for service and to tell stories of transformation. Many territories face a common challenge: they do not yet have the technical skills and tools to communicate their work effectively and thereby generate sustainable support. In too many places, public relations (PR) departments are stretched thin, with staff consumed by administrative duties, rather than leading strategic communications work so essential to building local engagement and financial sustainability.

Recognizing this need, the Africa Zone office at International Headquarters (IHQ), in partnership with the 17 African territories, is taking intentional, proactive steps to build public relations, communications and fundraising capacity across the continent. This capacity-building program is based on the co-created African development strategy. The project grew from priorities identified by territorial leaders at the 2023 Zonal Leaders Conference. It aligns with the Africa Zone’s vision for self-sufficient territories—where local partnerships and fundraising help sustain ministry. Through this initiative:

• PR officers from six territories have completed two in-person, week-long training sessions, and are receiving ongoing coaching and mentoring.
• Six additional PR officers have attended the first week of in-person training, with their second week scheduled for the end of September 2025.
• The final six territories will attend their first in-person training in October 2025 and their second in early spring of 2026.
• Importantly, one senior executive leader (chief secretary) from each territory will also be trained—helping ensure that senior decision-makers recognize the strategic importance of PR and communications to mission advancement and financial sustainability.

A team from Canada and Bermuda has contributed to this initiative by developing training materials, mentoring PR leaders and helping design sustainable approaches to storytelling, branding and public engagement. We are very pleased that our mission partners, True Sense Marketing and Edelman Africa, are colleagues in this on-the-ground training that has taken place in Zimbabwe and Zambia. These skills are critical to building local trust, forming meaningful partnerships and generating the resources needed to sustain and grow ministry.

Major Thataetsile Semeno, secretary for communications in the Southern Africa Territory, attended the training.

“It was a valuable and timely investment in our mission,” he says. “It enriched me both professionally and spiritually, equipping me to strengthen our communications work in the Southern Africa Territory and across the Africa Region.”

• Already, the results of this collaboration are becoming clear:
• PR officers and leaders are growing in skill and confidence.
• The public profile of The Salvation Army across Africa is being strengthened.
• New partnerships are emerging with local communities, governments and donors.
• More territories are beginning to generate local income to support operations andprograms—moving toward greater sustainability.

Our involvement is grounded in Scripture: “Now you are the body of Christ, and each one of you is a part of it” (1 Corinthians 12:27). In this spirit, we view ourselves as one part of a greater whole. Just as no part of the body functions in isolation, we are called to contribute our strengths in support of the Army’s global mission. The Africa Zone’s training initiative gives us a tangible way to live out this calling.

In the Canada and Bermuda Territory, we are humbled and grateful to serve as part of this body—sharing what we have and learning alongside colleagues who inspire us with their vision, resilience and faithfulness. This is kingdom work: building up one another so that the whole may flourish.

Our prayer is that, through continued partnership, mutual encouragement and the grace of God, The Salvation Army’s mission will continue to advance in Africa and beyond—bringing hope, transformation and the love of Christ to people in need.

Lt-Colonel John Murray is the territorial secretary for communications.