‘Dream come true’: carols partnership comes to fruition for Salvos
- kirranicolle
- Aug 27
- 3 min read
BY KIRRALEE NICOLLE
The Salvation Army has been announced as the official naming partner of Sydney’s annual Carols in the Domain Christmas event.
The Salvation Army has been partnering with Carols in the Domain since soon after the event’s inception in 1983, when The Salvation Army fundraised at the event by selling candles, then later lolly bags, before being named as the official charity partner of the event. The Salvation Army choir has featured in the event over the decades and continues its involvement today.
The event is televised on Channel 7 and on the radio on the Hit Network and LiSTNR app.
Salvation Army General Manager for Community Fundraising Andrew Hill said the new commitment felt like a “dream come true”. He said he hoped it served to really elevate The Salvation Army brand, but that he saw the movement as more than a brand and was hoping more households across Australia would come to hear about the story of The Salvation Army.
“It’s really exciting, and I think it’s going to be one of those opportunities where we can showcase The Salvation Army, not just from a brand perspective and a fundraising perspective, but we can showcase our story, who we are and what we do and the lives that are transformed through the vessel of Carols in the Domain,” Andrew said.
“Everyone’s really excited about it. And I think this year we’re going to see a big presence of Salvos at the event and in broadcast, and [you] will see us telling our story in a way that [you’ve] never seen it before.”
Volunteers setting up and packing candlebags for a past carols event.
For the past 20 years, Woolworths has generously supported the event as its official naming partner, but when the opportunity arose for The Salvation Army to take over the role, Andrew said the fundraising team saw a chance to shift some of their Christmas Appeal efforts across to the Carols in the Domain partnership.
He emphasised the missional focus of the shift, and the fact that alongside the fundraising potential, it gave The Salvation Army a broader platform to share the belief in hope and transformation for every life.
“It’s going to allow us to connect ourselves to the real story of Christmas around the birth of Jesus and celebrating that,” Andrew said. “I think it will be a great opportunity to make sure that is clearly a part of who The Salvation Army is.”
Having worked on the ground at the event for more than 10 years, Andrew said he was looking forward to being able to share the experience with others.
“I hope people capture the joy that we as a little team have felt for over a decade,” he said.
Andrew gave credit to Carols in the Domain founder and Eva Burrows Award recipient Robyn Hobbs OAM, who included The Salvation Army in her vision of a Sydney-wide Christmas celebration, Head of Fundraising Janine Kewming and Secretary for Communications Colonel Rodney Walters, who both backed the move, TSA National Events Manager Lisa O’Sullivan and General Manager for Campaign Communications and Advocacy Benjamin Moyes who have supported the Carols in the Domain partnership over the years as well as other members of the Fundraising team who have all committed their time and efforts to growing the partnership.
To volunteer for The Salvation Army’s Carols in the Domain, you can email events@salvationarmy.org.au
