The Self-Denial Appeal started in 1886 when General William Booth called Salvationists to give sacrificially and to deny themselves so that they could offer God’s love to a hurting world.

The Salvation Army is now active in more than 130 countries, and the Self-Denial Appeal still operates in every territory. Whether living in wealth or poverty, Salvationists from all walks of life generously support the Army’s mission to share the Gospel and improve the lives of millions of people through the love of Jesus.

Love in Action

The theme for the Self-Denial Appeal 2024 is ‘Love in action’ and is inspired by 1 John 3:16-18 (NIV).

‘Love in action’ sums up the Christian lifestyle—acting in love towards others because of the love God has for us. Throughout the Self-Denial Appeal, we will be challenged to see we cannot separate our display of ‘love in action’ from generosity with our financial resources.

Each week, we will hear inspirational stories from Salvation Army programmes close to home—in Tonga, Indonesia and the Philippines. The stories will demonstrate how Self-Denial funds have previously been used to help families create thriving small businesses in the Philippines, rebuild their churches after a devastating earthquake and tsunami in Indonesia, and provide holistic education to preschool children in Tonga.

This Self-Denial Appeal, you’re encouraged to take the time to reflect on how you can make a sacrificial commitment to display your love for God and others in action.


This year’s devotional series talks about the love of God through Jesus Christ, who came to us, sent from Heaven, God in the flesh, to show us a new way to live. It is the way of love, the ultimate demonstration of which is a supreme act of self-denial—Christ’s submission to a cruel and unjust death by crucifixion for the sake of all humanity.

The Self-Denial Appeal is an opportunity to unite with Salvationists and friends around the world to share the gospel message, bring the light of Jesus to the world and to care for people experiencing disadvantage and need. Together, through the devotional series, we have an opportunity to seek the Lord and bless the world through Spirit-inspired actions.

Thank You

Even with a changing environment for our worshipping communities, our people still answered the call so graciously to support others with last year’s theme, ‘A Gift From The Heart’. Your support of the 2023 Self-Denial Appeal saw just over one million dollars raised across New Zealand, Fiji, Tonga and Samoa—what an awesome effort! This amazing gift means real change is being actioned through the love of Jesus and the work of The Salvation Army in our most vulnerable and developing countries. Thank you. 

Our call to action for 2024, ‘Love in action’, has been to offer God’s love to a hurting world through our intentional, sacrificial giving. Thank you for your thoughtful and prayerful consideration to this year’s Self-Denial Appeal.

The Salvation Army is a registered charity under the Charities Act 2005, registered number CC37312. This means The Salvation Army is exempt from income tax. The Army also has Donee Status from IRD, meaning donations of $5 or more may qualify for a tax credit. The Salvation Army IRD number is: 011-264-190.

Children’s Mission Programme and Youth Bible Studies

Children’s Mission Programme: This is a four-week series, starting on 21 July, finishing on 11 August. This will give children and their families a programme to follow with room to express creativity. The programme includes the weekly video series, an option to make their own ‘Giving Box’ and a template for the children to make and decorate. There will also be a take-home sheet for families to participate in some weekly challenges, a reminder of the memory verse and an opportunity to look at stories in the Bible. The children and their families can participate in the Altar Service on 18 August.

Youth Bible Studies: This six-part series is a resource for youth leaders to use in small groups with young people.