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Frälsningsarmén (fralsningsarmen.se) scores 67 out of 100 on Brand Analyzer, placing it in the Developing tier among Non-profit brands, in the 13th percentile of 20268 Non-profit brands.
Frälsningsarmén (the Salvation Army in Sweden) is part of an international Christian church founded in 1865, headquartered in London, with Brian Peddle serving as its global leader (General). The organisation combines spiritual ministry with social work, operating local congregations (kårer), churches and social services across Sweden to support homeless and socially vulnerable people, while also engaging believers, seekers, donors and volunteers in its mission.
| Brand Name | Frälsningsarmén |
|---|---|
| Domain | fralsningsarmen.se |
| Industry | Non-profit |
| Founded | 1865 |
| Headquarters | London |
| CEO | Brian Peddle |
| Main Competitors | Stockholms Stadsmission (71/100), Swedish Red Cross (78/100), Erikshjälpen (80/100), Myrorna (68/100), Caritas Sverige (77/100) |
Moz Domain Authority 38/100 vs category average 48 / leader 95 - limited third-party links, so AI systems rarely encounter mentions of the brand.
Ranked #1,410,677 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
No Wikipedia presence was found - a major gap, since Wikipedia is among the most heavily weighted sources in AI training data.
The homepage meta description reads "Frälsningsarmén är en internationell kristen kyrka med ett stort socialt engagemang. Runt om i landet driver vi kårer, församlingar och sociala verksamheter." (Meta description: 22 words (ideal length). OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), Organization schema, og:title, og:description, og:type, Twitter cards, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Content is SV-only, limiting citation in English-language AI answers.
Detected tech stack: Next.js, Nginx.
Social footprint: verified profiles on Facebook, Instagram, LinkedIn, X (Twitter), GitHub; no detected presence on YouTube - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked October 2026.
When asked "What is Frälsningsarmén?", Claude could identify the brand as of October 2026. Frälsningsarmén is the Swedish branch of the Salvation Army, a Christian international charitable organization that provides social services such as shelters, food aid, and support for vulnerable groups, alongside its religious mission work. Best known for Providing shelters, second-hand shops, and emergency aid for homeless and disadvantaged people in Sweden.
When asked "Best brands similar to Frälsningsarmén?", Claude would recommend Frälsningsarmén as of October 2026. It's one of the most well-established and trusted charitable organizations in Sweden, making it a natural mention alongside similar non-profits.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Frälsningsarmén's main competitors in Non-profit: Stockholms Stadsmission (71/100), Swedish Red Cross (78/100), Erikshjälpen (80/100), Myrorna (68/100), Caritas Sverige (77/100).
Sources: Brand Analyzer scan
Frälsningsarmén has limited AI-search visibility, scoring 38/100 on Brand Analyzer's AI visibility composite (visibility 25, trust 48, recommendation 48). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Frälsningsarmén official site
Frälsningsarmén was founded in 1865. Frälsningsarmén operates in the Non-profit category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
Frälsningsarmén is headquartered in London. Frälsningsarmén operates in the Non-profit category.
Sources: Wikidata
Frälsningsarmén scores 48/100 on Brand Analyzer's AI recommendation signal, indicating it is less likely to be surfaced when AI assistants like ChatGPT suggest Non-profit options. Recommendation depends on crawlability, structured data, and category authority.
Sources: Frälsningsarmén official site
Frälsningsarmén is an international Christian evangelical church and charitable organisation, founded in 1865 and headquartered in London. In Sweden it operates as both a church and a social service provider, running local congregations (kårer), churches and social programmes.
Sources: Frälsningsarmén official site
Frälsningsarmén spreads Christian faith through church services and congregational life while also providing social support to homeless and socially vulnerable people across Sweden. It operates local 'kårer' (corps), churches and social services, and relies on donors and volunteers to sustain its spiritual and charitable work.
Sources: Frälsningsarmén official site
Frälsningsarmén can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Frälsningsarmén official site
Frälsningsarmén is known for combining religious ministry with hands-on social work, particularly its support for homeless and disadvantaged individuals through a nationwide network of corps, congregations and social services in Sweden, as part of a global Christian movement founded in 1865.
Sources: Frälsningsarmén official site
Frälsningsarmén's services are used by people experiencing homelessness or social vulnerability who seek practical help, as well as by believers and spiritual seekers who participate in its church communities. Additionally, donors and volunteers engage with the organisation to support its charitable and religious mission.
Sources: Frälsningsarmén official site
Frälsningsarmén scores 38/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Frälsningsarmén has a weak AI-visibility profile at 38/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is trust (48/100) and its weakest is visibility (25/100). It benefits from a Wikidata knowledge-graph entry, a global traffic rank of #1,410,677 (Tranco) and open access for AI crawlers (GPTBot, ClaudeBot, etc.). The main gaps holding it back: no clear Wikipedia entity to anchor it in LLM training data, a low Moz Domain Authority of 38/100 and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Frälsningsarmén from memory (October 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Frälsningsarmén: FragDenStaat (67/100), Fortress Louisbourg Association (67/100), Franklin Local (67/100), Fraser Institute (67/100).
A step up - brands to learn from: Zentralwohlfahrtsstelle der Juden in Deutschland e.V. (71/100), Zoryan Institute (71/100).
Category leader: Change.org (97/100).
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