Brandwave

Salvation Army NZ vs SPCA:Which is more popular?

In September 2026, SPCA had more branded searches than Salvation Army NZ among national charities in New Zealand. SPCA had about 38,900 branded searches, while Salvation Army NZ had 22,700. SPCA made up 47.9% of all national charity searches we track, and Salvation Army NZ accounted for 28%. When we asked ChatGPT and Google AI Overviews about national charities, Salvation Army NZ appeared in three of the five answers and SPCA in one. Salvation Army NZ was mentioned before SPCA in two out of three answers.

Among national charities in New Zealand in September 2026

Who do people search for more?

SPCA, about 71% more searches than Salvation Army NZ

SPCA 38.9K searchesSalvation Army NZ 22.7K searches

Who does AI mention more?

Salvation Army NZ, mentioned in 3 of 5 answers, SPCA in 1

Salvation Army NZ in 3 of 5SPCA in 1 of 5

Who does AI recommend more?

Salvation Army NZ, named ahead of SPCA in 2 of 3 answers

Salvation Army NZ first in 2SPCA first in 1

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Top national charities in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Salvation Army NZ was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. SPCA was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Salvation Army NZ was listed before SPCA in two out of three answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Red Cross NZ1st
  2. Forest & Bird2nd
  3. Cancer Society NZ3rd
  4. Salvation Army NZ4th
  5. SPCA5th
  6. World Vision NZ–
  7. Hospice NZ–
  8. Starship Foundation–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Salvation Army NZ3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Forest & Bird3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Red Cross NZ2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cancer Society NZ2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • SPCA1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • World Vision NZ0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hospice NZ0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Starship Foundation0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about national charities

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Is Salvation Army NZ or SPCA more popular in search?

This chart shows how often people search Google for Salvation Army NZ and SPCA by name. Each line represents a brand's share of searches for all nine national charities we track, month by month, from searches in New Zealand.

Salvation Army NZ and SPCA among national charities in New Zealand, by month

Share of searches by month for SPCA, Salvation Army NZ. The figures are in the table below the chart.

View monthly share of searches table
MonthSPCASalvation Army NZRed Cross NZForest & BirdWorld Vision NZHospice NZCancer Society NZStarship Foundation
Oct 202542.8%35.4%10.1%2.6%3.2%2.7%2.1%0.98%
Nov 202542.8%35.5%10%2.6%3.2%2.7%2.1%1.1%
Dec 202537.9%46.1%7.1%1.9%2.5%2.3%1.3%0.88%
Jan 202641.1%40.8%9.1%1.7%2.1%2.8%1.7%0.79%
Feb 202636.8%42.6%9.8%1.8%3.3%2.5%2.2%1%
Mar 202642.3%34.7%9.7%2.6%4.3%2.7%2.6%1.1%
Apr 202646.6%32.7%8.7%1.9%4.2%3%1.9%0.9%
May 202645.9%31.4%8.8%2.2%5.2%3%2.2%1.2%
Jun 202642.9%29.2%8.8%5.9%8%2.4%1.8%1%
Jul 202650%28.8%9.7%2.5%3.4%2.7%2.1%0.95%
Aug 202648.3%28.1%10%2.3%4%2.7%3.6%0.94%
Sep 202647.9%28%9.6%4.4%3.9%2.8%2.4%0.91%

How has the Salvation Army NZ and SPCA comparison changed over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending September 2026: Salvation Army NZ took it in December 2025, SPCA took it in January 2026, Salvation Army NZ took it in February 2026, SPCA took it in March 2026.
  • Across the 12 months ending September 2026, Salvation Army NZ’s share of searches among national charities in New Zealand moved from 35.4% to 28%, and its estimated monthly branded searches moved from 32.2K to 22.7K.
  • Across the 12 months ending September 2026, SPCA’s share of searches among national charities in New Zealand moved from 42.8% to 47.9%, and its estimated monthly branded searches held steady at 38.9K.

How did search popularity change for New Zealand national charities in September 2026?

1 change

  1. Salvation Army NZ’s share of searches among national charities in New Zealand has lost ground for 3 months in a row, from 29.2% to 28% in September 2026.

How are branded searches counted?

33 search terms

Brandwave collects information about searches that people make online using Salvation Army NZ’s and SPCA’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Salvation Army NZ

17 branded search terms

  • manukau salvation army
  • salvation army
  • salvation army donations nz
  • salvation army lower hutt
  • salvation army nz
  • salvation army nz volunteer
  • salvation army onehunga
  • salvation army otahuhu
  • salvation army papamoa
  • salvation army papanui
  • salvation army paraparaumu
  • salvation army porirua
  • salvation army pukekohe
  • salvation army timaru
  • salvation army whanganui
  • salvation army whangarei
  • the salvation army nz

SPCA

16 branded search terms

  • spca
  • spca adoption
  • spca animals
  • spca cat adoption
  • spca dogs
  • spca donate
  • spca foster
  • spca hours
  • spca kittens
  • spca number
  • spca operating hours
  • spca opshop
  • spca puppies
  • spca telephone number
  • spca volunteer
  • waikato spca

How the Brand Demand Index is measured

Other head-to-heads among national charities

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