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Making space for moments that matter at The Salvation Army Kroc Centers
Impact
Reduced staff workload
Freed up time for higher-impact work
Enhanced member experience
Simple, self-serve access customers appreciated
Improved visibility
Clearer picture, quicker decisions
Organization:
Community & Recreation Center
Community:
20 centers
Individuals Served:
Thousands nationwide
OVERVIEW
A nationwide network with a local mission
The Salvation Army’s Kroc Community Centers form a national network of vibrant, community-driven spaces where individuals and families come to connect, learn, and thrive.
Made possible by a landmark $1.5 billion gift from philanthropist Joan Kroc in 2004, these centers were founded on the belief that everyone deserves access to opportunity and a true sense of belonging. They offer a wide range of programs, including fitness and wellness, arts, education, child care, and social services.
Today, Traction Rec supports 20 Kroc Centers across multiple U.S. territories (77% of all centers in the country) in continuing that mission. Each center remains uniquely tailored to reflect and respond to the needs of its local community all whilst helping individuals grow, thrive, and feel genuinely connected.
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challenge
Managing growth amid disconnected systems and rising complexity
At their core, Kroc Centers are about community, welcoming everyone to participate, swim, work out, learn, and volunteer. But behind the scenes, managing that experience had become increasingly complicated. Outdated, disconnected systems made everyday tasks more difficult than they needed to be.
Each center operated its own calendars, programs, and communications using a patchwork of clunky custom-built tools or paper-based methods. Staff had to juggle schedules, registrations, and rosters across multiple platforms, with no simple way to track a member’s journey or get a complete view of their interactions.
Routine tasks and critical processes, like tracking attendance, generating reports, or conducting safety checks, relied on spreadsheets and manual work arounds, adding an administrative burden that slowed things down. Like many mission-driven organizations, Kroc Centers faced a familiar challenge: too much complexity, not enough clarity. With limited resources, staff needed a system that supported their work, not one that added to it.
Solution
A unified platform powering better days and stronger communities
Partnering with Traction Rec, Kroc Centers adopted a Salesforce-based platform designed to centralize operations and streamline how they work. This cloud-based system replaced siloed tools with one flexible solution that connects member data, program schedules, registrations, and more, while still adapting to each center’s unique local needs.
Less clicking. More connecting.
The goal was clear: reduce manual work, improve reporting, and deliver a consistent, personalized experience for every member. More importantly, it was about giving staff their time back, to focus on people, not paperwork. With Traction Rec, Kroc Centers have a solution that makes daily work easier, and their impact even greater.
- All member data under one digital roof: Staff can easily view and manage household details, including family members, memberships, and program registrations, without duplication or paper. With a true household view, staff and families have streamlined access and control.
- Faster transactions: Selling day passes went from paperwork-heavy to just a few clicks, especially for returning members. No more re-entering data for every visit.
- Real-time, powerful reporting: From daily attendance and program engagement to financial reconciliation, teams now have immediate access to the insights they need to plan more effectively and make informed decisions.
- Enhanced member self-service: While members can access their information and services through the online portal, the Kroc Connect app takes it further allowing them to reserve spots, register for programs, and manage their accounts anytime, right from their mobile device.
- Simplified cash handling: A one-bag-per-cashier system improves shift accountability, reduces cash discrepancies, and speeds up end-of-day reconciliation.
- Smarter billing: Features like automatic proration and email alerts for declined payments reduce manual follow-ups and keep billing cycles running smoothly.
- Flexible program management: Staff can independently create, launch, and update classes, schedule punch pass lessons, and set membership scan-in restrictions tailored to each center’s needs.
Offering flexible options like 2-hour swim passes has made it easier for centers to meet the unique needs of their communities. What started at one location has now expanded to others, giving more families affordable, accessible ways to enjoy facilities without needing a full-day pass.
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REsults
Simpler, smarter operations now create space for what matters
What used to take weeks now happens in just a few clicks. Automated workflows, centralized calendars, and real-time data free up teams to spend less time on admin and more time facing and engaging their members. This shift has enabled Kroc Centers to deliver more personalized experiences, while scaling operations across locations without losing the personal touch. Here’s what changed with Traction Rec:
- Easier sign-ups and access: Members register for class, manage their accounts, and sign waivers online. No phone calls or paperwork needed. Check-ins are quick and simple whether online or in person. Even seniors have notably embraced these tools!
- Less stress for staff: One system handles programs, schedules, and member info from a single system. No more switching between spreadsheets or juggling disconnected tools.
- Confidence for leaders: With a scalable, reliable platform in place, leaders can plan for growth without sacrificing the personalized service their communities expect.
- Real-time wins and insights: Daily attendance tracking lets teams celebrate wins, spot trends, and respond quickly to immediate needs. Staff can see which programs are popular, monitor participation, and tailor outreach to better support activity and engagement.
- Faster day-to-day tasks: Routine tasks like setting up programs or running reports now take minutes instead of weeks, thanks to streamlined workflows.
- Simplified scheduling: Centralized calendars and automated scheduling help avoid conflicts, maximize facility use, and keep operations running smoothly.
- Teams that work together: Built-in reminders and shared task tracking keep staff aligned, organized, and focused on delivering great experiences.
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Real-time member scan-in numbers gave centers a quick, clear look at who was coming through their doors each day. It brought a new energy to staff, seeing just how many people they’re connecting with and how much value the center provides to its members.
Previously fragmented processes and disconnected tools are now integrated into cohesive workflows, enabling more efficient management of members, activities, and data. By replacing outdated, on-premises systems, Traction Rec and Salesforce strike the right balance between built-in standardization and customizable features, tailored to each Kroc Center’s unique needs with clarity and simplicity.
Why Traction Rec was the right partner
Built specifically for nonprofits and community centers, Traction Rec combines an intuitive user experience with seamless Salesforce integration to help organizations like The Salvation Army Kroc Centers simplify operations and empower communities through personalized member journeys. This partnership represents a meaningful step toward more connected, member-focused experiences—allowing Kroc Centers to enrich lives, foster community spirit, and create lasting opportunities for growth nationwide.
Staff consistently praise how easy the system is to use, and leadership is excited about its ability to grow with their needs. With more features and integrations on the horizon, momentum is building around scaling up and finding smarter (and more impactful) ways to serve the community.
Deepen your own connections and impact
Whether you oversee one location or many, the right technology can transform how you serve your community. If you see your own story in the Kroc Centers’ journey, let’s talk about how we can help you create more time, more connection, and more community—wherever you are.
