Salvation Army ringing bells early due to COVID-19
The COVID-19 outbreak has pushed the Salvation Army’s Christmas fundraising campaign to a pre-halloween start.
Reduced foot traffic, fewer kettles and consumers carrying less cash — not to mention higher unemployment — could lead to a 50% decrease in money raised this season, according to national Salvation Army estimates.
So the organization is beginning its holiday effort earlier than at any point in the past 130 years.
At the same time, demand for help from struggling families has soared.
“If the Salvation Army is going to be able to provide toys and food for families in need, we simply have to have support from the community,” said Maj. Debra Ashcraft, area coordinator for the Salvation Army in Central Ohio. “There is an urgency that you probably can hear in my voice.”
Already, she said, the local Salvation Army has seen a 225% increase in food pantry services since mid-march. It served nearly 6,500 area families last Christmas and expects that number to grow to record highs this season.
“So much has been taken away this year,” said Kristin Hampton-harmon, spokeswoman for the local Salvation Army. “We want families to have something that feels normal. We want to make sure children wake up and have a gift under the tree.”
While the first bell-ringers likely won’t appear at select locations until Nov. 13, Ashcraft said Thursday, other avenues for holiday donations are open.
To help, supporters can:
• Text rescuechristmas to 71777 and make a contribution by phone;
• Purchase a Red Box for $50 to provide holiday food and a family game, including breakfast and a traditional turkey dinner, to a local family;
• Hold an Angel Tree toy drive, donate new toys, sign up to volunteer at a Red Kettle site or host a virtual kettle;
• Send a check to the Salvation Army, 966 E. Main St., Columbus, Ohio, 43205.
The local Salvation Army marshals one of Ohio’s largest Christmas-assistance programs but, like others across the country, has faced serious headwinds in recent years as consumer habits change. Growing shares of shoppers make their purchases online, reducing encounters with the bell ringers, and many no longer carry even modest amounts of cash to drop in the kettles.
As elsewhere, the local Salvation Army has tried to adapt, embracing virtual Red Kettle drives and adding digital “Kettle Pay” options at sites so passers-by can use Apple Pay and Google Pay to quickly tap their donations. Ashcraft said the organization is trying to give people as many ways as possible to help “Rescue Christmas,” the theme for this year’s campaign. “Families are facing hunger, poverty and job loss due to the coronavirus pandemic,” she said. “We are asking everyone who is able to contribute, to help us rescue Christmas for our neighbors in need.”
Starting Friday, families in need of Christmas assistance can register online at Salvationarmycentralohio.org or complete an application to drop off at one of four locations: 966 E. Main St., 2300 W. Mound St., 3662 Karl Road or 760 Worthington Woods Blvd. rprice@dispatch.com @Ritaprice
“If the Salvation Army is going to be able to provide toys and food for families in need, we simply have to have support from the community.” “There is an urgency that you probably can hear in my voice.” Maj. Debra Ashcraft, area coordinator for the Salvation Army in Central Ohio