Salvation Army deploys early for fundraising
The Salvation Army started its annual holiday fundraising campaign earlier than ever in an attempt to “rescue Christmas.”
Facing increased demand during the coronavirus pandemic as Americans suffer high unemployment, the nation’s largest social services organization said its bell-ringing volunteers started collecting donations in its iconic red kettles Monday instead of waiting until closer to Thanksgiving as in past years.
Amid a surge of store closings, a decline in foot traffic to retail locations and a nationwide coin shortage, consumers are carrying less cash, so the Salvation Army expects to see up to a 50% decrease in fundraising.
“Our ability to raise vital funds to serve those in need this Christmas and beyond is at risk,” Commissioner Kenneth Hodder, the faith-based charity’s national commander, said in a news release. “We need everyone who has the capacity to come alongside us and ensure that the holiday season is bright for millions in need.”
Though the campaign officially kicked off Monday, not all red kettles will be out across the nation immediately as it’s a local decision.
Amid COVID-19, the organization said requests for help are at an all-time high, and it estimated it could serve up to 155% more people this year with Christmas assistance such as putting food on the table, paying bills, providing shelter and helping place gifts under the tree – if resources are available.
Since March, the Salvation Army said, it has provided more than 100 million meals and 1.5 million nights of shelter.
Last year, $126 million was raised through about 30,000 red kettles. In a statement to USA TODAY, the Salvation Army said it is working with “corporate and community partners to determine how many red kettles will be safely placed, but we expect it will be less than our typical number.”
Bell ringers will be provided masks and instructed to follow all local and Centers for Disease Control and Prevention safety protocols, officials told USA TODAY, and they will be trained to maintain social distancing and to clean kettles each day.
“We need everyone who has the capacity to come alongside us and ensure that the holiday season is bright for millions in need.” Commissioner Kenneth Hodder Salvation Army national commander
Getting donations in ‘cashless society’
Instead of searching for change or dollar bills in pockets or wallets, consumers can contribute by pulling out their cellphones.
Last holiday season, the Salvation Army put a modern spin on fundraising when it launched “Kettle Pay” and allowed consumers to donate digitally with Apple Pay or Google Pay at any red kettle.
Using Kettle Pay, donors scan a QR code for Apple Pay or hover over a Google Pay symbol to donate electronically.
“As America moves towards a cashless society, The Salvation Army has been adapting to make it simpler and safer for donors to give,” Hodder said in a statement to USA TODAY, noting 63% of consumers carry less cash and coins.
Donations can be sent by texting KETTLES to 91999 and by saying to Amazon Alexa, “Alexa, donate to the Salvation Army,” then specifying the amount. Donations will be accepted at RescueChristmas.org.
Many businesses and experts encourage consumers to use contactless payment systems because of concerns about the spread of the viral infection via cash and credit cards.
Reports of the coin shortage, which U.S. Mint officials called a “disruption of the supply channels of circulating coinage,” started in mid-June.
Fewer open stores this holiday season
As many as 25,000 stores could shutter in 2020 because of COVID-19’s impact, according to a report from Coresight Research.
Since May, department store chains and apparel retailers have announced thousands of store closures and a record number of bankruptcies. Although stores have grappled with declining foot traffic for years, officials said the pandemic accelerated the closings and bankruptcy filings.
Among those that filed for Chapter 11 bankruptcy protection: Ascena Retail Group, parent company of Justice, Ann Taylor and Lane Bryant, J.C. Penney, Sur La Table, Neiman Marcus, Tuesday Morning, Lord + Taylor and J. Crew.
Other retailers, which haven’t filed for bankruptcy, plan to shutter locations, including Victoria’s Secret, Nordstrom and Signet Jewelers, parent company of Kay, Zales and Jared.
Holiday shopping starting earlier
While the Salvation Army kicks off its campaign early, retailers plan to start the holiday shopping earlier than in past years, too.
Walmart, Target and Best Buy said they will offer deals for the holiday season early to reduce crowds and spread out demand.
Last week, Home Depot announced its Black Friday sale will stretch nearly two months instead of a single day, making deals available in stores and online.
Michael Brown, a partner in the consumer practice at Kearney, a global strategy and management consultant firm, told USA TODAY holiday sales will need to start “as early as October for retailers to have enough selling days in restricted occupancy stores.”