Donors up, volunteers up, but Salvation Army still has challenges
The Salvation Army was founded in London in 1865. And 2015 couldn't be a better time for an organization that relies largely on donations to celebrate its 150th anniversary.
Charitable giving as a whole has been on the rise for five straight years, according to Giving USA. At a total of $358.7 billion, last year marked the first time private giving from individuals, foundations and businesses topped pre-recession totals in 2007. Likewise, 8.7 billion volunteers hours were logged last year, most since the Current Population Survey began tracking them in 2002.
That's good news for Beverly Peterson, the Fox Valley area director of development for The Salvation Army. Peterson said local Salvation Army branches will raise 70 percent of their income in the weeks between Oct. 1 and Jan. 31 via the Red Kettle Campaign.
But there are new challenges. For one, foot traffic to retail stores is trending down across the country as people turn more and more to online shopping. And, those who do trek to a physical store for shopping are carrying less cash.
No one drops credit cards into the Red Kettle. But Peterson said they may be able to swipe one soon.
Sites up in Milwaukee are piloting Red Kettles with credit card readers this year. If successful, cashless donors in the Chicago area may have the option to swipe a card in coming years.
The next biggest threat to the future of the Red Kettle is loss of volunteers. Volunteerism may be up nationally, but The Salvation Army still uses more paid bell ringers than it would like.
"We know that when a kettle is manned it will raise more money than a kettle that is unmanned," Peterson said. "If we have to start paying more and have less volunteers, well, the whole purpose of the Red Kettle is to raise funds."
Despite the challenges, Peterson has no doubts about the future.
"The Red Kettle is what we're known for at Christmas," she said. "It's a way to instantaneously feel good about something you did during the holiday season. It's a random act of kindness. I think we're always going to have the Red Kettle. We're as much a part of Christmas as Santa Claus."