The Salvation Army says it’s lagging on donations this year. Here’s why
Several weeks since the iconic bell-ringer and red kettles began standing at the entrance of supermarkets and convenience stores throughout the country, The Salvation Army says it is struggling to meet its fundraising goals before the end of 2019.
The charity’s branch in South Florida said it is falling short of their $150,000 target of kettle donations, which constitutes the nationwide organization’s largest haul of the year. Though it has implemented other payment options like Apple Pay and online donations, the group says a shorter collection period is affecting donations.
“The bell-ringing season is one week shorter this year because Thanksgiving fell so late and many of our agreements to stand in front of local stores do not begin until after Thanksgiving,” according to Major Enrique Azuaje, commander for The Salvation Army in Miami. Azuaje added the organization was “significantly behind” on its goal in Miami, but has seen an overall drop in donations around the country.
The Salvation Army, a religious organization focused on serving the needs of homeless individuals, said it is also still recruiting volunteers to collect donations outside stores through Christmas Eve.
“Contributions to the red kettles stay right here in this community,” Azuaje said. “We are so grateful for the ongoing financial support and generosity shown to The Salvation Army.”
But while The Salvation Army struggles to meet its fundraising deadline, other nonprofit groups are seeing a bump in their annual giving events. According to Goodwill South Florida, the nonprofit that trains and employs people with disabilities, it has exceeded its fundraising targets because it alternates between digital and one-on-one connections with donors.
“Fundraising as a whole is evolving much like the donors and the way they donate,” according to Lourdes de la Mata-Little, vice-president for Marketing and Development for Goodwill Industries of South Florida.
De la Mata-Little said the organization recently held its 60th anniversary gala and was “extraordinarily successful.” While online donating can provide a greater outreach and faster returns, it can hinder an organization’s message.
“So our job is to continue to reach out, have the donor relate to those we serve and make sure we’re connected enough for everyone to truly feel the joy of giving, especially this time of the year,” De la Mata-Little said.
For more information on the Red Kettle Campaign, call 305-637-6700 or visit www.SalvationArmyFlorida.org/give to donate.
For volunteering information visit www.RegistertoRing.com and choose your location, date and time to volunteer.
This story was originally published December 20, 2019 at 7:37 AM.
