In yet another sign of the new marketing times, the Salvation Army is making it possible for anyone who wants to ring a bell in front of one of its traditional red kettles during the Christmas season to do almost the same thing online.
Businesses, groups and individuals are invited to create their own personal red kettle page – following the simple instructions found here.
The kettles have been a Salvation Army mainstay since 1891, but apparently last year was the first time that volunteers didn’t have to stand alone outdoors and endure the cold, winter weather in front of a mall to host one.
“The online campaign is based on the success of a western-state pilot program last year,” wrote Donna Goodison in the Boston Herald recently (November 24, 2005).
“While the Salvation Army has accepted online donations on its own site year-round for the past five years, it saw a 36 percent increase in donations by consumers who ‘clicked on the kettles’ last holiday season,” added Goodison. “Donations averaged $95 – much more than a drop of change in the kettle.”
I’ll say. The Salvation Army’s online red kettle campaign appears to be not just a potential boon for the organization, but also a perfect example of the kind of constituent-driven e-philanthropy that’s catching on quickly among nonprofit organizations and the charitable people who support them.
For an example of what a red kettle fundraising site looks like, click here and please donate to mine. Thanks.
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