Salvation Army combined face-to-face and online fundraising for record-breaking success
February 14, 2013
Although there were points of slow-going during the holiday season, the Salvation Army managed to out-do itself once more. Thanks to celebrity endorsements, long hours of bell-ringing at storefronts and its online fundraising capabilities, the Salvation Army raised $148.7 million in 2012.
"There are times in American history when people unite around a common cause and work together to help their neighbor. 2012 was no different," said commissioner William Roberts, National Commander of The Salvation Army. "The Red Kettle Campaign signifies a unified goal - the public cares for people who have fallen on hard times."
Bell ringers at Kroger locations across the country raised more than 10 percent of the total funds, while Sam's Club-stationed volunteers and Walmart fundraisers brought in 30 percent, or approximately $45 million combined.
The online Red Kettle Campaign was also a hit, accounting for more than $2.1 million in 2012 and web-based fundraising portal brought in another $21.2 million during November and December, before the official campaign kicked off for the holidays.
As foundations tap into emerging digital channels to raise funds online, they can benefit from nonprofit fundraising software that tracks incoming donations and quantitatively measures the success of their efforts.