Toronto, ON – Retail, Volunteer and Public Generosity Key Factors in Success of Fundraiser
Donors across Canada generously contributed $22 million to The Salvation Army’s 2006 Christmas fundraising campaign. This support will allow the Army to give hope to more people in need through a variety of programs including homelessness outreach, addiction and rehabilitation services, and practical assistance for families. Salvation Army personnel attribute the campaign’s success to the continued support of retailers who hosted the kettles at their stores, volunteers who donated their time and local residents who generously gave to support the effort.
The $22 million raised nationally will benefit more than 1.5 million people in 400 communities across Canada.
“We are continually amazed by the generosity of Canadians and this year’s Christmas Campaign was no different,” says M. Christine MacMillan, Territorial Commander of The Salvation Army for Canada and Bermuda. “The generosity of those that support our work will help us continue to stand with the marginalized in Canada. Without their help, much of what we do would not be possible.”
This year, The Salvation Army introduced new programs to encourage Canadians to give online. For the first time, organizations in Canada were able to host their own “virtual” Christmas kettles on their company website while individuals were invited to participate in an online fundraising contest to win an Apple iPod music player on the SalvationArmy.ca website. In all, Canadians donated $1.5 million online during the 2006 campaign, a 68% increase from 2005.
The kettles continue to be a vital part of the Christmas Campaign, raising over $11 million across Canada.
As part of the Christmas campaign, The Salvation Army also launched a national advertising campaign to highlight homelessness under the headline, “We See What Most Don’t.” The advertising emphasized The Salvation Army’s work on one of the most pressing social service issues in Canada today – the country’s growing homeless population.
In addition to providing regular meals and shelter to over 5,000 homeless individuals each night, the Army works in communities across Canada to launch innovative programs in an effort to combat homelessness at its source. The Salvation Army was heartened by the federal government’s December announcement indicating that they will continue to aggressively combat the homelessness problem through the Homelessness Partnering Strategy. The Army anticipates a significant role in the program. Along with government support, continued private donations are critical to ensure that The Salvation Army can continue to adequately address the homelessness problem in local communities throughout the country.
The Salvation Army participated in the nationally televised 2006 Santa Claus Parade on November 19th in Toronto and on Saturday, December 2nd, the Army invited families and individuals to participate in the 16th Annual Santa Shuffle 5 km Fun Run and 1 km Elf Walk held in 34 cities throughout Canada to help raise money for the campaign.
From its humble beginnings as a fundraiser started by a Salvation Army captain in San Francisco, California in 1891, The Salvation Army’s Christmas fundraising campaign has grown into one of the most recognizable and important charitable events in the world. Last year, the more than $20 million raised helped The Salvation Army to provide assistance to over 1.5 million Canadians in need.
About The Salvation Army:
The Salvation Army is an international Christian organization that began its work in Canada in 1882 and has grown to become the largest non-governmental direct provider of social services in the country. The Salvation Army gives hope and support to vulnerable people today and everyday in 400 communities across Canada and 111 countries around the world. The Salvation Army offers practical assistance for children and families, often tending to the basic necessities of life, providing shelter for homeless people and rehabilitation for people who have lost control of their lives to an addiction.
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News releases, articles and updated information can be found at www.SalvationArmy.ca.
