Salvation Army Christmas Kettles Break 2007 Fundraising Record by 12 Percent



    
    Generous Canadians Donate $16 Million to Kettles Despite Economic
    Slowdown
    

    TORONTO, Jan. 22 /CNW/ - Donors across Canada defied expectations of a
charitable giving slowdown by donating a record $16 million to Salvation Army
Christmas Kettles in 2008, exceeding last year's $14.3 million by nearly 12
percent. Funds raised will be used in the fight against poverty in Canada
through a variety of programs including services for the homeless, addictions
and rehabilitation services and practical assistance for families.
    "The spirit of generosity in this country - even during challenging times
- continues to amaze and humble us and we are greatly encouraged by these
results," said Graham Moore, Territorial Secretary for Public Relations and
Development of The Salvation Army for Canada and Bermuda. "Our services are
always needed, but as the economy softens, our work becomes even more
important."
    In addition to money raised in the physical kettles, The Salvation Army
saw a marked increase in online giving during November and December. During
the combined months, the Army raised more than $2.5 million online - an
increase of 26 percent from 2007. Additionally, The Salvation Army iKettle
program - which enables donors to set up and maintain their own virtual kettle
- raised $131,000 through 168 kettles. Last year, the program raised $31,000
through 98 kettles.
    The Salvation Army attributes the success of its 2008 campaign to local
retailers who continue to host the kettles, volunteers who donated their time
and most importantly, to the thousands of donors who continue to support the
work of The Salvation Army. This year was especially important as many
Canadians may face difficult times due to a slowing economy and turn to The
Salvation Army for assistance.
    As a significant component to the 2008 campaign, The Salvation Army was
fortunate to partner with Wal-Mart and others to raise awareness and money.
Specific, partnerships for the 2008 Christmas Campaign included:

    
    -   Wal-Mart: The Army partnered with Wal-Mart this year for the first
        ever National Kettle Launch, held at 10 Wal-Mart stores in cities
        throughout Canada on November 19th. Cities included Calgary,
        Edmonton, Halifax, London, Montreal, Ottawa, Saskatoon, Scarborough,
        St. John's and Vancouver.

    -   TAXI Inc: The Salvation Army and TAXI Inc (www.taxi.ca), a Canadian
        based advertising and design company, began distributing jackets to
        the homeless on November 22. The jacket distribution is taking place
        in Vancouver, Calgary, Toronto and Montreal and will continue
        throughout the winter. Part of the 15 Below Project
        (www.15belowproject.org), the jackets were specifically designed to
        help the homeless stay warm by using newspaper for insulation during
        winter.

    -   Santa Claus Parade: The Salvation Army participated in the nationally
        televised 2008 Santa Claus Parade on Sunday, November 16th in
        Toronto.

    -   Santa Shuffle: The Army continued its partnership with Running Room
        Ltd. by hosting the 18th Annual Santa Shuffle in 35 cities throughout
        Canada on Saturday, December 6th. Support for the 2008 event resulted
        in a 13% increase in participation and a 16% increase in fundraising.
    

    The $16 million figure includes only money donated to The Salvation
Army's physical kettles across Canada. The Salvation Army is continuing to
tally dollars raised through phone, direct mail and other sources during the
Christmas Campaign season - which runs from late November through Christmas
Eve.
    The Salvation Army's National Christmas Campaign helps the Army provide
direct, compassionate, hands-on service to more than 1.5 million people in
Canada each year, restoring hope and dignity to the most vulnerable in
society. The Salvation Army's annual Christmas Campaign has grown into one of
Canada's most significant and recognizable annual charitable events.

    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 117 countries around the world. The
Salvation Army offers practical assistance for children and families, often
tending to the basic necessities of life, provide shelter for homeless people
and rehabilitation for people who have lost control of their lives to an
addiction.
    News releases, articles and updated information can be found at
www.SalvationArmy.ca





For further information:

For further information: Andrew Burditt, Territorial Public Relations
Director, The Salvation Army, (416) 845-8231,
andrew_burditt@can.salvationarmy.org, www.SalvationArmy.ca; or Matt Meenan For
The Salvation Army, (202) 289-4001, mmeenan@xenophonstrategies.com


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