The Salvation Army Rings in 2007 Christmas Campaign



    Bells and Buckets Supplemented by Enhanced Online Efforts for 116-year
    Old Fundraising Campaign

    TORONTO, Nov. 19 /CNW/ - Today, The Salvation Army announced the national
launch of the 2007 Christmas Campaign aimed at raising money to combat poverty
in Canada at Christmas and throughout the year. Thousands of Salvation Army
bell-ringers have already begun fanning out to street corners and retail
outlets across the country in an effort to help meet or exceed the $22 million
raised during the 2006 campaign.
    Across Canada, The Salvation Army is once again manning each kettle with
the traditional "Christmas bell" to highlight the need to give back at this
time of the year. Additionally, the Army will continue to expand its Internet
fundraising presence through the iKettle Program and a partnership with the
social networking application 'Causes' on Facebook.
    "The bells are a real icon of the Christmas season which many people
associate with The Salvation Army's mission of giving back and we want to
highlight this at our kettle stands," said Commissioner William Francis,
Territorial Commander of The Salvation Army Canada and Bermuda. "At the same
time, we realize that the face of fundraising is changing and we need to
respond accordingly with concerted outreach to the online community."
    The iKettle Program is an easy to use online tool that will enable each
participant to customize their own iKettle web page and then invite others via
e-mail to donate to The Salvation Army. Additional information and
instructions are available on www.SalvationArmy.ca/ikettle.
    This year, The Salvation Army will also be one of the first Canadian
options for the social networking program, 'Causes' for Facebook. The program,
created by Project Agape for the social networking site Facebook.com, empowers
individuals to create or join a specific social services cause; recruiting
friends, making them aware of key issues and developments and, perhaps most
importantly, raising money to go directly to the organization. After a
successful launch with United States-based nonprofits this spring, the program
is ready for the Canadian market, with The Salvation Army as one of its
initial charitable partners. Additional information on Causes for Facebook is
available at www.Salvationarmy.ca.
    "Fundraising in the 21st century is becoming more and more dependent on
the virtual element," said Commissioner Francis. "By utilizing Facebook and
continuing to expand our online kettle program, we are reaching out to a
younger audience and getting them involved through a medium with which they
are both comfortable and familiar."
    Additionally, The Salvation Army will once again march in the nationally
televised 2007 Santa Claus Parade on Sunday, November 18th in Toronto and the
Army is also continuing its partnership with Running Room Ltd. by hosting the
16th Annual Santa Shuffle 5 km Fun Run and 1 km Elf Walk in 34 cities
throughout Canada on Saturday, December 1st. The Santa Shuffle raises money
through pledges promised on behalf of runners competing in the race.
    The charitable theme of the Christmas campaign this season will be to
highlight the needs of the nearly five million Canadians, including more than
one million children, still living in poverty today. Poverty is at the root of
many of the social service problems The Salvation Army sees every day - from
homelessness to substance abuse to families going without toys, food or even
heating at Christmas.
    "As the largest non-governmental provider of social service in Canada,
The Salvation Army relies on the support of the general public to provide for
the needs of those living in poverty," said Commissioner Francis. "With
anywhere from 15 to 20 percent of our annual fundraising revenue collected
during the Christmas season, it is critically important that the Canadian
people continue to give generously this year."
    The annual Christmas campaign, which raised more than $22 million in
2006, helps The Salvation Army to 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. On average, 88 cents of every
dollar donated to the Army is used directly in charitable activities-
exceeding the Canada Revenue Agency's guideline of 80 percent donation
efficiency. 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 111 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: Media Contact: Matt Meenan, For The Salvation
Army, (202) 289-4001, mmeenan@xenophonstrategies.com; Andrew Burditt,
Territorial Public Relations Director, The Salvation Army, (416) 845-8231,
andrew_burditt@can.salvationarmy.org


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