Salvation Army Campaign Drops 8.5 Percent in 2009

    Army calls for new donations to ease economic woes

    TORONTO, June 29 /CNW/ - The Salvation Army today released the results of
its 2009 Red Shield fundraising campaign, reporting an 8.5 percent drop over
2008. The month-long annual campaign held each May raised $2.47 million in
2009, versus $2.7 million last year. The campaign came up short of its $3
million goal which was the estimated amount needed to serve an increasing
client base nationwide. The decreased totals were attributed to personal
financial woes donors are experiencing due to the severe economic downturn. As
the largest provider of social services outside the government, The Salvation
Army is calling for new donations to help the organization deliver critical
services to the poor.
    "I want to recognize and thank donors who generously gave nearly
two-and-a-half million dollars which will do a lot of good in our efforts to
reduce poverty," said Graham Moore, Territorial Secretary for Public Relations
and Development of The Salvation Army in Canada and Bermuda. "But, we also
want to renew our effort to meet the goal we have set as the need will not go
away. Unfortunately, this is a double-whammy for us, as these declines are
hitting just as demand for service is up during these challenging economic
    This year's Red Shield campaign total is the lowest achieved since at
least 2005, and comes on the heels of an already poor year for gifts of
securities in which the Salvation Army reported a decrease of $5.8 million, or
83 percent, in stock gifts.
    Of the 10 Salvation Army Divisions fundraising during the Red Shield
campaign, only three reported higher donation totals for 2009 as compared to
2008. The Manitoba & Northwest Ontario Division reported the highest overall
increase in donations, with a significant rise of $37,000 (21.9 percent) over
the 2008 campaign. The Ontario Central East Division and the Maritime Division
reported increases of $34,000 (4.2 percent) and $1,000 (0.8 percent)
    "A few Divisions came through with major improvements. I can tell you we
are all very grateful for all of the donations that people were able to make
across the country," added Moore. "We recognize that it's not easy for people
to give in these challenging times, but it shows the goodness in people's
    Marked declines in giving were noted in the Prairie Division consisting
of Alberta, Saskatchewan, and Northern Territories where the area saw a 30
percent, or $183,000, fundraising drop as compared to 2008. Two Salvation Army
Divisions in Newfoundland also suffered fundraising declines of 20 percent or
more - losing 23 percent or $18,000 - collectively versus 2008 levels.

    To view "May Red Shield Division Total Raised (in thousands)" chart,
please click on

    "It's not easy to run a major campaign in this environment, but this
isn't devastating - it's just the reality of tough times," said Graham Moore.
"And I can assure you of this - the Army has been through difficult times
before and our commitment to serving others has never faltered. We are firmly
committed to serving those in need and always will be."
    The Red Shield fundraising campaign has been a May tradition in Canada
for 90 years. In 2009, The Salvation Army kicked off the campaign by releasing
a report - "Poverty Shouldn't Be a Life Sentence" - illustrating the realities
of extreme poverty and homelessness in Canada and offering policy
prescriptions to combat the problem. The Army also released a documentary
short "One Day of Hope," directed by Academy Award nominated filmmaker Hubert
Davis and featuring a day in the life of multiple Salvation Army shelters
across the country. On May 22, the Army opened its doors at 15 shelter
facilities across the country to give the public an opportunity to see,
first-hand, the social service programs it provides to more than 1.5 million
Canadians in-need each year. For more information or to donate, please visit

    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 118 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. When you give to The Salvation Army, you are investing in the
future of marginalized and overlooked people in your community.

    News releases, articles and updated information can be found at

For further information:

For further information: Media Contact: Andrew Burditt, Territorial
Public Relations Director, The Salvation Army, (416) 845-8231,

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