Closing the giving gap
Salvation Army regroups after Target retail chain bans soliciting at stores
Near the entrance for the Christmas Tree Shop on Route 1 in Lynnfield, Barbara Patten stood next to her Salvation Army kettle and played her flute on a recent Saturday as customers walked past. Several stopped just long enough to smile and slip money into the kettle, among them Anita Santiago of Lowell .
"It's much nicer to hear the flute than the bell," Santiago said. "You hear the bell so much at this time of year."
The bell ringers and kettle stands are out again this year, but Salvation Army community centers in the region and nationwide are attempting to reach their fund-raising goals without the help of a long-term ally.
The Salvation Army -- a Christian-based charity -- raised approximately $9.4 million from Target stores nationwide during its 2003 kettle drive, according to David Goldberg, public relations manager for the Massachusetts Salvation Army. In Massachusetts, stands at nine Target locations yielded approximately $109,000 in donations, Goldberg said.
"We need to find a way to make up that money, and need the public's help," he said.
Target spokeswoman Lena Michaud said that while the public has offered "a wide variety of opinions" on the decision, "this was done solely for the reason of consistency."
Target has a no-solicitation policy, but had always made an exception for the Salvation Army. Each year the company receives an increasing number of requests from other nonprofits seeking a spot at its stores, and the exception made for the bell ringers "opens the door" for other nonprofit organizations to solicit funds from Target customers, Michaud said. She noted that Target distributes an average of $2 million per week to various nonprofit groups in the communities where it does business, including the Salvation Army.
The chime of the Salvation Army bell ringer is one of the sounds of the season, dating back to 1891. Patten, who plays piano at chapel services and assists with children's musical groups among her Salvation Army services, said that she's often complimented on her flute playing. She said she also receives donations and kind words from those who feel indebted to the charity.
"They say that the Salvation Army has helped them in the past, and given them an opportunity, and they're giving back," Patten said. "Some people can't give much but they don't like to walk past the kettle. They give loose change."
The kettle drive is the Salvation Army's major fund-raiser, and the money raised in a service area is used in that area to support a range of charitable acts throughout the next year, according to Captain Paul Slegaitis, commander-minister of the army's community center in Newburyport.
"It's not just for Christmas," he said. "It's for when someone in January needs money to pay her oil bill or gas bill, or money to help a single mom stay in her home because she's behind on her monthly rent. For us, the Christmas fund-raiser is not just about Christmas, it's about all year."
According to the Massachusetts Salvation Army, bell ringers collected $15,405 outside the Target location in Saugus last year. That was the most productive location in the region, said Major Edgar George of the Lynn center.
The Salem community center raised approximately $16,480 from Target locations in Salem and Danvers.
"Most people consider the Salvation Army to be a part of Christmas," said Major Robert Klenk of the Haverhill community center. "But some people are in a no-win situation, and it's unfortunate that it's at this point now, where we're facing so many issues in everything we do. There are many good organizations and many charity-minded companies. Unfortunately, the benefit to us is really being taken away."
While the number of groups soliciting funds has grown, some retailers welcome the Salvation Army stands. In addition to supporting the good work the charity does, John DeJesus, president of Johnny's Foodmaster, said participating in the drives is part of being a good corporate citizen.
"We've done it since we opened our stores," said DeJesus, whose company allows bell ringers at all 11 of its locations, including Revere, Lynn, Melrose, and Medford. He remembers dropping a dollar into the kettle outside the Boston Jordan Marsh store as one of the highlights of the Christmas season as a boy. "It's not Christmas if they're not out there doing their thing," he said.
Captain Rachel Castillo of the Chelsea-East Boston community center, which has 12 kettle stands in its four-community service area, said people have been generous in the early part of the holiday season.
"Giving is actually up a little bit," she said. "Hopefully we'll continue that trend."
Some commanders said some members of the public have talked to them about boycotting Target as a result of the ban. None of the commanders endorsed the idea.
"If people like the bell ringers and write a nice letter, personally I think they'd respond better to that," Slegaitis said.
He cited the retailer's history of charitable acts, including its history with the Salvation Army, and noted, "I'd like to see the bell ringers restored, but hope it's not going to take people saying, 'We're not going to shop here any more.' "
Goldberg said the Salvation Army is serving more families than in previous years, and that even without Target, it is aiming for $2.85 million from its kettle drive in 2004, an increase of $200,000 from 2003.
Said Kelly, "It gives us quite a challenge, that's for sure."
