The Victoria Salvation Army’s annual Kettle Campaign is about $80,000 short of its Christmas target, and it is growing concerned.
Patricia Mamic, a spokeswoman for the Salvation Army, said her organization is not sure why donations are down. The kettle goal in Victoria this year is $225,000.
Mamic said it might have something to do with the high cost of living in Victoria. “That might be a contribution to why donations are down.”
Also down this year is the number of volunteers willing to ring the bells and tend a kettle.
But despite that drop, the Salvation Army is maintaining its 75 locations in Greater Victoria. They might, however, be short a few shifts.
The Salvation Army prides itself on making sure all the money raised in a community stays in that community.
In Victoria, donations go to such things as emergency housing, food and clothing. They also help people dealing with substance abuse, and jobs and skills training.
The Salvation Army is one of the agencies supported by the Times Colonist Christmas Fund.
Steve Tax, a business professor at the University of Victoria and specialist in marketing, said he is unsure why donations to the annual Salvation Army kettle drive might be down.
Tax speculated that it might be because shopping habits have changed, with more people buying more items online rather than heading to stores.
When shoppers do go out, they might not be carrying cash, opting to buy most things with debit or credit cards. “Cash and the foot traffic, people walking on by, would be the two things that jump out at me,” he said.
David Ian Gray, a retail consultant in Vancouver with Dig360, said Canadians are swimming through “a lot of noise,” with causes and charities competing for their attention and generosity. “And they are all good causes.”
Changing shopping habits mean people might not encounter kettles as often as in the past.
For example, Gray said, people don’t linger and browse through shopping malls as they did 10 years ago. Instead, they research a purchase online, then go and buy it — finding their store, making a purchase and leaving much more quickly.
Gray advises non-profits to start thinking like retailers. If stores have had to change how they attract and retain customers, non-profit groups should consider following that example.
“I tell non-profits that retail is changing all the time and I ask them: ‘What are you guys doing to change?’ ” he said.
Back at the Salvation Army kettle station at Saanich Centre, Mamic remained upbeat.
Five more days until Christmas (counting Thursday) meant five more days of bells, and there’s still a good chance to meet the target, she said.
The organization’s phone campaign and the online campaign are attracting good support.
“Typically there is always an outpouring of generosity in the last weeks before Christmas,” Mamic said.
To support the Kettle Campaign, go to SalvationArmy.ca or FilltheKettle.com. Phone donations can be made by calling 1-800-Sal-Army.
To donate to the Times Colonist Christmas Fund, go to timescolonist.com/donate or call 250-995-4438.
