The home page of The Salvation Army?s Web site says it all.
The corporate logos of the country?s two largest big-box stores are featured prominently alongside the nonprofit?s iconic red kettle, signaling that the holiday season of charitable giving is in full swing ? as is the season of philanthropic corporate partnerships.
Competitors Wal-Mart and Target, who both have long-standing partnerships with The Salvation Army, are two of the charity?s most high-profile holiday fundraiser partnerships. While Target is rebuilding its relationship with The Salvation Army after banning bell-ringers and their red kettles from its stores during the 2004 Christmas season, both chains are expected to bring in millions in donations ? and boost their own bottom lines ? with highly publicized giving campaigns.
“It spells business opportunity,” said Stephen Adler, chief executive officer of Charity Brands Inc., a New York City-based firm that helps nonprofits leverage corporate partnerships. “People come to their stores and buy other products and services. It boils down to reach and revenue with the co-brand.”
The focus of Wal-Mart?s partnership with The Salvation Army is the Red Kettle Campaign. Bell-ringers and their kettles are stationed outside of thousands of Wal-Mart stores throughout the season. Last year, the corporation raised $26 million for the Salvation Army, or 25 percent of total red-kettle donations nationwide.
“The whole concept of our Christmas fundraising is partnerships with retailers all across the county,” said Maj. George Hood, national community relations secretary for The Salvation Army. “It?s a unique alliance that we create because the whole idea is to have thevisibility at the retailers.”
Target banned the red kettles two years ago in order to adhere to its own “no solicitation” policy, but this year launched an online Angel Tree with The Salvation Army.
The relationship with Target “remains strong,” Hood said. While they don?t expect to raise as much this year ? Target raised $9 million the last year it participated in the red kettle campaign ? Hood said that with many consumers turning to online shopping, donations should go up. “We?re not going to replace all that money that was raised in one or two years, but the relationship has tremendous growth possibilities.”
