“Every year it seems that jingle arrives sooner than we can imagine.” (KARE)
The Salvation Army Kettle Drive kicked off this week around the nation marking the beginning of the holiday season. The non-profit group says a tough economy is driving more people through their doors. In order to reach the higher donation goals The Salvation Army added credit card machines to many of their iconic kettle stations across the country.
We’re taking perspectives from KOSA in Texas, KARE and WCCO in Minnesota and WDAF in Missouri.
A CBS affiliate in West Texas notes how the new system is an attempt to take advantage of modern consumer habits.
“One of the things we we’re starting to realize is more and more people carry less and less cash and coinage in their pockets nowadays.”
“A national Salvation Army study says the average cash donation is $2 but the average credit card donation is $15, a 750 percent increase.”
An NBC affiliate in Minneapolis/St. Paul says potential donors may still have new way to excuse themselves from giving with the credit card machines.
“Bell ringers will accept credit card donations, effectively getting rid of that old excuse.”
“The machines could create a new excuse, the weather. The machines have never been tested in the sleet, the snow and below zero. For a non-profit based on hope, they hope they’ll make it through a Minnesota winter.”
On a FOX affiliate in Kansas City, a Salvation Army officer responds to widespread fear about potential identity theft.
“You will get a receipt, and the person at the kettle will drop a copy of that receipt in the kettle. It’s very secure, there’s no information stored in the machine, it’s all wireless with the bank. The information is transferred immediately as soon as you swipe the card.”
Finally, a CBS affiliate in the Twin Cities (WCCO) reports credit card donations are still fast, and they’re tax deductible, which promotes giving.
“The Salvation Army is betting on people like Ann Khron. She’s part of our cashless society but seems to always carry a credit card. And because of that, might be more likely to give. ‘It was very easy, and if more people had it, I think more people would probably donate.’”
We’d like to hear what you think about this evolution of giving. How will you be giving this year?
Writer: Allison Bennett
Producer: Allison Bennett, Justin Wolfgang
