The Salvation Army has announced that donations to its iconic Red Kettle campaign reached $142 million in 2010, setting a new record for the sixth consecutive year.
The amount raised represents a 2 percent year-over-year increase in donations at a time of continued economic uncertainty. In 2010, Red Kettles were posted at some 25,000 locations across the country to raise money for Salvation Army programs that serve nearly 30 million Americans annually.
Red Kettles located at Walmart, Sam's Club, JCPenney, Kroger, and Big Lots locations accounted for more than $58 million in donations, or almost 41 percent of the total raised during the holiday season, while the Walmart Foundation made a $1 million donation to the campaign. Through a number of high-tech platforms, including the organization's own Online Red Kettle system, the Salvation Army raised more than $15 million, a significant increase over its 2009 results. It also developed a free iPhone app and launched its first national text-to-give program.
"In the twenty-first century, people are looking for new ways to support and interact with the charities that are important to them. The Salvation Army is keeping pace so donors have a variety of options to give," said Salvation Army national commander William Roberts. "The Red Kettle Campaign incorporated several aspects of the changing face of giving by raising awareness through social media and allowing the next generation of donors to give online or through their phones."