Generally speaking, the holiday season can put people in a charitable mood as they take stock of their personal blessings – even in a year defined by the challenges of a global pandemic. However, with so many worthy charitable causes to choose from this time of year, it’s often difficult to know where your donation can do the greatest good for the community.
If having a positive impact on the lives of those in need locally is important to you, then you could direct your donation to The Salvation Army, an organization synonymous with Christmas giving that’s dealing with the challenges of hitting fundraising objectives during a COVID-19 lockdown.
“The Christmas kettles are one of the most visible aspects of our Giving Hope Christmas Campaign,” said Major Peter van Duinen, Pastor of The Salvation Army Church in Guelph. “However, being that it’s a pandemic year we’ve had to pivot in major ways. A lot of our volunteers historically would have been seniors lending a hand. Many of them are leery about going out in public and rightfully so.”
COVID fears have significantly cut into the volunteer base The Salvation Army needs to facilitate both its kettle campaign and its extensive food and toy hamper programs. Of the 185 volunteers The Salvation Army relied on to facilitate last year’s kettle campaign, for example, only 85 have signed up to help this year. The organization is also focusing on a gift-card strategy to help reduce the labour required to administer its food hamper program, which annually relies on an army of volunteers to pack and distribute hampers. As a result, the organization has implemented changes to all its Christmas campaign programs to help make giving easier while ensuring the safety of staff, volunteers and the public.
“While we are currently out in the mall, Walmart and Zehrs stores throughout the city, with LCBO and Costco locations starting in December, we may not have a physical presence there because we just don’t have the volunteers to staff the kettles,” he said. “We have added tap and pay at some kettles. We are really encouraging people to consider giving through our secure online donation platform.”
While the volunteer base may have been reduced as a result of the pandemic, public need continues to rise according to Major van Duinen.
“Our early indications from hamper registrations of people applying for assistance is that we are seeing a lot of new people, a lot of people who have never come to us for support,” said van Duinen. “In 2019 we would have served about 1,100 households with food hampers and approximately 1,200 children would have received a toy hamper. Early indications are that those numbers are due to rise significantly.”
While The Salvation Army Giving Hope Campaign puts a great deal of focus on providing those in need with a helping hand during the holiday season, the initiative also helps raise funds vital to the organization’s ongoing social programs.
“That’s why our fundraising campaign is so important,” said van Duinen. “We’re trying to raise $345,000 in a month and a half between the kettles, our mail campaign and online donations. Yes, it will support the Christmas program, but it also supports the ongoing work done throughout the year. As soon as December 26th comes, there are still going to be people knocking on our door looking for support. There are other services we offer, from mental health programs to food security programs that are important to the community.”
To donate to The Salvation Army’s annual food, toy and fundraising drive, visit www.GuelphSA.ca/donate.