During the holiday season, we often see Santa and his helpers manning the Salvation Army’s Red Kettles. Usually, people will contribute their spare change into the kettle either entering or leaving a store. But, in today’s growing cash-less society, people seldom have extra cash on hand to contribute to charity. This presents a problem for organizations such as the Salvation Army who rely on cash contributions in its annual Red Kettle program.
This year – problem solved! The Salvation Army is testing tap technology at its red kettles so that donors can give money with a simple tap of their credit card or smart phone. No dollar bills required (but still accepted!). For consumers, there is no learning curve as we are all used to tapping credit cards at retail stores and gas pumps.
This isn’t the only use of digital technology in the non-profit sector. Many other non-profits (plus the Salvation Army) promote paying using Venmo, PayPal, using QR codes and tap-pay options.
Online giving is increasingly being used and is effective with younger donors. According to a Giving USA report, 81% of millennials, 69% of Gen Xers, and 61% of baby boomers give their donations online. However, all is not good news. Due to many changes in the economy and technology post-pandemic, total giving by individuals dropped 6.4% from 2021. A cause for concern that the Salvation Army helps to solve using new technology.
The tap makes it easier to give – tap away!
Group Activities and Discussion Questions:
- Poll students: What charities might they give to? How would they prefer to donate?
- Show the Salvation Army website: https://www.salvationarmyusa.org/usn/
- Navigate to the donation page.
- While developing the marketing for charities is different than for-profit marketing, there are still similar techniques and media channels.
- OPTION: Have students research how to do effective non-profiting marketing.
- Example: Salesforce’s guide to nonprofit marketing: https://www.salesforce.org/resources/article/nonprofit-marketing/
- Example: Double the Donation’s guide: https://doublethedonation.com/nonprofit-marketing/
- Divide students into teams. Have each team select a charity to examine.
- For their chosen charity, have students access the Web site and analyze how the charity solicits and accepts donations. (Ex: American Red Cross, American Cancer Society, Habitat for Humanity, etc.)
- Have each team develop a seasonal marketing plan for their chosen charity.
Source: Cha P. (9 November 2023). Salvation Army red kettle donations to kick off Friday. Chicago Sun Times; Smith, K. (7 November 2023). Twin Cities Salvation Army adds tap technology to red kettles to boost donations. Minneapolis Star Tribune.
