Thanks to the generosity and support of our donors and volunteers corporate partners across the country, The Salvation Army raised $144.7 million through its 124th Red Kettle Campaign collected through change and dollar bills! The money raised throughout the Christmas season will help The Salvation Army provide food, shelter and social services to nearly 30 million Americans in need this year.
“The economy continued to face a smaller retail footprint this year, meaning fewer people walked by the kettles. This could have resulted in a loss for us and greatly affected our programming, but the generosity of the American public helped us avoid that,” said Lt. Col. Ron Busroe, community relations and development secretary for The Salvation Army’s National Headquarters. “The Red Kettle Campaign is the most important fundraising season of the year for us, and this year’s campaign was no doubt, a success.”
What was different about the 2013 campaign? The Salvation Army introduced the new #RedKettleReason initiative, a movement fueled by America’s motivations for donating to the Red Kettles. The #RedKettleReason campaign served as the backbone for this year’s supporters to share their personal connection to the kettles and donate online. Celebrities, corporate partners and donors alike shared their reasons by tagging social posts with #RedKettleReason.
We are so grateful for those individuals who helped us raise awareness of the campaign. Jerry Jones and Charlotte Jones Anderson along with Commissioner David Jefferey, The Salvation Army National Commander kicked it off with a satellite media tour at AT&T Stadium the day before Thanksgiving. The Dallas Cowboys also showcased star players Dez Bryant, DeMarco Murray and Jason Witten’s #RedKettleReasons along with hundreds of others on national television just before halftime of their Thanksgiving Day game. The campaign kickoff marked the 18th year the Cowboys organization has partnered with The Salvation Army. And in early December, rising stars Shawn Mendes and Becky G headlined the fifth annual Rock the Red Kettle Concert, which also featured performances by Bea Miller, R5, Josh Levi and Exist Elsewhere
Thank you to the thousands of volunteers who made this campaign possible. Red Kettles outside of Walmart and Sam’s Club locations across the U.S. collected $35.9 million and $4.6 million, respectively, which contributed about 28 percent of the $144.7 million total. More than 2,300 Kroger and Harris Teeter stores hosted Red Kettles, raising a total of $16 million, or 11 percent of the $144.7 total. Red Kettles at roughly 700 JCPenney stores collected a total of $2.8 million for the campaign, and 690 Big Lots locations raised $1.2 million.
Donations help provide more than 10 million nights of shelter, roughly 58 million meals, and after-school and substance abuse programs. During the holiday season, nearly 4.2 million people rely on The Salvation Army to provide their families with warm meals on Christmas Day or toys for their children. Through The Salvation Army’s Angel Tree program, more than 1 million children receive necessities and toys.