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Salvation Army Receives $1 Million Matching Pledge from Wal-Mart

December 17, 2004
The Salvation Army has received a matching gift commitment from Wal-Mart Stores, Inc. to benefit its Red Kettle holiday fundraising campaign. Beginning immediately, the Wal-Mart & SAM'S CLUB Foundation will match customers’ contributions made to Salvation Army Red Kettles at more than 3,600 Wal-Mart Stores, Supercenters, Neighborhood Markets and SAM'S CLUBS nationwide through Christmas Eve, up to $1 million.

The contributions will serve needy families in more than 9,000 communities across the country.

Wal-Mart's action gave a much-needed boost to the Salvation Army. Last month, giant discounter Target Corp. began enforcing a longstanding ban that prevents charities from collecting donations outside its stores. Making an exception for the Salvation Army might force the chain to welcome other charities that don't sit well with customers, the company said.

Taeget's action was a big blow to the nation's largest charity: Last year kettle-ringers outside Target stores collected $9 million, about 10 percent of the Salvation Army's holiday take.

“At a time when it was needed the most, Wal-Mart has extended its hand to support a 104-year old tradition that benefits many thousands of people in communities throughout the United States,” said Commissioner W. Todd Bassett, National Commander of The Salvation Army.

“Every dollar put into our Red Kettles is used locally, and Wal-Mart’s generosity by matching those dollars will extend our local services to many more needy individuals requiring our assistance far beyond the holiday season.”

“The Red Kettles are an enduring symbol of the holiday season and represent people helping people,” said Betsy Reithemeyer, vice president of corporate affairs for Wal-Mart Stores, Inc. “We hope our customers join us in donating what they can to benefit an organization that does so much in our communities to serve families in need. The Salvation Army Red Kettles and the bell ringers are truly a holiday tradition worth keeping.”

The $1 million pledge builds on Wal-Mart’s ongoing commitment to helping The Salvation Army support needy families in local communities throughout the year. Wal-Mart and the Salvation Army work together on many activities including disaster relief efforts, feeding the hungry, and providing resources to address needs within the communities they serve.

Target customers have expressed outrage at the chain's decision but Target so far has not budged. "I can guarantee you that I won't step foot in a Target store again," said Elaine of Sturgeon Bay WI in a complaint to ConsumerAffairs.com.

Each year, thousands of Salvation Army Red Kettles serve as collection stations around the nation beginning the day after Thanksgiving, and continuing through Christmas Eve. Donations to the Red Kettles stay local, supporting programs in the communities in which they were received. Last year, $93 million was raised through kettles, including over $12 million raised in front of Wal-Mart and SAM’S CLUBS, and helped The Salvation Army provide assistance for almost 33 million people in need throughout the United States.

Through 9,000 centers of operation in local communities, The Salvation Army provides food for the hungry, companionship to the elderly and ill, clothing and shelter to the homeless, opportunities for underprivileged children, relief for disaster victims, assistance for the disabled, and many more services.

In addition to the traditional Red Kettles, those wishing to make donations to their local Salvation Army Red Kettle holiday fundraising campaign can be made online at www.1800SALARMY.ORG. or they can visit www.salvationarmyusa.org, contact their local Salvation Army, or call 800-SAL-ARMY.

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