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Americans contributed $95.3 million to The Salvation Army’s 2004 Red Kettle Holiday Campaign, exceeding the previous year’s total of $93 million. The Army attributes the campaign’s success to the support of nationwide retailers and individual store owners who invited the kettle bell ringers to stand at their doors, continuing a 113-year tradition.
National Commander Commissioner W. Todd Bassett commented: “Our Red Kettle results are humbling in the manner in which they represent the caring of so many people, and remarkable, given the circumstances in which they gave of their dollars. Amid the turmoil before and after the holiday season, with the hurricanes in Florida and the tsunami in Asia, our generous contributors opened their hearts to people time and time again to help those most in need.”
The Campbell Soup Company and the Wal-Mart and SAM’S CLUB Foundation each contributed $1 million to the campaign.
Also boosting fundraising was a new program introduced by the Army and Books-a-Million. Card-board cutouts of Army officers ringing bells were placed in front of the bookstores, extending the reach of the campaign. “We will continue to explore new ideas that extend the Red Kettle tradition into as many venues as possible,” said Bassett.
Kettle donations remain in local communities, supporting year-round programs. In 2003, these donations helped the Army assist 32 million people in need throughout the U.S.
In addition to kettle donations, Americans contributed $8 million to aiding victims of the tsunami in Asia, and $30 million to assist victims of the hurricanes in Florida.
A Red Kettle can always be found online at 1800SALARMY.org.