Salvation Army Faces Plummeting Holiday Donations amid Postal Strike
The Salvation Army is seeing a significant decrease in holiday donations, experiencing a 50% drop which translates to a shortfall of approximately $9.3 million in seasonal contributions compared to the previous year. This downturn in donations is directly linked to the Canada Post strike, which has hampered the organization’s highly relied mail-in fundraising efforts.
Mail-in gifts have long served as the foundation of the Salvation Army’s fundraising strategy, as emphasized by spokesman Lt.-Col. John Murray. Unfortunately, the postal campaign has stalled due to the recent labor dispute, impacting the busiest fundraising period for the charity.
Murray elaborated that a substantial 65% of the annual fundraising is concentrated between November 1 and December 31, with about two-thirds of these donations traditionally arriving through the mail. The current inability for donors to send their contributions by mail threatens to affect the organization’s capability to provide essential services, not only throughout the holiday season but also in the upcoming year.
Despite the downturn in mail-in donations, there was a slight increase in online contributions, which rose by $100,000 over the last week compared to the same period last year. However, this boost in digital giving is insufficient to compensate for the decline in traditional mail donations.
While in-person donations at the Salvation Army’s red Christmas kettles continue, Lt.-Col. Murray noted this channel also saw a decline. As of Thursday, this campaign dipped by one-third, or $2 million, compared to last year. Several factors contribute to this drop, including a shortened holiday timeframe due to the later timing of U.S. Thanksgiving and current economic conditions, which have led people to prioritize their spending differently.
This decline in donations poses a crisis for the Salvation Army, especially when their services are greatly needed across the country. Murray expressed deep concern over their ability to maintain support for food banks, shelter programs, and emergency relief.
In light of these challenges, Murray suggested that the federal government consider extending the deadline for charity-related tax deductions from the year-end to the end of January or February. This adjustment would permit donors to send their cheques later while still receiving tax credit for the 2024 fiscal year. Although tax incentives aren’t a primary motivation for donors, such an extension could prevent some from forgoing their contributions altogether due to the extended postal strike.
The ongoing postal workers’ strike, initiated on November 15 by the Canadian Union of Postal Workers, highlights issues like weekend delivery staffing, affecting over 55,000 members. This strike has underscored the crucial dependence of non-profit organizations like the Salvation Army on mail services, primarily because their core donors tend to be over the age of 55 and prefer traditional mailing methods.
While there are alternative avenues for donation, including online platforms and telephone contributions, Murray highlighted the unique sentimental value of the traditional mail-in method. The personal act of writing, stamping, and mailing letters holds a significant nostalgic quality for many donors.
The Salvation Army encourages the public to consider contributing through its website or by visiting one of its 2,000 Christmas kettle locations across the country. Such support is vital to continue their mission during a time when many Canadians are in great need.
As the postal strike persists, the Salvation Army urges the community to remain generous despite the challenges. Their services are a beacon of support and hope for countless individuals and families, and any assistance ensures these vital programs can continue to operate effectively.
