A lot of Americans prefer to use non-cash methods of payment such as credit cards and debit cards for transactions and purchases. People pay their bills using their checking accounts, they shop using their credit cards and debit cards, and so on and so forth. Due to the convenience that it offers to users, people are finding less and less incentive to carry cash with them.
A non-profit charitable group sensing an untapped opportunity in the current way of things devised a program meant to capitalize on the emerging purchasing trend of cashless transactions.
Salvation Army, the widely known charitable organization, has been for a long time a fixture in business establishments and street corners, knocking into the hearts of generous people, raising funds for its many social programs.
The group puts up standalones in strategic locations where staff would traditionally sound off bells, to try and get the attention of passersby. However, in recent years, the group has seen an increase in the number of rejections, not because people were not willing to share their blessings to the less fortunate, but because they hardly bring any money with them. In response to this, Salvation Army have created an innovative program it plans to test run, whereby donations using credit cards or debit cards can now be accepted and processed.
Annually, this Minnesota-based non-profit enterprise sets up a budget target for their Red Kettle Christmas program and for this year, they are hoping to raise $9 million. An official from Salvation Army remarked that funding requirements of the group has been increasing each year, and they are expecting that with the help of this ingenious donation scheme, they will be able to meet their budgetary target for 2009.
However, this service would not be available in all Salvation Army donation drop-off points, but will only be offered in a few select cities initially. In some locations, the device will be systematically rotated to high traffic areas and spots. As the program is still in its testing stage, Salvation Army has yet to determine the extent and degree of public acceptance to it.
Their holiday fundraising activity which is called the Red Kettle Christmas Campaign has been in operation since 1891. The group considers it to be one of their most productive campaigns, proceeds of which traditionally go to households who have been devastated by natural disasters and poverty-stricken families. They also have outreach programs for elderly people, drug dependents, and abandoned children.
With the help of their new credit card and debit card donation acceptance service, Salvation Army is projecting to earn at least $100 million this year.