Salvation Army Kettles

Introduction/Problem Studied

In 2003, Salvation Army “red kettles” received $95.3 million in cash donations.

In some cases, the actual site of donation is staffed by a volunteer, usually ringing a bell and offering pleasantries whether you donate or not. In some cases (where security is assured), the kettle is unattended.

The question is: Which gathers more donations…an attended Salvation Army kettle or an unattended Salvation Army Kettle?

The phenomenon to be studied is the effect human interaction has on a “request for charity” environment.

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Purpose

The Salvation Army has helped Americans in need since 1880. In 2003, they spent $2.55 billion in serving people. These services encompass meals to the hungry, lodging to the homeless and money to the destitute.

The Salvation Army greatly benefits society. It is advantageous to the Salvation Army and subsequently society to create the most effective donating environment. The purpose of this study is to help find the most effective solicitation approach in a “request for charity” environment.

Benefits of Research

This study clearly shows what a difference an attention getting, “thank you” giving attendant can make when it comes to ‘point of donation’ charity soliciting.

The benefits to society are also clear. More donations in the kettles mean there’s a higher the benefit to those in need, thus the better quality of life for society as a whole.

Hypothesis

Aside from security reasons, sites that are staffed by a volunteer are likely staffed for the element of human interaction. People donate for a variety of selfless reasons. However, for most people, recognition is an added bonus and more of an incentive to donate.

For the same reason most customers wait to add to a tip jar until they know an employee is watching, it is hypothesized that people will donate more to an attended kettle than to an unattended kettle.

Experimental Design/Methodology

Through an arrangement with The Salvation Army – Minnesota, a secure Wal-Mart store entrance was chosen as a kettle site. The normal setup (pictured below) consists of a stand holding a red 2′ diameter kettle with a sealed top (save for a money-receiving slot) and the Salvation Army’s “shield” painted on the side.