Salvation Army: No. 2

The goal: Repeat the fund-raising success of the Salvation Army’s signature red-kettle campaign in the sluggish summer months.

The approach: The Salvation Army’s Greater New York Division was one of 20 local chapters that revived the “Christmas in July” campaign, which some groups had used during the 1980s. The New York chapter dusted off more than 120 kettles and placed them outside grocery and retail stores, hoping to collect small gifts and raise awareness of the financial pinch it was in.

The results: The Greater New York Division’s weeklong campaign raised more than $300,000. It was less than the charity had hoped, and far below the $2.2-million the kettle drive typically raises between Thanksgiving and Christmas. But Evan Hickman, the division’s general secretary, said the effort was still worth the time. He plans to continue the summer fund-raising push “until the economy changes.”

— Caroline Preston

See other vignettes about what worked in fund-raising:

• Children’s Charity Benefits by Clarifying Mission
• Overseas Group Seeks Cure for Decline in Gifts
• Flood of Teaching Applicants Prompts Gifts
• University Solicits Advice From Donors
• Talk-Radio Ad Campaign Reels in New Donors for Think Tank
• Hospital’s Appeal to Hispanic Community Yields $92,000