Public support helped keep Christmas kettles in Avalon Mall, Salvation Army official says

After public outcry over news the iconic red Christmas kettle campaign wouldn't be allowed to be set up in the Avalon Mall, a Salvation Army major is thanking the public for its support for the work they do at a time when many people are struggling.

Maj. Pam Goodyear said she was relieved that they will be allowed back inside the St. John's mall to fundraise.

"Christmas kettles have been around for over 130 years across Canada and around North America certainly, and in many places around the world," she told CBC Radio's On the Go.

"But I have to say, I think my first reaction was one of relief. As always, our concern is about being able to meet the needs of the people in our community. And we were concerned about our fundraising efforts."

Crombie REIT previously told CBC News it wouldn't allow the Salvation Army to fundraise in the Avalon Mall because it updated its "community impact strategy" and will no longer be partnering with any organizations affiliated with religion.

The Nova Scotia-based company said it would allow the Salvation Army to fundraise in the 2024 holiday season, before backing off completely after CBC News reported on its decision. 

Fundraising challenges

Goodyear said Salvation Army members are also feeling relieved they will be allowed to stay in the Avalon Mall.

"It's always challenging for us every year with fundraising, but again, just that relief that we'll be able to do the work that we've been doing here," she said.

In St. John's, she said the organization helps 900 families every month through its food bank and 300 people three days a week with its community meal program.

"That's being repeated right across the island and our kettle funds are vital to keep those programs," said Goodyear.

The Christmas kettle campaign funds stay in the community, she said, adding that last year the campaign was able to provide gifts for almost 3,000 children in St. John's, as well as hampers for 2,000 families.

"We're anticipating doing those kinds of numbers again this year. And we could not do that without the funds that come in the kettles. But the kettles also support our year-round programs," said Goodyear.

Goodyear said there are people facing financial struggles, with trouble paying for their rent, utilities and groceries as well as buying their kids gifts for the holidays.

"The donations that we get is the answer to that dilemma for so many people," she said. 

Goodyear is grateful Crombie REIT changed its mind, as well as the support the Salvation Army has received from the public and wider business community.

"It's not about the Salvation Army, but it's about the people that we're able to help because the public steps up and supports the Salvation Army."

Not only was there an outpouring of support from people, companies and businesses reached out to invite the Salvation Army to set up its kettles in other stores, she added.

"That was just phenomenal."

Community support

Karla White, who wrote a social media post about the Avalon Mall exclusion that was widely shared, said the reversal is a sign of what can be accomplished when people raise their voices together.

"I don't think anyone really realized how big of an impact many people could make. When we all stand together on the same issue and we make our voices heard," she told CBC Radio's On the Go.

When going against a big company it's not often people can make an impact, said White, but in this case people did.

White said it's a positive outcome and she hopes people take the time to donate to any charity this holiday season.

"Even the smallest amount of time or money can certainly make a huge impact to those in need."

When Crombie REIT initially announced it was parting ways with the Salvation Army, Goodyear said they immediately began looking for alternative ways to fundraise.

"Right away we started to look at how can we get the word out to the community to donate in the kettles we have in other locations across the city."

Another alternative has been to encourage people to donate directly through the website or by phone, she added.

"We were looking at a plan to get the word out and hoping that the community would step up," said Goodyear.

Another complication is the ongoing Canada Post strike — about to enter its third week — which is affecting their mail fundraising, said Goodyear.

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