Crossgates is proud to announce the continuation of the iconic “Red Kettle” holiday campaign and longstanding strategic partnership with the Salvation Army Empire State Division. The Salvation Army Empire State Division and Pyramid have been integral community partners in the communities they serve for 52 years, since the inception of Pyramid Management Group in 1968. Crossgates began its “Red Kettle” campaign on November 21, 2020.
Last year, the “Red Kettle” partnership generated $3.8 million in donations from shopping center guests across Pyramid’s portfolio that directly benefitted those who need the support the most throughout the Empire State Division of the Salvation Army.
Needed funds that are typically raised through the organization’s iconic red kettles are at risk this year due to COVID-19 while requests for services are at an all-time high. To make the donation process safer this holiday season, all red kettles are equipped with NFC technology accepting Apple Pay and Google Pay. The Salvation Army has adopted nationally mandated safety protocols and implemented training around cleaning and sanitizing the red kettles. Digital donations through Apple Pay and Google Pay are also strongly encouraged to cut down on points of contact.
Based on the increase in services already provided in response to the COVID-19 pandemic, The Salvation Army could serve up to 155 percent more people nationwide in 2020 with Christmas assistance, including putting food on the table, paying bills, providing shelter and helping place gifts under the tree – assuming the resources are available. Throughout the Empire State Division last year, 4.3 Million meals were served. Since COVID-19 hit, 3 Million meals were served in just 6 months. If we see the same level of increased requests for service, that would mean 40% increase of people who need our help this holiday season.
Every donation provides help and hope to those in need, and all gifts stay within the community in which they are given. Visit empire.salvationarmy.org to donate or learn more about how you can help The Salvation Army rescue Christmas this year.