We knew it had to happen eventually, in a world where cash transactions are rapidly becoming extinct. Yes, I’m talking to you -those of you who use the excuse “I don’t carry cash, sorry” as you avert your eyes and scurry past the Salvation Army bell-ringer with a red kettle, who merrily wishes you a nice Christmas after all. It is the same line I heard over and over this past fall standing in front of the grocery store with my cub-scouting son, who was trying to convince shoppers to purchase a $5 scout-o-rama coupon sheet. Is this the best you can do?

Well, sounds like it may be time to come up with an alternate line folks, because the Salvation Army now takes credit and debit cards for donations at the red kettles. This is not yet the standard in every city in the U.S., but the testing that the non-profit organization completed last year in Dallas and Colorado Springs was so successful that they have expanded the program to over 120 cities this holiday season.

The kettles that take credit don’t look any different. But next to the metal red kettles are wireless card readers that resemble do-it-yourself readers at gas stations. The machines print two receipts, one for the donor and one to drop in the kettle. According to the Salvation Army’s marketing director, the data obtained from testing of the new “plastic kettles” last year showed that the average per-person credit card donation snared at the kettles was $14, compared with cash donations which were only $2 a person.

Here are some details on the Salvation Army’s plastic red kettle campaign:

• The Salvation Army is the largest direct provider of social services in the United States.
• More than 25,000 volunteers across the country will ring bells for the charity this holiday season.
• The Red Kettle campaign raised a record $130 million for the charity in 2008.
• Wireless credit and debit card options are currently available at more than 300 Red Kettle locations nationwide.
• No personal information is stored on the unit.
• Donors receive printed receipts for their tax-deductible gifts.
• The Red Kettle campaign ends on Christmas Eve.

This sounds like a pretty practical business decision on the part of the management of the non-profit organization, and certainly the acceptance of credit cards shows their ability to recognize that change is needed, and adapt to the times. But it still might take a little getting used to…

My question is, when will Santa stop delivering toys, lay off the elves and start sending Visa Gift Cards instead?

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