Kevin McCullough, December 20, 2004

If Target wishes to be the Grinch this Christmas, then how would we classify Wal-Mart?

Breaking news late Thursday: Wal-Mart announces nationally that it will match dollar for dollar the proceeds of all Salvation Army red kettles beginning Thursday through Christmas Eve.

Wal-Mart has allocated the Salvation Army the greatest number of kettle locations nationally for the last number of years. Target was formerly number two on that list.

This year Target prefers to be a big zero when it comes to public relations. They evidence this by their change in policy to no longer allow the Salvation Army to collect at their locations.

We have led the charge to raise awareness of this in the New York area by pounding Target daily for the past month. Target has turned stiffly away from any calls to allow the bell-ringers of good will to return to the red bulls-eye's doorsteps.

But the cry for help has not gone unnoticed. On Wednesday December 15th the tiny little GLY bookshop in Glen Cove , Long Island , New York decided to have its own drive to help the Salvation Army. The shop which is more famously known for being able to find any rare book that is asked for, entertained bell ringers with snacks while community residents came with donations to the kettles set up at both entrances. At the end of the day the tiny little shop added its own $1000 donation.

And while mom and pop shops have sprouted up all across the nation to try to help, the need stilled loomed larger than ever.

Last year the Salvation Army collected roughly $9 million nationally from Target store kettles.

Still...spirits at Salvation Army offices - all across the United States - were high on Thursday.

Major Charles Kelly, an Area Services Coordinator, broke the news on the Kevin McCullough Show (first in the nation).

"Kevin I am excited to be able to tell you about this first, Wal-Mart has truly stepped up to the plate," his voice nearly quivering with excitement as he relayed the message to my audience. "They will match all funds donated to Salvation Army Red Kettles for the next 9 days - up to $1,000,000 dollars.

National Commander of the Salvation Army W. Todd Bassett put it this way, "At a time when it was needed most, Wal-Mart has extended its hand to support the 104-year old tradition that benefits many thousands of people in communities throughout the United States . Every dollar put into our Red Kettles is used locally, and Wal-Mart's generosity by matching those dollars will extend our local services to many more needy individuals requiring our assistance far beyond the holiday season."

The Salvation Army has kettles at better than 3600 local Wal-Mart associated retailers.

"The Red Kettles are an enduring symbol of the holiday season and represent people helping people," said Betsy Reithmeyer, V.P. of corporate affairs for Wal-Mart Stores Inc. "We hope our customers join us in donating what they can to benefit an organization that does so much in our communities to serve families in need. The Salvation Army Red Kettles and the bell ringers are truly a holiday tradition worth keeping.

So while Target has done all it can to become the Grinch that hates Christmas this year, Wal-Mart has made a bold move to do otherwise.

In the days left between now and Christmas Eve it becomes imperative that Americans at large do their part to assist the Salvation Army in its plight.

In order for your red kettle donation to count towards Wal-Mart's million dollar match, it needs to be given to a red kettle outside a Wal-Mart, Sam's Club, SuperCenters, and Neighborhood Markets. But take a challenge from me and try to give - every single time you spot a red kettle.

Target has chosen unwisely to allow itself to be morphed into the Grinch this holiday season. Wal-Mart is taking a bold - and I believe advantageous - move by filling in one or two gaps that Target may have left behind.

The real impact of both companies may not play out for some time yet.

Over time you get a feel for people you trust, like, and appreciate - and those you don't. The score has changed considerably in my thinking on the part of both companies.

I just pray that Wal-Mart's "save" comes with enough time on the clock for people like you and I to make it count!

Kevin McCullough is heard daily in New York City, Connecticut, Rhode Island, New Jersey, Pennsylvania, and Delaware on AM 570 WMCA and AM 970 WWDJ from 1-4pm.

Copyright © 2004 Kevin McCullough