Captain Ken Argot of the Salvation Army in Roanoke laid out the numbers: the Army’s Red Kettle campaign came up short in 2013, raising only $215,000 towards its goal of $300,000.
The Red Kettle campaign of course is where volunteers stand outside stores, ringing a bell, hoping people will drop money into the big red kettle. One reason for the shortfall: a shortened holiday season that also bedeviled some retailers, due to the fact that Thanksgiving fell so late in the month of November. In essence it pared a week off the traditional holiday shopping season.
Argot said the loss of revenue, more than a 7% shortfall, means fewer services will be available from the Salvation Army, which funds the Turning Point shelter for women, the Red Shield Lodge for men, youth and senior assistance programs and disaster aid. So Argot has issued a challenge – and an anonymous donor has stepped up to the plate to do their part.
Between now and May 15 the Salvation Army wants to raise $58,000. If they do that one donor will match that two for one. Now another donor has stepped forward to say they will donate $10,000 if those goals are met. But the deadline again is May 15.
“That not only will make up the difference but would allow us to continue to do great quality programming,” said Argot. There is a caveat however: “If we don’t reach the goal we get nothing. We need all the help we can get.” Volunteers are also going door to door in some cases, seeking financial support towards the $58,000 total.
One way the Salvation Army will help raise those funds is via a brand new 5K road race on Sunday, April 6 at 3pm. The Red Kettle 5K challenge race and 1 mile walk will start and finish in Grandin Village, after heading to the Norwich section on the Roanoke River Greenway and back. There is an after party at the end with beer tasting from Salem’s Parkway Brewery.
“We were trying to come up with some ways where we could creatively [make up] that difference,” said Argot in terms of covering the Red Kettle shortfall. The idea of a race came up as one option; there are dozens of road races in the area now that have sprung up to support non-profits. Setting up this first-time Red Kettle 5K has been “an incredible journey,” as Argot puts it.
The course is different than many of the races that use the Roanoke River Greenway, in large part because it winds up on the newest segment, which starts at the Memorial Avenue bridge, proceeding over two picturesque bridges to the end in the Norwich neighborhood. Runners will then loop back to the start in Grandin Village. Those who don’t want to run can do the 1-mile walk. “Its great scenery,” said Argot, who would like to see the Red Kettle 5k become a regular event.
There’s also a corporate relay race challenge, where five participants will each run a mile. The baton they will pass is actually a miniature Red Kettle. “You can even put money in the kettle for your organization,” said Argot.
With the matching grants sitting out there Argot said the goal is to make this first-time road race a successful event, “So we can help the most people and do the most good.”
(Go to salvationarmyroanokeva.org to register for the Red Kettle 5K Challenge or to make a donation.)
By Gene Marrano
