N.L. mall reverses religion-based ban on Salvation Army kettles

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Thanks largely to an outcry from the public, Newfoundland’s largest mall reversed its decision to prohibit the Salvation Army from fundraising in the shopping centre this holiday season and in years to come due to its religious affiliation.

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“We have heard from members of the community, and recognize the local impact that the Salvation Army collection campaign at Avalon Mall delivers each holiday season,” property owners Crombie REIT wrote in a statement to the National Post.

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Lt-Colonel John Murray said the Protestant church and international charitable organization is “deeply grateful” for the Canadian real estate firm’s change of heart in welcoming the “iconic Christmas Kettle” campaign back to the St. John’s shopping centre.

‘Difficult decision’

As first reported by CBC, Crombie said it informed the Salvation Army “earlier in the year” that it had “made the difficult decision” to step away from partnerships with religion-affiliated groups.

Unfortunately, the messaging didn’t get to the Salvation Army’s St. John’s chapter, so Crombie decided to allow one last year of fundraising this season.

The decision was met with considerable ire, with many on social media urging others to voice their opposition to Crombie and some calling for a boycott of the mall, the only one of its size in the province and home to 142 stores following a recent multi-million dollar renovation.

“I won’t be doing any Christmas shopping in the Avalon Mall unless they take back this decision,” Debbie Noftall commented on a Salvation Army Facebook post extolling the virtues of the red kettle campaign.

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“Maybe it’s time for the people of NL to stand together and make a difference let the Avalon Mall owners Crombie REIT … know that we won’t stand for their ignorance to what they are doing,” Marquita Joy posted publicly. “If boycotting the mall hurts small business in there maybe they will call the owners out also.”

Plenty also pointed out that the Salvation Army is celebrated for its willingness to help anyone in their time of greatest need, regardless of creed or religious beliefs.

“We’ve got 900 families every month coming to our foodbank here in St. John’s, looking for help. We don’t even ask the question of where they’re from or who they are or what they believe,” Maj. Pam Goodyear spokesperson told NTV in an interview.

“We don’t do this for us. This is about the community we serve.”

Within 24 hours of the decision being made public, Crombie reconsidered and chose to maintain the relationship “for future holiday collections.”

“This generous partnership highlights their commitment to supporting the vital work we do in communities across Newfoundland & Labrador and beyond,” Murray’s statement read.

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“We extend our heartfelt thanks to Crombie REIT for their support and to our loyal donors and supporters whose contributions enable us to continue helping those in need.”

Goodyear told CBC the outpouring of support from the community included a host of new business owners and companies offering a spot for Army fundraisers to set up shop.

The Salvation Army started the kettle campaign in Canada in 1903, having debuted in San Francisco 11 years before.

All money raised stays in the local community and supports people in need. Goodyear said last year’s donations provided gifts for almost 3,000 local children and 2,000 family food hampers.

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