By Ed Thomas
December 1, 2004

(AgapePress) - Pro-family groups are recommending that Christmas shoppers voice their opinion with their dollars this year and let Target, the nation's largest retailer, know that people of faith do not support its decision to stop assisting the Salvation Army in its annual kettle drive program.

Target made a decision this holiday season to discontinue the Salvation Army's access to all of the retailer's more than 1,300 stores nationwide. The decision is part of the company's new policy prohibiting all nonprofits from soliciting at Target stores; so the familiar sight and sound of Salvation Army bell ringers and their red donation-collection kettles will have to be located elsewhere.

Target's new rules mean a potential loss of 9 million dollars -- or ten percent of overall kettle donations -- as compared to last year's collected funds. Many consumers believe this is a step in the wrong direction for a business that has the ability to facilitate help for thousands of needy people across the country through on-site donations.

American Family Association media spokesperson Kathryn Hooks says people of faith should be outraged over Target's decision that says a worthy charity like the Salvation Army is no longer welcome on its premises. "Many companies have similar solicitation policies as Target," she says, "but those companies make special exceptions for the Salvation Army, because we're talking about single moms and their kids, whose Christmases depend on the Salvation Army."

Hooks says many believers feel big business should do its part to help the needy, especially during the holidays. She hopes people of faith will send a message to Target, letting the company know that those consumers' disapproval of its new policy will be reflected in their holiday spending.

At the same time, the AFA spokeswoman and other pro-family groups are hoping those store chains that continue to support the Salvation Army's efforts -- or that have formed new alliances with the service organization since hearing of Target's stance -- will be rewarded in retail dollars by the public for their attitude.

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