Juggling and the Fine Art of Fundraising: Stop Hunger Now & Salvation Army

However, the 120-year Red Kettle campaign shows no signs of vanishing, evidenced by the record-setting fundraising totals for a sixth straight year even in the face of a recession. That's a testament to both the Salvation Army and the generosity of the American donor.

"There's two issues that I believe have impacted our success," Hood says. "We've been very aggressive about creating a top-of-mind awareness. So I think we can take credit for some of it. We have been very aggressive with the multichannel communications in this digital age. We've worked very hard to build relationships with emerging generations.