Juggling and the Fine Art of Fundraising

Throughout the campaign each year, the Salvation Army always looks for "novel ideas like a diamond ring that's dropped into a red kettle, which has happened, and that will create some excitement and energy," Hood says. "One location emptied their kettle out to count the money at the end of the day and there was a white piece of paper folded up tightly. Inside were eight $100 bills. There's always novel things that happen, people that put things into the kettle that create lots of media interest. So we try to keep track of those and then release those kinds of stories."