The Salvation Army didn’t get the results it was expecting from ts holiday online fundraising initiatives, but you won’t hear nay complaints.

By Paul Barbagallo

Asked why response dipped for the Online Red Kettle program, Hood said one reason could be the complexities of the system once it got into the hands of the field. And, before 2003, The Salvation Army never aggressively promoted its Web site during the holiday season.

“We simply committed more energy,” he says, “and, in going forward, we will continue pushing the medium.”