A ring and prayer for giving

When the Salvation Army kicked off its annual "red kettle'' fundraiser Thursday, it signaled the beginning of Minnesota's blockbuster holiday giving season.

Charities report that up to 60 percent of their individual donations pour in between November and December. With Minnesotans donating about $4 billion in 2007 alone, it translates into an avalanche of cash.

"We get $17 million from the public each year, and about $9 million comes at the last quarter of the year,'' said Annette Bauer, spokesperson for Salvation Army in the Twin Cities. "Outstate it's even more: 70 to 80 percent of their budgets are funded this time of the year.''

Minnesotans really embrace the spirit of giving, she said, "plus they want the tax deductions.''

Across the state, cash-strapped nonprofit groups are keeping their fingers crossed that the recession won't dampen holiday giving. Agencies providing food and housing to needy families, in particular, have seen public demand outpace public donations.

"We get about 70 percent of our $1.2 million in individual donations over the holiday season,'' said Ted Evans, spokesman for the Emergency FoodShelf Network, a New Hope-based food bank that last year helped 1.7 million people, some who were repeat visitors.

"Am I nervous?'' asked Evans. "A little bit.''

This month, hundreds of nonprofits are launching their holiday fundraisers and blitzing potential donors with "snail mail" and e-mail solicitations. Expect to see appeals bearing the likeness of cute kids, cuddly pets and caring volunteers in mailboxes soon.

Children's Home Society and Family Services has its "Little Red Stocking'' campaign. The Animal Humane Society just started a "Snow Angels'' pet sponsorship. The Courage Center has its "Santa Shuffle and Elf Walk.''

"We, as nonprofits, have in part created the phenomena,'' said Audrey Kintzl, chief development officer at the Courage Center, which supports adults and children with disabilities. "More and more fundraisers think about how to leverage [funding] at this time of the year.''

About 40 percent of the $15 million in public donations made to the Courage Center each year arrive at this time of the year, she said.

Nonprofit leaders predict that agencies such as the Salvation Army, offering a social safety net for the thousands of Minnesotans without jobs, will fare better this season than less essential groups.

Lutheran Social Service of Minnesota, for example, saw a 24 percent increase in total giving during its fiscal year ending in July, said Mark Peterson, agency president. That includes grants from foundations and other sources, he said.

If individual, undesignated donations are pulled out, the increase is 8 percent, he said. About 40 percent of those funds arrive around the holiday season, he said.

Old drive has new tricks

The Salvation Army's ubiquitous bell ringers may be the most visible sign of holiday giving -- and the oldest. The fundraiser started in 1891, when a Salvation Army worker placed a kettle on a dock in San Francisco to raise money for needy children. He rang a bell to call attention to himself, said Darryl Leedom, Twin Cities commander for the group.

Fast-forward to 2009 at a Cub Food Store just north of Minneapolis. Leedom launches the fundraiser standing next to a 12-foot red kettle and a sign announcing that credit cards are accepted this year. KOOL 108 radio (KQQL 107.9 FM) broadcasts live from the event.

Online givers are courted by a mini-performance by teen heartthrobs the Jonas Brothers.

During the course of the next seven weeks, $3 million -- mainly in quarters and dollar bills -- will fill the more than 400 kettles. And that's just in the metro area.

Leedom and others are cautiously optimistic about the weeks ahead.

"I think there's optimism in the air,'' said Kintzl. "I'm seeing it with the donors I work with. But it's early. Will it play out in December? Will the stock market dry up? We're keeping our fingers crossed.''

Jean Hopfensperger • 612-673-4511