Somebody needs a visit from three spirits!
Target, Mervyn's, and Safeway are three store chains who have banned Salvation Army bellringers from their storefronts. Our first inclination, when we hear about this, is to assume that these stores are cruising for a visit from the Spirits of Christmas Past, Present, and Future:Without their visits, you cannot hope to shun the path I tread. Expect the first to-morrow night, when the bell tolls One. Expect the second on the next night at the same hour. The third, upon the next night, when the last stroke of Twelve has ceased to vibrate. Look to see me no more; and look that, for your own sake, you remember what has passed between us!But the fact is that these three companies reach out to their communities quite a bit, and of course don't hesitate to tell us about it. Target, though they won't allow solicitation on their walks, has a corporate partnership thing going with the Salvation Army. There are two problems with this system, however:
- The bellringers are a visible symbol of the holiday season, and many Americans associate their presence not only with a pleasant -- if somewhat vague -- feeling of holiday cheer, but with generosity as well. When the bellringers are not present, there must be other ways to remind us as customers that we have a responsibility to the poor, just as Target thinks it has that responsibility as a corporation. If we're not reminded, we might not think to chip in. And Target doesn't compensate for that with corporate partnerships.
- There is such a thing as bad advertising, no matter what others may tell you. When the media covers the Target exile of the bellringers, and the numerous small companies and stores who offer their storefronts to the Salvation Army instead, it's a black eye for Target no matter how noble their intentions are in the community otherwise.
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posted by Ron @ 8:50 PM
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