The Salvation Army can't fundraise in the Avalon Mall after this year. It all comes down to religion

This is the last Christmas season the Salvation Army's annual kettle campaign will be allowed in the Avalon Mall in St. John's, ending a decades-long tradition. 

It all boils down to religion.

The Avalon Mall is owned by Crombie REIT, a real estate investment trust company that owns more than 300 properties across the country, primarily grocery stores, malls and plazas.

Crombie wouldn't do an interview with CBC News, but in an emailed statement, it said it updated its "community impact strategy" and will no longer be partnering with any organizations affiliated with religion.

The Salvation Army also turned down an interview with CBC News and provided an emailed statement. It says Crombie isn't the first company to back away from hosting its fundraisers. 

The statement says "each year," organizations have opted out of hosting the kettle campaign because of new corporate strategies or "concerns about our religious affiliation and misconceptions about inclusivity."

One last chance

The Salvation Army has raised money in the Avalon Mall through its kettle campaign for numerous years. It says the money raised goes toward things such as its food banks and soup kitchens, as well as school supplies, coats and toy hampers.

WATCH |  A familiar fundraising sight is in its final year at the Avalon Mall: 

Avalon Mall allows Salvation Army Christmas kettle campaign — but only for one more year

1 day ago

Duration 1:58

It’s a recognizable fundraiser and it’s been at the Avalon Mall for 20 Christmas seasons. But as the CBC’s Jessica Singer explains, while other charity groups will continue to be able to use the mall space, the company is moving on from the Salvation Army and other religious groups.

Earlier this month, Crombie told the Salvation Army in St. John's that it couldn't set up its kettle campaign in the mall for this Christmas season.

CBC News emailed Crombie asking about its decision. Later that evening, the company contacted the Salvation Army saying it will be allowed to set up its kettles this year, but it indicated that this holiday season will be its last. 

"We made the difficult decision to wind down our relationship with the Salvation Army which was communicated to them earlier in the year," read an emailed statement from Elizabeth Engram, Crombie's public relations manager. 

"It was brought to our attention recently that this change unfortunately did not reach the local chapter in our Avalon Mall region. For this 2024 holiday season, we can confirm the Salvation Army will continue with their collection campaign at our Avalon Mall location."

Crombie says organizations that align with its new "community impact strategy" include the United Way, the First Light Friendship Centre and the Canadian Mental Health Association.

It also says it will continue to work with VOCM Cares and the Happy Tree campaign. The Salvation Army distributes the donations made to the Happy Tree, but it will not be able to set up shop in the mall to raise its own money.

The Salvation Army says it serves all individuals regardless of race, gender or sexuality. It says the money raised through its kettle campaign is necessary to help Canadians who need it most. 

"These decisions have profound implications," read a statement from John Murray, one of the Salvation Army's communications leads.

"Supporting initiatives like the kettle campaign costs very little to organizations hosting them, yet the impact on Canadian families is immeasurable." 

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