"The code is a great alternative for those who pass by our kettles, but don't have any change in their pockets to give," Maj. Ivan Rock, general secretary of the Massachusetts Salvation Army, told the Herald. "At a time when we're seeing a dramatic increase in the need for food, shelter, warm clothing and heat, we're looking for ways to dramatically increase the donations we receive through our kettles." Carl Howe, an analyst at Yankee Group, said QR code use by nonprofits is still rare, but he expects it to catch on as charitable organizations learn about the technology.
"QRs have been popular among corporations since 2007, but for the Salvation Army, it's something that's new and interesting," Howe said. "It's a very simple metric -- anything that increases donations will be used by nonprofits." John Gallaugher, an associate professor of information systems at the Carroll School of Management at Boston College, said most donors want to toss cash into the kettle and go. But the QR code could attract donations from non-cash-carrying givers and others who are willing to do more.
"The QR code opens up different channels with donors who may want to do more than give money," he said. "This could be a new way to recruit a volunteer or raise awareness." The Salvation Army's annual Bay State kettle campaign kicks off Wednesday at noon with Maj. Rock and Mayor Thomas M. Menino sharing bell-ringing duties in Downtown Crossing.
The fundraising effort supports local Salvation Army efforts to provide people with assistance during the holidays and all year long.
Last year, the charitable group raised $3.4 million at more than 1,500 kettles in the Bay State.
The QR code sticker will be located on an advertising poster next to the kettle. People with smartphones can scan the code that then directs them to a secure website accepting donations. Contributions will be traceable by ZIP code, ensuring the money is used locally.
"We're hopeful that by making it more convenient to give we will be able to provide for more of our neighbors in need than ever before," Rock said.
The Salvation Army's use of QR codes shows large corporations are not the only organizations turning to these mobile applications. Savvy nonprofits are taking advantage of this emerging technology, including the Juvenile Diabetes Research Foundation, which uses QR codes in their brochures at fundraising events.
Soon more advanced or "near field communications" technology could provide an even better alternative, Howe said. NFC is a wireless network allowing users to wave a smartphone at a code reader to tap users' stored credit card information.
"The challenge for QR codes is that they're not terribly convenient," he said. "You have to launch your app, get your camera lined up, take the picture and go to a website. ... With NFC, you do nothing but swipe your phone. Most phones don't have NFC in them yet, but they're coming." thomas.grillo@bostonherald.com ___ (c)2011 the Boston Herald Visit the Boston Herald at www.bostonherald.com
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