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As Toronto prepares for the annual Santa Claus parade, that festive jingle comes not from sleigh bells, but from a collection cup.

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Faced with increasing costs in the context of the current financial crisis in Canada, the 120th edition of the parade finds itself in a difficult financial situation, prompting the organizers to launch a GoFundMe campaign to help keep the annual street tradition alive.

“In a spirit of conviviality for our 120th anniversary, we ask anyone with a heartfelt memory of the parade to consider making a donation $2, $12, $120 or any amount they feel like donating,” CEO of Original Santa Claus Parade Clay Charters said in a news release, adding that if even a quarter of those attending the parade donated a two-dollar coin, they would surpass their fundraising goal of $250,000.

Although corporate sponsors account for most of the parade’s annual funding, dwindling sponsorship funds and rising costs have put the parade — which has endured two world wars and the Great Depression — in dire straits.

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The additional $250,000 would ensure the parade returns next year, Charters said.

Cost cuts also led to the end of the annual television broadcast of the parade on CTV, leaving live streaming on YouTube as the only way to follow the parade without bundled up and heading to the streets.

As of Thursday afternoon, just under $40,000 of the campaign’s $250,000 goal had been raised, including a $25,000 donation from an anonymous donor.

Spadina-Fort York MP Kevin Vuong, whose riding lies along the traditional parade route, told the Toronto Sunshine he met with parade organizers to discuss their problems and lamented that this year may be the 120-year-old parade’s swan song.

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“The business case is there for government support, but it’s also about the joy and warmth of the season at a time when that need is more than ever,” he said.

“It has become all too common for our sacred traditions to be left in the dustbin of history, whether through neglect, ignorance or lack of resources. This must stop. Let’s start by making sure the Santa Claus Parade has everything it needs to not only survive, but thrive.

The parade returns to the streets of Toronto on Sunday, November 24.

Departing from Christie Pits at 12:30 p.m., this year’s route will take the floats through Bloor Street to Queen’s Park Circle, south on University Avenue to Wellington, ending at Market St. Lawrence.

Special guests will include Emma Memma, formerly of Australian children’s entertainment group The Wiggles.

With the annual television broadcast canceled this year, those who do not attend I can watch it live on YouTube.

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X: @bryanpassifiume

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