 The image of Santa Claus as a benevolent character became reinforced with its association with charity and philanthropy, particularly by organizations such as the Salvation Army.Volunteers dressed as Santa Claus typically became part of fundraising drives to aid needy families at Christmas time.In 1937, Charles W. Howard, who played Santa Claus in department stores and parades, established the Charles W. Howard Santa School, the oldest continuously-run such school in the world.