The Salvation Army Sets Out To Rescue Christmas

NORTHERN CALIFORNIA— Shoppers will see those iconic red kettles earlier than normal this holiday season because for the first time in 130 years, The Salvation Army is starting early in order to "rescue Christmas."

Last year during the holiday season in Northern California, the nonprofit served 36,177 people; that number is expected to greatly increase this year because of hardships surrounding the coronavirus pandemic.

Based on the increase in services already provided in response to the pandemic, the organization could serve up to 155 percent more people in 2020 with Christmas assistance, including putting food on the table, paying bills, providing shelter and helping place gifts under the tree — assuming the resources are available.

Requests for services are at an all-time high and the need will be greater than ever this holiday season, The Salvation Army said Monday in a news release.

At the same time, because of retail store closures, consumers carrying less cash and coins, and the decline in foot traffic, The Salvation Army said it could see up to a 50 percent decrease in funds raised nationally through the red kettles, which would limit their capability to provide services for the most vulnerable.

To put this in perspective, last year $126 million was raised nationally through about 30,000 red kettles. More than $2 million of that was brought in through fundraising efforts in Northern California.

"This year we are expecting a rise in need across Northern California," said Major Ivan Wild, Salvation Army Divisional Commander. "COVID 19 has affected many people in many different ways and we at The Salvation Army are positioned and ready to help anyone this Christmas who might find themselves in need. There are many families who will be counting on TSA to provide food and toys for their children. We are committed to offer of hope and encouragement during these difficult times. The Salvation Army is able to be there for those in need through the generous support of our community."

Since March in Northern California, The Salvation Army has provided 246,516 meals, 39,088 nights of safe shelter, and emotional and spiritual support to 103,994 people in need. According to The Salvation Army, every donation provides help and hope to those in need, and all gifts stay within the community in which they are given.

The nonprofit says now more than ever, it is making it safer and simpler to donate in order to support the most vulnerable in Northern California. To help ensure the safety of bell ringers, donors and partners amid coroanvirus, The Salvation Army has adopted nationally mandated safety protocols. Red Kettles and bell ringers will be out at stores starting in November, when the bulk of fundraising typically happens.

Digital fundraising has started earlier than ever, as most bell ringers won’t be out collecting money at the iconic red kettles until November.

Here are some other ways to help The Salvation Army rescue Christmas in Northern California.

• Enlist in Love’s Army with a sustaining monthly gift of $25 per month.
• Give online at rescue.gosalarmy.org or through the new Virtual Red Kettles (launching Oct. 15.)
• Donate digitally with Apple Pay or Google Pay at any red kettle in Northern California.
• Ask Amazon Alexa to donate by saying, "Alexa, donate to The Salvation Army," then specify the amount.
• Give any amount by texting "KETTLES" to 91999.
• Donate physical gifts in bulk.
• Adopt additional Angels to give hope and joy to kids and families in need through The Salvation Army’s Angel Tree program.

For services for yourself or someone you know of who is need, go to gosalarmy.org to find a location near you.