While the holidays are a time for building memories and celebrating traditions, this time of year can also bring tremendous financial strain for many families. As people face inflationary pressures unseen for a generation, this seasonal struggle is taking on a whole new meaning. The U.S. Bureau of Labor Statistics reports that between September 2021 and September 2022, consumer prices for shelter rose 6.6%, while food prices increased 11.2% and energy costs were up 19.8%. For those already struggling to pay the rent, put nutritious food on the table and keep the house warm as temperatures drop, the rising costs for basic necessities is forcing difficult choices.

For many, it can put the joy of special meals and gift-giving out of reach.

Fortunately, in communities across the country, the tremendous giving spirit inspired by the holiday season endures, helping little acts of generosity scale up to long-lasting impact. It’s a model of community engagement that has been at the core of The Salvation Army’s mission for over 150 years. Through more than 7,000 locations across the country, The Salvation Army is the go-to resource for people in need, as well as those who want to support their neighbors seeking help.

“All donations stay within the community in which they were given,” says Dale Bannon, national community relations and development secretary for The Salvation Army. “When you give to The Salvation Army, you’re making a difference in the lives of families right in your own area. And what many people don’t realize is the impact of their holiday charitable giving lasts far beyond the month of December.”

Ringing the Bell

The Salvation Army harnesses that giving spirit through two critical programs. First, the Red Kettle Campaign, anchored by the iconic bell-ringers greeting holiday shoppers as they drop in cash contributions while entering or exiting their favorite stores. Contributions to the Red Kettle Campaign can also be made through a variety of popular digital apps and smart devices. Next, Angel Tree, which allows people to “adopt” children in their community, purchasing gifts from their holiday shopping list of wants and needs.

To help amplify holiday efforts like Angel Tree and the Red Kettles, The Salvation Army relies on a network of corporate partners across the country. One of those partners, Walmart, has become a key factor in the organization’s holiday fundraising, collecting more than $35 million last year from Red Kettles outside its stores.

For those ordering online, shoppers can now round up their purchases to the nearest dollar, donating the difference to The Salvation Army. This new e-commerce avenue opens up digital ways for people to fill the Red Kettles even when they’re not physically in stores.

When it comes to The Salvation Army and the people it serves, the critical nature of this type of holiday generosity can’t be overstated. Funds from the Red Kettle Campaign sustain the full range of services provided by The Salvation Army throughout the year. “Donations raised during the Christmas season fund everything from food assistance programs to providing shelter for those without a home,” Bannon says.

The need is acute. “Last year, The Salvation Army served more than 171 million meals to those in need, and we don’t plan to slow down,” Bannon shares. “We estimate that with the increased economic uncertainty, the need is going to continue to grow.”

“The programs funded by holiday giving—whether that comes digitally or from in-person donations—provide practical help such as food or utility assistance at Christmas and throughout the rest of the year. In 2021, The Salvation Army provided support to 25 million people,” Bannon says. “More than just providing assistance, our goal is to show love to those who come to us looking for help. That love can show them that someone is on their team and wants to see them succeed.”

Love Beyond Challenges

Just how much lasting good can programs funded by holiday charitable giving have in communities across the country? One only needs to look at Tracy, a Salvation Army client-turned-volunteer.

At not even 30 years old, Tracy suddenly found herself as a single mother of four young children after the unexpected death of her husband, the family’s sole breadwinner. Alone and without resources, her family slipped into homelessness.

“I lost everything at that point,” Tracy remembers. “My kids didn’t even have clothes.”

Through The Salvation Army in Southern California, Tracy was able to secure food and shelter. With those basic needs met, the family received additional support through The Salvation Army’s holiday programs that provided a special kind of relief for the single mom. “To know at Christmas my kids are going to be good, that they’re going to have everything they need, it’s a really big help,” she says.

Over time, Tracy has come to view The Salvation Army officers and volunteers as her extended family, utilizing the support of programs provided by the organization—and funded by holiday giving—to guide her family in a positive direction. Today, equipped with adequate food and safe living conditions, Tracy’s life is defined by hope beyond fear.

“When I had my worst times in life, they helped me,” Tracy says. “The Salvation Army is more than Angel Tree—that’s just the start. Knowing there’s people thinking about families like ours means so much.”