Salvation Army kicks off holiday campaign

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This holiday season, The Salvation Army is urging generous North Texans to come together to support their neighbors combatting poverty, addiction and homelessness amidst continuously high requests for assistance. The Salvation Army has bold goals in North Texas this year to give 45,000 children presents under the tree through the Angel Tree program, recruit more volunteer bell ringers and generate enough support through its holiday fund-raising to continue services for more than 100,000 individuals in 2025.

With five less shopping days this holiday season and additional compounding challenges, The Salvation Army is calling on the community’s help. In 2023, The Salvation Army of North Texas raised around $1.5 million through its iconic Red Kettles, which launch on Thanksgiving, so five fewer days between Thanksgiving and Christmas could mean a decrease of 15% in funding to overcome.

The money raised through the Red Kettle campaign allows The Salvation Army to provide both immediate and long-term services that meet urgent physical needs of food and shelter, while encouraging stability and self-sufficiency through comprehensive case management. Last year, The Salvation Army of North Texas distributed more than 4 million pounds of food through its food pantries, delivered more than 205,600 nights of safe shelter, served 660,000 meals to individuals experiencing homelessness, provided addiction recovery services to around 500 individuals and connected nearly 2,000 individuals to permanent and stable housing.

As the country attempts to rebound from recent financial strains, a record disaster season and a divisive election, the number of American families who say they are doing “at least OK” financially has fallen to 64% — the lowest on record, according to the Federal Reserve. Locally, an estimated 629,000 North Texans are experiencing food insecurity, 159,000 are at risk of eviction or foreclosure, and nearly 2.5 million adults are having difficulties paying for usual household expenses.

While empathy economics — increased purchasing and investing driven by heightened exposure to human need — historically drives volunteerism and donations during Christmas, it may be tough to overcome this year’s factors.

“Every day, thousands of North Texans are choosing between keeping the lights on or putting food on the table,” said Major Paul McFarland, area commander for The Salvation Army of North Texas.

“The holidays bring added financial and emotional stress for those who are already struggling to make ends meet so the compassionate generosity of those who can give is essential to ensuring we can effectively meet community-specific needs year-round.”

The Salvation Army is offering a variety of opportunities for North Texans to give a gift that alleviates the monetary burden of the holidays — and lasts into next year. There are many ways to get involved this season:

- Donate in-person or online — all money stays within the community in which it was given.

- Participate in Angel Tree to ensure that children, seniors, and special needs adults feel the joy of Christmas morning. Adopt an angel at participating locations in-person or online staring Nov. 1. Drop off gifts at drive-thru locations Dec. 6-7.

- Register to bell ring at a Red Kettle near you or start a Virtual Red Kettle. Openings are available as an individual or with a group

- Sign up to volunteer at a facility in your community, helping distribute groceries, serve meals, staff youth programs, create hygiene kits and more.

Nearly half of The Salvation Army’s annual raised revenue comes between October and December, and the funds raised during the holiday season are vital to sustaining operations and programs in six counties in North Texas. With a footprint across 4,000 square miles, The Salvation Army is uniquely positioned to meet local needs with tailored programs in every pocket of North Texas, which is only made possible by community support.

To learn more, visit SalvationArmyNorthTexas.org/Christmas.

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