Severe drop in donations affecting Salvation Army

(KRON) — It may be the season of giving, but San Francisco’s Salvation Army Red Kettle Campaign is experiencing a nearly 30 percent drop in donations compared to this time last year, jeopardizing its Toy N’ Joy distribution efforts.

Major Matthew Madsen of the Salvation Army told KRON4 that recent atmospheric rivers, a decline in cash and coin donations, fewer in-person shoppers, and a delayed campaign launch due to the holiday calendar have created a “perfect storm” affecting donations. Funds raised during the campaign support outreach programs year-round. “We fund the community with the community,” Madsen said.

With just seven days until Christmas, the Golden State Division’s Red Kettle Campaign — serving the San Francisco Bay Area, Silicon Valley, Central Coast, and Central Valley — is struggling to meet its fundraising goals. The campaign lost six critical fundraising days due to Thanksgiving falling later in November.

Officials said the rising costs of food, gas, and housing have already driven up the demand for Salvation Army services, making the funding shortfall even more critical.

“When people hear the very familiar Salvation Army bells this season, I want them to know we are sounding the alarm, asking for help to serve our community,” said Major Darren Norton, Divisional Commander for the Golden State Division, in a news release. “More than ever, people in our community are in need due to the rising cost of living. The Salvation Army is here to help but needs the public’s support even more to do so.”

The Salvation Army said the programs supported by donations include:

• Social Services: Food, shelter, clothing, and financial assistance
• Casework & Counseling: Health care, residential aid, and abuse counseling
• Youth Services: Music, athletics, arts, camping, and family counseling
• Senior Centers: Support for older adults’ needs
• Holiday Programs: Providing financial assistance for families during the holiday season

Donations can be made at physical Red Kettles or online at salarmy.us/GSDVRK.

​(KRON) — It may be the season of giving, but San Francisco’s Salvation Army Red Kettle Campaign is experiencing a nearly 30 percent drop in donations compared to this time last year, jeopardizing its Toy N’ Joy distribution efforts. Major Matthew Madsen of the Salvation Army told KRON4 that recent atmospheric rivers, a decline in cash and coin donations, fewer in-person […]