Central Virginia's Holiday Giving Changes Lives Year-Round

Jan 11, 2024 | by Rebecca Turnbull

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Red Kettle Campaign Ends Just Short of Goal

RICHMOND, Va. (JAN. 11, 2024). The Salvation Army red kettles and bells may have been packed away for another year, but thanks to your generosity, the impact of the Red Kettle Campaign will be felt every day throughout 2024 here in Greater Richmond and throughout Central Virginia.

The Salvation Army’s annual fundraising campaign started in early November as the red kettles and bell ringers began to appear outside stores around the community, and ended on Saturday, December 23. The iconic red kettles are synonymous with the holidays and the generous giving of the community delivers joy and assistance, not only at Christmastime, but in the months to come.

“I am so excited to announce that while we finished short of our 2023 budgeted red kettle fundraising goal of $250,000, thanks to your efforts we significantly closed the gap in the last few weeks of December to meet 90% of our goal. This represents a tremendous effort from our staff and volunteers and especially those who gave so generously to The Salvation Army throughout the Christmas season; our community, businesses, donors and supporters, and corporate partners,” said Area Commander Major Samuel Kim. “We simply couldn’t do it with you! The budgeted goal is the minimum amount we need to support The Salvation Army’s year-round programs and services here in Central Virginia. However, the more we raise, the more people we can help.”

While The Salvation Army is perhaps at its most visible during the holiday season, the organization operates a wide range of life-changing services supporting individuals and families in need throughout the year, providing Love Beyond Christmas. Here in Richmond, the Army provides shelter, assistance with food, rent and utilities, daily meals, clothing vouchers, emergency disaster services, youth programs, weekly services and faith-centered programs at our Corps/church, the recently opened Inclement Weather Shelter and more.

“Serving on the Advisory Board, I know first-hand how Central Virginia’s generosity has powered new initiatives and programs, such as the Inclement Weather Shelter opening in partnership with the City of Richmond, The Salvation Army Boys & Girls Club expanding offerings to now include a STEM lab and indoor swimming pool for extended learning and water safety, and more. Every dollar raised locally at our red kettles – in person or virtually – stays local,” said Advisory Board Chair Jamie Head.

Major Samuel Kim adds, “when a family comes to us because they can’t afford to put food on the table, it’s your donation that makes it possible for us to hand them a food box. When a mother needs help paying the utility bill to keep the lights on, your generosity means that we can pay that bill. And when a child climbs onto the bus headed to summer camp for the first time, your support helps provide a week that child will never forget. Thank you! Thank you on behalf of the countless people you will never meet that will come to The Salvation Army this year with nowhere else to turn. Your support means we will be there to share help, hope and love, in all situations.”

There are many ongoing opportunities to volunteer and get involved at The Salvation Army during the year. Donations can be made securely online at www.salvationarmycentralva.org or by calling (804) 591-3808. Gifts can also be made through Donor Advised Funds (DAFs), Planned Giving or stocks, bonds and other securities. All money raised always stays local to support programs in Central Virginia. Nationally, 82 cents of every dollar goes directly to support local programs.

Learn more about The Salvation Army Central Virginia’s year-round work at www.salvationarmycentralva.org. Follow and subscribe to @SalArmyRVA on LinkedIn | Facebook | Instagram | YouTube | X (formerly Twitter). Your donation makes a difference in our community every day, every way.


About The Salvation Army

The Salvation Army annually helps more than 25 million Americans overcome poverty, addiction and economic hardships through a range of social services and youth programs and is #DoingTheMostGood at 7,600 centers around the country. Since 1885, The Salvation Army has been serving the Richmond area, and today, The Salvation Army Central Virginia Area Command meets needs across 16 localities through the Men and Families Housing First Shelter, Inclement Weather Shelter, food assistance, canteen ministry, rent and utility assistance, The Salvation Army Boys & Girls Club and the Corps/Church.

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