The Salvation Army Central Virginia Appeals for Community Support

Dec 29, 2023 | by Rebecca Turnbull

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RICHMOND, Va. (DEC. 29, 2023).

The Red Kettle campaign is The Salvation Army’s largest, local fundraiser and this year it faced several challenges. Fewer bell ringers and the reality that consumer giving is trending down overall, were key factors. “We recognize consumers carry less cash on them and we tested contactless electronic machines at a few locations,” said Major Kim. “However, despite this shift and offering virtual red kettles, we are short of our funding goals. Our ability to support an increasing number of requests for assistance due to higher expenses for rent, food and utilities, may be reduced in 2024.”

“Some people think The Salvation Army takes a break after Thanksgiving and Christmas,” says Major Samuel Kim, Area Commander of The Salvation Army Central Virginia, “but we operate 365 days a year, 7 days a week, and have been for the past 128 years in Central Virginia.” Despite strong efforts from partners and donors this holiday season, The Salvation Army Central Virginia Area Command faces a critical funding shortfall, threatening the organization’s ability to continue their vital work in the community.

The current financial landscape, marked by economic uncertainties and unforeseen challenges, has led to a decline in funding for The Salvation Army Central Virginia Area Command, an organization that relies solely on the generosity of donors and community support to sustain its operations. To ensure the continuation of its critical programs and services, The Salvation Army is issuing an urgent appeal to the community to help us in assisting those in need with food, shelter, clothing, ministry, youth programs and emergency assistance. Most recently, this includes the Inclement Weather Shelter at 1900 Chamberlayne Avenue, made possible through a public-private partnership with the City of Richmond.

The Salvation Army Central Virginia’s capacity to serve local needs depends on community giving. “We are grateful for any support” said Major Kim, “and donations of any amount can make a meaningful impact and contribute to shepherding our mission of #DoingTheMostGood. We are #BetterTogether and cannot meet needs with the community’s generous support.”

Donations can be made securely online at 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 work that The Salvation Army of Central Virginia does throughout the year at, follow them on LinkedIn | Facebook | Instagram | YouTube using @SalArmyRVA, or call (804) 225-7470. Your donation can still help make a difference in this community today.


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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