Nearly one in three adults in the U.S. report they are “just getting by” or “finding it difficult to get by” financially, struggling to afford basic necessities like food, housing, and healthcare.
An additional victim of increasing inflation, rising living costs, and stagnant wages could be end-of-year donations to charities. As The Salvation Army is receiving increasing requests for services, the country’s largest provider of nongovernmental social services humbly calls on generous supporters to donate during the largest fundraising days of the year in order to continue compassionate service to all who seek it in 2025.
The Salvation Army, often seen as a bellwether for holiday giving, has experienced a healthy fundraising season, yet faces significant and concerning headwinds towards the end of the year. Charitable giving declined 2.1% in 2024 when adjusted for inflation and the holiday season had five fewer shopping – and iconic Red Kettle giving – days. Each year, nearly 1.5 million people volunteer to ring the bell at local kettles, which raised an average of $2.7 million each day last holiday season.
“For us, the shortened holiday giving window could mean $13 million less for programs that provide food, shelter, and disaster relief,” said Commissioner Kenneth G. Hodder, National Commander of The Salvation Army. “With rising economic uncertainty and growing demand, donations of all sizes are crucial to ensure we can continue meeting the needs of our communities. The challenges we face are significant, but they are not insurmountable.”
Nearly 50 percent of The Salvation Army’s public financial support arrives during the holidays.
Over the last two decades, millions of households dropped out of the ranks of nonprofit donors and volunteers.
The Salvation Army remains committed to serving all who seek their help as long as resources are available.
End-of-year and new year contributions to support The Salvation Army can be made by:
- Making a one-time donation or signing up to become a sustaining donor by visiting www.salvationarmyusa.org or calling 1 (800) SAL-ARMY.
- Making a gift through securities (bonds, funds, stocks, and IRA rollover)
- Working with your attorney or accountant to make a planned gift
- Donating cryptocurrencies such as Bitcoin or Ethereum.
