Peter Pemberton of the Sacramento Salvation Army says the nonprofit is seeing a sharp rise in demand.
One clear indicator has been that foot traffic through local social services programs is up, with more families requesting food and utility assistance. Meanwhile, the Angel Tree program hit its cap unusually quickly this year.
According to a Salvation Army spokesperson, Northern California and Northern Nevada are seeing a nearly 15% drop in fundraising compared with last year, at 14.9% less. In Sacramento specifically, there is a nearly 18% drop in donations compared to this time last year, at 17.8% less in the Red Kettle Campaign.
Despite the shortfall, there is reason for optimism.
"People love us, they love and respect the work that we do, and they always come in at the last minute and help us meet that need," said Pemberton.
This year, the Salvation Army has also embraced digital giving. While traditional bell ringers remain outside stores, donations can now be made online via PayPal, Google Pay, Apple Pay, and other digital methods. Every dollar donated to the Del Oro Division, covering Northern California, stays local, funding year-round programs.
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