More than 8 million Americans fell into poverty due to COVID-19​

As a result, The Salvation Army experienced a 151% increase in need on top of a projected $50 million deficit from lost Red Kettle revenue. We had to find new donors fast to make up the gap. The answer: “Rescue Christmas.”

We urged those in need to reach out and those who could help to reach within and assist.

Christmas 2020 broke every record in digital advertising revenue with a 76% increase in attributable new donors year over year. Ultimately, The Salvation Army was among the top digital fundraisers in the country, and Christmas was rescued for millions of Americans.

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