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The Salvation Army’s 10th Annual Red Kettle Kick-Off Breakfast will be held on Friday, Nov. 17, 7 a.m., at the Salvation Army Pasadena Tabernacle Corps, located at 960 E. Walnut Street. The event marks the start of holiday season fundraising endeavors in support of local programs and initiatives.
Beyond being a festive affair, the breakfast stands as a poignant reminder of community solidarity, said Major Roy Wild, leader of the Pasadena Tabernacle Corps.
“It serves as a means to generate excitement and momentum for fundraising efforts, increase public awareness of the Salvation Army’s year-round services, and expand the image of the red kettle beyond just a symbol of Christmas toys to an everyday Army that serves as the nation’s top provider of social services,” Wild said.
Wild said the annual Red Kettle event has raised over $500,000 during the past nine years and has aided more than 103,000 individuals. The event has always been part of the organization’s broader efforts to address issues such as homelessness, food insecurity, and the high cost of living in the Pasadena area.
This year, the Salvation Army is transitioning from an invite-only affair to welcoming the entire community. The Pasadena Tabernacle Corps will also be using QR codes for the first time on the day of the event to facilitate effortless donations; donors wouldn’t need to worry about carrying too much cash or writing as many checks as they’ve done in the past, Wild said.
“All of the funds raised from this event stay within our community,” Wild said. “It will help us to serve both housed and unhoused with food and clothing vouchers, as well as providing toys for children during Christmas, back-to-school supplies and backpacks, and sending children to a summer residential camp.”
The 10th anniversary of this pivotal event boasts an impressive lineup of speakers, including comedian Carlos Oscar and Lt. Colonel Mike Dickinson, the Salvation Army’s Southern California Divisional Commander.
Major Wild said their long-term vision for the event on Friday is to increase attendance, host the event at a larger venue, and make more people aware of the services the Salvation Army provides throughout the year.
“It is the signature fundraising event we do all year,” he said. “It is an event to highlight all The Salvation Army does in Pasadena and to thank those who support all we do throughout the year, both in financial help and volunteering.”
The organization has set a fundraising goal of $100,000 for this year.
The Salvation Army’s Red Kettle Kick-Off Breakfast on Friday begins at 7 a.m.
For more information, email Paula.Wild@usw.salvationarmy.
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