The Salvation Army has urgently appealed for donations after it suffered a 50 per cent reduction in fundraising compared with last year at a time when the need is “greater than ever”.

Captain Dennis Maybury, the regional public relations officer for The Salvation Army, said that as the year comes to a close, it has so far only received about $500,000 towards its annual target of $1 million.

The charity was able to raise the funds in 2024 for the first time in several years, Mr Maybury said.

While the organisation said it was grateful for the generous food donations and gifts in kind received throughout 2025, the sharp decline in financial contributions to the Red Kettle Campaign and Red Shield Appeal threatened critical Christmas assistance and year-round programmes that thousands of people rely on.

Captain Dennis Maybury, public relations officer for The Salvation Army in Bermuda, told The Royal Gazette: “The demand is greater than ever and there are a number of reasons for that.

“The cost of living in Bermuda is so high and people need the extra help.

“A number of people, for one reason or another, have lost their jobs and are referred to us for assistance.

“We are seeing families with children come in.”

He added: “I would say to the community, we appreciate all that you have done and we want to thank you for helping us to reach our goal last year for the first time in many years.

“The needs are ongoing and with your help, we can certainly meet that need for those who come through our doors.

“Our kettle bells are ringing but far fewer donations are being dropped in.

“The Salvation Army needs a minimum of $1 million in monetary donations to maintain our ability to help the most vulnerable in our community in 2026. This is a critical moment. Every dollar matters.”

Mr Maybury said that as demand increases, so too could its target financial goal in the future.

“We have managed with less but with the rise in need, certainly the need for donations is certainly going up. I would say in the future we would need $1.2 million or even $1.5 million.”

In 2024, there were 60,191 visits made to The Salvation Army for assistance, an increase of 20.4 per cent.

Funds raised support a range of services including food banks and meal programmes, emergency shelters for individuals and families experiencing homelessness, addiction recovery services, disaster response and outreach to vulnerable seniors.

“When donations decline, real people are impacted,” Mr Maybury added. “We are seeing more first-time requests for help than ever before — working families struggling with rising costs, seniors on fixed incomes and individuals facing sudden crises.

“We are committed to serving everyone who comes to us — but we cannot do it alone.”

In 2024 alone, 29,200 meals were provided by The Salvation Army through community feeding programmes and shelters, an increase of 41.4 per cent over the prior year.

The organisation said this demonstrated the scale of need and the “vital role” it plays for those in need on the island.

The Salvation Army is calling on individuals, families and corporate partners to step forward with urgent financial support to help close the funding gap before the year’s end.

Mr Maybury said he is hopeful that the charity will not have to cut any of its programmes including the feeding programme at North Street Citadel in Pembroke which feeds about 120 people on most nights of the week, its soup truck programme providing meals for people on the streets and its Harbour Light programme providing addiction services.

It also offers Christmas assistance such as food hampers and toys, after-school programmes, camps for children and youth, and life-skills classes.

Earlier this month, the charity donated more than 200 hampers to seniors, while a Christmas-themed event saw gifts and supplies delivered to vulnerable people.

Mr Maybury said: “We are hoping that this appeal will help us to push up to $1 million. Maybe people responded earlier last year than this year but we are hopeful we can reach the target as we know people are very giving once they hear we are in need.

“We pray they will come though for us. We know that people are struggling and we are hopeful we can meet the need.

“Our promise to serve and give hope has never wavered. Our love and passion to reach the needy is just as strong as ever.

“Needs are rising, donations are down and the window to act is narrowing.

“Giving today ensures that hope remains within reach for those who will need our help in 2026.”

The Salvation Army is an international Christian organisation that began work in Bermuda in 1896. It has since grown to become one of the largest direct providers of social services in the country.

Donations can be made at Red Kettle locations around the island, online to the Red Shield Appeal at SalvationArmy.bm/donate, or by calling 292-0601.