Donations sought for The Salvation Army’s Red Shield Appeal to help Kiwis stay above the poverty line | The Salvation Army

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Donations sought for The Salvation Army’s Red Shield Appeal to help Kiwis stay above the poverty line

Red Shield Appeal 2024
Posted April 5, 2024

The Salvation Army has launched its annual Red Shield Appeal, which helps fund a wide range of community-based social services to assist Kiwis—especially the most vulnerable in our society.

With the campaign theme “Help Kiwis Stay Above the Poverty Line’, this year’s appeal seeks to raise awareness and crucial funds to help people and their whānau facing financial crises.

Supporting the Red Shield Appeal 2024 is simple. Donations of any amount are welcome, and can be made online at, or by phone at 0800 53 00 00.

This year’s Red Shield Appeal comes amid the deepening cost-of-living crisis affecting communities across the motu. In 2023, one in five New Zealand families with children said that food runs out ‘often’, or ‘sometimes’.

Among the services the Red Shield Appeal helps fund include foodbanks, financial mentoring and counselling, addiction services, supported accommodation and more.

An example of how The Salvation Army helps people is the story of Rita. When she first checked into The Salvation Army’s Bridge programme, she was at rock bottom. A recovering addict, she had lost everything to get clean for her family.

Out of rehab, Rita suddenly found herself in the real world with no money, nowhere to live and with only the clothes she was wearing.

“That’s when The Salvation Army stepped in,” she says. “They just wrapped around me and my kids and supported me. They showed me love.”

The Salvation Army helped out with food parcels and provided Rita with budgeting advice to help her set goals and stick to them. The Salvation Army advocated for Rita with Work and Income, and also managed to secure a private home for Rita and her children. 

“That was incredible! Through The Family Store the house was furnished. They gave us beds, blankets, clothes—everything! I was just so incredibly grateful for that help,” says Rita.

Rita’s now debt-free for the first time. To give back, she also volunteers at her local Salvation Army foodbank, helping to provide for others in need—just like she was. 

“It was more than just food—it was people who encouraged me to keep moving forward,” she says. 

Last year, The Salvation Army helped more than 150,000 Kiwis and their whānau across Aotearoa. Salvation Army Auckland Area Officer David Daly says: “We believe no one should feel they’re on their own. But the truth is we simply cannot do it alone, especially with rising demand on our services.”

More information about the Red Shield Appeal, including how to donate, is available on The Salvation Army website: