Salvation Army Transforms Traditional Breakfast Into Black-Tie Gala, Adapting To Modern Fundraising Challenges

The Salvation Army Pasadena Tabernacle is reimagining its longstanding kettle kickoff breakfast as an elegant evening gala, marking a strategic shift in its fundraising approach.

The organization’s first annual fundraising gala on Thursday, Nov. 7, at the Altadena Town & Country Club, will feature a three-act musical program performed by Los Angeles-based artists.

“We decided to transition it to an evening gala this year in hopes of creating a greater draw to the event and to broaden our reach,” said Captain Nicholas Helms of the Pasadena Tabernacle Corps. “Our hope is that we will be able to build upon our first annual gala and create an inspiring event the people want to come to year after year.”

The $125-per-ticket event comes as traditional donation methods face mounting challenges, according to organization leaders who have observed declining contributions through conventional bell-ringing activities.

“It has been harder in the last several years to raise money through our traditional bell-ringing, so holding this gala fundraiser not only gives us a good jumpstart to our campaign, but also encourages people to get into the bell-ringing spirit,” Captain Helms said.

Building on their 2023 milestone of a tenth annual campaign and following their 2022 goal of raising $100,000, the organization continues to adapt its fundraising strategies.

The funds raised will support various local initiatives, including food assistance programs, Thanksgiving meals, and Christmas toy distributions for families in need throughout the community.

“Each dollar raised stays in our community and goes to support things like our Thanksgiving meal for families who need help, or our Christmas toy program for children whose families would not otherwise be able to provide them,” Captain Helms explained.

The organization has implemented innovative giving options, including a Virtual Red Kettle for online donations, where $25 provides one night of shelter and $50 feeds twenty people.

The organization maintains a five-day-per-week food assistance program addressing local food insecurity, demonstrating its year-round commitment to community service beyond the holiday season.

The Red Kettle tradition, which began in 1891 with Captain Joseph McFee in San Francisco, remains a cornerstone of the organization’s fundraising efforts.

“As we start the new tradition of holding an annual evening gala, The Altadena Town & Country Club was the perfect venue for us,” said Captain Helms. It is a beautiful space, and helps us to create the exciting formal atmosphere that we wanted for this event.”

Helms added they’re hoping the gala will “shine a spotlight on the great work that goes on at The Salvation Army,” and people will gain a better understanding of what The Salvation Army does in the community.

The event, running from 5 p.m. to 9 p.m., will include a silent auction alongside the musical performances in what organizers describe as a formal atmosphere.

To purchase tickets, visit tinyurl.com/pastabgala24 or https://pasadena.salvationarmy.org/. 

For more information, call (626) 773-4440.