Tougher economic conditions have left the Salvation Army looking to raise $500,000 before Christmas to help thousands of families in need.

And some of those seeking assistance this year are former donors who have fallen on hard times.

Giving the gift of Christmas hamper to a struggling family, and for children the joy of opening a present on Christmas Day, can brighten the lives of those worst hit by the economic downturn.

The figures are stark. Since 2010 the Salvation Army has seen a 45 percent increase in its Christmas Assistance Programme. Last year 3,300 individuals — almost a third of them children — were registered with the programme. It is anticipated those numbers will be higher this year.

“I’ve gotten one report from the team and they’ve already raised concerns regarding demand,” said Division Commander Major Shawn Critch.

“We’re seeing a lot of people who would normally be donors to the Salvation Army who are now finding themselves in a position where they can’t and they’re coming to register as well.

“We are registering about 150 to 160 new families every quarter. On average we are serving between 400 to 500 families a month between our three locations.

“Last year we assisted about 3,300 individuals in a total of 1,450 families. Based on the initial registration data, we’re anticipating even more this year.”

The 2013 Christmas Red Shield Appeal was launched on Monday with the aim of raising $500,000 by December 24 to cover the full cost of the Christmas Assistance Programme.

Sign ups for hampers began at the start of this month. Considering projections that the impact of the recession will last for at least another 18 months at least, Maj Critch anticipates another challenging year ahead. However, he is confident the community will help the army reach its goal.

“That $500,000 fundraising drive is absolutely critical to the social work not just at Christmas but throughout the year,” he said.

“We have no reason to suspect that’s not going to materialise for us.

“We know these are challenging times for many in our community. But we’re really hoping the community will come together and support this initiative.

“We have also launched the Anonymous Santa Campaign in partnership with The Royal Gazette. And we’re receiving calls from corporations and individuals wanting to get some further information on that.”

He added: “A donation to the Salvation Army is an investment in your community, an investment in the lives of family and friends because most of the people who we will assist at Christmas are known by many of the donors who would support us. That makes it a very personal connection.

“When people think about the personal side of charitable giving and realise the families and friends it will assist, they reach out from that perspective to support the campaign, the toy drive and the food drive.”

Volunteers have given “in excess of 1,000 hours” to make the Christmas Assistance Programme a success.

In a letter to potential donors, Maj Critch wrote: “If, through our work, we can lessen the stress felt by many families during this special time of the year then we have made a difference.

“The Salvation Army has been a vital part of the community since 1896 and through our community-based programs we have assisted thousands of individuals and families.”

The toy drive endeavour to provide up to three toys per child. For 935 children that amounts to about 2,800 toys.

“Every year we have to purchase toys to the tune of $3,000 to $5,000,” he said.

“And we would hope that the assistance we give for Christmas Day also provides some flexibility for some meals going over the Christmas period.

“But the more we have to spend on toys, the less we have to spend on food. And so it’s a bit of a toss up.

“I would hate to think of a child not waking up to that element of surprise on a Christmas morning and what the means to them. Not to the extent maybe where we’re going overboard with what Christmas is all about and the whole commercialism of that taking over. But creating those special memories for a child that goes a long way. Families remember that.”

For the Salvation Army, he said, it’s all about the real reason for the season.

To donate by mail, write to The Salvation Army, PO Box HM 2259, Hamilton HM JX.

The account number is HSBC (010-202539-001) for online transactions, with an e-mail to Bermuda_Inquiries@can.salvationarmy.org.

Cash donations can be made to the Salvation Army at 76 Roberts Avenue, Devonshire.