The Salvation Army has launched its annual Red Shield Appeal, urgently seeking donations to sustain its community services as New Zealand faces a worsening cost-of-living crisis and increasing hardship among its most vulnerable populations.
The organisation reports growing demand for its services, including foodbanks, financial mentoring, counselling, addiction support, and assisted accommodation. The appeal aims to bolster these essential programmes across the country.
The launch coincides with findings from the Salvation Army’s State of the Nation 2025 report, which highlighted significant challenges facing many Kiwis. The report noted falling living standards, rising unemployment, and increased food insecurity. It also revealed that over 400,000 New Zealanders required welfare support in December 2024, the highest number recorded since the 1990s, signalling deepening societal need.
Funds raised through the Red Shield Appeal directly support the wide array of social services the Salvation Army provides nationwide.
Illustrating the impact of its work, the organisation shared the story of “John,” whose life had reached a breaking point due to long-term drug addiction. “I lost everything. My wife, my kids, my home, everything,” he stated.
Through the Salvation Army, John accessed a day programme, received food parcels, and learned budgeting skills. He successfully overcame his addiction and now contributes back to the community by volunteering at a Salvation Army Family Store. Reflecting on the support, John said, “That’s what the Salvation Army does, they’re there for people when they need it.”
Last year, the Salvation Army assisted more than 150,000 individuals and their whānau (families) throughout Aotearoa New Zealand.
“We appreciate donations big or small,” said Captain Andrew Wilson, a Salvation Army Newtown Corps Officer. “It all goes a long way to support the vulnerable people we serve.”
Donations to the Red Shield Appeal can be made online via the Salvation Army website at salvationarmy.org.nz, or by telephone on 0800 53 00 00. Official collectors with branded buckets will also be on the streets from 5 May to 11 May.
