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The Salvation Army is launching its 2026 Red Shield Appeal, calling on an army of everyday Kiwis to stand up for their communities by donating to support people facing hardship across Aotearoa New Zealand.
This year’s appeal theme, It Takes an Army, recognises the collective effort behind The Salvation Army’s frontline services – an army of volunteers who give their time, an army of collectors on the streets, and an army of everyday New Zealanders willing to give what they can when they see a red shield.
From May 4-10, volunteers will be out in their communities, and people can help them collect vital donations.
“As the cost‑of‑living crisis continues to stretch household budgets, demand for our services remains high,” says Captain Andrew Wilson, Salvation Army corps officer, Wellington South.
“Many people are struggling with rising costs, rent and debt, and are turning to The Salvation Army for practical, frontline support.”
The Red Shield Appeal helps fund essential community-based services including food support and kai plans, budgeting and financial mentoring, hardship grants, addiction services, supported accommodation, and ongoing support for people facing financial stress.
Wilson says the appeal is not just about raising funds, but about people stepping up together.
“We’re seeing the impact of the high cost of living every day – people skipping meals, falling behind on bills, and feeling overwhelmed by financial pressure.
“It takes an army to respond to that level of need. When people give a small amount of time, or drop a few coins into a bucket, the collective impact can be life‑changing.”
Rising food insecurity, financial hardship and inequality on the frontline mirror what The Salvation Army continues to report through its research and analysis, which paints a sobering picture of life for many New Zealanders struggling to make ends meet.
“Our work is about showing up every day for people when life becomes overwhelming,” says Wilson.
“We’re helping people find their feet again – and we walk alongside them to provide the support they need to keep moving forward.”
Throughout the Red Shield Appeal, Salvation Army volunteer collectors will be out across the country with their iconic collection buckets.
The public is encouraged to donate when they see a collector, and to join the appeal themselves by volunteering.
“Giving your time is just as valuable as giving money,” says Wilson.
“Without volunteers, we simply wouldn’t be able to support as many people as we do.
“Every volunteer helps to encourage donations that support people to stay above the poverty line and access the wraparound services they need to rebuild their lives.”
Last year, The Salvation Army supported more than 150,000 people and their whānau across New Zealand, support made possible by volunteers and donors standing together.
To sign up to volunteer and collect during the Red Shield Appeal, visit www.salvationarmy.org.nz/collect.
