Sometimes it seems like the Christmas season started months ago. I guess that’s because fully lit trees were adorning the Costco I was in last August.
Every week since then, something seems to creep in. Halloween passes by, and many are hard pressed to hold off until at least Remembrance Day. I’m fully in the category of waiting until after Nov. 11 to start thinking about Saint Nick as our veterans deserve our attention and gratitude without lights and decorations getting in the way.
Some retailers want to turn Black Friday into Grey November. Sorry, I’m not convinced.
For me, the Christmas season starts around now, when Operation Red Nose gets underway and people start gathering toys, food and money for Deltassist’s Christmas programs.
I have been involved in both programs before, and written about both many times. But both are so important to our community, I feel it’s my obligation to write about them each year as a reminder of how important these are, and how grateful both programs are to those who help out, either by volunteering or making a donation.
Deltassist’s Toy Depot is one of many programs that agency manages — all are very important, but it happens to be the one that gets the most attention. It is so gratifying to see the generosity of our community. Many groups, clubs, organizations and schools collect toys and make donations for this program every year.
I have been involved with Deltassist for many years. I have seen the profound impact your donations make, more than you will ever know. Parents who would otherwise have to explain why Santa didn’t show up can now put something under the tree. Children who spend most of the year feeling different from their friends can feel like they fit in, even for just that one day.
It’s so much more than a toy or a few dollars you’ve donated. I will never forget the lady who was looking through the toys and when she asked if she could have a specific toy, said, “That was on his letter to Santa.” And that year, Santa heard him.
Deltassist also coordinates the food hamper program for families that might otherwise go without a Christmas dinner. Lots of donations come from many sources through various food drives. Cash donations go a long way as well as the agency gets special deals, making the money go further. Plus, it’s hard to donate a turkey.
Operation Red Nose started last weekend as well. On Friday and Saturday nights until Christmas, and New Year’s Eve, they make sure you and your car get home safely if you’ve had a few drinks. I’ve volunteered a few times, met some wonderful people and had a great time in the process.
We are just at the beginning of the Christmas season. There is lots of time to give a toy, a donation or some of your time to any of these programs. Please note, Deltassist needs gifts for children up to the age of 16.
From safe streets to a gift under the tree to a special meal on the table, none of these programs can function without your help. We are so lucky to have so many people willing to give in our community.
Thank you, and enjoy the Christmas season!
Brad Sherwin, MBA is a long-time resident of South Delta, and has over 25 years’ experience in marketing, public relations and business strategy. He teaches marketing at Douglas College and is president of the board of directors at Deltassist.
