GREENFIELD — Organizers of Warm the Children say they recognize the need for clothing and other assistance to be even greater this year due to the lasting COVID-19 pandemic, and they are working to overcome challenges to keep the effort going.
Over the past few decades, the Warm the Children fundraiser has grown to provide new coats and clothes to 900 children from Franklin County and the North Quabbin region each year, raising approximately $90,000 to cover the expenses annually.
“It’s a great program, all that money goes to kids that need it,” said organizer Pat Maleno, business manager for the Greenfield Recorder, Athol Daily News and Daily Hampshire Gazette.
All newspaper advertisements, and many fundraising costs, are donated by the Recorder. Donations to Warm the Children, which are tax-deductible, are placed in a special account overseen by the Community Foundation of Western Massachusetts.
“There’s never been a more critical time to help families in need,” said Michael Moses, publisher of the Greenfield Recorder, Athol Daily News and Daily Hampshire Gazette.
In planning for this year’s donation efforts, Maleno said organizers were met with two main challenges. First, Wilson’s Department Store closed earlier this year. The store had traditionally ordered clothes and set up the clothing distribution at the Franklin County Fairgrounds, Maleno explained. This has left organizers with the task of finding a new partner.
Secondly, Maleno said the pandemic has created some difficulty in connecting with potential vendors and donors, as many people are working from home or are out of work entirely.
The plan is for the Recorder to partner with a local retailer, to be determined, and for vouchers to be issued for each qualifying child, ages 1 to 12 years old. The vouchers can be used to purchase children’s clothing.
Warm the Children recipients are suggested by various social service agencies and community organizations. Community Action Pioneer Valley’s Early Education Coordinator Katelyn Mailloux-Little is stepping in to help organize this year’s fundraiser. The nonprofit coordinates the referral process.
“To see kids’ faces light up, over things a lot of people take for granted, is wonderful,” Mailloux-Little said.
Mailloux-Little said Community Action has received roughly 900 applications to receive clothing so far, which is actually slightly less than in previous years. She attributed this to the fact that Community Action employees and volunteers aren’t seeing families or individuals in person as often to remind them of the donation effort.
“We’ve tried calling families, but for some we just haven’t heard back,” Mailloux-Little said.
Once the final details for the donation effort are sorted out, organizers will establish a plan for delivery or pick-up for beneficiaries. Mailloux-Little said many Community Action leaders would prefer an in-person delivery system so they can connect with the families, even briefly.
Many community volunteers also help Warm the Children by holding their own fundraisers. Local civic groups and businesses join in the effort, both by making donations and by organizing further fundraising efforts.
Anyone who would like to send tax-deductible donations may address them to The Greenfield Recorder: Warm the Children at P.O. Box 1367, 14 Hope St., Greenfield MA, 01302.
Zack DeLuca can be reached at zdeluca@recorder.com or 413-930-4579.