"Our biggest need is 14,800 volunteers just to ring bells", said one Salvation Army official.
The Salvation Army kicked off the event on Saturday.
The food bank receives a great amount of community support, he said, noting two recent donation campaigns, one from High River Co-op and the second from an RCMP officer's piano benefit concert.
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"We like to kickoff the red kettle season by sharing some joy with the community", said Sgt. Toby Romack.
Toynton is hoping the campaign will meet or exceed the $54,000 that was raised in 2016.
Sally Ann Public Relations Manager Shannon Wise encourages people in need to step forward. "The Salvation Army is here for you". "Be a part of something special by helping make a difference in the lives of so many this holiday season, and all year round".
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A total of $304,000 was raised past year, surpassing the previous goal of $270,000.
Festival Foods recently announced it will partner with the Salvation Army to host the Red Kettle campaign at its 28 stores across the state beginning this month. He's optimistic the campaign will be successful because of the generosity shown in past years by Cumberland County residents. "They're really concerned about us and I always appreciate that".
"We've been very fortunate over the years to have tremendous support from the people and the businesses of Cumberland County".
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School groups, youth groups and individuals volunteer as a way to give back to their communities. But Meisner says the donations also went to serving 30,000 meals and providing 29,000 nights of lodging to thousands of people year-round.