Bundling Joy for 40 Years
by Robert Mitchell
Captain Angelica Spence is a Salvation Army corps officer today, but she vividly remembers going to Kmart as an elementary school student to get a new coat and other winter outerwear through project Bundle-Up.
Growing up in Latrobe, Pa., with an older sister and younger brother, Spence and her low-income family often depended on The Salvation Army for food and Christmas presents. For project Bundle-Up, she and several other children gathered one morning at the small Kmart café for a pretzel and slushy before shopping.
“My mom did what she had to do to help take care of us, and because of programs like project Bundle-Up, we were always able to have a winter coat,” said Spence, now a pastor in Warren, Pa. “I was one of the kids who came through the door. I understand what some of these parents are going through or what these kids sometimes feel.”
Project Bundle-Up, a joint venture between The Salvation Army and WTAE-TV (the Hearst Television ABC affiliate in Pittsburgh), is marking its 40th year. The program has raised $18 million and helped 315,000 children and seniors throughout western Pennsylvania since 1986.
Shopping spree
The program raises $600,000 to $700,000 throughout the year, and the 5,000 annual recipients receive vouchers to buy brand-new coats, hats, boots, scarves, and gloves to guard against the harsh winters in western Pennsylvania.
Victoria Gill, the director of Operation Bundle-Up, said the bulk of the funding is raised from a telethon on WTAE-TV. This year it’s scheduled for Friday, Dec. 5. Other key fundraising events include a polar bear jump (January), an online auction (March/April), a mini golf tournament (September), and corporate shopping trips (October/November). The program also has around 20 corporate sponsors.
Each fall, funds are allocated to Salvation Army corps and service units throughout the 28 counties in western Pennsylvania. The children and seniors then go on special shopping trips, often accompanied by sports celebrities and corporate partners.
Project Bundle-Up organizers say the average cost of outerwear for a child, including a winter jacket, hat, gloves, scarf, and boots is $75–$100. For participating senior citizens, that average increases to $100–$150, and project Bundle-Up is the only way they can afford winter outerwear.
The Salvation Army’s then-Lt. Colonel Robert A. Watson was among the founders of project Bundle-Up, along with longtime WTAE-TV meteorologist Joe DeNardo, and Fred Barber, the station’s vice president and general manager. Patricia Rooney, the wife of Dan Rooney, then-owner of the Pittsburgh Steelers, also helped launch the program.
“They saw a need back then, and we continue to have a need in our community,” Gill said.
Something that’s mine
Project Bundle-Up helps children up to age 18 and seniors over 62. For many of the children, it’s the first time they’ve ever received brand-new clothing. Organizers say having a new coat and other outerwear helps build self-esteem in the children to excel in school.
Spence, who came to The Salvation Army through a flyer in a food box, remembers the power of getting something new that wasn’t worn by anyone else. She also sees the importance of a child taking time to pick out just the right coat—not a random one, but the one that fits just right and matches a child’s style.
“Project Bundle-Up is a phenomenal program to be able to provide that respect and dignity,” Spence said. “To be able to pick out your own thing is huge for kids. I’m the middle kid and had an older sister so I had a lot of hand-me-downs, so for me to go get something brand-new was always an exciting opportunity.
“It brings back those memories of having ownership of something brand-new that you picked out yourself. You match your peers and don’t feel low-income. You’re just like everyone else. It’s different than a massive coat giveaway.”
Warm smiles and bodies
Gill provided numerous heartwarming stories of smiling and exuberant children after the shopping trips, like the boy who exclaimed, “I got a new coat!” One young girl found a pair of black furry boots exactly like the ones her friends wore. And a senior who lost everything in a fire got back on his feet through project Bundle-Up.
Sandy Wolfe, a case manager at the Steel Valley Salvation Army, shared a testimonial with Gill: “You know when some of these children show up for these trips, and they look like they haven’t had new clothes or shoes in forever. Then they get to shop for their own new stuff, and they hold on to those bags so tight. They can’t wait to show you what they got and want to try everything on in front of you. These moments have brought many tears to my old eyes on several occasions.”
Gill, who has been the director of project Bundle-Up since 2021, said one little girl, after receiving her coat last year, told everyone, “This is the best day ever!” Seeing the happy children never gets old for Gill.
“It’s always good to know that you’re helping others,” she said. “If you’re able to do that in your profession and do your part to help make somebody else’s life better, I don’t know that there’s a greater reward than that.”
Click here for more information on The Salvation Army’s Project Bundle-Up
