Marlene Klotz-Collins helped launch the Angel Tree program in Phoenix 40 years ago and received the Order of Distinguished Auxiliary Service award for her inspiring efforts. In what follows, she writes about the beloved Phoenix Angel Tree and its enormous impact.

This Christmas, The Salvation Army in Phoenix will provide more than 50,000 children with presents under the tree through their Christmas Angel effort, one of the largest Angel Tree programs in the country. 

Christmas Angel began in 1986 through a partnership with news station KTVK 3TV. The news station and the Army worked together to develop and execute an experiment placing Christmas trees in a single mall, covered with angel tags representing children in need. More than 3,000 children were helped that year — a huge success. On year two they added two more malls and continued that pattern until they were in 10 malls within the first decade of Christmas Angel. 

Today, Christmas Angel is represented in 11 malls every year including two malls in northern Arizona. Malls in the Phoenix Valley are assigned to various corps, and toys collected are distributed accordingly. Five collection sites are dedicated to the main distribution center at Southwest Divisional Headquarters (DHQ) in central Phoenix, where almost 900 families a day receive presents over 11 days. Additionally, angel tags are distributed to major corporations that have made Christmas Angel part of their corporate holiday culture. All told, over 50,000 children are served every Christmas in the Valley (29,000 from one warehouse alone). 

The overall logistics are daunting: family sign-ups, tag preparation and timed distribution to malls, warehouse set-up (before the program even begins), identifying trucks and drivers for pick-ups from malls and deliveries to distribution sites, managing and organizing all the deliveries to the warehouse, managing daily stories and interviews with the media for this and other holiday programs. Then there’s additional considerations with Walmart donations, other toy drives to help meet the need, and so much more. 

An important change has been the implementation of the digital platform accessibility at the malls. For donors, the most significant value of the digital platform is the stronger accountability framework it provides for donated gifts. The platform supports a clearer chain of custody for tags and bins, faster retrieval of program information and the long-term potential for more accurate and automated reporting. These capabilities help strengthen stewardship, improve transparency and support confidence in program execution. The platform helps participating teams improve visibility, strengthen process control, and establish the groundwork for more reliable donor-facing reporting in future seasons.

When the work starts, 130 volunteers are scheduled daily for warehouse preparation. People are always needed to help shop and put together the generic bags. And they’re often needed to sort toys that have come same-day from Walmart or toy drives. First-time volunteers are typically overwhelmed when they walk in the warehouse and see the thousands of bags of toys lining the walls, thinking it will take all evening to get them onto the shelves. But the warehouse transforms in two-and-a-half  hours as if by magic — it just couldn’t happen without volunteers! There’s also a night for advisory board and council members to join the effort. 

On distribution day, clients park under one of three canopies where volunteers double-check their registration form with the number on the windshield and red bag of treasures. Their bag(s) are loaded into the car, they pull forward and their windshield is cleaned and they’re on their way. And everyone receives a copy of The War Cry. Up to 100 families can be served per hour, if necessary.

Senior adults are also supported through the Christmas Angel program through gifts and essential items donated to those who may otherwise go without during the holiday season. Community members and donors request our senior angel tags and purchase items from their wish lists, helping meet both practical and personal needs. This program brings joy, dignity and a sense of connection to seniors who may be facing financial hardship or social isolation.

During the last week of distribution at the main warehouse, staff also works with the Phoenix Convention Center to set up for Christmas Day dinner where up to 6,000 meals are prepared (2,448 plated and served in person; 3,645 meals delivered by volunteer drivers). None of this would be possible without the amazing group of staff, officers and volunteers that make Christmas happen for so many families.