LAVIDGE Plays Secret Santa as Part of Annual Salvation Army’s Christmas Angels Tradition

LAVIDGE IMPACT helps ensure that no child goes without a gift on Christmas morning. To do our part, the agency participates in the Salvation Army’s Christmas Angels program which has become one of the most beloved annual office traditions.   

 The Salvation Army’s Christmas Angels initiative is one of the nation’s largest and longest-running holiday assistance programs -- for four decades, the program has helped ensure that children in need experience the magic of Christmas morning. 

At LAVIDGE, Christmas Angels has grown from a simple act of generosity into a defining expression of who we are as a company. It’s not just about the gifts but about compassion and shared commitment to giving back to the community. 

Making the Season Brighter One Angel at a Time 

This year, our office sponsored 45 Christmas Angels. The boys and girls ranged in ages from two to 12 and their interests were widely varied. The wish lists were filled with classic childhood favorites like Legos, dolls, Easy-Bake Ovens, Barbies, trucks to sports gear, digital cameras, drones and so much more. While the wish lists varied, the underlying needs of the children were the desire for toys that spark imagination and encourage play. 

The Joy of Giving 

Once an employee selects an angel, they become the sole donor for that child. The one-to-one connection is what makes programs like Salvation Army’s so powerful. From the moment someone picks up an angel’s tag, the experience becomes personal. 

As an angel shopper, you get to learn about your child, discover their interests, and imagine the child enjoying their brand-new gifts on Christmas morning.  

Most participants spend around $50–$70 per angel. No matter the amount spent, what matters most is the thought and compassion that goes into every purchase.  

“Shopping for the Christmas angels has become one of my favorite holiday traditions,” says Ellanna Koontz, PR Senior Account Executive. “I always select at least one child then my husband and I go shopping for them together. It feels meaningful to give back during the holiday season – particularly when so many kids are in need and deserve some joy on Christmas. Plus, it makes me feel connected to my company and community. It truly is one of the best IMPACT events we do.”  

Once the gifts are selected, they’re wrapped in clear plastic bags provided by the program, with the angel tag placed inside. By the time the gifts are dropped off at the office, the collection area transforms into a festive display of kindness. Rows of packages, each one representing a child who will wake up to something special on Christmas morning, serves as a powerful reminder of the collective impact we get to make. 

Celebrating 40 Years of Christmas Angels 

This year’s participation felt even more meaningful as The Salvation Army celebrates 40 years of Christmas Angels nationwide. The longevity of the program speaks to its impact and the many lives it has touched over the years. Millions of children have experienced brighter holidays because individuals, families and organizations chose to step in and help. 

LAVIDGE is proud to be a small part of that history and proud to have provided moments of joy through the angel program.  

Looking Ahead 

As we reflect on 2025’s successful Christmas Angels program, it’s clear that this is going to be a continued tradition for LAVIDGE.  

In a busy season often filled with deadlines and distractions, Christmas Angels invites us to pause and think beyond ourselves. It serves as a reminder that generosity doesn’t have to be complicated. Sometimes, it’s as simple as buying a doll, a set of Legos or a soccer ball.