Beloved Holiday Program Goes Virtual, Needs Your Support



Media Contacts:

Linda Jacobs, CEO



Katelyn Willoughby-Bagley, Director of Marketing & Communications


Note: Photos available upon request

Beloved Holiday Program Goes Virtual,

Needs Your Support

Sonoma County’s Secret Santa Program to Be A

Virtual Version of Traditional Giving

SONOMA COUNTY, CA, 10.19.20 – Center for Volunteer & Nonprofit Leadership’s (CVNL) Secret Santa Program has helped neighbors in need for 30 years. Together with partners KZST and Friedman’s Home Improvement, holiday wishes are fulfilled for nearly 40,000 people in Sonoma County each year. New for 2020: Secret Santa will be shifting entirely to an online platform. CVNL encourages everyone in the community to participate this year by adopting hearts or Santa letters online.

“This year needs are even greater due to COVID-19 and the recent fires,” said Buffy Welch, who serves as the Secret Santa Program Coordinator. “If we can get more people adopting hearts and letters this year, we will be able to create holiday miracles for those who are struggling.”

Each year, families reach out with Secret Santa wishes. Not only are these wishes for items for holiday gifts and dinner, but also for life-changing items like home repairs, healthcare needs, and much more. This year’s structure will be the same, except that physical red hearts will not be distributed by local businesses. Those looking to adopt a heart can do so easily by visiting CVNL, along with dedicated volunteers, will coordinate a “no-contact” process for receiving and dispersing gift cards this year. Community members also have the option of making monetary or gift card donations online.

“While we must stay apart this year due to health and safety concerns and protocols, we can still make a tremendous difference on those who need assistance this holiday season by contributing online,” said Linda Jacobs, CEO of CVNL


1. Visit to adopt a heart or letter that speaks to you.

2. Once you have selected the perfect heart or letter, you will receive instructions for touchless donations.

3. As always, you can make a monetary donation to help us fulfill hearts and letters.

To volunteer or donate, visit

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About CVNL:  For over 55 years, CVNL has advanced nonprofits and volunteerism by strengthening leadership, encouraging innovation, and empowering individuals in their communities. We work with aspiring and established leaders every day to help them build the skills and connections that can take their impact to the next level. We offer comprehensive programs that support nonprofits and volunteers including training, executive search, consulting solutions, volunteer matching, and corporate engagement. Other programs and services include the Heart of Marin, Heart of Napa, Sonoma Human Race, Secret Santa, Court Referral Program, and Volunteer Wheels. We provide disaster preparedness training and serve as an Emergency Volunteer Center (EVC), overseeing spontaneous volunteers and donations for Napa, Marin, Sonoma, and Solano Counties in the aftermath of a disaster. We believe that with confident and prepared leaders, our nonprofits will be better equipped to create healthy, happy communities. Visit to discover more.