PRESS RELEASE: Beloved Holiday Program Needs Your Support

November 16, 2021

Media Contacts:
Katelyn Willoughby-Bagley Director, Marketing & Communications 

Sonoma County’s Secret Santa Program provides gifts and holiday cheer to those less fortunate in our community

SONOMA COUNTY, CA, 11/16/21 – 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 annually. CVNL encourages everyone in the community to participate this year by adopting hearts or Santa letters online or in person. 

“This year, needs are even greater due to the continuing pandemic,” 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 include both physical and virtual hearts. Those looking to adopt a heart can do so easily by visiting or by visiting a participating business. CVNL, along with dedicated volunteers, will coordinate a process for receiving and dispersing gifts safely this year. Community members also have the option of making a monetary donation online. 

“We can still make a tremendous difference for those who need assistance this holiday season by contributing in-person or online,” said Linda Jacobs, CEO of CVNL. 


  1. Select a heart wish from one of our tree locations. You may also visit to browse the holiday wishes of those in need. 
  2. Choose and fulfill a “heart” or “letter” wish. You will receive instructions for purchasing and donating the gift.
  3. As always, you can also make a donation to the program, and help us fulfill every wish this season.

To volunteer or donate, visit

About CVNL: For over 50 years, CVNL has advanced nonprofits and volunteerism by strengthening leadership, encouraging innovation, and empowering individuals in their communities. Passion alone isn’t enough when it comes to creating strong nonprofits. That’s why we work with aspiring and established leaders and volunteers every day to help them build the skills and connections that can take their impact to the next level. Together we offer comprehensive programs that support nonprofits and volunteers including training, executive search, customized consulting solutions, volunteer services, and corporate engagement. Heart of Marin™, Heart of Napa™, and Heart of Sonoma County™ events support nonprofits of every size and mission through recognition and cash awards. Other programs and services include the 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, Solano, and Sonoma Counties in the aftermath of a disaster. We believe that with confident and prepared leaders and volunteers, our nonprofits will be better equipped to create healthy, happy communities. Visit to discover more.