Author: Katelyn Willoughby, Director of Marketing & Communications, CVNL
kwilloughby@cvnl.org
In a season marked by constant churn, a relentless news cycle, and economic strain, it can be easy to feel overwhelmed by the uncertainty around us. One long-standing tradition continues to shine as a beacon of hope: Sonoma County’s Secret Santa Program. For over 30 years, Secret Santa—coordinated by Center for Volunteer & Nonprofit Leadership (CVNL) with founding partners KZST Radio and Friedman’s Home Improvement—has done more than delivered gifts. It has strengthened the fabric of our community.
Every heart wish hung on a tree or posted online represents a real person facing a real challenge: a senior living alone without family support; a teen experiencing homelessness who simply asks for warm socks; a mom working two jobs who still worries she can’t give her children something special on Christmas morning. Last year alone, more than 22,000 wishes were fulfilled across Sonoma County, each one a reminder that small acts of kindness ripple outward.
This year’s wishes tell the story of a community under strain. Families displaced by rising rents, new arrivals rebuilding their lives after fleeing crisis, local workers navigating reduced hours and rising food costs, and vulnerable seniors struggling with the basic necessities. These are the voices behind the handwritten notes: requests for blankets, shoes, art supplies, winter coats, or something as simple as a warm holiday meal.
Yet in the midst of these hardships, Sonoma County continues to show up.
“We see the very best of humanity through Secret Santa,” said Linda Jacobs, CEO of CVNL. “People step forward not because they have to, but because they want to bring light to someone else’s life. That’s the kind of care that defines Sonoma County.”
Small businesses display trees with heart wishes in their stores. Volunteers sort mountains of gifts late into the night. Parents bring their children to select a heart together, teaching empathy through action. And in living rooms across the county, strangers quietly wrap presents for people they’ll never meet.
Longtime Champion Partner of Secret Santa, Redwood Credit Union, rallies its employees to adopt hundreds of wishes each year—and consistently helps ‘close the gap’ by generously funding unadopted heart wishes so no one is left out.
“Every year, we work tirelessly to ensure every holiday wish is fulfilled—because behind every tag is a story, and behind every story is a person who deserves to feel the magic of the season,” said Brett Martinez, President and CEO of Redwood Credit Union. “At Redwood Credit Union, we believe hope isn’t just a feeling, it’s an action. When we inspire hope, we create meaningful change that strengthens our communities long after the holidays.”
Last year, during the height of the Secret Santa season, one volunteer shared the story of a single dad who had recently lost work at the end of harvest. With bills piling up and the cold settling in, he worried he wouldn’t be able to keep his children warm through the winter. When he came to pick up the gifts— coats, gloves, and warm clothing provided by Secret Santa donors— he broke down crying. “He told us he finally felt like he could breathe,” the volunteer recalled. “It was the first moment in weeks he didn’t feel alone.”
Secret Santa’s impact extends far beyond the gifts—it inspires the next generation of givers. One of the best examples is 18-year-old Cannon Meiers of Sebastopol, who has become a local legend for his annual Secret Santa cider stand.
Cannon started his stand at age 7. Eleven years later, his simple act of kindness has grown into a full community effort with custom posters, 1,500 QR-coded cards, local business partners, and even a limited-edition Screamin’ Mimi’s ice cream flavor created in his honor. Clover Stornetta donates butter, local growers supply cider by the pallet, and neighbors return each year to be part of the joy Cannon sparks.
For Cannon, the magic is in the connections—with police officers, firefighters, families, and the thrill of choosing Secret Santa hearts. “The feeling of giving is contagious,” he said. “It feels better to give.”
His mom, Amy, sees the ripple effect: kids across the community have joined in, inspired by his example. Last year, two children even borrowed his cider heater to launch their own small fundraiser. “If we all come together, we can do amazing things,” Cannon said.
What began as a childhood idea is now a beloved family tradition rooted in the belief that everyone deserves hope during the holidays. Cannon jokes that he loves the cider and cookies, but his commitment is real: “Secret Santa gives back when people need it most. It brings people happiness. That’s why I keep doing it.”
This is what Secret Santa does: it reminds us we belong to one another.
For longtime partner and co-founder Friedman’s Home Improvement, stories like this capture why the program matters. “Secret Santa reflects the best of our community,” said Bill Friedman, Chairman of the Board of Directors, Friedman’s Home Improvement. “Each year, individuals come together to support their neighbors with generosity and compassion. We’re proud of the role Friedman’s played in creating this program with our community partners, KZST and CVNL, and we’re grateful for the continued support of our team members, who bring this program to life in our stores.”
As the needs in our community grow, Secret Santa remains a vital connector, linking generosity with vulnerability, one heart at a time. And while it may feel harder for many to step up this year, that’s exactly why support matters more than ever. Every adopted heart, every donated gift, every act of kindness has a direct and immediate impact on a neighbor who needs help right now.
Hearts can be adopted online or in person at participating tree locations across Sonoma County. For a full list of locations, or to make a donation, visit SecretSantaNow.org and take action today. Together, we can bring comfort, dignity, and hope to thousands of children, adults, and seniors this holiday season.
About CVNL
Since 1964, 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 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 Learning & Leadership programs and training, executive search, customized consulting solutions, volunteer matching, 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 Secret Santa, Court Referral Program, and Paratransit. 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 and volunteers, our nonprofits will be better equipped to create healthy, happy, and more equitable communities. Visit www.cvnl.org to discover more.
