SARASOTA COUNTY, Fla. — As the holiday season approaches, a Sarasota County organization is facing an increase in demand for assistance as economic pressures force more families to choose between basic needs and holiday gifts.
Mothers Helping Mothers, founded more than 35 years ago by one mom helping another, now supports over 1,000 mothers year-round by providing free diapers, clothing, car seats, and other essential items.
WATCH: Sarasota organization expands holiday toy giveaway amid rising family need
The organization's annual Toy Day, scheduled for December 17 at the Bob Boast Volkswagen dealership, typically serves about 300 families and 1,000 children through an invitation-based lottery system. This year, however, organizers expect to serve 350 families as demand has increased significantly.
"They choose between paying rent and buying clothes. Now it's we don't have that extra money for food. So now the uptick for need of food has really gone up," said Barbara Braun, donations coordinator for Mothers Helping Mothers.
Braun attributes the surge in demand to economic challenges, including government shutdowns and temporary losses of SNAP (Supplemental Nutrition Assistance Program) and WIC (Women, Infants, and Children) benefits that have left families struggling to make ends meet.
"It's very humbling to come in anyway and ask for help, but now it's raised it to a whole other level," Braun said.
The organization uses a lottery system to select participating families and will need approximately 4,000 toys for children ranging from newborns to 18 years old.
Community partners are stepping up to help meet the demand, including Kathy King with King of Events, who plans to donate about 200 bikes.
"So we're increasing quite a bit in terms of the number of children that we're reaching, so we're really needing a lot more community support," Braun said.
Despite the challenges, the annual event remains a source of joy for both volunteers and families.
"It is so much fun watching the moms that come in to shop for their kids and see the joy and the tears of just gratitude and being so gracious and just overwhelmed," Braun said.
Those interested in helping can donate through three methods:
Collection Boxes
Host a toy drive by placing a collection box in your workplace or business to collect unwrapped toys through December 15. Wrapped boxes with flyers are available upon request.
Toy or Monetary Donations
Bring new toys, collect donations from employees, families or friends, or make a financial gift for the organization to purchase toys. Donation hours at Mothers Helping Mothers are Monday, Tuesday, Wednesday and Friday from 8:45 a.m. to noon at 5933 N. Washington Blvd., Sarasota. Toys must be dropped off by noon on Monday, December 15.
Online Shopping
Select toys from the organization's Amazon “Wish List” and ship directly to Mothers Helping Mothers. Complete a participation form online by clicking here or email donate@mhmsarasota.org.
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