Listen to this article
Annual fundraiser has raised millions to support Salvation Army programs in greater Sacramento.
The formula is simple: women love handbags. But in Sacramento, California, handbags have become something more—purses with purpose.
For 20 years, The Salvation Army Sacramento Women’s Auxiliary, working with Del Oro Divisional Headquarters, has turned that idea into an enduring charitable event. Helping Handbags began with newly donated purses and a vision: that fashion could fuel compassion. Since then, the annual fundraiser has raised millions to support programs for women, children and families in crisis across the Sacramento region—proving that generosity, like a great handbag, never goes out of style.
The Sacramento Women’s Auxiliary is a volunteer group that supports the local Salvation Army by raising funds and providing volunteer services for its programs, including Women of Hope and the Angel Tree program. Jane said the members are committed to helping women in the local community.
“This event shows what women can do when they come together in faith and purpose,” said Shaline Jane, Sacramento Women’s Auxiliary chair and event emcee. “It’s not just about the handbags. It’s about healing, connection and lifting each other up.”
Each year, hundreds of women—and some men—attend the Helping Handbags event for an experience that includes a luncheon, entertainment and shopping via live and silent auctions. Attendees hear stories of lives changed through The Salvation Army’s work. The funds raised help sustain critical services, from emergency shelter and transitional housing to youth enrichment programs and family assistance.
“The Salvation Army Sacramento Women’s Auxiliary has played a vital role in supporting essential programs in Sacramento,” said Major Lynn Stewart, Del Oro Divisional Director of Women’s Ministries. “These women are deeply committed to the Army’s mission, and celebrating Helping Handbags reaching 20 years is a remarkable milestone. We know that hundreds, even thousands, have been impacted for good. We praise God for that.”
Helping Handbags has always aimed to combine something people love—shopping—with something people need—community support. Stewart recalled that Helping Handbags was started by Lt. Colonel Pam Brackenbury, who personally organized the very first event. Over time, as the vision grew, so did the event. Organizers invited high-profile donors, secured designer handbag donations, expanded auctions and formed strategic partnerships.
“When we first began the fundraiser, I was filled with a sense of anticipation and hope,” said Brackenbury, who now serves as U.S. National Secretary for Spiritual Life Formation. “I wanted to create an event that would not only raise funds for important causes but also bring together the community in a meaningful way. Seeing the continued enthusiasm and support for Helping Handbags over the years has been incredibly rewarding.”
By 2013, the ninth Helping Handbags event drew nearly 600 attendees and grossed over $110,000. Just two years later, the 2015 “Downton Abbey”-themed event raised $139,000. By 2018, cumulative fundraising topped $600,000, with proceeds supporting women and children.
About 400 guests attended this year’s event, held at William Jessup University in nearby Rocklin, California. Entertainment included performances from the Sacramento Citadel Marshallese Dancers and the Sacramento Citadel Band. Attendees captured memories at the photo booth, browsed over 260 donated handbags in a silent auction, and bid on unique experiences during a live auction. Each of the live auction packages—from a five-day trip to Maui to a luxury dinner with limo service—was paired with a themed handbag modeled onstage.
Some women arrived dressed in outfits from past Helping Handbags themes—like the “Mad Hatter” year—to pay tribute to the event’s evolution. Local dignitaries were also on hand, with the City of Sacramento and State Senator Roger Niello presenting certificates of recognition. Students from William Jessup University volunteered as servers, adding to the spirit of community service that defines the day.
During the event, Maria Anderson was honored; she and her family have supported this event since its inception, as well as other Salvation Army programs in the community.
“It’s a real privilege to know that what I’m doing helps those who are struggling,” said Anderson, who was a charter member of the Women’s Auxiliary when it was formed 25 years ago. “I very much appreciate the mission of The Salvation Army. They provide in mind and body and spirit…There’s not a more trustworthy non-profit that I’m aware of.
The dollars raised are impressive—and vital—but the heart of Helping Handbags lies in the lives changed.
“I was that girl who needed food, shelter, interview clothes—things the Army gave me when I had nothing,” said Jane, who experienced foster care, homelessness and abuse in her youth. “Now, to be part of this? It’s a full-circle moment.”
She credits her mentors—and the women of the Auxiliary—for walking with her through the hard seasons of life. “Women mentoring women is one of the most powerful things,” she said. “It’s what this event—and this community—is really all about.”
Do Good:
- It’s because of people like you that The Salvation Army can serve more than 27 million Americans in need each year. Your gift helps fight for good all year in your community. It’s an effort to build well-being for all of us, so together we rise—and that good starts with you. Give to spread hope with a donation of funds, goods or time today.
Download this page as a PDF
