Rocklin PR firm Augustine & Associates usually gives and gets plenty of corporate holiday gifts. Candles, wine bottles, fruit baskets and the usual frivolous stuff, says company founder Debbie Augustine.
But this year, she says, "especially with so many people struggling, we wanted to make a difference."
Instead of sending gifts, staffers opted to join Sleep Train and other local companies participating in the U.S. Postal Service's annual "Letters to Santa" program, which grants written requests from needy kids (and their parents).
Employees went to the post office, grabbed more than 500 letters, then pored over them.
Many staffers, Augustine included, were in tears, reading letters from kids whose families were torn apart by illness, incarceration and poverty. Instead of asking for iPods or other high-priced toys, most letters simply requested the basics.
"One asked for a shawl and gloves for her mother so she wouldn't be cold," Augustine says. Another told Santa he must be busy because he hadn't responded to her letters the past three years.
"Oh my gosh, that one just broke my heart," Augustine says.
She and her staffers ended up granting 85 requests this year and they're hoping more businesses will join in. Postal Service spokesman Ralph Petty says more than 2,100 letters have come in locally this year. To participate, call (916) 263-7170.
As for Augustine's clients?
They'll get a box, she says. On the outside, it'll bear the message: "This year we gave your gift to someone else." Inside it'll contain one of the actual "Dear Santa" letters.
They've caught the holiday spirit.
Reach Bob Shallit at (916) 321-1049. Back columns: www.sacbee.com/shallit.
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