The 35th chapter of Press Christmas for All begins today, with a message of hope, goodwill — and a firm kick in the pandemic's hindquarters.

This year's goal of raising $200,000 to help the less fortunate in Kootenai County lift themselves up gives no quarter to the coronavirus.

"It's largely because of the adversity our community has faced that we believe the goal can be met," said Press Publisher Clint Schroeder. "This is an amazing place made up of amazing people. When they put their mind to it, they've shown over and over that they can do anything."

Last year, Press Christmas for All raised $181,935. The economy was good, the coronavirus was unknown, and the annual holiday fundraiser had taken on a new look and new mission: To provide a hand up rather than a handout to neighbors in need.

The basics of the program remain the same. Because the program is a 501(c)3 managed by volunteers at The Hagadone Corp. and the Coeur d'Alene Press, every penny raised goes to Kootenai County residents in need. All overhead costs are borne by the company.

The fundraising campaign, as always, runs from the day after Thanksgiving to Christmas Day.

What's new as of last year is this: Hundreds of hours have already been put in by Maggie Lyons, Elaine Kingston and other volunteers with Charity Reimagined. Charity Reimagined was founded by Maggie to make a meaningful transition for people in poverty who, with a little help, are willing and able to give themselves and their families a better life.

Instead of doling out small gift cards to anyone who signs up, the bigger Press Christmas for All team helps change those lives in much more substantial ways. Thanks to almost 20 organizations that assist with the vetting process and businesses providing goods and services at or below cost for Christmas for All, CFA recipients get car repairs so they can go to work; eye exams and eyeglasses so they can see well enough to fill out a job application; tools of their trade so they can put their skills to work, find a home and feed their family.

The goal of $200,000 will go a long way in pulling local families out of the despair of poverty and into the realm of sustaining themselves — and their dignity.

Please help. Make your tax-deductible donation today any of four ways:

• Mail a check to Press Christmas for All, 215 N. Second St., Coeur d’Alene, 83814

• Call The Press and make a secure credit card donation over the phone: 208-664-8176

• Go to cdapress.com. Click on All Sections at the top of the page, then click on Christmas for All 2020.

• Drop off your check at The Press weekdays between 8 a.m. and 5 p.m.: 215 N. Second St. in downtown Cd'A.