Nearly a century ago, a young civic leader launched a program designed to bring holiday cheer to Baltimore’s youngest and poorest residents. Ninety years later, Santa Claus Anonymous – the all-volunteer creation of Theodore R. McKeldin, later mayor and governor of Maryland – offers an outing to children otherwise destined for a gloomy Christmas. This year, the nonprofit hopes to raise $300,000 for gifts for low-income recipients in the Baltimore metro area.
Here are highlights detailing the growth of Santa Claus Anonymous, as reported by The Sun and Evening Sun:
1934: The city’s Junior Association of Commerce, of which McKeldin is president, the Junior League of Baltimore and the Evening Sun together raised $800 for a two-hour Christmas party for disadvantaged children during the Great Depression.
1935: Three days before Christmas, the same benefactors spoil 5,000 needy children with a day of entertainment. The children will be taken to the Century and Valencia theaters and treated to gifts, food, a Jack Benny movie and personal appearances by actors Jackie Coogan and Betty Grable.
1940: The annual gift-giving gala for the poor in Baltimore is incorporated as Christmas Party, Inc.
1941: Recognizing “the importance of maintaining the morale of citizens” after America’s entry into World War II, city merchants donate enough fruits, nuts, candies and baked goods to fill 7,500 stockings for poor children.
1942–1946: The charity is suspended for the duration of the war.
1948: Radio station WITH-AM will air two 10-minute shows on Sundays in December to promote the holiday campaign… The Sheraton-Belvedere Hotel is hosting benefit cabaret dances to increase support.
1954: Christmas Party, Inc. changes its name to Santa Claus Anonymous (SCA).
1957: The $3 SCA gift cards, which are redeemed for toys or clothing at area department stores, will buy much-needed shoes for – among many others – a 13-year-old girl with an artificial leg, and clothes for three children whose mothers has been confined to a wheelchair after being shot by her husband.
1958: An Evening Sun editorial touts Anonymous Santa, saying: “If there’s a better way to lift the hearts of children who might otherwise receive nothing at all, we’ve never heard of it.”
1959: A charity cub donation consists of five nickels taped to a piece of paper. A 28-cent contribution included a note stating that the donors were a married couple on benefits who sacrificed their one pack of cigarettes for two weeks in the hope of making a child happy. This year’s goal: $51,000.
1963: A class of freshmen collects $3.02 in pennies for the poor. An unknown man enters the organization’s office at 22 Light St., throws down two $50 bills and walks out.
1970: Students from Towson State, Loyola College and the University of Baltimore compete for 70 hours straight in a marathon football game at Herring Run Park, which will raise $5,000 for charity and become an annual event. Sidelights include a Playboy bunny football game and a miniskirt contest.
1975: Every Saturday, as the holidays approach, William Reuter, a 27-year-old banker, dons a Donald Duck costume and waddles down Saratoga Street, soliciting donations from shoppers for SCA.
1982: At the Laurel Race Course there is a bag labeled ‘Santa Claus Anonymous’… Other fundraisers include a racquetball tournament, a 9-mile race around town and a soccer match pitting the mayor and city council members against local TV and radio personalities. This year’s goal: $322,000.
1987: Baltimore Mayor Kurt Schmoke plays auctioneer at a benefit at the Governor’s Club. The Orioles will hold a team apparel sale at Memorial Stadium, highlighted by appearances by infielder Bill Ripken and coach Elrod Hendricks, with proceeds going to SCA, which hopes to raise a total of $450,000 by Christmas.
1990: So far, Santa Claus Anonymous is expanding to include families in Anne Arundel, Baltimore, Carroll, Harford and Howard counties.
1992: The charity distributes $550,000 in gift cards to 30,000 children.
2011: The annual Santa Claus Anonymous Wine and Beer Tasting benefit draws hundreds of donors at Timonium’s Crowne Plaza. Among them is Jim “Bud” Russell, a former SCA board member who grew up in Claremont Homes public housing in East Baltimore and received the program’s gifts as a child.
2021: With contributions averaging nearly $275,000 in recent years, SCA — which now competes for dollars with a number of holiday charities — is turning to social media to boost its donor drive.
2024: Santa Claus Anonymous is celebrating its 90th year in Baltimore.
Do you have a news tip? Contact Mike Klingaman at jklingaman@baltsun.com and 410-332-6456.
