A time-honored community tradition celebrates a big milestone this holiday season: 50 Years of Hillside’s Special Santa program. KeyBank has returned for the fifth consecutive year as Presenting Sponsor of the remarkable toy-and-gift drive that will continue through December 12 throughout all regions served by Hillside.
“Since the program was launched in 1975, Special Santa has brightened the holidays for countless thousands of children served by Hillside—many of whom might not otherwise receive any gifts at all this year,” said Maria Cristalli, Hillside President and CEO. “Year after year, deeply generous donors and our dedicated employees have come together in a shared act of community kindness. We’re excited to kick off the 50th season of this important tradition.”
Last year, community donations made it possible for nearly 8,000 gifts to be distributed to more than 3,500 children and families served by Hillside. For the 2025 Special Santa season running through December 12, community members can participate in a variety of ways, with more details available at Hillside.com/special-santa:
- Make an online donation to the program, with every dollar directed to buying presents for children and families served by Hillside.
- Start a fundraiser, host a gift-giving party or organize a neighborhood drive to collect presents that can be donated to the Special Santa program this season.
- Drop off new, unwrapped toys and gifts from a list of the most frequently requested items at dozens of KeyBank locations and other partner sites throughout Rochester, Syracuse, Buffalo and the Southern Tier.
“Special Santa holds a truly special place in our community, and we’re honored to support this incredible program for the fifth year in a row,” said Vince Lecce, KeyBank’s Rochester Market President. “Each year, I become more inspired by the positive impact this program has on families and youth in our community. The holidays can be a tough time both financially and emotionally for families that are struggling, and I’ve had the privilege to see the difference that Hillside has made through their service and support.”
A kickoff event on October 28 launched the 50th season with participation from the program’s lead corporate supporters, including presenting sponsor KeyBank; sponsors CPL, Harris Beach Murtha, Withum and WTW; and REDCOM Laboratories, Inc., whose staff and leadership have supported the program for more than 30 years, collecting gifts and monetary donations totaling $235,000 in that time.
“This magical program would not be possible with all of your support, and that of the entire community,” Cristalli told the kickoff attendees.
Special Santa is an all-hands activity within the Hillside community. For months, staff have collected ideas and gift requests from thousands of youth and families in programs throughout the agency’s service area. Those wish lists are managed to determine most-requested gifts—a complete list of 2025’s in-demand items is available at Hillside.com/special-santa—and to inform the purchases made possible by community donations.