Building Hope in San Diego The Salvation Army’s Mission of Service

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Major Rob Reardon and Major Amy Reardon lead The Salvation Army San Diego County by keeping the mission alive while ensuring the organizational foundation remains strong. As co-Divisional Secretaries, the husband-and-wife team brings nearly three decades of Salvation Army experience to their current roles, balancing administrative duties with their passion for direct community impact.

“We believe in empowering and trusting our staff,” the Reardons explain. “We work with qualified, passionate individuals who are committed to our mission, so that frees us from any need to micro-manage.” During their tenure, they have learned that front-line work is only possible when the organizational “machine is kept humming.”

Despite their administrative responsibilities, the Reardons have not lost touch with the hands-on work that drew them to The Salvation Army. They still participate in feeding the unhoused and elderly, teach Bible studies, work at summer camps, and attend community fairs to share information about their programs. These activities represent “the heart’s desires of every Salvation Army officer,” they note.

Among their proudest achievements is the Door of Hope Rady Residence, which provides transitional living for families in need. The program offers beautiful, temporary apartments for up to two years, made possible through generous donor support. This program shows The Salvation Army’s approach to addressing homelessness by providing stable housing that allows families to rebuild their lives.

The Reardons’ commitment to service runs deep – both were raised in The Salvation Army church, where serving others is fundamental to the faith. Their motivation remains strong because they have witnessed countless lives transformed and seen generational problems come to a halt.

The Salvation Army’s San Diego operations encompass daily congregate meals for seniors at five locations, housing for the unhoused, summer camps, food pantries, emergency disaster services, children’s programs, and addiction rehabilitation. This broad range of services requires constant financial support, whether donors choose to contribute to general operations or specific programs that inspire them.

Volunteer opportunities are diverse and urgent. The organization particularly needs help with daily senior lunches and emergency disaster services. As it does every year, the holiday season transforms local Salvation Army locations into centers of happy chaos, as the Reardons describe it. Between holiday meals, the massive Angel Tree toy program, and red kettle deployment, the year-end brings intensified activity. The impact is profound—many families have shared that they would have had nothing for the holidays without The Salvation Army’s support.

For San Diego residents wanting to help, the Reardons emphasize that everyone can contribute meaningfully, whether through a single toy donation or larger financial gifts. The community provides what people need, while The Salvation Army serves as the bridge connecting donors’ generosity to families in crisis.

Those interested in volunteering, donating or receiving additional information can visit www.SanDiego.SalvationArmy.org.

Major Amy Reardon and Major Rob Reardon

Danitza Villanueva
Danitza Villanueva
Danitza Villanueva was born in San Diego but spent her youth with her family in Tijuana and grew up on both sides of the border. She has transferred her unique insight of cross-border culture, trends and philanthropy to her business and community interests. Danitza is the first woman from her family to graduate from college. She has two degrees, one from Fashion Institute of Design and Merchandising in Fashion Marketing, and a second from San Diego Christian College in Communications. After starting GB Magazine with Esteban Villanueva in 2007, she has gone on to win awards and recognition from the community for her support of helping raise millions of dollars for non-profit organizations. Currently she resides in East County in San Diego where she and her husband Esteban run DAESVI Publishing, home to GB Magazine, among several other publications.

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