Christmas can be a magical and joy-filled time. But for some families, financial challenges make it impossible to have presents under the tree. Thanks to generous community donations and the hard work of dedicated volunteers, the Elf Louise Christmas Project brings gifts to thousands of families in San Antonio every year,
helping those children wake up to a happier Christmas morning.
The Elf Louise Christmas Project began in 1969, when Trinity University student Louise Locker felt there was a lack of Christmas spirit in her life. She wanted to do something to change that while also helping people. As someone who knew what it was like to grow up with a limited income, she wanted to provide Christmas presents for kids who may not receive them otherwise. With the postmaster’s permission, Louise read the
undeliverable letters to Santa and provided gifts to 13 of those families. It was such a meaningful experience for everyone involved that Louise repeated it the next year. That small act of kindness has grown into the San Antonio holiday tradition known as the Elf Louise Christmas Project.
Executive Director and long-time volunteer Karen Gordon told me that Elf Louise is an organization “based on hope, faith, and a belief in people’s goodness.” The Christmas gifts that are given to the children and families of San Antonio in need “promote emotional well-being, instill a sense of belonging, and reinforce values of kindness, caring, and community.”
Elf Louise is completely run by volunteers. Thirty-four people work year-round, coming in several days a week to keep the operation running. Some volunteers have been with the project for over 30 years, including one who has wrapped gifts and delivered presents for 40 years. In October, the pace picks up, and the core group of year-round volunteers start putting in even more hours to prepare for Christmas. That’s also when
other seasonal volunteers start to appear, helping with gift wrapping, stocking toys, and unloading crates.
Most of the gifts distributed by Elf Louise are purchased with donations from individuals and business sponsors. They also receive many gifts from local businesses that host Toy Drops. Donations from Elf Louise’s Amazon and Walmart wish lists help round out the presents needed.
Everything at Elf Louise is a team effort, and that includes finding the families who will receive gifts. Over 200 social service agencies, churches, schools, and community organizations partner with Elf Louise to identify families in need and guide them through the application and approval process. They are an integral part of making sure Elf Louise reaches the families that need their help the most.
In 2024, Elf Louise provided gifts to 5,500 families, including nearly 18,000 children. Since the project’s inception, close to one million children have received presents from the Elf Louise Christmas Project.
That incredible impact on our city takes a massive effort, and there are many ways people can help. A great way to start is by spreading the word about Elf Louise, including on social media. Listen and donate during the WOAI 1200 Radiothon on December 13 and 14. Visit their website at www.elflouise.org for a variety of ways to
donate money and purchase toys from their wish lists. Every contribution is appreciated, but gifts for older children and teens are especially helpful, as these tend to be more expensive. Businesses can host a Toy Drop or become sponsors. Every type of contribution helps Elf Louise’s mission of providing joy to families in need.
If you would like to volunteer at Elf Louise headquarters, sign up on the website or consider becoming part of that year-round group of core volunteers. Many of them have been with Elf Louise for decades, and it is time for them to train the next generation to deliver Christmas magic for many years to come.
Volunteers say the excitement and gratitude they see when families receive their presents are what bring them back to help each year. “The joy of seeing a child’s face light up, or hearing a parent’s heartfelt thank you, fuels their dedication year after year,” Executive Director Karen Gordon said. This cycle of giving is most profoundly seen when former gift recipients of The Elf Louise Christmas Project return as volunteers later in life, often bringing their own children and grandchildren with them to give back to an organization that gave them so much. Some of them report that the gifts they received from Elf Louise were the only ones they had that year. This is the truest expression of the Christmas spirit: the joy and love we receive from others can change our lives. And that change can transform into compassion and hope that can be shared further, uniting our community.
Elf Louise is looking for new hands and hearts to carry its Christmas magic forward.