Where “Doing the Most Good” is a daily mission, both spiritually and socially.
About Our Series: The Chamber of Commerce of Eastern Connecticut’s “Community Builders” series highlights the organizations and businesses that anchor our region, those whose daily work strengthens our communities, supports local families, and enriches our shared quality of life. This feature celebrates The Salvation Army of New London and its profound impact on the people it serves.
Each holiday season, the familiar sound of ringing bells returns across Eastern Connecticut as The Salvation Army sets out its iconic Red Kettles, a tradition that fuels programs supporting families year-round.
Right now, local businesses and community members still have time to make a meaningful impact, with an organization whose compassion isn’t just extended – it’s lived every day.
The Salvation Army of New London, a proud member of the Chamber of Commerce of Eastern Connecticut since 2019, leads this effort locally. Founded in 1884, the New London Corps supports families during the holidays and carries that mission throughout the year through food assistance, youth programs, case management, and emergency relief. This year, the Corps expects to serve more than 1,100 children through the Holiday Store, Angel Trees, and Red Kettles – an inspiring increase from 300–400 children just a few years ago. Holiday support ensures families have toys, winter clothing, and essentials when it matters most. Generosity during this season directly strengthens the services that local households rely on every month.
A Mission Rooted in Personal Experience and Purpose
Captains Adriana “Gigi” and Brandon Gonzalez-Cottrell lead the Corps with a deep personal connection to its mission.
Brandon first came to The Salvation Army as a child when his family received housing support and Christmas assistance. “I do this work because there’s an old me out there somewhere,” he says. “I want to help build a better community.”
Adriana’s connection began in college when a Salvation Army scholarship helped her buy textbooks as a first-generation student. An accompanying summer job beginning her freshman year eventually grew into leadership roles – and ultimately, a different calling.
The couple met during officer training, started their life together, and began careers in Mount Vernon, Ohio, before being placed in the City of New London during the pandemic.
Now married 12 years, with a four-year-old daughter, they lead a dedicated, eight-person team overseeing worship, social services, budgeting, casework, youth programs, and community outreach.
“It’s our life,” Adriana says. ““We practice what we preach. Whenever it’s needed, whoever it’s benefiting, our team is there.”
Pictured: Captains Gigi and Brandon Gonzalez-Cottrell with their daughter.
A Supportive Hub for New London County Families
Centrally located near the police department, public library, and City Hall, the New London Corps serves as a hub for families in need. Every month, they provide:
- A food pantry serving 75–100 residents
- Social services supporting roughly 30 families with rent, utilities, food boxes, and more (with help from St. James Church & others)
- Crisis and disaster relief
- Youth and senior activities
- Holiday assistance
- Red Kettle fundraising that powers programs year-round
The Corps also runs quarterly, grant-funded initiatives such as Kicks for Kids, community barbecues, and their annual gala.
Pictured: Kicks for Kids recipients.
“Our job is to help families see past the situation they’re in,” Brandon says. “It’s about giving them a breath of fresh air and relieving stress in these difficult chapters. The responsibility to change is theirs—but helping them see the opportunity to grow and thrive is ours.”
The Red Shield Youth Center: Not-Your-Average After School Program
A cornerstone of the Corps is its free after-school enrichment program that’s served 6–13-year-olds since the early 2000s. The program – in addition to distributing nutritious meals provided by the New London Public Schools, helps children explore interests, build confidence, and develop life skills, rotating through sessions focused on:
- Healthy relationships
- Communication skills
- Financial literacy and internet safety
- Art and creative expression
- Hygiene and self-care
- Local history and science
These programs are made possible thanks to partnerships with Connecticut College, Expressions Art Center, the Girl Scouts of Connecticut, Mitchell College, Mystic Aquarium, Mystic Seaport Museum, NESS, Niantic Children’s Museum, New London Youth Affairs, New London Parks & Recreation, Pattagansett Art Center, and the Yellow Farmhouse Education Center.
“The goal in addition to creating this safe space is to expand their (the children’s) horizons,” Brandon explains. “There are so many opportunities right under their nose—they just need the chance to see them.”
For businesses, civic groups, and high schools/colleges, it’s a hands-on way to mentor, teach, volunteer, and support future workforce development.
Why Relationships Drive Their Success
The Corps’ expanded reach – from serving a few hundred children years ago during the holidays to more than a thousand today alone, is rooted in collaboration.
“The success of any program comes from relationships,” Brandon says. “Who you know, what you know, and how you advance each other’s resources and impact.”
His perspective is shaped by growing up around small business, which he calls “the lifeblood of the community,” and now as a parent, he and Adriana value partnerships that break barriers and build bridges. That’s why the Corps invites companies to partner – not just donate.
How Local Businesses Can Engage
Immediate Opportunities
- Volunteer for Red Kettle shifts (Now-Christmas Eve)
- Share giving opportunities with employees or customers
Year-Round Options
- Host or teach a workshop at the Red Shield Youth Center
- Volunteer as a team at programs or events
- Support food drives or seasonal campaigns
- Sponsor youth, family, or senior programs
- Help spread the word about available services
A Warm Invitation to Make a Difference
No matter the avenue you or your company choose to collaborate on initiatives, your involvement helps families feel supported, seen, and hopeful. Impact grows from consistent acts of community care—and with the Salvation Army of New London, every contribution is part of a larger story: children finding light and passions, families finding stability and comfort, and neighbors lifting each other up year-round.
To get involved, contact Captain Adriana Gonzalez-Cottrell directly at: Adriana.Gonzalez-Cottrell@use.salvationarmy.org.
Be sure to follow the Salvation Army of New London on Facebook, Instagram, Twitter, YouTube, Pinterest, and Vimeo, and subscribe to their upcoming newsletter to learn how you can join the movement of “Doing the Most Good.”