RENO, Nev. – For 19 years, the Reno Rodeo Foundation’s (RRF) annual Denim Drive has been a beacon of hope for abused and neglected infants, children, and teens across 14 Northern Nevada counties. Running from Monday, Nov. 11 through Tuesday, Dec. 31, 2024, the Denim Drive invites community members and local businesses to contribute by donating funds, new clothing or essential items, helping to meet the needs of vulnerable children in foster care and protective services.Since 2016, the Denim Drive has increasingly emphasized monetary donations to ensure greater flexibility in addressing each child’s unique requirements. This strategic shift enables the RRF to work closely with social workers and case managers, providing essential items such as hygiene products, shoes and other personalized necessities that help restore a sense of dignity and normalcy for children facing challenging circumstances.
“The Denim Drive is a powerful reminder of the strength and kindness within our Northern Nevada community,” said Cheree Boteler, Executive Director of the Reno Rodeo Foundation. “Every donation sends a message of care and support to children who need it most. It’s truly moving to see our community come together year after year to make a lasting impact in the lives of vulnerable children, providing not only monetary donations and essential items but also hope and comfort during challenging and traumatic times.”
Monetary donations to the Denim Drive can be made in several convenient ways:
- Online via the Reno Rodeo Foundation website: RenoRodeoFoundation.org
- By mail at Reno Rodeo Foundation, 59 Damonte Ranch Pkwy., Ste. B-441, Reno, NV 89521
- Through ApplePay at (775) 741-5979 or Venmo at @RenoRodeoFND
- By texting DENIMDRIVE to 50155
For donors interested in targeting their impact, the option to direct monetary contributions to a specific county is available.
New clothing donations are still welcome and can be dropped off at any of the official Denim Drive drop-off locations (full list available on the RRF website) . Clothing donations collected in a specific county are retained within that community, helping ensure that contributions directly benefit local children.
Additionally, an Amazon Wish List has been created this year, allowing supporters to select and purchase items that are most needed by children in foster care. Items purchased from the wish list will be sent directly to the RRF for immediate distribution to children in need.
The 2024 campaign also introduces a new Dine to Donate opportunity. Food and drink establishments can participate by designating a day, week or month to donate a portion of their sales to the Denim Drive. This initiative highlights the commitment of local businesses to the community, and will be promoted by the RRF, Hungry in Reno and Reno Food & Drink Week.
The RRF is actively seeking partner organizations to support this year’s Denim Drive. Participating as a Denim Drive partner offers businesses a meaningful way to support children in foster care and demonstrate community involvement. Each partnership level is tailored to align with a business’s goals, offering options to host events, increase brand visibility, or contribute to the mission of supporting foster youth in Northern Nevada. More information about partnerships can be found here.
By rallying Northern Nevada communities, the RRF’s Denim Drive continues to be a lifeline for children in need, providing the essentials for comfort and stability as they transition into safe and nurturing environments.
For more information on the Denim Drive and the RRF or to make a donation, visit RenoRodeoFoundation.org.
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About the Reno Rodeo Foundation
Established in 1986, the Reno Rodeo Foundation is a Nevada-based 501(c)(3) nonprofit serving children and families in Northern Nevada. Since its inception, the Foundation has distributed over $8.3 million through programs supporting vulnerable youth. Key initiatives include the Denim Drive (Nov. 11 – Dec. 31, 2024), which provides foster children with new clothing and hygiene items; scholarships for high school graduates and college students; life-enhancing Rodeo Wishes for children with medical conditions; and Reading Rooms, offering comfort to children in family court.
Annual community events like Rhythm & Rawhide (June 7, 2025) and the Texas Hold ‘Em Poker Tournament (Oct. 4, 2025) support these programs. Stay connected with the Reno Rodeo Foundation on Facebook, Instagram, LinkedIn, and Twitter and visit RenoRodeoFoundation.org for more information.
