Ameriprise Financial to match Red Cross donations up to $100,000 on Veterans Day

RENO, Nev. (KOLO) — Ameriprise Financial will match donations made to the American Red Cross of Northern Nevada and nationwide up to a total of $100,000 on Veterans Day, Wednesday, Nov. 11.

Donations made Nov. 11 through redcross.org will be matched dollar for dollar. The money will support Red Cross services for military families and communities facing emergencies across Northern and Rural Nevada and nationwide, the organization said.

“When a service member or military family faces an emergency, the Red Cross helps them access support when it matters most,” said Heidi Ruster, chief executive officer of the American Red Cross Utah/Nevada Region and a U.S. Navy veteran. “Support from Ameriprise Financial helps make that possible while strengthening the services our communities rely on every day.”

Service to the Armed Forces

Through its Service to the Armed Forces program, the Red Cross provides confidential emergency communications, helps military families stay connected during crises and connects them with support and resources. The services are available around the clock.

For more than 140 years, the Red Cross has supported military members and their families. The program provides information and referrals to community services, connects families with financial assistance and offers support during deployments, family emergencies and the transition to civilian life.

Red Cross volunteers also serve at military installations and in military hospitals, helping service members, veterans and their families receive assistance.

Red Cross services in Northern Nevada

The Red Cross also responds to disasters, provides shelter and emergency assistance, collects blood for patients in need and teaches lifesaving skills.

In Northern Nevada so far this year, Red Cross volunteers have responded to 99 home fires and helped 296 people. In 2025, volunteers responded to 85 home fires and assisted 271 people. Since 2020, volunteers have responded to 681 home fires in Northern Nevada and helped 2,519 people.

Volunteers also installed more than 500 free smoke alarms a year, supported preparedness education and deployed across the country to assist communities recovering from major disasters.

Ameriprise Financial support

Ameriprise Financial has supported the Red Cross for decades and is a longtime member of its Disaster Responder Program. The company contributes more than $250,000 annually to help the Red Cross prepare for and respond to disasters. It also hosts blood drives for hospitals across the country.