Sierra Central partners with TLK Foundation on Camp Fire Relief Effort

Sierra Central Credit Union’s Paradise branch wasn’t destroyed in the Camp Fire, but everything around it was, and the people who make the facility what it is were hit hard.

To help those 4,000 customers and five employees who lost everything, the company is partnering with TLK Foundation -- the Treat’em Like a King Foundation, founded by former Sacramento Kings player Harold Pressley – to establish a Camp Fire Relief Fund that will see 100 percent of the proceeds used to help fire victims get back on their feet.

“We are mirroring the formula used with the North Bay Fire Relief Fund following the 2017 Tubbs Fire in Santa Rosa,” said John Cassidy, CEO of Sierra Central. “We wanted to set up a fund that could help people with their short-term needs. There’s a big gap for folks in those first three to four months where it is hard to get the resources needed to get back on their feet. It’s a critical time where $1,000 here and there can really make a difference, so that’s what we are trying to do.”

The fund has already received financial commitments for nearly $400,000, and Cassidy hopes to see that number grow as time goes on.

“Paradise is a great community with great people. It’s our mission to make the communities we serve better, so we wanted to do something to help Paradise recover,” he said.

Pressley has been a chief spokesperson for Sierra Central since 2000, so the partnership between the two groups was the right fit.

Cassidy said there are several worthy groups raising funds to help in the relief effort, like the American Red Cross, The Salvation Army and the North Valley Community Foundation. He said the SCCU/TLK Camp Fire Relief Fund will be specifically for short-term needs.

Over the next month, organizers will work with agencies in Butte County to determine the process victims can go through to apply for the grants. A 27-person committee was formed to oversee the funding efforts and vetting process for applicants.

Those interested in donating can do so by going to www. Sierracentral.com or www. Tlkfoundation.org and clicking the links to the Camp Fire Relief Fund. Checks can be made out to SCCU/TLK Camp Fire Relief Fund and mailed to Sierra Central – 1351 Harter Parkway, Yuba City, CA 95993.

“I can’t tell you enough how amazing the Yuba-sutter community has been during the Carr Fire and during this Camp Fire, in terms of the level of support and giving. It’s been extraordinary,” Cassidy said. “It’s been a true testament to Yuba-sutter’s character. I’m truly proud to be part of this community.”