Toy and food collections are no longer as feasible but welfare agencies are bracing for unprecedented demand for help this festive season amid the pandemic.

Radio Ballarat launched the 3BA Christmas Appeal on Thursday morning with the simple message "please give".

Station general manager John Fitzgibbon and long-time appeals ambassador Peter Caligari each encourage people who are in a position to give to offer what they can to help the rising number of people in need across the city this Christmas.

The 3BA Christmas Appeal started 40 years ago. Mr Caligari, who led the appeal from the start, said Ballarat was experiencing the toughest economic times in that period.

"No-one has been left unscathed by the many months of lockdowns and other restrictions," Mr Caligari said. "Some of the major fundraising events which have been conducted every year for many years to support the appeal will not take place this year and making up for the funds lost will be an extremely difficult task."

This follows the 3BA Winter Appeal, which worked with City of Ballarat's feed appeal, to help frontline agencies with food and essentials for people struggling most during the pandemic.

IN OTHER NEWS

Mr Fitzgibbon said an already stretched community put the appeal in a difficult situation but made organisers more determined to make a difference.

The station was unable to take food and toy donations direct. Cash allowed greater flexibility to share where needed, for example, a more even spread of toys across age groups.In a pandemic push for a cashless society, Mr Fitzgibbon encouraged people to donate direct in a bid to keep the community and volunteers safer.

The 3BA Christmas Appeal supports frontline work in Ballarat via Uniting Ballarat, Anglicare, Salvation Army and St Vincent de Paul.

Donate to Christmas Appeal Trust at National Australia Bank: BSB 083-526; account number 635463252.