PITTSBURGH (KDKA) – For more than three decades, you have helped your neighbors in need and today, KDKA is launching the holiday tradition for another year.

“There is nothing I can think of in this entire community that can be better than feeding families at Thanksgiving,” Sy Holzer of PNC Bank said.

It’s that time of year again as KDKA kicks off the 31st Annual KDKA-TV Turkey Fund. Holzer and Cynthia Moore from the Greater Pittsburgh Community Food Bank joined Rick Dayton on Pittsburgh Today Live Tuesday to launch this year’s effort.

“When you look at the increased cost of food, increased cost in gasoline prices, utility costs are certainly – we’re expecting to have increases in those – those put extra strains on our families so having the extra support during the holiday means a whole lot to the families that we try to reach,” Moore said.

As in year’s past, PNC Bank will match donations of $50 or more dropped off at branch locations around the region.

“The whole organization asks for this. They can’t wait for the Turkey Fund. I don’t know anything else we can ask our people to do that they say yes quicker, with more passion, with more heart or with more caring,” Holzer said.

Last year, your generosity fed 40,000 families with gifts of nearly $600,000.

“What a great community and city we live in,” Moore said.

“It’s helpful and it’s because there is no strings attached and because at the end of it, they can see something good that happens immediately. It’s immediate gratification,” Holzer said.

For more information on how you can donate, click here: http://pittsburgh.cbslocal.com/donate-to-the-kdka-tv-turkey-fund/