As for the offering of food - "one of our most important services, it helps us ask what else can we do?", from January to April this year, Whangarei Salvation Army gave out 718 food parcels, and from July last year to the end of this April it gave 2100 parcels.
"Times that amount by big families, which some are, and that's a lot of food," Mr Koia said.
"Is it enough? Well, it's never enough. We have to keep coming back to what is behind this need for food, what can we do about that?
"Because while food might often be our first dealing with someone, their need for it is really the end result for them, because of the circumstances that got them there.
"We will help the first time by just giving them the food. They need it, we have it. But we're more than a pantry.
"The second time they come to us we say, 'how can we help you?' We look at the underlying factors.
"The third time we put things in place for them to get on track.
"It might be budgeting or counselling or another service, but it's about dealing with the underlying issues, not just hunger.
"We have a clear process there, and we do see a lot of people just move on from that instance of need."
Red Shield donations collected in Whangarei go into a centralised kitty, with funding then allocated around the regions.
Local Salvation Army centres also rely heavily on direct donations of money, food and other goods, and the profits from their second hand shops.
People who are down-and-out are not the main picture, Mr Koia said. Many the Salvation Army help have jobs but often complex needs.
"Rent is going up, there's been a steep rise lately and we see that having a huge impact. We've got families turning up who are sleeping in cars, we have children who are not going to school.
"I say to my team, we are qualified professionals, it's our duty to have compassion without being judgmental.
"But this huge need out there, it's also the responsibility of all of us in the community. That's what Red Shield helps get across."
People can support the appeal at salvationarmy.org.nz, phone 0800 53 00 00 or give to street collection.