As more families struggle to afford the basics, My Brother’s Keeper is once again getting a head start on the holidays — and asking the community to do the same.

The Dartmouth-based Christian ministry has launched its second annual “Christmas in July” gift drive to help replenish inventory for its long-running Christmas Program, which last year served more than 3,200 families across southeastern Massachusetts.

“Last year was the first time we've done that, and it was immensely successful,” said Paul Key, the organization’s chief development officer. “It really surpassed our expectations by far.”

The early push to collect toys helps the organization prepare for its busiest season, when thousands of families register for Christmas gifts. And the need, Key said, is only growing.

A recent report from the Greater Boston Food Bank found that one in three Massachusetts households experienced food insecurity last year, which Key said reflects the day-to-day reality for the families My Brother’s Keeper serves.

“Many are struggling to pay rent, utilities and get food on the table,” he said. “To be able to alleviate the stress from these parents by saying, ‘We're going to help you with Christmas gifts for your kids,’ it's one less thing they have to worry about.”

Community members can donate new, unwrapped gifts by shipping them to either of the organization’s facilities in Dartmouth or Easton by July 26, or by dropping them off in person at either site from July 28 through August 1 from 9 a.m. to 5 p.m.

Gifts can also be purchased directly through My Brother’s Keeper’s Amazon or Walmart wishlists.

“This toy drive helps us prepare for the level of success we aim for each year,” said Key. “It’s a huge part of what we do — and we’re only able to do it because of the generosity of this community.”