The Salvation Army’s 130th annual Red Kettle Campaign has launched the season of giving and is urging everyone to help rescue Christmas for over 100 million Americans who are already or just a mere financial event away from living in poverty. This holiday fundraising campaign has kicked into high gear on Thanksgiving at AT&T Stadium with a special nationally televised halftime performance during the Dallas Cowboys Thanksgiving Day game against the Washington Football Team on FOX.
In a high-energy virtual performance, taped in advance due to NFL restrictions to limit on field non-player activity, Kane Brown wowed audiences across the nation with his powerful halftime-show concert — with a little back up assistance from the iconic Dallas Cowboys Cheerleaders.
“For 24 years, we’ve been honored to support The Salvation Army. They need our help now more than ever,” said Charlotte Jones, executive vice president and chief brand officer for the Dallas Cowboys and former national advisory board chairperson for The Salvation Army. “In such challenging times, we’re humbled to be part of The Army’s enormous effort to help our communities through their hardships today and through those that may lie ahead.”
The Red Kettle Campaign, the largest and longest-running fundraiser of its kind, is especially needed now due to the COVID-19 pandemic. Requests for service are at an all-time high – The Salvation Army could serve up to 155 percent more people this year, assuming funds are available. However, with funds raised through the iconic Red Kettles at risk due to factors like less retail foot traffic and consumers carrying less cash, The Army could see up to a 50 percent decrease in funds raised, which puts serving those most vulnerable during Christmas and throughout 2021 in jeopardy.
While the Red Kettle Campaign usually officially kicks off on Thanksgiving Day, the iconic annual fundraising started early this year, for the first time in The Salvation Army’s history, in order to get a head start on what is forecasted to be a giving season filled with unknowns and anticipated losses.
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