Angel Giving Tree goes online

JC Penney and The Salvation Army partner to provide gifts to children and seniors.

This year, JC Penney and The Salvation Army launched a grand-scale online Angel Giving Tree program to run from November 3 to December 14, 2009. For the first-time ever, customers can adopt and shop online for angels at to provide Christmas gifts to thousands of children and seniors facing hardship this year.

“In a year when so many need help, the new online Angel Giving Tree program will extend our reach and make it easier for our customers and associates to give back this holiday season,” said Mike Boylson, executive vice president and chief marketing officer for JC Penney. “By leveraging the strength of, we are helping to modernize an American tradition—the Angel Tree program—and creating an innovative way to help families in need in our communities across the nation. Launching this program with The Salvation Army allows us to elevate our support for a cause that is extremely important to our customers and associates, underscoring our focus on the ‘Joy of Giving’ this holiday season.”

The new online Angel Giving Tree program builds on the legacy of The Salvation Army’s Angel Tree program that has been in operation for more than 40 years.

“We are excited about this new online Angel Giving Tree program with JC Penney that will allow The Salvation Army to build upon a great Christmas tradition by reaching a new online audience,” said Major George Hood, the Army’s national community relations and development secretary. “With the winter months around the corner, we appreciate this opportunity to inspire the American public to make a better Christmas for the millions of children and seniors living in poverty. One small gift can bring joy to a Salvation Army Angel this Christmas.”

Created in collaboration with JC Penney partners Razorfish, Akamai Technologies, Sapient and Tata, the online Angel Giving Tree program allows customers to adopt an angel at and conveniently shop for them online, in JC Penney stores or at any location they choose. In a few easy steps, customers can visit the site to request an angel by location, age range and gender. An angel who matches the criteria will be e-mailed to the customer along with a list of needed items.

In collaboration with FedEx Ground, Angel Giving Tree gifts purchased through can be shipped free of charge to any one of the 1,200 Salvation Army collection centers nationwide—putting the entire selection, shopping and delivery process at the customer’s fingertips.

From a national Salvation Army press release.

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