Army announces Christmas partners

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Partnerships enhance Army’s ability to serve others.

To help people in need, The Salvation Army’s plan for Christmas partnerships includes arrangements with several major national brands to provide toys, food and utility assistance at Christmas and other critical social services throughout the year. This year’s partnerships include initiatives with The Dallas Cowboys, Denny’s, Rayovac, Target and Wal-Mart, as well as many local and regional businesses.

“On behalf of The Salvation Army and the people we serve, I want to thank our partners for their generous contributions not only in dollars and in-kind donations, but their time and dedication to helping people in need,” said Major George Hood, national community relations and development secretary. “Their efforts demonstrate a commitment to doing the most good for the communities we jointly serve.”

Nationwide, the Army will work with its partners to roll out several events throughout the Christmas season including:

Dallas Cowboys Red Kettle Kick-Off—For the eleventh year in a row, the Red Kettle Campaign was kicked-off in a nationally televised performance at The Dallas Cowboys Thanksgiving Day game. Kelly Clarkson was the featured performer and is the honorary kettle chair for the season. More than $1 billion has been raised since the national kick-off began.

Denny’s “Salvation Army Angel Trees”—For the second year in a row, Denny’s will be the only restaurant chain to host “Angel Tree” gift giving programs in its locations nationwide.

Denny’s customers and employees may select “angel” ornaments from in-restaurant Christmas trees and purchase gifts of new clothing and toys for local children and families in need. Last year, over 900 restaurants helped collect more than 268,000 gifts—or $5.36 million in clothing and toys—within three weeks, and the chain hopes to exceed that total in 2007. The program runs through December 11 at participating Denny’s.

Rayovac Batteries “Keep It Ringing” Tour—Along with featuring The Salvation Army logo and signage on its battery packaging in retail stores nationwide, Rayovac also pledged a $250,000 cash donation to the Red Kettles. The multi-city, mobile tour features a 17” Rayovac-powered Red Kettle bell that will keep ringing non-stop, cross-country, all Christmas season long. The bell will be visiting Wal-Mart locations across the country through December 21 to remind shoppers that the needs of less fortunate families do not go away when the bell stops ringing. More information on the tour is available at

Sam’s Club “Adopt a Family” with Off the Field Players’ Wives’ Association—This Christmas, the chain (part of Wal-Mart Stores, Inc.) sponsored events in five cities on Dec. 6, during which the wives of famous football players shopped for families in need. Sam’s Club managers and volunteers will help distribute the gifts through the local Salvation Army. Sam’s has pledged more than $50,000 in merchandise, including $200 food gift cards for each family.

Target “Gifts for Greater Good”—Target again will donate $1 million to The Salvation Army to provide assistance to local units through the holidays and throughout the year. In addition, Target has created an exclusive holiday product collection with a portion of the purchase price directly donated to various causes. On behalf of The Salvation Army, the company is selling a Songs for Greater Good compilation CD featuring popular recording artists singing traditional Christmas songs. The CD retails for $5.99 and $2 from each sale will be donated to The Salvation Army. Also, Target is selling a second annual Salvation Army Christmas ornament. It retails at $9.99 and 100 percent of the profits from its sale will be donated to the Army. The ornament also is available online at

Wal-Mart “Bells Ringing Across America”—Wal-Mart is supporting The Salvation Army’s Red Kettle campaign, by hosting kettles outside its Wal-Mart stores, Neighborhood Markets and Sam’s Club locations nationwide through Christmas Eve. President and CEO Lee Scott launched the campaign with a $1 million dollar donation on behalf of the Wal-Mart Foundation.

Wal-Mart “Christmas Carol Concert”—Wal-Mart is also producing its first-ever Christmas Carol Concert featuring The Salvation Army and Pastor Rick Warren, author of The Purpose Driven Life, which aired on the in-store Wal-Mart television network on December 7. A series of live Salvation Army brass band concerts will also take place at Wal-Mart stores and Sam’s Club locations throughout the season. Last year, Red Kettle donations in front of Wal-Mart and Sam’s Club topped $30 million, nearly a quarter of all campaign giving, and the company hopes to exceed that total this year.

“The Salvation Army has a unique ability to work with both national and local companies on events and outreach almost anywhere in the U.S,” said Major Hood. “Because we serve so many people with different needs in nearly 5,000 communities nationwide, we are able to build customized programs that help philanthropic-minded organizations give back locally.”
The Salvation Army also offered partners the opportunity to host Online Red Kettles. The group kettles give companies an easy way to fundraise and pool resources for an organization-wide goal. Businesses can also place the link on their Internet or Intranet site to encourage visitors to donate. A number of partners have already signed up as virtual volunteers, including the Dallas Cowboys, Rayovac and Wal-Mart.

The Salvation Army is grateful to all of its national and local corporate partners for the support they provide to the over 35 million people helped by the organization each year. For more information on any of the partnerships visit

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