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JCPenney and The Salvation Army launch largest online Angel Giving Tree program

December 11, 2009
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Find your angel and shop today at jcp.com/angel.

This year, JCPenney and The Salvation Army launched a grand-scale online Angel Giving Tree program that ran from Nov. 3 to Dec. 14, 2009. For the first-time ever, customers could adopt and shop for angels at jcp.com/angel to provide Christmas gifts to thousands of children and seniors facing hardship this year.

Across the country, over 30,135 angels were adopted as of December 7.

“In a year when so many need help, the new online Angel Giving Tree program extended our reach and made it easier for our customers and associates to give back this holiday season,” said Mike Boylson, executive vice president and chief marketing officer for JCPenney. “By leveraging the strength of jcp.com, we helped modernize an American tradition—the Angel Tree program—and created an innovative way to help families in need in our communities across the nation. Launching this program with The Salvation Army allowed 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 built on the legacy of the Army’s Angel Tree program, which has been in operation for more than 40 years.

“We are excited about this new online Angel Giving Tree program with JCPenney that allowed 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. “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 will bring joy to a Salvation Army Angel this Christmas.”

The online Angel Giving Tree was created in collaboration with JCPenney partners Razorfish, Akamai Technologies, Sapient and Tata. FedEx Ground shipped gifts purchased through jcp.com free of charge to any one of the 1,200 Salvation Army collection centers nationwide.

From a national Salvation Army press release]

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