Juggling and the Fine Art of Fundraising

For the 2010 campaign, the Salvation Army expanded its direct-marketing scope for the Red Kettle. It continued to employ traditional efforts with volunteers, celebrity endorsements and corporate partners while integrating new technology and social-media tools. For the 14th year in a row, the Dallas Cowboys hosted the National Red Kettle Campaign Kickoff at Cowboys Stadium on Thanksgiving Day. In 2010, country singer Keith Urban officially launched the campaign with a live performance at the game. The Salvation Army also incorporated its first ever "Rock the Red Kettle" concert, a special event to raise more awareness and donations for the red kettles. And another event, the fourth annual Dream Drive by the Salvation Army, Sam's Club and professional football players' wives association Off the Field helped 10 needy families in 10 cities across the country as part of the Red Kettle campaign.