New fundraising tool allows supporters to designate a specific cause for donations

ALEXANDRIA, Va. (Nov. 21, 2016) – The Salvation Army’s Red Kettle Campaign will launch online this year with a few new faces and new ways to support the cause areas that benefit from the millions raised in the iconic red kettles each year. With the help from four influential personalities, The Salvation Army will call on Americans to start their own #RedKettleReason fundraisers, as well as offer the opportunity to designate their contributions to cause areas that fight hunger, provide shelter or ensure Christmas assistance for those in need.

Leading the charge will be actor, producer, musician and Salvation Army supporter Nick Cannon, in his second year as #RedKettleReason Ambassador. Nick is asking his fans to help him make Christmas bright for children and families in need.

“I’m honored to continue working with The Salvation Army this holiday season. It is so important for us to come together during the holidays and support people in our communities who may be struggling,” said Cannon. “Every child deserves to have a joyful, magical Christmas morning, so I am raising money through my #RedKettleReason page to help The Salvation Army provide Christmas gifts and necessities to children across the country.”

Notable YouTube sensations will also take part in #RedKettleReason by sharing videos in support of their chosen causes and encouraging donations through their own personal fundraising pages.

Trick shot artist Brodie Smith is calling attention to hunger relief with a series of amazing kettle trick shots, including one at AT&T Stadium, the home of 20-year Salvation Army partner the Dallas Cowboys. His video will be released on Tuesday, Nov. 22.

The first family of viral video, The Holderness Family, is best known for their hit musical parody “Xmas Jammies.” The Holdernesses are raising money for The Salvation Army’s Christmas assistance programs and will debut a remake of a well-known Christmas song to encourage support. Their video will release on Giving Tuesday, Nov. 29.

Beauty and lifestyle vlogger Dulce Candy will call attention to the need for a safe place for children to go as she chronicles her afternoon volunteering at The Salvation Army’s Los Angeles Daycare Center.

“People donate for many reasons, and we have been so impressed by the flood of thoughtful, inspiring motivations that are shared through #RedKettleReason,” said Lt. Col. Ron Busroe, national community relations and development secretary. “Now that you can designate a Salvation Army cause area to receive the funds, we hope our supporters will be even more motivated to reach their fundraising goals and spark conversation both online and off about the importance of giving during the holidays.”

To start a #RedKettleReason fundraising page, visit redkettlereason.org and click “Start a Fundraiser.” Users will be asked to specify the community for which they wants to raise funds, fundraising goal and designated cause to support. There is also an option to make a general donation to The Salvation Army.

During the holiday season, over three million families and children rely on The Salvation Army to provide them with a warm meal on Christmas Day or toys for their children. Donating to the Red Kettles also allows the Army to serve more than 25 million people a year by providing a total of over 10 million nights of shelter and 57 million meals a year, along with substance abuse recovery programs, after-school programs and emergency shelter for children and families in need.

To donate to the 126th Red Kettle Campaign, Americans can also drop dollars and coins into the more than 25,000 Red Kettles found in front of retail stores and on street corners, give any amount by texting KETTLES to 51555 or visit redkettlereason.org.


About The Salvation Army

The Salvation Army, established in London in 1865, has been supporting those in need without discrimination for more than 135 years in the U.S. More than 25 million Americans receive assistance from The Salvation Army each year through a range of social services: food for the hungry, relief for disaster victims, assistance for the disabled, outreach to the elderly and ill, clothing and shelter to the homeless and opportunities for underprivileged children. For every dollar donated to The Salvation Army, 82 cents is used to support those services in 5,000 communities nationwide. The Salvation Army tracks the level of need across the country with the Human Needs Index (HumanNeedsIndex.org). For more information, go to salvationarmyusa.org or follow on Twitter @SalvationArmyUS.