The Salvation Army

The Salvation Army’s Red Kettle Campaign is one of the oldest and largest charitable fundraisers of its kind, and the iconic Red Kettles have become a staple of the holiday season in the U.S. However, in recent years, the campaign faced a few challenges, including a shorter giving season, an increased need for engaging with the next generation of donors, and a knowledge gap when it came to understanding just how The Salvation Army provides services to nearly 30 million people each year. 

Richards Partners was charged with increasing the level of national media coverage and generating more conversation about the size and scope of The Salvation Army. Richards Partners has since reignited the campaign by proactively building relationships with national media, utilizing talent and partnerships – including a unique NBCUniversal partnership to own share of voice on #GivingTuesday – and maximizing a partnership with the Dallas Cowboys to kick off the campaign during halftime of their nationally televised Thanksgiving Day game. 

In 2014, we introduced #RedKettleReason. Designed to elevate the work of the Army and provide a platform to share experiences, #RedKettleReason is a movement fueled by Americans sharing their motivations for donating their time, talents, and treasures to The Salvation Army. Corporate partners, Cowboys players, celebrity talent, and donors across the country shared their messages of hope for the holidays across social, broadcast, and online platforms to raise awareness of the work done by this iconic brand. In its first year, the effort generated more than 60,000 #RedKettleReasons and helped support the campaign’s cultivation of more than $14 million in donations.