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NBCUniversal Joins Forces with Salvation Army on "Giving Tuesday"

They're teaming up to encourage Red Kettle donations throughout the holiday season.
ALEXANDRIA, VA (News release) - The Salvation Army has announced that it will channel a significant portion of its annual holiday spend this year through a single comprehensive partnership with NBCUniversal. With the goal of maximizing exposure and donations for the iconic Red Kettle Campaign, the partnership will run throughout the season, including a cross-portfolio roadblock on TV and digital platforms on the second annual “Giving Tuesday,” December 3. The broadcast campaign will run across NBCUniversal’s portfolio including NBC Broadcast Entertainment, 10 cable networks, syndication properties, two NBC Owned Television Stations and its digital properties

Now in its 123rd year, the Red Kettle Campaign runs the day after Thanksgiving through Christmas Eve and is the largest and longest-running fundraiser of its kind. The on-air and online properties involved in the “Giving Tuesday” roadblock campaign will support the drive for donations during November and December 2013.  

“We wanted to engage one influential broadcast media partner to make the most of America’s charitable holiday season. While we recognize that our broadcast budget is that of a nonprofit, we approached NBCUniversal with the challenge,” said Ira Berger, brand media director of national broadcasting at The Richards Group. “We are immensely grateful to NBCUniversal for delivering value beyond our expectations with a smart cross-platform plan and integrated programming.” 

Additionally, with the objective of engaging one influential media partner to capitalize on a moment in time when America is looking to give back, The Salvation Army, together with NBCUniversal, is promoting “Giving Tuesday” across multiple screens. Created as a national day of giving at the start of the annual holiday season, and now in its second year, “Giving Tuesday” celebrates and encourages charitable activities that support nonprofit organizations.

“Together with The Salvation Army and The Richards Group, we wanted to activate our wide array of assets during the holiday season to support families across the country,” said Alison Tarrant, executive vice president of the Client Solutions Group, Advertising Sales, NBCUniversal. “This is a great illustration of how our Client Solutions Group can help clients harness the power of our portfolio from a single point of contact.”

The partnership includes:
  • NBCUniversal Cross-Portfolio Media: Broadcast and cable entertainment networks–USA Network, Syfy, Esquire Network, Oxygen Media, Chiller and Cloo–as well as news and sports properties, two NBC Owned Television Stations, and syndication programming will participate in on-air and online promotions to activate donations during November and December.
  • “Giving Tuesday” Cross-Portfolio Roadblock: On December 3, NBCUniversal’s digital, cable entertainment, news and sports broadcast, Owned Television Stations, syndicated programming, and in-show spotlights will deliver Donate Now messages throughout all dayparts.
  • In-Show Spotlight Opportunities: On “Giving Tuesday,” various network and syndicated programming will feature Red Kettle Campaign elements, including Rock the Red Kettle concert talent and Red Kettle bell ringers, as well as The Salvation Army’s Angel Tree program.
In 2012, the Red Kettle Campaign raised $148.7 million. These donations help provide meals and shelter for families in need and Christmas toys for millions of children, among numerous other social services.

“With this year’s campaign being five days shorter, which equates to potentially $20 million less than in previous years, maximizing our exposure and ability to collect donations is paramount to our success,” said Major Ron Busroe, national community relations and development secretary for The Salvation Army. “We are grateful to NBCUniversal and The Richards Group for building this innovative and impactful partnership that will help The Salvation Army raise the funds needed to continue our mission of doing the most good for those in need.”

Audiences are encouraged to donate to Red Kettles found on street corners and at local retailers. People can also become virtual bell ringers by logging onto onlineredkettle.org and creating their own Online Red Kettle.  

The Salvation Army also aims to attract a younger audience through its free annual Rock the Red Kettle concert in Los Angeles featuring up-and-coming talent and streamed live online via Facebook. And people can donate $10 by simply texting the word “KETTLE” to 80888.
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