The Salvation Army officially launched its 135th Red Kettle Campaign on November 27, 2025, during the highly anticipated Thanksgiving Day football game between the Dallas Cowboys and the Kansas City Chiefs. This annual fundraiser, which has become a staple of the holiday season, aims to assist nearly 28 million individuals in need through various programs offered by the organization.
This year’s kickoff featured a special halftime performance by Post Malone, a nine-time diamond-certified artist. His involvement in the campaign underscores the spirit of the season, as he expressed, “The holidays are all about giving back and showing love to people who need it most.” The performance was broadcast live on CBS at 15:30 CST, setting the stage for a season of generosity and support.
Since its partnership began in 1997, the collaboration between The Salvation Army and the Dallas Cowboys has raised over $3 billion for the campaign. The funds collected have directly impacted communities across the United States, providing essential services such as food, shelter, and holiday assistance. Last year alone, the organization helped over 2.3 million people during the holiday season, ensuring that families could experience the joy and hope that the holidays bring.
Charlotte Jones, the chief brand officer and co-owner of the Dallas Cowboys, highlighted the significance of the Red Kettle Campaign. “It’s a powerful reminder that small acts of generosity can create real and lasting change,” she stated. Her sentiments reflect the long-standing commitment of the Cowboys organization to support those in need, especially during challenging times.
The need for assistance is particularly acute this year, as many families continue to face economic hardships. Commissioner Merle Heatwole, national commander of The Salvation Army, emphasized this challenge, noting, “As families continue to face significant economic challenges, the need for support is great.” He also acknowledged Post Malone’s engagement with the campaign, stating that it reflects the spirit of giving during the holiday season.
The official launch of the Red Kettle Campaign means that thousands of volunteers will be ringing bells at various locations nationwide, including major retailers such as Walmart, Sam’s Club, and Walgreens. Donations can be made in cash, coins, or checks, and digital options such as Apple Pay, Google Pay, and even cryptocurrency are available through the Engiven platform.
For those interested in contributing further, opportunities to volunteer for bell-ringing or to set up monthly donations are accessible through the Salvation Army’s websites. The organization emphasizes that every contribution remains within the local community to provide support and hope for those in need.
The Salvation Army’s work extends beyond holiday assistance, with a mission to help individuals overcome poverty, addiction, and economic struggles throughout the year. In 2024 alone, the organization reached nearly 28 million people across the United States, offering a wide range of services, including emergency disaster relief, after-school programs, and rehabilitation services.
As the Red Kettle Campaign unfolds, the partnership between The Salvation Army, the Dallas Cowboys, and artists like Post Malone illustrates a collective effort to uplift communities during the holiday season. For more information on how to donate or volunteer, individuals can visit the Salvation Army’s official website.
