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Charlotte Jones Anderson to Chair 125th Anniversary Celebration of The Salvation Army in DFW

06/20/2013
DALLAS – Charlotte Jones Anderson, Executive Vice President and Chief Brand Officer for the Dallas Cowboys, will chair a one-year-plus celebration to commemorate The Salvation Army’s 125th anniversary in Dallas-Fort Worth throughout 2014. The announcement was made on June 12 during a hard hat tour with Metroplex corporate leaders at the site of the North Texas Youth Education Town, a legacy project of Super Bowl XLV that is set to open in September at The Salvation Army in Arlington.

The anniversary celebration will kick off at The Salvation Army’s 2013 Annual Doing the Most Good Luncheon on November 15 and run through the end of next year.

“I am so honored to be leading this community-wide campaign at such an important point in The Salvation Army’s history,” Anderson says. “This celebration will not be all about looking at the past. My goal is to use the anniversary as a springboard for the future to enable The Salvation Army to serve more and more people who don’t have the means to make it on their own.”

Anderson, who is also the first woman to chair The Salvation Army’s National Advisory Board, will oversee a slate of events designed to expand the organization’s support base locally to include a new, younger demographic. The goal is to mobilize the next generation of caring donors to become loyal supporters of The Salvation Army.

The events will include a Rock the Red Kettle concert, an outdoor music festival, and a walk-run-obstacle challenge. These events are projected to generate new funding through ticket sales, entry fees, and corporate sponsorships. The new funding is important considering the continued population growth projected for North Texas. The explosive growth also means there will be a proportional increase in the number of people living in poverty in the DFW area, resulting in an increasing demand for The Salvation
Army’s services. The Salvation Army offers more than 70 different programs and services in Dallas, Tarrant, Collin, Denton, and Ellis Counties.

“We’re so glad to have such an expert marketer as Charlotte leading us as we celebrate this historic milestone,” says Major Ward Matthews, DFW Metroplex Commander for The Salvation Army. “She is not just a leader in the Dallas Cowboys organization, The Salvation Army, or in Texas. Charlotte represents the best in the country. She possesses a brilliant intellect and a heart full of compassion. She truly is a national leader who knows how to get the job done!”

Dallas was only a frontier town in 1888 when a former ship captain in the Italian navy named Adam Janelli held the first Salvation Army street meeting on the corner of Main and Ervay Streets in downtown Dallas. Janelli had first come in contact with the charity while on a trip to Calcutta. After coming to America and settling in Dallas, he began writing long and earnest letters to The Salvation Army’s international headquarters in London asking that officers be sent to Texas to lead the work. The letter barrage got so thick that The Salvation Army's work was officially opened in Dallas in 1889.

One hundred eight years later, Anderson and her parents, Gene and Jerry Jones, became ardent supporters of The Salvation Army when they created a partnership between the Dallas Cowboys and the organization that had become known as America’s Favorite Charity.

Anderson propelled The Salvation Army’s red kettle campaign to the world stage in 1997 when she persuaded NBC Sports executive Dick Ebersol to donate network airtime to broadcast The Salvation Army’s national red kettle kickoff during halftime at the Cowboys’ Thanksgiving Day game. Since that time, the kettle kickoff has become an annual tradition. As the producer of the event over the past 16 years, Anderson has significantly contributed to the success of the annual fundraiser, which has helped generate more than $1.5 billion nationally since the kickoff began.