The Salvation Army "received an $80,000 increase in digital donations" from 8:00pm CT Sunday to 9:30am yesterday after Cowboys RB Ezekiel Elliott jumped into the charity's big kettle on "SNF," according to David Moore of the DALLAS MORNING NEWS. That is a 61% increase "over the corresponding time period the previous Sunday." Salvation Army National Community Relations & Development Secretary Ron Busroe said that the only other times the organization "will witness a spike this significant is on Giving Tuesday." Another way to tell that the "gifts were prompted" by Elliott is that "many of the donations came in increments of $21, which happens to be the rookie's jersey number." Busroe was watching the game and said that he was "dumbfounded when he saw Elliott jump in the kettle." Busroe: "When he jumped in it, we were so excited" (DALLAS MORNING NEWS, 12/20). Busroe said, "We don’t normally see spikes like that at random" (USA TODAY, 12/20). The DALLAS MORNING NEWS notes Elliott had "vowed to match any fine he would face for the leap with a donation to the Salvation Army." Elliott was not fined, but said that he is "donating $21,000 to the Salvation Army" (DALLAS MORNING NEWS, 12/20).
CREDIT REPORT: Apex Marketing Group Managing Partner Eric Smallwood said that the "publicity surrounding the jump" was worth at least $4M in "equivalent advertising exposure." Cowboys Owner Jerry Jones said, "Let's give Zeke credit for that. It is certainly fun. We have those kettles there because we do want the visibility of reminding everybody, certainly at this time of year, how doing the most good is putting a dollar in that red kettle. To have gotten that attention in front of probably 20 million or so people (Sunday) night for the Salvation Army was just wonderful." ESPN.com's Darren Rovell noted the Salvation Army and Elliott "had not planned the stunt, nor did they have any official relationship" (ESPN.com, 12/19). ADWEEK's Christine Birkner noted the Salvation Army "wasted no time capitalizing on the moment, posting the video on Twitter with a link where people could contribute to the organization" (ADWEEK.com, 12/19).
