Xenophon Strategies

Xenophon Wins Major Reputation & Branding Award

Xenophon News

Xenophon Strategies was awarded the 2009 Thoth Award for Branding and Reputation Management for their work on behalf of The Salvation Army at the 41st Thoth gala of the Public Relations Society of America (PRSA).

Xenophon and The Salvation Army were honored for their work on reaching younger donors with the 2008 Red Kettle Campaign and enhancing The Army’s reputation as the most effective organization in helping the nation’s needy.

“The Salvation Army has long been an organization loved by millions for their caring and effective help of those in need,” said Xenophon President David Fuscus. “However, a major goal for The Army and Xenophon is to ensure that younger generations are aware of how they do the most good and the millions who benefit from The Army’s activities.”

A key component of the campaign to expand youth awareness of The Army was the Kick off for the 2008 Red Kettle Campaign, which started with the partnership of the Dallas Cowboys and the chart-topping Jonas Brothers. Jonas Brothers (Kevin, Nick and Joe) kicked-off the 12th annual Red Kettle Campaign, which ran from November 27 until December 24 nationwide, with a nationally televised performance during the Dallas Cowboys Thanksgiving Day game. In addition to the visibility this event created on television and in the resulting coverage in blogs and traditional media, the Salvation Army received tremendous financial support by partnering with The Jonas Brothers, The Dallas Cowboys, and other corporate sponsors including the National Hockey League, Wal-Mart and Target, all of whom put up online “virtual” Red Kettles on their websites.

With Xenophon’s support, The Salvation Army was able to raise $130 million during the 2008 Red Kettle Campaign, all during one of the most difficult philanthropic environments in years brought on by a severe economic downturn.

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