Ezekiel Elliott the Cowboys rookie rusher jumped in the Salvation Army donation bin after scoring a touchdown and now according to ESPN.com, Salvation Army is receiving donations like never before.
In the roughly 12 1/2 hours after Elliott’s jump, until 10:30 a.m. ET on Monday morning, the Salvation Army took in $182,000 in online donations, said Lt. Col. Ron Busroe.
Busroe said that was a 61 percent increase over a similar time period from Sunday night into Monday last week.
The publicity surrounding the jump into the oversized kettle was worth at least $4 million in equivalent advertising exposure, said Eric Smallwood, president of sponsorship evaluation firm Apex Marketing Group.
What a great story. This is what Christmas is all about. Good Christmas Story!!!