For the past 14 seasons, the Jones family has dedicated the Cowboys annual Thanksgiving Day halftime show as a national showcase to kickoff The Salvation Army's annual Kettle Drive. The team's association with network television has spawned a donation of $20 million worth of airtime to present nationally televised entertainment extravaganzas that have created a new holiday tradition.

Under the direction of Charlotte Jones Anderson, the Cowboys have produced the annual halftime event and welcomed nationally renowned entertainers Reba McEntire, Randy Travis, Clint Black, Billy Gilman & Jessica Simpson, Creed, LeAnn Rimes, Toby Keith, Destiny's Child, Sheryl Crow, Carrie Underwood, Kelly Clarkson, Jonas Brothers, Daughtry and Keith Urban to highlight each of the Kettle Kickoff celebrations since 1997. The efforts have helped raise $1.4 billion dollars for the Army, while reaching over 600 million people nation-wide.

In April of 2007, Gene and Jerry Jones were the Honorary Chairs and their daughter, Charlotte Anderson chaired the National Advisory Organizations Conference (NAOC) for The Salvation Army. The International Conference hosted in Dallas, Texas provided delegates with valuable tools and ideas to implement in their hometowns as they heard from a host of remarkable speakers including Jerry Jones, Jim Collins - author of Good to Great and were honored with a special appearance by The First Lady, Laura Bush. They were also treated to a celebration at Texas Stadium with Dallas Cowboys players, cheerleaders and live entertainment.

On the local Salvation Army front, The Gene and Jerry Jones Family Center for Children opened in November of 1998 in conjunction with the Army. The center offers low-income families accessibility to affordable childcare programs that meet the needs of quality care and intellectual development. For 10 years, Gene and Jerry Jones served as host and underwrote the costs for the Super Lunch, a fundraising event for The Salvation Army Irving Corps Community Center and its special projects including the Family Center for Children. That event helped raise over $1.2 million.

Gene and Jerry are members of The Salvation Army's Dallas County Board and the National Advisory Board, respectively. The family was presented the Army's Partner of the Year Award in 1997 and in 1999 received the Evangeline Booth Award, one of the Army's highest national community service awards. Annually, the Cowboys organization supports the Army's Corporate Angel Tree Program, helping those in need during the holiday season. Individuals in the organization, including front office staff, coaches and players adopt "angels" to provide clothing and toys to underprivileged families.

The week before Thanksgiving, Gene Jones leads a group of Dallas Cowboys players and Cowboys coaches and player wives to serve an "early" Thanksgiving meal to 200 families receiving assistance from The Salvation Army Carr P. Collins Social Service Center. In 2009, comedian Billy Crystal - in town to perform his TONY Award winning Broadway show 700 SUNDAYS at Dallas's AT&T Performing Arts Center - joined the team at the annual event.