The Jones family's dynamic association with The Salvation Army is a visible example of the creative and innovative manner in which the Cowboys can make a difference in the world.

For the past ten 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 and Billy Gilman & Jessica Simpson, Creed, LeAnn Rimes, Toby Keith, Destiny's Child, Sheryl Crow and most recently Carrie Underwood to highlight each of the Kettle Kickoff celebrations since 1997. The collective efforts of everyone the past decade has resulted in the one-billionth dollar dropped in a kettle someplace in America in 2006, helping an average of 37 million people a year.

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 raised 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 entire 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 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 cheerleaders to serve an "early" Thanksgiving meal to 300 families receiving assistance from The Salvation Army Carr P. Collins Social Service Center.