Elliott's TD celebration caused spike in Salvation Army donations

The Salvation Army is reaping the benefits of the exposure created by Ezekiel Elliott's touchdown celebration Sunday night against the Tampa Bay Buccaneers.

In the 12-and-a-half hours since the Dallas Cowboys running back leaped in a giant Salvation Army kettle, the charity has taken in $182,000 in online donations, Lt. Col. Ron Busroe told ESPN's Darren Rovell.

Busroe said that was a 61 percent increase over a similar time period from Sunday night into Monday last week.

With online donations down 16 percent compared to last year, Buscroe said the charity "needed this boost."

Eric Smallwood, president of sponsorship evaluation firm Apex Marketing Group, told Rovell the publicity gained from Elliott's celebration was worth at least $4 million in equivalent advertising exposure.

"It's certainly the most we've been talked about in the five years I've been here," Busroe said. "We were trending on Twitter last night."

The NFL announced Monday that Elliott would not be fined for the celebration.

The rookie running back promised to match his fine with a donation to the Salvation Army and said he'll still donate despite not receiving any discipline.