Macy's "Thanks for Sharing" and "Believe" Holiday Campaigns Raise $16.7 Million for Charity

Macy's gives back to national and regional charities through annual holiday campaigns

NEW YORK, Feb 20, 2012 (BUSINESS WIRE) --Macy's (NYSE:M) today announced that it has donated $16.7 million to various charitable organizations as a result of its 2011 Thanks For Sharing and Believe holiday campaigns. Organizations across the country, including the Make-A-Wish Foundation(R), the American Heart Association's Go Red For Women(R) movement, The Breast Cancer Research Foundation(R), and Futures Without Violence(R), along with a number of regional organizations, benefitted from the highly successful programs.

"Our Thanks For Sharing and Believe campaigns have become a staple of the holiday season for our customers," said Martine Reardon, Macy's chief marketing officer. "We at Macy's continue to be inspired by the millions of customers who support these programs each year with their generosity and goodwill. We're proud to announce that together $16.7 million was donated as a result of this year's efforts."

Thanks For Sharing

Now in its ninth year, Macy's Thanks For Sharing program raised $15 million in 2011 to benefit recipient charities. Since the first Thanks For Sharing campaign in 2003, Macy's customers nationwide have rallied to help Macy's raise and donate over $95 million in the eight years that Macy's has offered the program to Macy's cardholders.

For a one-time $25 enrollment fee, Thanks For Sharing gives Macy's cardholders the opportunity to participate in donations to national charities, as well as regional causes, while earning rewards equal to 10 percent of most purchases made at Macy's stores and online at, which are made with their Macy's credit card during the holiday shopping season. For each Thanks For Sharing program membership, Macy's makes a $10 donation, up to $15 million, to designated charities.

In 2011, Thanks For Sharing beneficiaries consist of four national organizations: the American Heart Association's Go Red For Women movement, which promotes heart health for women; the Make-A-Wish Foundation, which grants the wishes of children with life-threatening medical conditions; The Breast Cancer Research Foundation, which provides critical funding for innovative research; and Futures Without Violence, which works to prevent and end violence against women and children around the world; and a number of regional charities that include Big Brothers Big Sisters(R) and local Boys and Girls Clubs(R).


Macy's customers nationwide this year again showed they believe and their participation in all elements of Macy's fourth annual Believe campaign resulted in an additional donation of more than $1.7 million to the Make-A-Wish Foundation.

Based on the New York Sun's famous "Yes, Virginia, there is a Santa Claus" editorial, Macy's Believe campaign invites believers of all ages to drop off letters to Santa at any Macy's store by depositing them in special, designated Santa Mail letterboxes. For each letter received, Macy's donates $1 to the Make-A-Wish Foundation, up to $1 million, to grant the wishes of children with life-threatening medical conditions. In 2011, the "Believe" meter was off the charts with more than a million letters collected at Macy's stores across the country.

Building on the Believe campaign's unprecedented success collecting more than 4 million letters in the first three years, Macy's fourth annual Believe campaign again included sending Santa on the road for the National Santa Tour and a nationwide celebration of National Believe Day, during which the Make-A-Wish Foundation granted extra wishes across the country to create "Wishes Across America." National Believe Day also marked a special "Double Donation," that was based on Macy's promise to donate one additional dollar for every letter received that day. On National Believe Day 2011, more than 400,000 letters were collected. The heartwarming Believe campaign included an airing of the "Yes, Virginia" animated holiday special that premiered in 2009, along with a television spot inspired by the special. New in 2011, customers mailing their letters at Macy's Believe stations in-store were able to take photos with the campaign's animated stars, Virginia, Ollie and their friends, through the magic of Macy's and augmented reality technology.

About Macy's

Macy's, the largest retail brand of Macy's, Inc., delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam. Macy's stores and offer distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy's is known for such epic events as Macy's 4th of July Fireworks(R) and the Macy's Thanksgiving Day Parade(R), as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Building on a 150-year tradition, Macy's helps strengthen communities by supporting local and national charities that make a difference in the lives of our customers.

SOURCE: Macy's

Julie Strider, 646-429-5213
Alison Kmiotek, 646-429-7449