Macy's "Thanks For Sharing" and "Believe" Holiday Campaigns Raise Unprecedented $16.25 Million for Charity

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

NEW YORK, Feb 09, 2011 (BUSINESS WIRE) -- Macy's (NYSE:M) today announced that it has donated $16.25 million to various charitable organizations as a result of its 2010 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 and The Breast Cancer Research Foundation(R), along with a number of regional organizations, benefitted from the highly successful programs.

"Our Thanks For Sharing and Believe campaigns are successful year after year," said Martine Reardon, Macy's executive vice president of Marketing. "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 $16.25 million was donated as a result of this year's efforts."

Thanks For Sharing

Now in its eighth year, Macy's Thanks For Sharing program has once again raised $15 million to benefit the recipient charities. Since the launch of the campaign in 2003, Macy's customers nationwide have rallied for the cause, helping Macy's donate over $80 million in the seven years that Macy's has offered the program.

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

The program's beneficiaries in 2010 include three national cause 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, and The Breast Cancer Research Foundation, which provides critical funding for innovative research. Regional charities included March of Dimes(R), Big Brothers Big Sisters(R) and local Boys and Girls Clubs(R).


Macy's customers nationwide believed once again this year, and their participation in all elements of Macy's third annual Believe campaign resulted in an additional donation of more than $1.25 million to the Make-A-Wish Foundation. In 2010, the "Believe" meter was off the charts with more than a million letters collected at Macy's stores across the country.

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 The North Pole at any Macy's store by depositing them in special, designated Santa Mail letterboxes. For each letter received, Macy's pledged to donate $1 to the Make-A-Wish Foundation, up to $1 million, to grant the wishes of children with life-threatening medical conditions.

The third annual Believe campaign in 2010 was enriched with elements that included a National Santa Tour that whisked Macy’s Santa to 26 cities to hear the holiday hopes and wishes of children across the United States. The heartwarming 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 2010 was an opportunity for Macy’s Facebook friends to play The Believe Challenge game with Macy’s donating $1 to the Make-A-Wish Foundation for every win, above the million dollar in-store donation pledge. The Believe campaign also included celebration of the second annual National Believe Day on Friday, Dec. 10, 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” where Macy’s promised to donate one additional dollar for every letter received that day.

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.

For Macy's "Believe" campaign media materials, including images, please visit: For more information about Macy's "Believe" campaign and National Believe Day, visit

SOURCE: Macy's

Holly Thomas, 646-429-5250
Julie Strider, 646-429-5213