Macy's Celebrates Anniversaries of "Thanks For Sharing" and "Believe" Holiday Campaigns, Raising $16


Macy's Celebrates Anniversaries of "Thanks For Sharing" and "Believe" Holiday Campaigns, Raising $16.5 Million for Charity

National and regional organizations benefit as Macy's gives back through annual holiday campaigns

NEW YORK--(BUSINESS WIRE)-- The 2012 holiday season was a time for celebration and giving at Macy's (NYS: M) as the retailer observed milestone anniversaries for its Thanks For Sharing and Believe campaigns, which raise funds for charitable organizations. Customers nationwide rallied in support of the tenth anniversary of Thanks For Sharing and the fifth anniversary of Believe, with Macy's raising more than $16.5 million for national organizations including Make-A-Wish®, the American Heart Association's Go Red For Women® movement, The Breast Cancer Research Foundation®, Futures Without Violence® and a number of additional organizations.

"2012 was a banner year for Macy's annual Thanks For Sharing and Believe campaigns," said Martine Reardon, Macy's chief marketing officer. "We're honored that millions of our customers helped us celebrate the anniversary seasons of these beloved programs through their continued support and engagement. As a result, we're thrilled to announce that Macy's has donated more than $16.5 million to national and local charitable organizations across the country."

Thanks For Sharing

Macy's has invited its customers to give, get and take part in the tenth year of making magic through the 2012 Thanks For Sharing campaign. This year's effort met its goal of $15 million, which will benefit national and regional charitable organizations. Since its 2003 launch, Thanks For Sharing has supported communities nationwide with donations of more than $110 million.

For a one-time, $25 enrollment fee, Thanks For Sharing gives Macy's cardholders the opportunity to participate in donations to charities while earning rewards equal to 10 percent of most purchases made during the holiday shopping season with their Macy's credit card at Macy's stores and online at For each Thanks For Sharing program membership, Macy's makes a $10 donation, up to $15 million, to some of the nation's leading causes. In 2012, the Thanks For Sharing beneficiaries consisted of four national organizations: the American Heart Association's Go Red For Women movement, which promotes heart health for women; Make-A-Wish, which grants the wishes of children with life-threatening medical conditions; The Breast Cancer Research Foundation, which provides critical funding for clinical and translational research worldwide; and Futures Without Violence, which works to prevent and end violence against women, children and families around the world; and a number of regional charities that include Big Brothers Big Sisters® and local Boys & Girls Clubs®.


Macy's Santa Mail letterboxes overflowed with children's wishes as customers brought the generous spirit of the holiday season to life by supporting Macy's fifth annual Believe campaign. Letters to Santa poured in from communities across the country, resulting in a donation of more than $1.5 million to Make-A-Wish.

The Believe campaign, which was inspired by the "New York Sun's" famous "Yes, Virginia, there is a Santa Claus" editorial, invites believers of all ages to drop off letters to Santa at any Macy's store by depositing them in special, red Santa Mail letterboxes. For each letter received, Macy's donates $1 to Make-A-Wish, up to $1 million, to grant the wishes of children with life-threatening medical conditions.

This year's Believe campaign brought back airings of the beloved "Yes, Virginia" animated special, including a Spanish-language version for the very first time. Macy's also introduced a school musical program based on the special and supported art and music education by making the script and score available on a royalty-free basis to all schools and awarding $1,000 grants to nearly 100 schools to help fund their productions of the musical. Customers mailing their letters at Macy's Believe stations in-store were also able to take photos with the animated stars of "Yes, Virginia" through the magic of augmented- reality technology. Macy's National Santa Tour was back on the road, traveling to 26 cities, allowing children to see Santa and meet Virginia, who joined the tour for the first time. On Dec. 14, Macy's celebrated National Believe Day across the country and commemorated the event by collaborating with Make-A-Wish to grant more than 70 "Wishes Across America" for children with life-threatening medical conditions. Macy's also offered a Double Donation on National Believe Day, giving an extra $1 for each Santa letter received on Dec. 14, up to $500,000. Proving that its customers do believe, Macy's met its goal of collecting 500,000 letters on National Believe Day, helping the retailer to collect more than a million letters during the 2012 "Believe" campaign.

For more information about how Macy's gives back, visit For Macy's press information, please visit

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® and the Macy's Thanksgiving Day Parade®, 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.

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

KEYWORDS: United States North America New York Ohio


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