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

  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

Business Wire

NEW YORK -- February 19, 2013

The 2012 holiday season was a time for celebration and giving at Macy’s
(NYSE: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

“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

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
Press spacebar to pause and continue. Press esc to stop.