• by Sarah Mahoney  @mahoney_sarah, May 23, 2011

Gap Inc. is the latest partner in Goodwill Industries' Donate Movement, a drive aimed at creating jobs and environmental awareness.

Consumers who bring clothing donations into their local Gap store through May 29 earn a 30% discount on purchases that day, including both regularly priced and sale merchandise. Gap is also supplying volunteers for Goodwill's volunteer initiatives in communities nationwide, Lauren Lawson-Zilai, a spokesperson for Goodwill, tells Marketing Daily.

To market the program, Gap is running radio ads in select markets, she says, as well as using grassroots efforts and social media. (Participants are also asked to donate their Facebook profile to the cause.)

The donated clothing is sold in Goodwill's more than 2,500 stores, and 84% of the revenues generated are used to fund job training programs in the U.S. and Canada. (The organization is divided into 165 headquarter agencies, which determine that region's job-training needs.) But what separate this project, which kicked off in June, 2010, she says, is its connection to environmental awareness. "Overall, people are becoming more conscious about what is happening to their clothing at the end of its life cycle," she says.