• by Tanya Gazdik , February 1, 2010

7-Eleven, Inc. aims to donate more than $2 million to charities via its "7-Eleven Coffee Cup With A Cause" campaign starting this month.

Throughout 2010, the Dallas-based convenience store will introduce limited-edition 20-ounce coffee cups designed by entertainment and sports celebrities to be sold in 7-Eleven stores nationwide. Proceeds from cups sold will benefit the featured celebrity's charity of choice. Cups can be filled with any 7-Eleven hot beverage including coffee, tea or hot chocolate.

Nicole Richie, Joel Madden and Benji Madden will kick off the program. Proceeds from their cup, featuring a custom-designed drawing representing their cause, will support The Richie-Madden Children's Foundation. The stars will join 7-Eleven representatives at a Beyond Shelter Neighborhood Resource Center in South Central Los Angeles to formally announce their partnership and cut the ribbon for the facility's new playground for young children.

The Richie/Madden cup is available while supplies last through March 14. From March 15 through the end of April, 7-Eleven will sell a cup styled by singer-actress Jennifer Hudson to benefit the Boys & Girls Clubs of America. 7-Eleven is providing a guaranteed $250,000 minimum donation to each charity, and donations could reach as high as $300,000, depending on the number of cups sold.

The retailer hopes to donate more than $2 million by the end of the year, says Stephanie Hoppe, senior director marketing.

The program is intended to "give back to charities in our communities and infuse fun into our customer's day with a variety of new cup designs, celebrities and charities throughout the year," Hoppe tells Marketing Daily.

The program is being promoted online with a dedicated Web site as well as on 7-Eleven's Facebook page and via its Twitter account. The program is a community relations program and is not being promoted through traditional marketing channels, according to a 7-Eleven spokesperson.