• by Tanya Gazdik , July 7, 2010

Kohl's Department Stores is hosting a contest to give half a million dollars to 20 schools each this year.

The program includes a total of $10 million in gifts, in recognition of the company's 10th anniversary of its Kohl's Cares philanthropic program that supports children's health and education. The program is the "cornerstone" of the Menomonee Falls, Wis.-based retailer's back-to-school campaign, according to Julie Gardner, Kohl's executive vice president and chief marketing officer.

It will be supported by national advertising, direct mail, digital marketing and public relations. National and Hispanic TV brand spots will begin airing in July and run through the end of August. Inclusion of the contest in Kohl's print advertising will start in mid-July and run throughout the voting period.

Kohl's also will reach customers directly through various direct mail pieces starting this week and continuing through mid-August. The campaign also features online/digital, including Facebook advertising and e-mails to Kohl's customers. Starting this week, Kohl's customers will see the contest promoted in Kohl's stores nationwide through store signage and receipt messaging.

Through Sept. 3, Kohl's Facebook fans, currently number more than one million, can nominate their schools by detailing what their schools could do with the funding. A winning school must have a least one submission about how the funds might be used. Fans can also vote up to 20 times for their favorite elementary, middle or high schools during this time, with a maximum of five votes for any individual school.

The top 20 vote-getting schools, that meet contest criteria as outlined in the official rules and have school officials provide information on how the school will use the money to support educational programs or initiatives, will win $500,000 each. Winning schools will be announced in late September.

The $10 million donation comes from the Kohl's Cares cause merchandise program, which sells special merchandise, including plush toys and books, and donates 100% of the net profit to benefit children's health and education initiatives nationwide. Over the past 10 years, the Kohl's Cares cause merchandise program has raised more than $150 million for children's initiatives.

In addition to the Kohl's Cares cause merchandise program that supports this contest, Kohl's philanthropic programs include a scholarship program that has awarded more than $2.2 million in scholarships and prizes and will donate an additional $410,000 to kids this year, Kohl's associate volunteer program that donated more than $10 million to nonprofits nationwide last year alone, and a fundraising gift card program.