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As Believe Day Turns 10, Macy's Doubles Down For Make-A-Wish

It’s been a decade since Macy’s revived the true tale of 8-year-old Virginia O’Hanlon, turning it into its annual “Believe Day” fundraiser. And to celebrate the anniversary, the retailer is doubling its donations on Dec. 8: While the campaign usually donates $1 for every card, letter or email to Santa to the Make-A-Wish Foundation, it’s doubling that for a day, hoping to raise an extra million. 

Since its launch, the effort–based on the letter O’Hanlon wrote to the New York Sun in 1887, and the paper’s “Yes, Virginia, there is a Santa Claus. He exists as certainly as love and generosity and devotion exist” response– Macy’s “Believe” has generated some $15 million in donations for the organization, which provides dream-come-true experiences for kids who are critically ill.

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“Each National Believe Day, we are awed by the outpouring of support from our customers who submit their Santa letters to help Macy’s double its donation to Make-A-Wish,” says Holly Thomas, Macy’s group vice president of cause marketing, in a statement. “The spirit of the Believe campaign truly comes alive as we all work together to create these joyful and magical moments.”

Earlier this month, Make-A-Wish and Disney also announced that it was bringing back last year’s #ShareYourEars campaign, with Disney donating $5 (up to $1 million) for every hat photo on social media with that hashtag. (They don’t even have to be Mickey Mouse ears.) 

The first effort, which began in February of last year, resulted in Disney doubling its initial pledge to $2 million. Disney grants some 9,000 wishes each year, through theme parks, cruises, TV and movie set visits and meetings with Disney characters, making it the most popular request by Make-A-Wish children.

Subaru is also a major supporter, and in the last 10 years, has generated some $12.5 million for Make-A-Wish efforts through its “Share the Love” program.

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