#CMweekly: Chico’s FAS, Inc. May Is For Miracles

Company: Chico’s FAS, Inc.
Cause: Children and Health
Partners: Children’s Miracle Network Hospitals
Website: http://www.chicos.com/sendasmile

Program of Action
Chico’s FAS, Inc. and its family of brands, Chico’s, White House Black Market, Soma Intimates, and Boston Proper, are proud to partner with Children’s Miracle Network Hospitals (CMNH). This May Chico’s FAS, Inc. and Children’s Miracle Network Hospitals are teaming up to support children in local communities in the May Is For Miracles campaign. Every card created on http://www.chicos.com/sendasmile,will be printed and sent to a child receiving treatment. Chico’s FAS, Inc. will also donate $1 for every card sent, up to $50,000.

In addition, retailers shopping “in store” at any of the Chico’s FAS, Inc. clothing stores can purchase a limited edition bracelet for $20, with half the price going towards Children’s Miracle Network Hospitals. This will be the second year Chico’s FAS has raised funds for CMNH. The company hopes to surpass 2011’s fundraising total.

Best Practices
Chico’s FAS, Inc.’s family of brands cater to women. Mothers are known to be the ideal cause consumer. According to Cone 2010 Cause Evolution Study, 92% of moms want to buy a product that supports a cause. With CMNH as a partner, a woman’s maternal instinct can be triggered, whether the retailer is a mom or not. Chico’s FAS did well in teaming up with an organization that allows their retailers to serve as an advocate for a cause for which consumers and the company care for.

Chico’s FAS, Inc. allows retailers and visitors the opportunity to contribute to their local community hospitals. This motivates retailers to support their community by entering and choosing the hospitals in their specific area. It’s always nice to see a company giving back to national chapters, but this approach helps make an impact in communities where business is done. Not to mention, the campaign can help to increase sales for local Chico’s FAS clothing stores.

Lastly, the campaign created its own website dedicated to sharing information about the partnership, campaign instructions, and providing choices for consumers to choose which way they would like to contribute. For retail stores, in store campaigns allow associates to grab the attention of consumers and encourage them to donate rather than them missing the promotion on the company’s website. However, this site shows Chico’s FAS Inc. is pulling out all the stops to raise funds, including in store and online promotion to engage others in supporting CMNH.

Program Outcome
More than $500,000 was raised in 2011 by Chico’s FAS family brands for Children’s Miracle Network Hospitals .This year, Chico’s FAS Inc. plans on dramatically increasing its contribution with the help of the Miracles Is For May campaign. We encourage you to visit http://www.chicos.com/sendasmileand help make a child happy by creating a customized card for free. Or if you’re in the mood for shopping, purchase a limited edition bracelet sold in participating clothing stores.

Your CM Aficionados,
Amy and Kassie

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