#CMweekly: jcpenney Holiday Giving Tour


Company: jcpenney
Cause: Community
Partner: Salvation Army
Website: www.jcpcares.com

Program of Action
Before the campaign ends, we wanted to highlight jcpenney’s Holiday Giving Tour and join in on the holiday spirit. The Holiday Giving Tour allows the company to embark on a 12-day tour throughout the U.S., carrying out special acts of generosity in a new city each day. From Christmas tree lighting and ice skating to Santas and tobogganing, jcpenney will bring a touch of holiday cheer to cities across the country through simple acts of generosity that pay homage to classic American holiday traditions.

The tour kicked off in New York City on November 27th and will conclude on December 8th in Los Angeles. In addition, jcpenney allows customers to continue the holiday spirit by asking them to round their store purchase to the nearest dollar and donate the difference to Salvation Army. With the Holiday Giving Tour, in-store campaign, and Red Kettle bell ringers at store fronts, jcpenney is sure to spread holiday cheer nationwide.

Best Practices
The retailer focuses on pure social actions in local communities instead of depending on how much is being given through donations. This approach emphasizes the company’s dedication and passion to make an impact on the communities in which they do business in. Not only does this demonstrate their mission to do good in the best possible way but goes beyond their front door to make social impact and succeeds in sharing jcp cares cause initiative.

jcpenney offers incentives, or in this case “gifts,” to motivate consumers in participating in the holiday giving spirit, which connects with the mission of Holiday Giving Tour. Throughout the season, the company will distribute holiday buttons with a unique code on the back that give customers the chance to win one of millions of gifts after redeemed on the company’s site. Once redeemed, a dollar is donated to the Salvation Army. The JWT Social Good 2011 report states, 4 in 10 say a rewards-based mechanism is a good way to get people involved in a cause. Not to mention, drives consumers back to check out jcpenney stores online.

To spread the holiday cheer and share the cause initiative around the tour, the company teamed up with multiple celebrities including Ellen DeGeneres, John Legend, and Blake Shelton. According to research, celebrities have the ability to generate passion amongst their followers, generate buzz in the media and attract donors. Additionally, jcpenney infuses multimedia and interactive platforms such as YouTube, Facebook, and Twitter to raise awareness. The use of online technology makes it easier than ever to successfully make programs buzz worthy among consumers, supporters, and fans and provide them the tools that motivate them to participate.

Program Outcome
So far, jcpenney donated $100,000 to Salvation Army for its collectable holiday buttons, where a dollar was donated for every holiday button redeemed at www.christmas.jcpenney.com. Currently, the Holiday Giving Tour is still occurring nationwide and will be making its stop in Phoenix today and ending in Los Angeles tomorrow. We will be following jcpenney and its journey at ww.youtube.com/jcpenney and encourage all to drop by, purchase holiday gifts and in turn support the season of giving.

Watch the video below to see all the generosity jcpenney has spread thus far. Since YourCause is located in Dallas, Texas – it was nice to see the retailer bring a snow slide for children to play on (something we don’t always get to experience during December!).

Your CM Aficionado,


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