Every child deserves to experience the magic of the holiday season and American retailer Macy’s is helping make that possible with their corporate social responsibility initiatives. Macy’s department store has become synonymous with Santa Claus thanks to both their Thanksgiving Day Parade and the classic Christmas movie Miracle on 34th Street. The theme Macy is using this year for their holiday campaign is Yes, Virginia, there really is a Santa Claus, based off the television special and real life letter that an 8-year-old named Virginia once wrote to the New York Sun newspaper asking if there really was a Santa in 1897. This year they are using their affiliation with Santa to help a worthy cause, the Make-A-Wish Foundation.

Image Credit: Macy's

At every Macy’s department store across the United States there is a letterbox, where children can place their post-marked letters to Santa Claus. By placing their letter addressed to the North Pole in the Macy’s letterbox, children will be helping other children. For every letter placed in a letterbox, Macy’s will donate one dollar to the Make-A-Wish Foundation up to a total of one million dollars. The count is currently up to 662,559 letters received. Undoubtedly, there will be a constant stream of letters that will likely push the total to its maximum one million dollar contribution.

Macy’s holiday corporate social responsibility (CSR) initiative is well thought out as it builds on the popculture ties the brand has to Christmas. Beyond that this program will help bring customers into the store. This holiday shopping season, like the few that have come before it, will be lean for retailers. The economy, especially in the United States, has required retailers to do something to stand apart from the competition. When they come in to drop off their letter, they will probably stay to see the in-store Santa Claus, and do a little holiday shopping. It is these elements that help build brand loyalty.

On the Macy’s website, where you can view the numbers of letters counted, there is downloadable Santa stationery, a create your own letter online that you can print, and an activity guide and school kit available for download (in English and Spanish).  This is an great CSR initiative for Macy’s, combining the innocence of children with the magic of the holiday season to help make the dreams of sick children come true through the Make-A-Wish Foundation.
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