January 31, 2011

Businesses Raise 10% More for St. Jude's in Holiday Drive

Businesses that participate in St. Jude Children's Research Hospital's "Thanks and Giving" holiday campaign raised 10 percent more in 2010 than in 2009.

The increase was far less healthy than the previous year's gain of more than 20 percent from the businesses.

In the appeal, companies agreed to ask shoppers to support St. Jude, either at the cash register or when they were making an online purchase.

The top companies that have raised money on behalf of St. Jude for the 2010 holiday campaign include: Kmart, which raised $6.3-million; CVS/pharmacy, which raised $5.5-million; Dick's Sporting Goods, $4.9-million; and Williams-Sonoma, which raised $3.4-million.

The Memphis, Tenn., pediatric research and treatment center says total fund-raising figures for itsĀ  "Thanks and Giving" campaign, which is in its seventh year, are not publicly released.

John Remington, senior vice president of corporate alliances, says that even though the gain was much smaller than in 2009, "we're very happy with 10 percent. Ten percent up this year, it's a good thing."

The hospital was also pleased that it drew new businesses to solicit on its behalf during the 2010 campaign, including Expedia, Old Navy, Talbots, Tumi, and Trump Hotel Collection.

Mr. Remington says that St. Jude plans to branch out beyond retail companies and ask companies in the hospitality or online-transaction industries to ask customers to help St. Jude.

To learn more about how St. Jude appeals to companies, see this previous Prospecting post.