July 24, 2012

Macy’s Deal Yields $3-Million in 3 Weeks for Nature Conservancy

Many charities are finding it harder to raise money from corporations these days, but the Nature Conservancy isn't one of them. The environmental organization's recent first-time promotion with Macy's—which has some 800 stores nationwide and an online shopping site—raised $3-million in less than three weeks for its conservation work in the Brazilian rainforest.

Here's how the promotion worked: Macy's sold $3 shopping passes to in-store and online sales showcasing products related to Brazil, including clothing items based on collaborations with Brazilian fashion designers. The passes gave customers a 20-percent discount on any Brazilian products they purchased.

Macy's then donated the $3-million in shopping-pass sales to the Nature Conservancy. And more money is yet to come: The charity will also receive 10 percent of the sale price of every product from Brazil or inspired by the country sold from May 13 through July 15.

Macy's was attracted to the arrangement with the Nature Conservancy, according to Holly Thomas, the company's vice president of national cause marketing, because it gave customers "an easy way to make a positive difference through an organization that works both globally to conserve the lands and waters on which all life depends and locally to protect important, fragile habitats."

Send an e-mail to Holly Hall.