Campaign: May is for Miracles
Company: Chico’s FAS, Inc.
Nonprofit Partner: Children’s Miracle Network Hospitals
Launch Date: May 1, 2012
Chico’s FAS, Inc., and its line of retailers – Chico’s, White House Black Market, Soma Intimates, and Boston Proper – have launched a ‘May Is For Miracles’ cause marketing campaign to raise funds for the 170 Children’s Miracle Network Hospitals® (CMNH) across North America. Beginning May 1st, customers can donate at any of the retailer’s boutiques and participate in a digital component dubbed ‘Send a Smile’ whereby users can create a card that will be printed and delivered to a child being treated in the customer’s local Children’s Miracle Network Hospital. For every card sent, Chico’s FAS, Inc. will donate $1, up to $50,000. Additionally, limited edition bracelets will be sold in several of the retailers with $10 out of the $20 price tag going to CMNH.
The power of the digital portion of this campaign (powered by ePrize) lies with a national brand making a very local donation. After customizing a card to send, the microsite allows a consumer to select from specific hospitals in the user’s geographical area, making the donation feel somehow more personal. Interestingly, after participating, users are given the option to share via Facebook or Pin to Pinterest with a pre-seeded message (Twitter’s not even listed). This particular digital effort might benefit from the inclusion of a coupon after participation to drive additional sales.