Shaw Cushion For St. Jude Collection – Shaw Industries Group, Inc. & ALSAC/St. Jude Children's Research Hospital
Shaw Industries Group, Inc., which supplies flooring to residential and commercial markets worldwide, believes that “home is where the heart is” and that what’s under your feet counts—a lot.
If you have carpeting you need a cushion beneath it to protect your base floor and to increase the carpet’s cushion and comfort. Since 2012, Shaw Floors has been a sponsor of St. Jude’s Children’s Research Hospital, whose mission is to find cures for catastrophic children’s diseases and treat and cure the youngest patients. The Shaw Cushions for St. Jude program was created to grow market share in cushion sales, strengthen working relationships with its network of flooring retailers and highlight the brand’s support of St. Jude. 
The cushion collection initiates a donation from both Shaw and its retail partner to St. Jude’s. Over the years, this program has donated about $1 million annually. The product has been profitable for Shaw, but has the added benefit of allowing Shaw to have “meaningful discussions with its network of flooring retailers as they educate them about the product, program, and fundraising component for St. Jude.” Additionally, the St. Jude cushion sales make up approximately 52% of all Shaw’s overall cushion sales annually. 
Though the pandemic brought supply chain challenges for Shaw, the program remained a priority, and Shaw this year provided an extended warranty of 7 to 10 years for the St. Jude cushion, making it the longest warranty in the industry.
Shaw retailers also broadened their commission-based incentive programs for the St. Jude Carpet Cushion, upping the commission to 3% from 1-2%. As a result, Q1 and Q3 were the highest quarters in sales for the St. Jude Carpet Cushion product, which led to record donations to St. Jude. Shaw set a goal of raising $1.1 million through cushion sales in 2021 and exceeded the goal by $400 thousand.
Without the continued commitment of partners like Shaw, St. Jude would not have been able to launch the largest strategic expansion in its nearly 60-year history in April 2021, investing more than $11.6 billion over six years to accelerate research and treatment for children with diseases.
