Macy’s ‘Shop for a Cause’ day aids local nonprofit groups

Macy's shoppers across the Richmond area will be able to raise money for local nonprofit organizations as they earn discounts for themselves at the department store chain's annual "Shop for a Cause" event tomorrow.

The chain partners with nonprofit organizations that sell passes entitling customers to receive discounts. The nonprofit groups sell the passes for $5 and keeps 100 percent of the money. The passes are also sold at Macy's stores, with the $5 going to charity.

Customers who shop tomorrow using the passes at Macy's stores or online get discounts as high as 25 percent.

This is the fourth year Macy's has held the event. The company says it has raised $28 million, though it didn't have specific numbers for the region.

"This is an incredibly special way for us to support important causes and celebrate our connections to our local communities," said Kevin Hourican, regional director of sales for Macy's.

Each of the area's five stores is aligned with individual charities.

Nonprofit groups benefiting from "Shop for a Cause" include several schools, the Chesterfield Senior Center, Greater Richmond SCAN (Stop Child Abuse Now), the Juvenile Diabetes Research Foundation and Read Aloud Virginia.

Short Pump Town Center held an event similar to Macy's for a few years, but won't do it this year.

It was "a lot to ask customers to attend both events because they're very close together and we just felt that it was time to change things up a bit," said Misty Parsons, marketing manager at the mall in western Henrico County. The mall will focus on other promotions that raise money during the holiday season.

Macy's isn't alone in working with customers to raise money or help nonprofit groups.

Capel Rugs in Henrico announced this week that it is donating traded-in carpets to Richmond Metropolitan Habitat for Humanity. Customers who bring in their rugs get a discount in return.

And Ukrop's Super Market Inc. has long turned to customers to raise money for numerous nonprofit organizations through its Golden Gift program, which has given more than $12.4 million to local nonprofit organizations since 1987.

Karen Coltrane, president and CEO of the Children's Museum of Richmond, says partnerships with businesses are a great boon for the museum.

"Every penny counts. This is the worst I've seen it in 20 years. There are people out there who want to help you, but can't," she said. "This has the potential to be a great help."

The museum sold 98 tickets for Macy's through yesterday, a few off last year's pace.

The Children's Museum works with several area businesses to help raise funds. On Sunday, 20 percent of proceeds from lunch and dinner sales at Max & Erma's on West Broad Street will go to the museum.

"I feel like we're seeing more of [these partnerships] in this economy," Coltrane said.

Contact Louis Llovio at (804) 649-6348 or .