New season of success for the St. Jude Thanks and Giving campaign

Marlo Thomas and patient

Once again, this holiday season, St. Jude Children's Research Hospital asked supporters and businesses across the country to join in helping save children's lives. The response was overwhelming.

Created by Marlo Thomas and her siblings, Tony and Terre, the St. Jude Thanks and Giving campaign is like no other. It unites retail and corporate partners, celebrities and media, and asks supporters everywhere to "give thanks for the healthy kids in your life, and give to those who are not.”

Led by retailers such as Kmart, CVS/pharmacy, ANN INC. (parent company of Ann Taylor and LOFT), DICK’S Sporting Goods, Kay Jewelers, and many more of America's best-known and most-loved companies and brands, the 2012 campaign is projected to raise more than $72 million—a new record.

Many partners stepped up their involvement this year, introducing new promotions for products as well as digital and social media. Their efforts saw a 10 percent increase in fundraising this year. And for the fourth year in a row, Kmart emerged as the top corporate partner fundraiser, raising an unprecedented $7.5 million.

Social media played a key role in this year’s campaign, as thousands of people participated in the first St. Jude Thanks and Giving "Buzz Day" on November 19. Thanks to our donors, corporate partners and celebrity friends who helped make this exciting virtual event such a success.

And with the promotional power of  social media campaigns from partners Target, New York & Company, Ticketmaster, Trump Hotel Collection, Hammermill Paper, HSN, Ann Taylor and Kay Jewelers, St. Jude surpassed more than 1 million Facebook fans before the end of the year.

Also in social media circles, St. Jude hosted its first “Hangout" featuring a live video interview with a St. Jude patient. Viewers were able to watch and submit their own questions to Arianna and her family. The event, sponsored by St. Jude corporate partner Domino's, was a tremendous success.

And of course, our wonderful celebrity partners helped tell the world about the work that St. Jude is doing. Throughout the campaign celebrities like Robin Williams, Jennifer Aniston, Shaun White, Michael Strahan, Sofia Vergara and Luis Fonsi appeared in television spots and in movie trailers in theatres across the country,  asking people to join them in supporting the children of St. Jude.

We are so grateful to each and every one of our St. Jude supporters. Thank you to everyone who made this the most successful St. Jude Thanks and Giving season yet.


January 2013