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Fundraising and awareness campaign ignites the power of mentorship and possibility
TAMPA, FL & NEW YORK, NY – February 27, 2025 – Big Brothers Big Sisters (BBBS), the nation’s preeminent one-to-one youth mentoring organization, is thrilled to announce the fundraising results from Macy’s 2024 holiday campaign. As part of the brand’s social purpose platform, Mission Every One, Macy’s customers raised more than $3.7 million through a special in-store round-up and online donation campaign to benefit BBBS’ mission of empowering young people through the power of mentorship to build paths for future success. Between November 1st and December 24th, the campaign engaged all 230+ BBBS agencies, reaching more than 5,000 communities nationwide.
“As we look back on our third year of partnership with BBBS, Macy’s colleagues and customers are committed to empowering and uplifting the leaders of tomorrow,” said Bobby Amirshahi, Macy’s, Inc. SVP and head of corporate communications and public affairs. “We’ve raised more than $13 million since 2022, supporting life-changing programming and creating mentorship opportunities, showcasing our values in action.”
“In this third year of our partnership with Macy’s, we have once again been able to make once-in-a-lifetime opportunities available for Bigs and Littles throughout the country, and we are thrilled to continue our work together to provide access to mentorship for even more young people,” said Artis Stevens, President and CEO, BBBSA. “We are grateful to Macy’s employees and customers who make this annual holiday campaign possible, allowing us to continue empowering young people to reach their full potential.”
A Holiday to Remember
Throughout the campaign, Macy’s customers shopped exclusive holiday product, featuring original drawings by BBBS Littles. Fifty percent of the purchase price benefitted BBBS’ efforts to create life-changing mentorship experiences for young people.
For the second year, BBBS Bigs and Littles performed in the 98th Macy’s Thanksgiving Day Parade®. Twenty Big and Little matches – alongside Macy’s colleagues – took center stage on the Macy’s Winter Wonderland in Central Park float to spread joy and cheer to millions of viewers nationwide on Thanksgiving morning.
Macy’s partnership with BBBS also extended into its iconic holiday displays at the brand’s Herald Square flagship and select location’s windows nationwide. Bigs and Littles were invited to decorate hundreds of paper ornaments that were displayed on “Give Love. Give Back” themed windows from November 21, 2024, through the new year.
More than 100 Macy’s Little Breakfasts – a series of local holiday events for Bigs, Littles, and their families – took place across the country, with Macy’s providing more than $200k in gift cards to Bigs and Littles. These events aimed to create lasting and memorable moments and mentorship opportunities that spur youth empowerment. New this year, Macy’s hosted a special breakfast event in Los Angeles, CA, with Multi-Platinum Recording Artist Jordin Sparks to kick off the holiday season and spread cheer with Big Brothers Big Sisters of Orange County and the Inland Empire.
About Big Brothers Big Sisters
Founded in 1904, Big Brothers Big Sisters of America is the largest and most experienced youth mentoring organization in the United States. The mission of Big Brothers Big Sisters of America is to create and support one-to-one mentoring relationships that ignite the power and promise of youth. Big Brothers Big Sisters’ evidence-based approach is designed to create positive youth outcomes, including educational success, avoidance of risky behaviors, higher aspirations, greater confidence, and improved relationships. Big Brothers Big Sisters has over 230 local agencies serving more than 5,000 communities across all 50 states. For more information, visit: www.bigbrothersbigsisters.org.
About Macy’s
Macy’s, the largest retail brand of Macy’s, Inc. (NYSE: M), serves as the style source for generations of customers. With one of the nation’s largest e-commerce platforms powered by macys.com and mobile app, paired with a nationwide network of stores, Macy’s delivers the most convenient and seamless shopping experience, offering great values in apparel, home, beauty, accessories and more. Macy’s gives customers even more ways to shop and own their style through an off-price assortment at Macy’s Backstage and at our highly curated Macy’s small format stores. Each year, Macy’s provides millions with unforgettable experiences through Macy’s 4th of July Fireworks® and Macy’s Thanksgiving Day Parade® and helps our customers celebrate special moments, big and small. We’re guided by our social purpose—to create a brighter future that empowers more voice, choice and ownership for our colleagues, customers, communities and leaders of tomorrow.
Media Contacts
Jennifer Banks, Big Brothers Big Sisters of America, media@bbbs.org
Macy’s External Communications, communications@macys.com