“The Dreambuilders Foundation has been a wonderful organization to partner with. JCPenney and JCPenney Cares have been able to make a tremendous impact in the communities where we have collaborated. We look forward to continuing our work together to help the lives of children and families in need”
– Brooke Fedro, Cause Marketing, JCPenney
Dreambuilders and JCPenney joined forces in 2015 and 2016 for a national promotion on Giving Tuesday. In eight cities across the country, Dreambuilders athletes took 50 kids from local Boys & Girls Clubs holiday shopping.
Athletes in Atlanta, New York, Dallas, Denver, Kansas City, New York, Pittsburgh, San Diego and the San Francisco Bay Area helped children pick out gifts for their family members. In addition, JCPenney contributed $12,000 to each athlete’s Dreambuilders program and their support of the local Boys & Girls Clubs, so those same children could benefit through new programming at the clubs they attend.
The promotion was heavily covered by the media, resulting in more than 700 million media impressions in 2016 alone, giving JCPenney significant visibility for its Giving Tuesday activities.