There is a site I regularly follow that let me know about a new campaign by Payless Shoe Source:Shoes 4 Kids.
The goal is to provide $1 million in shoes to needy children this holiday season, one pair at a time. Payless will distribute 65,000 $15 gift certificates to nonprofit organizations redeemable for shoes and clothing in its shops.
Here is a promo video from their Chairman:
Although the marketing effort behind this is quite obvious (why not just donate the million to a charity straight out? why not just give pairs of shoes to worthy organizations? why make them come into your store with a gift certificate ... so they spend more than the $15 they have been given ...) the intention is good and I hope that the money (and shoes!) go to people who really need it.
