By Debra Borchardt
with contributions from Maghan McDowell
 on November 30, 2015

After Black Friday and Cyber Monday, retailers taking part in Giving Tuesday hope to top yet more records.

More than 320,000 partners in 68 countries plan to participate in Giving Tuesday. Some of the major companies expected to offer deals are Old Navy, J.C. Penney, Avon and Cole Haan.

This is the fourth year of the charitable event that first began at the 92nd Street Y in New York in partnership with the United Nations Foundation. Since the event was created, online donations have increased an estimated 470 percent. So it’s no surprise that some retailers are incorporating social media into their campaigns. There have been 32.7 million Twitter impressions and more than 750,000 hashtag mentions since 2012.

When shoppers use an Old Navy card at Old Navy stores on Giving Tuesday the brand will donate 1 percent of the customer’s total to benefit Boys & Girls Clubs of America, up to $75,000. If any of their customers snap a selfie or take a photo of themselves doing good deeds with the hashtag #UNSelfie and tag @oldnavy, that will trigger a $1 donation to the same group, which will get capped at $25,000.

Cole Haan customers are asked to tweet at Cole Haan a photo or description of ways they are giving back for a chance to enter the #GivingTuesday giveaway series.

For the second year, the San Francisco-based luxury recommerce service Web site TheRealReal.com will begin what it calls “7 Days of Giving” on Tuesday, in which each day for seven days a portion of proceeds are given to one of seven chosen charities. Each day, it will donate 5 percent of sales, up to $5,000, to that day’s charity, totaling up to $35,000 given during the week. Last year, the company hit each limit.

Last week, Elie Tahari began Coats for a Cause, which raises money and awareness for Worldwide Orphans Foundation and enlists bloggers and celebrities on Instagram and gives 10 percent of sales toward the cause.

J.C. Penney will also make a $100,000 donation to the Boys & Girls Club of America in 12 cities. The chain will also invite kids from the local club to visit a store for a special event with a local celebrity.

Jenn McLain, senior vice president of e-commerce and marketing at The Limited, said, “We’re running our normal store promotions and also doing a matching donation. Our goal this year for our partner St. Jude’s Children’s hospital is $10,000 for the day and we want to raise $1 million for the total campaign.” The Limited has an online donation page. McLain said the company chose the charity because a large part of its customers have children and can relate to helping sick children. Also, the chief executive officer Diane Ellis has a long history of partnering with St. Jude’s.

EBay has created the Charity Shop which provides people with an easy way to connect to charity, and will give #GivingTuesday shoppers access to a limited-edition jewelry collection by Pamela Love that benefits Fashion Targets Breast Cancer.

On Giving Tuesday, Levi Strauss & Co. will double its contribution to $10 for every free shipping label printed (and ultimately shipped) in support of the Global Day of Giving. This way to donate is supported by a tool called Give Back Box and builds upon Levi’s commitment to social and environmental sustainability.

Tascha Rudder of FEED said the company was partnering with H&M to give more than 400,000 meals in the U.S. through Feeding America. Daniel Kulle, U.S. president for H&M, said, “The holidays are a significant time and we think it is important to help our communities by providing meals to men, women, and children in need.”

Since FEED is known for its year-round charitable giving, many companies are coming to the organization for partnerships and guidance. “Because FEED is such a ‘giftable’ company, it makes a great holiday purchase,” said Rudder. “Millennials want to give a gift that makes both parties feel good.”

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