FUNDS FOR VETERANS: Macy’s has revealed that it has exceeded its goal to raise $3 million for U.S. veterans through a cause-marketing initiative within its American Icons campaign. As of today, the retailer has exceeded $3.4 million in donations to support Got Your 6, a charity that works to reintegrate returning veterans into society, and its nonprofit partners. Beginning in mid-May, the retailer offered customers a special savings pass for $3, or the chance to purchase the pass and a Got Your 6 logo pin for $6. On June 1, it hosted Got Your 6 Saturday, which raised an additional $415,000.

The nonprofit groups benefiting from the initiative include the Pat Tillman Foundation and Student Veterans of America, which will be able to help more college campuses adopt veteran-friendly practices; Team Rubicon will be able to send more veterans and supplies for emergency disaster relief, and the 100,000 Homes campaign will be able to expand its work to house chronically homeless veterans to more cities.

This story first appeared in the June 10, 2013 issue of WWD. Subscribe Today.

“The reach of the Macy’s brand and their many stores has brought incredible awareness to the Got Your 6 campaign and our partners,” said Chris Marvin, managing director of Got Your 6. Martine Reardon, chief marketing officer for Macy’s, said: “The enthusiastic response from our customers is testament that this is a cause the American public cares about deeply.”

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