Macy's Believe Campaign Celebrates 10th Anniversary

Macy's Believe Campaign Celebrates 10th Anniversary


Macy's will donate up to $1 million to Make-A-Wish through the Believe campaign—here's how you can help!

Macy's famous Santa letter writing initiative, the Believe campaign, celebrates its milestone 10-year anniversary this November. For yet another holiday season, Macy's is encouraging children ("believers of all ages," per a press release from Macy's) to visit their local Macy's store to drop off a letter to Santa. Letters can also be submitted online via

For each letter to Santa collected in-store and online, Macy's will donate $1, up to $1 million, to Make-A-Wish®. The charitable organization grants wishes for children with critical illnesses.

“We couldn’t imagine the overwhelming response the Believe campaign would inspire when we introduced it 10 years ago,” said Holly Thomas, group vice president of Cause Marketing for Macy’s, in a press release. “We have collected millions of letters throughout the years—each one representing an individual who was moved by the message of hope, love, and generosity. The result has been the creation of a holiday tradition for families across the country, and ultimately, wish fulfillments that deliver joy and hope to the most amazing children. Macy’s is incredibly proud to play a part in that magic.”

Since the Believe campaign's inception in 2008, Macy's has donated over $15 million to Make-A-Wish.

“We could not be more grateful to be celebrating the 10th anniversary of the Believe campaign with Macy's,” said David Williams, chief executive officer for Make-A-Wish America, in a press release. “Thanks to the generosity of Macy’s and its customers, thousands of wishes have been granted and lives have been transformed. Research shows that having a wish granted can positively impact a child’s medical journey and that’s something everyone who writes a letter to Santa online or at their local Macy’s can be a part of this holiday season.”

Children can visit their local Macy's store, such as the flagship in Herald Square, to drop off their letters to Santa, or submit them online at To donate to Make-A-Wish directly, visit


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Main image: Macy's launched the Believe campaign in 2008
Courtesy Business Wire