As lockdowns drag on and consumers spend more time at home, publishers are continuing to lean in to direct mail to engage their audience … and they are finding creative new ways to make it happen. “Publishers know Americans are going to be hunkered down at home for another few months of coronavirus-created isolation,” writes Max Willens in Digiday, “so some of them are hoping to drive more revenue by going right through readers’ front doors.” Those doors are especially attractive to direct-to-consumer (DTC) brands, and many are helping their DTC advertisers create direct mail campaigns. “Over the past few months, The Los Angeles Times has been pitching direct mail and custom publishing campaigns to media agencies focused on DTC brands,” Willens writes.
As part of its upcoming nationwide Pride + Joy, LGBTQ Pride Month celebrations, Macy’s will raise funds and awareness for The Trevor Project’s life-saving mission through a host of initiatives, including a nationwide charitable giving program, exclusive fashions and a digital media awareness campaign aimed at reaching at-risk LGBTQ youth
This June, Macy’s will kick-off its annual Pride + Joy national LGBTQ Pride Month celebrations with its customers, colleagues and local communities in commemoration of Stonewall 50 and World Pride NYC. A key component of that celebration is its nationwide partnership with The Trevor Project. In mid-May, Macy’s and The Trevor Project will begin the roll-out of a series of initiatives aimed at raising funds and awareness for Trevor’s life-saving mission and services for at-risk LGBTQ young people, highlighting Macy’s long-standing commitment to diversity, equality, inclusion, and respect for all.
“Macy’s believes in the power of fashion, celebration, and community to touch the lives of our customers, colleagues and local communities. Macy’s core value of acceptance is reflected in our commitment to supporting the LGBTQ community through the fostering of an inclusive culture and environment that inspires our colleagues and customers to be their authentic self, every day,” said Sam Harrison, Macy’s senior director of Corporate Giving & Volunteerism. “As The Trevor Project’s national Pride partner, we will aim to raise funds and awareness of Trevor’s mission and life-saving services, harnessing the power of our brand to make a difference in the communities we serve.”
“The Trevor Project is grateful to Macy’s for sharing their commitment to our mission with their customers, who will have their own chance to support LGBTQ youth in crisis this Pride month,” said Amit Paley, CEO & executive director of The Trevor Project. “Every day, we serve LGBTQ young people in Macy’s local communities nationwide, so we’re excited to share our affirming messages of hope and support in their stores.”
The Trevor Project is the world’s largest suicide prevention and crisis intervention organization for lesbian, gay, bisexual, transgender, queer, and questioning (LGBTQ) young people. The organization works to save young lives by providing support through free and confidential programs, including TrevorLifeline, TrevorText, and TrevorChat. They also run TrevorSpace, the world’s largest safe space social networking site for LGBTQ youth, and operate innovative education, research, and advocacy programs.
To help raise funds for Trevor’s important work, from June 1 – June 17 at all Macy’s stores nationwide, shoppers can celebrate Pride by giving back to The Trevor Project through Macy’s charitable round-up program. As customers complete their in-store purchases, they will be invited to round up to the nearest dollar (up to $.99) and donate the change to The Trevor Project. These donations will help support the organization’s mission of providing crisis intervention and suicide prevention services. In select markets including Chicago, Cincinnati, Houston, Lexington (KY), Los Angeles, Minneapolis, New York City, Seattle, St. Louis, and St. Petersburg (FL), the round-up campaign will be extended through June 30 to coincide with Pride parade celebrations in which Macy’s has a local presence.