Macy’s is introducing a “Thank-a-Mom Movement,” hoping to get its 1.5 million Facebook fans to send free personalized e-card to their mothers, sisters, and other women friends.

For every card sent, Macy’s will donate $5 (up to $400,000) to the American Heart Association’s Go Red For Women movement, Futures Without Violence (formerly Family Violence Prevention Fund), Make-A-Wish Foundation, National Park Foundation and Reading Is Fundamental. The chain says it’s the first time it has given consumers the chance to self-direct Macy’s charitable giving. The personalized cards let users upload their own photographs, and then send via email or Facebook.

SOURCE MediaPost.

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