A Tough Start to 2020 Down Under

An Aussie center shows its solidarity with a fundraiser to aid bushfire victims.

Pacific Fair, for one, has just announced that over A$307,000 (US$210,800) was raised for the bushfire appeal at this past weekend's 2020 Pacific Fair Magic Millions Polo. Event ambassadors, customers, and celebrities alike pitched in to suppor[...] Tactics Subscribers Read More...

A Bloody Good Time

Community Room, Fundraisers

Shopping center sets new record at its fifth annual fundraiser.

The power of a community fundraiser needn't be judged by how many attendees leave looking solemn and teary-eyed. The marketing team at The Market Shops in Florida knows a thing or two about that. It's just wrapped its most successful drive ever[...] Tactics Subscribers Read More...

Give, Love, Get at AE

Community Room, Fundraisers

We aren’t past Halloween yet, but the holiday charity battle has already begun.

Holiday music playing at the mall isn't the only thing that seems to start earlier every year. So, too, is the chase for shopper donations. American Eagle (AE) got a jump on it already, offering a social media contest with a benevolent twist. "[...] Tactics Subscribers Read More...

Tapping into the Retro Vibe

Community Room, Fundraisers

Nostalgia is one powerful marketing hook for community-building events.

If you're looking for new ideas to pull shoppers by the heartstrings and get them involved in your community endeavors, start digging into your past. Given a fresh visual merchandising treatment, retro retail schemes make ideal concepts for spec[...] Tactics Subscribers Read More...

Deals for Shoppers, Help for Kids

Community Room, Fundraisers

Gift card boxes are the hooks for this charity fundraiser.

It costs C$30,000 (US$22,318) to get a guide dog for a child with autism spectrum disorder (ASD). It's a hefty sum that a Canadian shopping center wants to help raise by offering customers a promotion likely hard to resist: Gift cards at a disco[...] Tactics Subscribers Read More...

This Is What Change Looks Like

Community Room, Fundraisers

SodaStream picks Instagram as its platform of choice to mark International Women’s Day.

SodaStream International, the manufacturer of automatic sparkling water makers, is putting up US$10,000 for its social media campaign to celebrate this year's International Women's Day. Until March 8, it's inviting followers to share personal st[...] Tactics Subscribers Read More...

Hillcrest Rolls Out the Welcome Mat

Community Room, Fundraisers

The Canadian center’s fall relaunch revealed more than cosmetic improvements.

When Hillcrest (Richmond Hill, Canada) capped off its renovation earlier this fall, Lisa Resnic had two goals in mind: Quickly turn the #HillcrestGlowUp campaign buzz into sales and raise the property's CSR index. The marketing director's path t[...] Tactics Subscribers Read More...

This Catwalk Fundraiser Is for the Kids

Community Room, Fundraisers

Children battling life-threatening illnesses hop on stage and share their stories.

Mall-based fundraisers give charities access to wide audiences and shoppers an easy way to support people in their communities. However, they rarely provide opportunities for contributors and recipients to connect. One American center changed th[...] Tactics Subscribers Read More...

Off to the Races

Community Room, Fundraisers

The Palms joins efforts to raise awareness and money for NZ Spinal Trust.

Emma Smith doesn't have a spinal cord injury, but earlier this week visitors at The Palms Shopping Centre (Christchurch, New Zealand) would have seen her getting around the mall in a wheelchair. It was her way of supporting #relievethepressure, [...] Tactics Subscribers Read More...

Feeding Those Who Feed Them

Community Room, Fundraisers

Tweed Mall and Lions Club come to struggling farmers’ aid.

It's been the eighth driest winter on record in many regions of New South Wales, Australia. For farmers who raise cattle and grow crops, the bone-dry weather is an ongoing nightmare and the management team from Tweed Mall recently mobilized its [...] Tactics Subscribers Read More...