Overview
10th anniversary of fundraising campaign local Boys & Girls Clubs
Ross Dress for Less partners with Boys & Girls Clubs of America each year for an in-store fundraising campaign that supports youth development programs like Power Hour. For several weeks, customers are invited to donate at checkout, with Ross matching contributions up to a set amount. About 80% of the funds raised in each store stay with local Clubs, helping kids in those communities access academic support, mentoring, and enrichment opportunities. Since the partnership began, Ross and its customers have contributed tens of millions of dollars to help kids across the country thrive.
The Execution
For the 2024 campaign, my copywriter partner and I developed the creative direction and visual identity featured across Ross stores and social channels. We cast real Boys & Girls Club members as our talent to keep the campaign authentic and inspiring, surrounding them with bright, colorful environments that captured the energy and optimism of the program. The vibrant visuals were designed to stand out in-store and encourage customers to donate, connecting the act of giving to the real kids whose futures it helps shape.
The Results
The 2024 campaign was a resounding success, raising $4.3 million to support Boys & Girls Clubs of America’s Power Hour program. The funds are helping provide homework assistance, mentoring, and enrichment activities for thousands of kids across the country. The campaign not only exceeded fundraising goals but also deepened the connection between Ross stores, their customers, and the communities they serve.
