Cause Marketing and Fundraising in Australia


At T.K. Maxx (formerly Trade Secret), we aim to partner with charities, schools and sporting teams in our store communities, supporting them in a variety of ways. We partner with the Starlight Children's Foundation, a national organization that aims to brighten the lives of seriously ill children and their families. While health professionals focus on treating the illness, Starlight provides programs integral to the total wellbeing of seriously ill children, lifting their spirits and giving them the opportunity to laugh, play and focus on being children. Together with our customers, we raise funds through a range of activities, including our "Round Up Your Sale" campaign where shoppers can round up the cost of their purchase to the nearest dollar, with 100% of the excess change going directly to Starlight.

In October 2016, we hosted nine Starlight families from all over Australia in our newly remodeled Burleigh Waters store as they celebrated Starlight's "Wish Week." During this week, families have a chance to get away from their daily routines, which often involve many visits to doctors and hospitals, and spend time enjoying themselves on the Gold Coast. The week-long events included face painting for the kids and massages for parents. Each family also received a $500 gift card to enjoy a shopping spree in store together.

In addition to our work with Starlight, we began working with the Australian Red Cross in 2016, donating clothing samples for the organization to sell in its stores. Since we launched this effort, we have donated almost 11,000 pounds of clothing. The proceeds have gone to The Good Start Breakfast Club, providing more than 500 elementary school children with a healthy breakfast every week of the school year.