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Making It Very Personal: KidCents Grants to Local Charities Top $2 Million

September 15 marked the beginning of a new chapter for The Rite Aid Foundation’s KidCents program when, for the first time, Rite Aid wellness+ members could designate their change to one of 205 approved KidCents charities. Each of these local, non-profit, kid-focused organizations – one from each district in the chain – was identified by Rite Aid district leaders to be part of the inaugural class of KidCents charities.

Challenged Child and Friends
District leaders present a $10,000 grant to Challenged Child and Friends, based in Gainesville, Ga. From left, DM Jim Foreman, PDM Eddie Minton, APDM Chris Gibson and Cindy Wilson, director of development and marketing for Challenged Child and Friends.

That week, the excitement was taken to an even higher level as district leaders throughout the chain held special events to publicly present a $10,000 check from KidCents – more than $2 million in all – to each of the inaugural KidCents charities in recognition of their selection as one of the first official KidCents charities.

Thanks to the efforts of these district leaders and their teams, Rite Aid and the KidCents charities received widespread positive publicity from print, online and television news outlets, raising awareness of how KidCents supports children’s health and well-being and the great work these local charities are doing to support their communities.

“Our district teams did a tremendous job of coordinating these special events, which were highly successful in generating excitement and awareness around the enhancements we’ve made to the KidCents program,” said President and COO Ken Martindale, who is also president of The Rite Aid Foundation. “I thank the many associates who were involved in these efforts as we continue demonstrating that we are a caring neighbor in the communities we serve.”

Click the image below to watch as Martindale and associates in Lemoyne, Pa., launch the nationwide KidCents celebrations by presenting two local nonprofit organizations, Leg Up Farm and Family Support of Central Pennsylvania, each with $10,000.

Click the image below to view video of check presentations from around the nation, including Detroit, Mich., and Atlanta, Ga.

KidCents, originally launched in 2013, is Rite Aid’s in-store, round up program that supports nonprofit organizations dedicated to improving the health and well-being of children. As a result of recent enhancements, Rite Aid’s wellness+ members now have the option to designate their change to one of the approved KidCents charities on kidcents.com.

The Rite Aid Foundation has also introduced “Step Up” awards for the KidCents program. For every $500 a charity receives in customer contributions through KidCents, it will receive a matching “Step Up” award of $500, up to $5,000 throughout the giving term.

And finally, additional charities whose focus is the health and well-being of children may now apply to become a KidCents charity by visiting kidcents.com. Since the KidCents enhancements were publicly announced Sept. 15, more than 100 additional organizations have applied to become a KidCents charity.

“Our initial group of charities is just the beginning,” said Martindale, “as we hope that customers who are already involved with an organization that supports children’s health and well-being will encourage that charity to apply to join KidCents, taking our program to a whole new level, helping even more kids.”