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J.C. Penney launches new charitable program

PLANO, Texas — J.C. Penney Co. has launched a charitable initiative, called jcp cares, which will support a new cause each month by inviting customers to round up their purchases to the nearest whole dollar and donate the difference to the company's featured charity partner. The retailer will join its customers in giving back by making a contribution to its charity partner each month.

The program will be supported by a robust, integrated marketing campaign which will include digital, social, mobile, in-store and direct mail and e-mail components.

Jcp cares will kick-off July 1 with J.C. Penney’s support of the USO (United Service Organizations), a nonprofit, congressionally chartered, private organization dedicated to lifting the spirits of America's troops and their families. Along with round-up donations raised by customers throughout the month of July, J.C. Penney will be making a $1 million donation to the USO. J.C. Penney will also donate $1 -- up to $50,000 -- to the USO for each customer that checks in to a J.C. Penney store via foursquare from July 23 to July 31.

Other announced charity partners will include 4-H and Boys & Girls Clubs of America (September) and the Breast Cancer Research Foundation (October).