Rite Aid adds social, mobile elements to 18th annual Miracle Balloon campaign

CAMP HILL, Pa. — Rite Aid is set to launch its annual fundraising campaign designed to benefit an organization of 170 children's hospitals throughout North America.

Rite Aid said it will kick off its 18th annual Miracle Balloon campaign in support of Children's Miracle Network Hospitals this Sunday. Through May 19, customers who purchase a $1 Miracle Balloon at any Rite Aid will receive $7 in coupon offers good for a variety of items sold at Rite Aid.

In addition to its traditional fundraising efforts, Rite Aid is turning to mobile technology and social media to increase this year's donation. By texting "RAKIDS" to 50555, customers can donate $5 to Children's Miracle Network Hospitals through their cell phones through the end of the campaign. Meanwhile, the retail pharmacy chain a "donate" button on its Facebook page, which will direct fan's to the Children's Miracle Network Hospital donation site. What's more, Rite Aid also will offer its Facebook fans the opportunity to pledge to support their local Children’s Miracle Network Hospital and share the pledge with their social networks. If 10,000 pledges are made, the Rite Aid Foundation will donate an additional $10,000 to Children’s Miracle Network Hospitals. Fans also will be able to share inspirational stories about their local CMN Hospital.

All proceeds from the Miracle Balloon campaign stay in the community in which they were raised and directly go to the Children's Miracle Network Hospital serving that community, Rite Aid said.

"Rite Aid associates look forward to our fundraising campaign for Children's Miracle Network Hospitals every year. It is just one way they demonstrate our core value of being a caring neighbor," Rite Aid president and COO John Standley said. "Just as we're adding new mobile and social features to better serve our customers, we're excited to expand our Children’s Miracle Network Hospitals campaigns with these technologies."