Cause Marketing in Beit Shemesh

from today’s Jerusalem Post:

Mall owners partner with local businesses in philanthropic push for Ethiopian youth

With Jewish philanthropic organizations suffering a loss of international donations due to the falling dollar, the owners of an Israeli shopping mall chain have turned to the local market and initiated a program of giving among its high-profile chain store tenants.

SuperPharm, Fox, Gali, Pelephone, Café Aroma, Optica Halperin and clothing chain H&O are just a few of the big-name stores that have contributed more than NIS 480,000 to a comprehensive educational program in Beit Shemesh run by the American Jewish Joint Distribution Committee (JDC) and aimed at helping Ethiopian-Israeli pre-schoolers and their families.