Wings of Change

“It is a pretty neat way of really shifting to the donor or the participant, the staff member, the volunteer, and saying, ‘Hey, you personally are really making a difference,’” Cleghorn says.

The Safeway promotion raised $2.5 million for the charity and exposed more than 1 million people to the Easter Seals message, Sowa says. Safeway also offered a $100,000 challenge grant to be split among the three Easter Seals affiliates that raised the most funds in their local communities for the campaign between December and March. Affiliates were given a set number of Angel of Change wristbands to aid in the fundraising effort.