Ascena Retail Group Inc (NASDAQ:ASNA) has joined the St. Jude Thanks and Giving campaign by St. Jude Children’s Research Hospital. Through its subsidiary Lane Bryant it is raising donations as well as awareness for the hospital’s services.

Lane Bryant, a specialty retailer of size apparels, said it will offer several ways for its associates and clients to contribute funds to St. Jude Children’s during this holiday season when customer flow to its stores also tends to be strong.

Lane Bryant sees the St. Jude Thanks and Giving campaign as aligned with its mission of empowering, encouraging and supporting children and women in communities that it serves.

Contribute from as little as $2

Clients and associates who want to support St. Jude Children’s through Lane Bryant can make their contribution on a flat rate starting from as little as $2. However, the specialty retailer will also offer coupons for a $5 donation and the coupons can be redeemed with clients standing the opportunity to save more than $75 on their shopping at Lane Bryant stores.

Raising awareness

Other than monetary donations to St. Jude Children’s, Lane Bryant also plans to raise awareness for the services rendered by the hospital. As such, the retail intends to use digital channels, including social media platforms like Facebook, Instagram and Twitter for the awareness campaign.

On social media, the campaign will be tagged #Shine and there will also be a linked for those who want to make monetary contribution to the hospital.

Marlo Thomas, the director of outreach at St. Jude Children’s, said they were thrilled by Ascena’s backing through its subsidiary Lane Bryant.

F4Q16 earnings results

Ascena posted EPS of $0.08 for its F4Q16, missing the consensus estimate for EPS of $0.16. However, revenue of $.181 billion for the quarter easily topped the consensus estimate that called for revenue of $1.77 billion.

Ascena stock is down more than 35% YTD.