J.C. Penney

A man who sometimes held his coat together with safety pins and had a longtime habit of foraging for firewood also had a knack for picking stocks — a talent that became public after his death when he bequeathed $6 million to his local library and hospital. The bequest of $4.8 million by Ronald Read, a former gas station employee and janitor, to the Brattleboro Memorial Hospital and $1.2 million to the town's Brooks Memorial Library were the largest each institution has ever received. Read also made a number of smaller bequests.

We're collecting data that is more detailed, comprehensive and "segmentable" than ever before. And now we're seeing the opportunity to combine all that data with rapidly emerging information about new ways to understand and motivate donors.

Retailer J.C. Penney has launched jcp cares, a new charitable giving program. Through jcp cares, J.C. Penney 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. It kiccked off July 1 with jcpenney's support of the USO. Along with round-up donations raised by customers throughout the month of July, jcpenney will be making a $1 million donation to the USO.

Here, a look at case studies on Stop Hunger Now's Haiti Relief campaign and the Salvation Army's annual Red Kettle Drive.

Continuing our four-part series on successful fundraising campaigns from the past year, here are case studies on Stop Hunger Now's Haiti Relief campaign and the Salvation Army's annual Red Kettle Drive.