JCPenney Giving

Through our giving programs, JCPenney celebrates and serves America’s diverse working families.

JCPenney Giving

Here are some of the ways we support our communities, our associates in times of need and important causes that make a difference.


Serving America’s diverse, working families today means offering access to skill-building and resources that allow everyone to thrive. To meet this goal, the JCPenney Communities Foundation invests in leading nonprofits making strides in three critical areas: job readiness; health and well-being; and inclusive access to education.


Hope & Wonder is JCPenney’s private label brand created in-house by a diverse group of designers that celebrates cultural observances throughout the year. All net profits are donated to charities selected by JCPenney associates as part of our ongoing commitment to celebrating diversity.


The Golden Rule Relief Fund (GRRF) supports associates in times of financial need stemming from a natural disaster or personal hardship. The GRRF application portal is managed by our charitable fund partner, Emergency Assistance Foundation.

About JCPenney Giving

James Cash Penney

When James Cash Penney opened the Golden Rule Store in 1902, he posted his values above the door. The Golden Rule—“Do unto others as you would have them do unto you”—means taking action to build positive relationships through compassionate words and deeds.

JCPenney’s Golden Rule legacy lives on in the form of James Cash Penney Volunteer Grants where associates log volunteer hours and secure grants for a nonprofit of their choice. Through these grants, JCPenney associates have donated hundreds of thousands of dollars to worthy causes in their communities.