Traditional Giving Friday at dm: Donating More Than RSD 4.7 Million to National Kitchens of the Red Cross of Serbia on Black Friday

This year as well, Black Friday gained on a different, humanitarian meaning at dm drogerie stores, thanks to the unique Giving Friday initiative. Under the slogan “Giving is the new black”, the company dm drogerie markt has been carrying out this activity for the fifth year in a row, donating 5% of the total daily turnover. This year, dm is donating RSD 4,782,946 to the National Kitchens of the Red Cross of Serbia.

Giving Friday, instead of the traditional Black Friday at dm drogerie stores, has become a symbol of solidarity, aiming to help the fellow citizens whose existence is jeopardized. With this campaign, dm once again shows why a human being is always at the center of a business.

– The employees at dm are especially glad that our customers recognize the importance of the Giving Friday initiative and that they gladly participate in it. Year after year, the response of the community is growing, so it’s symbolic that we jointly contribute to the beauty of giving on Black Friday. This kind of support has not just enabled a donation of considerable funds, but also clearly emphasized how important it is to work together in order to solve the challenges that the most socially vulnerable citizens face. We therefore strive to always push the power of solidarity and the readiness of us all to contribute to the better life of those who need help the most – stated Alexandra Olivera Korichi, the director for Serbia and North Macedonia at dm.

The Red Cross of Serbia points out that, since the beginning of cooperation with dm, since 2020, food has been secured for several dozen thousand users of the National Kitchen and that continued cooperation is extremely important.

– It is a great honor that, for the fourth time in a row, we have the opportunity to cooperate with dm, which has recognized our mission to facilitate the everyday lives of the most socially vulnerable citizens. We thank them for another donation which contributes considerably to realizing said goal and shows that the most jeopardized among us are not alone, because it all becomes easier with the support of the whole society. We hope that this noble initiative of dm will also inspire other business organizations and individuals to help improve the lives of the users of the National Kitchens of the Red Cross of Serbia – stated Ljubomir Miladinovic, the secretary general of the Red Cross of Serbia.

Within Giving Friday, dm has so far donated RSD 10.5 million to the National Kitchens of the Red Cross of Serbia. Thanks to these funds, the preparation of over 98 tons of food has been enabled, securing meals for over 29,000 users in 65 towns and municipalities in the country. Also, in 2019, when the campaign was initiated for the first time, RSD 3 million was collected for equipping the University Children’s Clinic Tirsova.