When a Little Change Makes a Big Difference

Can pennies, nickels, and dimes impact patients and families at UVA Children’s Hospital? Thanks to an outpouring of community support for the “Change 4 Children” campaign at 15 Panera Bread franchises across the state of Virginia, the answer is “yes.”

Over the past eight months, patrons of Panera Bread cafés owned by Blue Ridge Bread, Inc., have had the option to round up their purchases to a sum of their choosing. The additional dollars or cents are donated to UVA Children’s Hospital.

The unique fundraising campaign started with two families—the Jacksons and the Postles. Rick and Rosemary Postle own Blue Ridge Bread, Inc., their daughter, Kelly Jackson, serves as Vice President of Marketing and Sales, and their son-in-law, Adam Jackson, serves as Chief Operations Officer. Rick currently serves on the UVA Children’s Hospital Committee, and Rosemary on the Cancer Center Board of Directors. The families became familiar with UVA after Kelly and Adam’s daughter, Lena, experienced severe food allergies at a young age.

“We were always treated so kindly and respectfully, and were always able to be involved in Lena’s doctors’ decisions as they treated her,” Kelly says. “Our entire family was part of her care team from the very beginning.”

Inspired by these experiences and her daughter Lena’s love of crafting, Jackson and her team launched the first “Kids Craft for a Cause” event in the spring of 2014 at the Charlottesville Panera Bread location. In 2016, more than 100 children and their families participated. The event is hosted in a food allergy-safe environment, gives children the opportunity to sell their crafts in support of UVA Children’s Hospital, and provides a place for the local food allergy community to connect.

Following that event’s success, the Postles and Jacksons began looking for a cause and campaign that could include all of their franchise locations—and “Change 4 Children” was born.

“As we looked at the locations of our regional businesses in Virginia, we realized that the families they served all have access to and benefit from the care UVA Children’s Hospital provides,” Rosemary notes. “Communities across the state were connected by this incredible common cause.”

The initial proceeds from Change 4 Children will allow for the creation of a new family waiting room on the inpatient floor at UVA Children’s Hospital.

“This designation will directly and positively impact many of the very families who have helped make the space possible through their participation in Change 4 Children,” says Karin League, MSN, RN, NEA-BC, Associate Chief of Women’s and Children’s Services. “We are grateful for this wonderful partnership with Panera and the outpouring of support from the community.”

Since its launch, “Change 4 Children” has raised more than $225,000, with the 14 participating cafés averaging more than $800 on any given day. With the opening of a new Panera Bread—which will include a Kids' Reading Room dedicated to UVA Children's Hospital—at 5th St. Station in Charlottesville, that average is sure to increase in the coming months.

“With this campaign, we wanted everyone to feel included, and to feel comfortable giving whatever amount,” Kelly says. “Our cafés provide a resource and a location for people to give, but the credit truly goes to our employees and customers, who have taken this campaign to the next level through their dedication and promotion of it every single day.”

“Our employees and communities across the state have truly been the drivers of this campaign,” Rick adds. “Its continued success shows what a difference even the smallest gift can make.”