Woolworths will be donating the profits of all sales on the 23rd of January to Australian rural communities:

Launching the initiative on ABC's Country Hour program today, Woolworths CEO Michael Luscombe said the Woolworths National Drought Action Day is expected to raise in excess of three million dollars. The bulk of the donation will be directed to the Country Women's Association, with the remainder allocated to sustainable agricultural research projects.

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I'm used to organisations donating a percentage of profits, like Apple did with some of it's iPods.  But I think that sort of charity is just clever marketing as in the end the company still profits and it would be better if the consumers just donated the money directly.  I think it's fantastic that Woolworth is prepared to donate all profits and not take their cut.