To mark National Lemonade Day today, Auntie Anne's is kicking off its in-store fundraising campaign to benefit Alex's Lemonade Stand Foundation, which raises money for childhood cancer treatments.

The fundraiser will be held through September, which is National Childhood Cancer Awareness Month, and will conclude on Oct. 6.

Auntie Anne's goal is to raise $500,000 for Alex's Lemonade Stand Foundation. Guests are asked to "join in the fight against childhood cancer" by visiting their local store and purchasing a paper lemon icon for $1. As a token of appreciation, Auntie Anne's will provide a coupon for $1 off the next purchase of any pretzel product and drink.

The fundraiser is being held at more than 1,200 stores throughout the country. This is Auntie Anne's first-ever nationwide fundraising campaign for Alex's Lemonade Stand Foundation. Since forming a partnership with the childhood cancer organization in September 2011, the company has raised more than $150,000 through coin canister donations, local pretzel rolling contests and the Auntie Anne's C.A.R.E.S. Golf Tournament. The company's fundraising efforts made it one of the top 100 contributors to the Foundation in 2011.

Alex's Lemonade Stand Foundation founded by Alexandra "Alex" Scott who, at the age of four, opened a lemonade stand to raise money to help other children with cancer. In 2004, Alex died of Neuroblastoma, a cancer of the nervous system that occurs in infants and young children.

"National Lemonade Day is an exciting time to kick-off our fundraising campaign with an organization inspired by a young girl who hosted front-yard lemonade stands to raise money for children like her, children with cancer. Auntie Anne's franchise partners are committed to raising money for Alex's Lemonade Stand Foundation and helping achieve Alex's dream of finding a cure for childhood cancer," said Heather Neary, Auntie Anne's chief marketing officer.

Read more about cause marketing and promotions.

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