Eastern Mountain Sports raised $15,000 for The Conservation Alliance during the retailer’s Upgrade Your Gear sale event held October 18-21. The company held a similar event in April, bringing the total contribution to more than $30,000 between the two events.

The company pledged to share 1 percent of sales equally between the Alliance and The Access Fund. Each of the 68 Eastern Mountain Sports stores participated in the promotion, raising a total of $30,000, half of which will go to the Alliance’s effort to preserve North America’s wildlands and rivers for their habitat and recreational values.

“Eastern Mountain Sports customers are passionate about conserving their outdoor playground and appreciate our continued support for wildland conservation,” said Will Manzer, President and CEO of Eastern Mountain Sports. “The Conservation Alliance has a long history of supporting effective conservation initiatives, and we’re pleased that our sale event continues to benefit their efforts.”

An active member of The Conservation Alliance since 1997, Eastern Mountain Sports wanted to go beyond annual membership dues to demonstrate a greater commitment to conservation.

“For the second time this year, Eastern Mountain Sports has drawn their customers into our conservation efforts,” said John Sterling, Executive Director of The Conservation Alliance. “The sale generated valuable funds for the Alliance, and added value to customers’ shopping experience.”

The Conservation Alliance has contributed more than $600,000 to conservation projects in the Northeastern US, where most Eastern Mountain Sports stores are located.