According to the press release:
During the fall sale, which will take place from September 17 to October 4, 2014, The Bon-Ton Stores' 273 locations will accept donations of clothing and household textiles to benefit Goodwill. For each item donated, shoppers will receive a discount coupon for up to 25 percent off new purchases at any Bon-Ton, Bergner's, Boston Store, Carson's, Elder-Beerman, Herberger's or Younkers store.
Also mentioned in the release is an instant win game at MillionActsofGoodwill.com where you can try your luck to win a Bon-Ton gift card. The instant win game does not appear to be up now, so be sure to check it out on or after the 17th.