Brewer said a paid consultant World Help hired to seek gift-in-kind contributions, as donated goods are called, obtained an allotment of medical supplies from Direct Relief International, a Goleta, Calif. charity also on the Forbes list.

FORBES: Big Charity Admits Wildly Overstating Donated Goods

Through its marketing unit, the firm got Kmart involved in donating to a dozen community improvement projects, including the overhaul of a teen center in Goleta, Calif. and a new scoreboard for the gym at Ridgewood High School in Norridge, Ill.

FORBES: Matchmakers