If you have an $85 rock in a leather bag on your holiday shopping list, think about ordering it from David A. Margolis, MD, instead of Nordstrom's. It's a boulder with a bolder purpose.

Dr Margolis, who is a pediatric oncologist at the Children's Hospital of Wisconsin (CHW), in Milwaukee, recently came across the strange-but-true consumer craze whereby Nordstrom, a luxury retailer, has been selling stones in animal skin pouches for a ridiculous price. They aren't gems either, just regular old rocks.

"I've heard a major retailer is sold out of $85 rocks — can you believe that?," he says in a video on the hospital website.

Shocked by the whole thing, Dr Margolis made a personal pledge to mail a rock to every person who makes an $85 donation to CHW before the end of the year.

Dr David Margolis (Phoro courtesy of Children's Hospital of Wisconsin)

"I will be happy to send you a rock from the beautiful shores of Lake Michigan," he said, referring to the Great Lake that laps up against Milwaukee.

Dr Margolis explained that these rocks have meaning at their institution: "$85 can go a long way in helping a kid be a kid or a kid get better."

Donations will fund medical care, community-based health services, and research at CHW. The effort, which began December 9th, is a formal fundraising campaign at that hospital, Rocks for a Reason.

I will be happy to send you a rock. Dr David Margolis I will be happy to send you a rock.

Today, the campaign announced that they have raised nearly $100,000 – bolstered by a $50,000 matching gift from their competitor in rock gifts, Nordstrom. More than 460 gifts have come in from 39 states and Puerto Rico, totaling more than $46,000.

"I have been blown away by the support we have received. And now this generous gift from Nordstrom. It's heartwarming how many people are reaching out to help us help kids! We are going to need more rocks," said Dr Margolis in a press statement.

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