March of Dimes
Increasing corporate support and donations for a leading non-profit
Having fulfilled its initial mandate – eradicating polio – March of Dimes helps women have full-term pregnancies, and all babies be born strong and healthy by raising funds for community programs, advocacy, research and education, as well as supporting families with newborns in intensive care. To attract more corporate support and increase donations, March of Dimes created the pilot imbornto® campaign, based on the emotional premise that ‘every baby is born to do something great’.
The period from Mother’s Day to Father’s Day in the U.S. – May to June – is a natural time for families to be thinking about the love between parents and children. Yet no cause had harnessed this emotional time of year. The holidays provide a natural fit for an organization like March of Dimes, which has been helping families and babies for more than 75 years. We helped the non-profit partnered with businesses including Martha Stewart Living Omnimedia, The Bon-Ton Stores, Farmers Insurance, Kmart, Mud Pie, Bliss Carpets, ProFlowers, Oral B and First Response. When consumers spent money with these partners, funds went to the cause.