Company: Various Corporate Partners
Nonprofit Partner: March of Dimes
Launch Date: Mother’s Day, 2012
March of Dimes is branding itself “Official Partner of Mother’s Day and Father’s Day” with a new national cause marketing campaign titled imbornto, encouraging consumers to shop, dine and donate wherever the March of Dimes logo is displayed. The campaign will utilize a wide variety of media including print, out-of-home and digital outlets nationwide such as Real Simple, PEOPLE, Titan Outdoor, Everyday Health and USA TODAY, plus public service announcements. The initiative will work closely with corporate partners such as HSN, The Honest Company, ProFlowers, Destination Maternity, Kmart and Famous Footwear, and offer donation opportunities unique to each partner either on line or in store in the shopping period between Mother’s Day and Father’s Day.
This cause marketing effort by the March of Dimes creates a massive opportunity for the nonprofit to simultaneously engage multiple corporate partners in a very concentrated period of time. The focused time frame and wide reach will allow the cause and its corporate partners to earn a place in the minds of consumers, potentially driving both awareness and sales. A smart and assertive move by a seasoned nonprofit cause marketer and a campaign to watch in the coming months.