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March of Dimes: imbornto®

Overview

Increasing corporate support and donations for a leading non-profit

Region North America
Practices Consumer Marketing

The Challenge

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 Solution

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. March of Dimes chose this period to execute its integrated campaign as that is when families think about the hopes and dreams they have for their children. We helped the non-profit partner 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.

The Results

The program exceeded all its objectives -- bringing in eight new corporate partners, increasing fundraising by 312%, building sales at all retail partners by more than 20% and increasing site traffic by more than 600%.

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