The March of Dimes has great brand recognition – it’s a worthy charity working to lower the number of babies born with birth defects and premature birth rates – but this spring the non-profit is setting (and reaching) new goals. From Mother’s Day to Father’s Day (May to June), the March of Dimes is sharing the real emotional stories of parents with premature children, and collaborating with eight new corporate partners including retailers Martha Stewart, Oral-B, and Kmart to encourage customers to “purchase with a purpose.” Since launching the imbornto campaign, March of Dimes fundraising has increased by 312 percent and site traffic has increased by more than 600 percent.
Here’s a prime example: For Father’s Day, every time someone uploads a photo of their child or grandchild (using the hashtag #THX2U), Martha Stewart Living Omnimedia will donate $10 to March of Dimes per photo. You read that right: TEN DOLLARS per PHOTO. Martha Stewart will donate a minimum of $633k.