Thursday, May 26th, 2016

Brand Created By WHISPER Honored As Nonprofit Campaign Of The Year

New Brand Strategy & Creative Becomes High-Growth Asset for March of Dimes

The PR Week Awards have been announced.

Our congratulations to a profound purpose-driven client, the March of Dimes. We are honored to have worked with this iconic institution in creating the ImBornTo® brand asset, which has been honored with the Nonprofit Campaign of the Year Award.

We are privileged to have played our role in this March of Dimes success.

Here's the story. 

Beginning with a focus on eradicating polio, for 75 years March of Dimes has led efforts to ensure all babies are born strong and healthy.

While latent awareness of the group is high, research indicated a considerable gap in public understanding of the organization's mission, offering a large opportunity audience in need of a reintroduce to March of Dimes and its mission. The organization also understood the need to broaden its fundraising properties beyond signature events, as more corporate partners and unrestricted dollars were necessary to achieve its objectives.

Enter ImBornTo, created by WHISPER to highlight that "every baby is born to do something great." The initiative was developed to be executed by companies through cobranded consumer fundraising promotions. However, in 2013, the nonprofit had only three returning corporate partners. Further research revealed Americans annually spend $27 billion from Mother's Day to Father's Day, while 94% of consumers are likely to switch brands if associated with a good cause.

Armed with this intelligence, ImBornTo was created to capitalize on this data as "The official partner of Mother's Day & Father's Day" by creating content that drove point-of-sale promotions and social media engagement during the window between Mother's Day and Father's Day.

Equipped with this new brand asset, and as eloquently described by one judge for PRWeek Awards, MSL GROUP crafted a campaign producing:   

"Ten new corporate sponsors signed on, doubling the initial goal. Overall corporate support soared 63% year over year and the nonprofit saw a 312% increase in year-over-year fundraising donations, while select sponsors saw 20%-plus growth in sales when tied to the effort. Talk about a win-win for everyone. Excellent outcomes for an historic nonprofit."

For more about March of Dimes and their ImBornTo brand — now their growth asset — enjoy this sharing of the thinking behind ImBornTo.   

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