Most common questions

How does March of Dimes do as a brand?

March of Dimes is a premier nonprofit brand and a very strong nonprofit partner. The organization has a track record of achieving marketing and business objectives with its clients through its diverse portfolio of events and programs.

• March of Dimes is #1 recognized major health charity by moms
• March of Dimes is the #2 recognized major health charity by women

SOURCE: Gallup, 2008 and 2009

What standards does the March of Dimes go by?

March of Dimes strongly adheres to the standards of the National Health Council and the Better Business Bureau’s Standards for Charity Accountability.

What's required to be a partner or sponsor?

All partnerships and sponsorships do require a letter of agreement (contract) before an affiliation or promotion is granted. A fact sheet is provided for reference and the Strategic Partnership Questionnaire is the first step in working together for stronger, healthier babies as a Partner or Sponsor.

Macy’s

On Saturday, August 24, Macy’s will be hosting its 8th annual Shop For A Cause, and the March of Dimes is the exclusive national beneficiary of this one-day shopping event! For one day only, shoppers can enjoy incredible savings when they purchase a $5 savings pass. The passes are available for purchase in Macy’s stores starting August 19 and online at macys.com on August 24. While customers take advantage of the best Macy’s savings of the year, 100 percent of the price of each pass will go to the March of Dimes to help moms have full-term pregnancies and healthier babies.

Sutter Health

Sutter Health’s mission is to enhance the well-being of people in the communities they serve through a not-for-profit commitment to compassion and excellence in health care services. With a goal of healthier individuals, healthier families and healthier communities throughout Northern California, Sutter Health and its employees continue to show the strength of their commitment to the March of Dimes mission through its presenting sponsorship of March for Babies. During Sutter Health’s 15-year partnership with the March of Dimes, the organization has raised more than $5.3 million, allowing us to continue making a positive, healthy difference in the lives of moms and babies.

Bank of America Corporation

As a longtime supporter of March for Babies, raising more than $30 million over the past 13 years, Bank of America fields the largest March for Babies team nationwide – with more than 8,000 employees participating with their family and friends. Creative fundraising activities, strong local volunteer relationships and executive leadership are among just a few of the elements that contribute to the success of Bank of America's campaign.

Big 5 Sporting Goods

Big 5 Sporting Goods continues to play a vital role in driving the competitiveness, fun and ultimately the fundraising in March for Babies for families everywhere. Since 2000, the company has participated in March for Babies by engaging their customers through an annual in-store fundraising promotion, contributing more than $3.7 million. Customers can pick up a local March for Babies sponsor form in Big 5 stores.

Citi

The proud tradition that has linked Citi with the March of Dimes through March for Babies demonstrates their responsibility to their franchise, which calls upon Citi employees to take an active role in the communities where they work and live. In all parts of the country, thousands of Citi employees take to the streets, the shores, the mountains and the parks on March for Babies weekends and celebrate the positive effect they have made on their communities and the nation. Since 2000, Citi employees have contributed more than $32 million and have truly saved the lives of thousand of babies.

Hess Corporation

A leading global independent energy company, Hess is committed to meeting the highest standards of corporate citizenship and creating a long-lasting, positive impact on the communities in which they do business. Hess reached a huge milestone in 2010 – the company’s retail locations along the East Coast brought their 10-year fundraising total to more than $1 million. Employees engage customers by purchasing a paper cutout in support of March for Babies.

Shop, save and give back to help babies!

On Saturday, August 24, Macy’s will be hosting its 8th annual Shop For A Cause, and the March of Dimes is the exclusive national beneficiary of this one-day shopping event!

For one day only, shoppers can enjoy incredible savings when they purchase a $5 savings pass. The passes are available for purchase in Macy’s stores starting August 19 and online at macys.com on August 24. While customers take advantage of the best Macy’s savings of the year, 100 percent of the price of each pass will go to the March of Dimes to help moms have full-term pregnancies and healthier babies.

Outdoor Advertising Group

With a philosophy to provide clients with leadership, innovation, creative thinking and relevant media strategies and solutions, Outdoor Advertising Group remains the leader in providing successful out-of-home advertising programs. For the past 10 years, the company has generously provided the March of Dimes with excellent billboard and bus shelter media placements nationally, allowing billions of people to see the March for Babies message.

Procter & Gamble

Procter & Gamble's Pampers brand, the leading diaper brand in the world, supports the March of Dimes through the online “Gifts to Grow” program. Pampers Childbirth Education curriculum includes information from the March of Dimes on having a healthy, full-term pregnancy. Childbirth educators throughout the United States use the Pampers curriculum in their childbirth classes, reaching women in approximately their 6th month of pregnancy.

Publix Super Markets, Inc.

This regional supermarket chain has raised more than $35 million since the beginning of its partnership with the March of Dimes in 1995. Through the sale of paper cut-outs, the company engages customers to support the March of Dimes mission to improve the health of babies. Annually, Publix employees raise more than $3.6 million. In addition, they encourage team participation in March for Babies.

Strategic partnerships, promotions and sponsorships

National March of Dimes partnerships and most multi-market partnerships have a minimum investment of $100,000. The exact donation amount will be determined based upon the nature of the promotion, reach, benefits and expectations of both partners and other factors. Event sponsorships or partnerships have a different pricing structure.

We sometimes find that a proposal is better suited for a local program or constitutes a small fundraiser rather than a strategic partnership. The March of Dimes has 51 chapters and more than 200 offices throughout the United States and Puerto Rico. If your proposal is considered to be more appropriate for a local partnership, we will refer it to the chapter nearest you for consideration, and you will be contacted by a local representative. Any promotion that covers more than one of our chapters or is web based is considered a national partnership.

Requirements

Any company seeking a partnership with the March of Dimes must have been in business for a minimum of a year.

All companies are required to sign a contract that governs all programs, promotions, sponsorships and other strategic partnerships. Contracts protect both parties and clarify expectations.

Promotions

A minimum contribution of 10 percent of the retail price for a product or service is necessary for a program or promotion that features the March of Dimes name or other licensed marks. Additionally, a minimum guaranteed donation of at least $100,000 is required.

If your proposal involves a product, you must provide a sample. If your product is still in development, you also may provide drawings or photos.
We will not approach current partners for distribution or sale of products or services.

Education and awareness

One of the primary objectives with all marketing and cause-related marketing programs is to ensure that consumers are provided with the best maternal and infant health information and a way to contact the March of Dimes for more information. You must agree to include the March of Dimes website (marchofdimes.com) and additional agreed-upon messaging on all promotion, event and program materials to educate the public and raise awareness of our mission.

Public service announcements

If the partnership includes plans for a public service announcement (PSA), the PSA may be distributed only during a mutually agreed-upon time frame, usually from June 15 to February 15. Television PSAs must include the March of Dimes logo and verbal mention of the March of Dimes.

Spokesperson

If the partnership includes plans for an official spokesperson, the March of Dimes will need to review the plans and provide input on the selection. This is to ensure that messaging and information is accurate and consistently communicated with our guidelines.

Endorsements

The March of Dimes does not endorse specific products or brands. This must be disclosed on all packaging, advertising and promotional materials.

Guidelines

The March of Dimes operates under the Better Business Bureau guidelines for charitable giving. These guidelines require full disclosure to the consumer. In compliance with these guidelines and with applicable state laws, we require full disclosure regarding the benefit to the organization when funds are raised through a consumer purchase or promotion (e.g. $10 from the sale of each item) on all packaging, advertising and promotional materials in clear and unambiguous terms. Exact wording will be included in the contract.

Legal registration

A company that conducts a national or multi-location program or promotion with the March of Dimes may be required to register in certain states as a “commercial co-venturer.” A commercial co-venture is a relationship where a company (you) promotes a product or service and represents to the public that a portion of the proceeds will benefit a cause. If the product or service is being promoted in a state that requires commercial co-venture registration, you must file certain documents with the state’s Attorney General’s office (or other state-designated entity). The documents that must be filed vary from state to state, but will generally include registration statement and copy of the executed contract.
The March of Dimes cannot give legal advice to companies that conduct programs or promotions with us; we do advise them to seek legal counsel to ensure that they comply with these registration requirements. We also may request a proof of registration.

A healthy idea

The March of Dimes can help you establish a maternal and infant health education program for your employees. Or we can help complement your existing worksite wellness program. Our no-charge, dynamic program, Healthy Babies Healthy Business can be customized to any setting.

See also: Become a partner, Partnership Questionnaire (PDF, 301kb)

United Auto Workers (UAW)

Since 2005, the UAW, one of the largest and most diverse unions in North America, has partnered with the Big Three Automakers — Ford Motor Company, Chrysle, and GM — in a coordinated fundraising effort to support March for Babies. Endorsed by UAW President Bob King, along with top management from the automakers, this partnership has resulted in millions raised for America's babies. Union liaisons, along with representatives from management, hold key positions on March of Dimes committees and boards across the country. In addition, campaign leaders seek ways to expand their team by engaging auto dealerships and industry vendors.

WellPoint Foundation

Pregnant women in 14 states will receive prenatal services and education from the March of Dimes, thanks to a generous grant from the WellPoint Foundation. The funding supports two major March of Dimes programs: CenteringPregnancy® and Quality Improvement Initiatives Related to 39 Weeks of Pregnancy. The WellPoint Foundation is a private, nonprofit organization wholly funded by WellPoint, Inc. The Foundation focuses on strategic initiatives that address and provide innovative solutions to health care challenges, as well as promoting the Healthy Generations Program, a multi-generational initiative that targets specific disease states and medical conditions. The WellPoint Foundation is also a sponsor of the Missouri Broadcasters for Babies event.

Wells Fargo & Company

Wells Fargo participates in March for Babies in every state they do business in – with more than 2,500 employees walking each year. Over the past 11 years, employees have raised more than $18 million for the March of Dimes, consistently earning them a spot among our teams nationwide. This kind of dedication and hard work is at the core of the commitment to the communities they serve.