Nonprofit Advertising News


Well-Known Brands Partner With Nonprofits To Increase Mother’s Day Outreach

May 5, 2021 Erin Sweeney

Shutterstock_705175846 Lovely daughter touching mother's pregnant belly. Happy little girl feeling baby at mother tummy and awaiting the birth of her little brother. Pregnant mother relaxing on sofa with her cute daughter.

To share their missions and increase awareness of maternal and infant health challenges around the world, nonprofits Every Mother Counts and The March of Dimes are partnering with popular Mother’s Day gift brands, Macy’s, Farmgirl Flowers, John Hardy, Minted and The Honest Company. When a nonprofit partners with brands that align with its values, it can be a win-win for both entities. A successful partnership can substantially increase organic reach, raising awareness for the cause, driving donations for the nonprofit and increasing brand loyalty for the brands supporting it. 

Every Mother Counts X John Hardy, Farmgirl Flowers & Minted

Every Mother Counts (EMC) is a nonprofit founded by Christy Turlington Burns in 2010 to improve access to maternity care for mothers around the world. The nonprofit uses digital storytelling, video and statistics on its online platform to raise awareness around the issues of maternal health and childbearing. This Mother’s Day, EMC is also partnering with brands that are donating a portion of their Mother’s Day gift sales to EMC. The Every Mother Counts Mother’s Day Collection landing page links to the ecommerce platforms of its brand partners. EMC states that it partners with brands who “share their mission,” and EMC encourages buying Mother’s Day gifts from these partner brands to “help support our ability to raise more awareness, give more grants, change more policies and mobilize more communities on behalf of women around the world.” Partnering with brands John Hardy, Farmgirl Flowers and Minted extends the reach of the EMC online platform, and it helps the brands acquire new customers. 

John Hardy Aligns With The Mission Of Every Mother Counts

John Hardy, a luxury jewelry company featuring jewelry inspired by and created in Bali, is dedicating 20% of revenue from sales of its birthstone jewelry during the month of May to Every Mother Counts. The John Hardy website includes a dedicated section for its Mother’s Day collection, shares the mission of EMC and lists statistics on maternal health challenges. John Hardy announced its support for EMC in a blog post and on its social channels. John Hardy supports community development in Indonesia, showing an alignment with the mission of Every Mother Counts. 

Farmgirl Flowers Creates Unique Bouquet For Every Mother Counts

Farmgirl Flowers, an ecommerce florist that delivers to 48 U.S. states, is dedicating $10 to Every Mother Counts for each With Heart bouquet sold during the month of May. The Farmgirl Flowers landing page for EMC provides shoppers with the mission of the nonprofit. 

Minted Donates 100% Of Profits From Custom Line To Every Mother Counts

Minted, an ecommerce marketplace for artists and designers, created a line of products to support Every Mother Counts, donating 100% of profits from the custom line to EMC. The Minted landing page for the partnership features customizable puzzles and aprons plus fine art and information about EMC’s mission. Minted also published a post about the partnership, on its blog and social channels, telling the story of a team of Minted designers who accompanied members of EMC to Guatemala to visit a traditional midwife clinic supported by the nonprofit. Storytelling can demonstrate the values of a company and make connections with consumers.

March of Dimes X Macy’s & The Honest Company

The March of Dimes, a nonprofit founded in 1938 dedicated to improving the health of mothers and babies, announced its It Starts With Mom campaign for Mother’s Day. The campaign’s advertising includes social media posts, live virtual events and partnerships with Macy’s and The Honest Company. March of Dimes also created a Meet Our Partners page on its website to honor the companies that are “collaborating with March of Dimes, giving their customers and employees new ways to support our cause.” 

Macy’s Continues Partnership With March Of Dimes

Macy’s has partnered with the March of Dimes for 20 years, raising more than $30 million for the nonprofit across the two decades. The company’s ecommerce platform homepage encourages donations to the March of Dimes in honor of Mother’s Day. To make giving to the cause easy, customers can add a donation to their digital shopping carts in amounts from $1 to $100. Macy’s also shares stories of families who have been helped by the March of Dimes on its microsite for the cause. 

The Honest Company Emphasizes Brand Purpose With March Of Dimes Campaign

The Honest Company features products for babies and moms that are safe and sustainable. The company’s purpose, “making happy, healthy lives possible for more people everywhere,” has a strong alignment with the March of Dimes mission to improve the health of moms and babies. The Honest Company created a landing page to bring awareness to the March of Dimes It Starts With Mom campaign. On the page, the company announced its pledge to donate $100,000 to the cause, encouraging its customers to donate and purchase Mother’s Day pregnancy skin care and beauty bundles to support the March of Dimes. 

Brands and retailers have well-established channels, including sophisticated online platforms and social media accounts with strong follower bases, that they use to reach and engage their customers. When nonprofits partner with brands, the nonprofits often gain access to the brands’ audiences, allowing the nonprofits to raise awareness for their causes and drive donations. Brands also benefit from the reach of the nonprofits and the increased brand loyalty from customers who share their values. 

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About the Author

Erin Sweeney

Erin Sweeney is a freelance writer and professional educator. Throughout her 12 years of experience in secondary education, she has taught advanced composition, business communications and research methodology. Erin has a keen interest in psychology and the science of motivation. She received her Bachelor of Arts Degree in English Literature from Saint Anselm College and a Master’s in Education from Plymouth State University. Through research and writing, Erin contributes to DMS Insights with informative articles surrounding the digital and performance marketing industries.

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