March of Dimes to refocus on gaining corporate support

NEW YORK: The March of Dimes (MoD) became the latest charity to channel its messaging efforts on the corporate sector last week by appointing Robert Lucas to the newly created position of VP of corporate relations.

NEW YORK: The March of Dimes (MoD) became the latest charity to channel its messaging efforts on the corporate sector last week by appointing Robert Lucas to the newly created position of VP of corporate relations.

Lucas will spearhead the MoD's efforts to spread its message through partnerships with private businesses by targeting employees of various partner companies. Lucas said they are now easier to reach because of advances in technology.

"Whereas in the old days you visited a workplace and had 10 people come to the cafeteria to hear your presentation, today, with intranets and such, you can reach all the people with the click of a button," he said.

Lucas was director of national sponsorships and promotions with the MoD from 1987 to 1997. He spent the past five years as VP of corporate relations for the American Cancer Society (ACS), Eastern division.

The MoD joins a growing list of charitable organizations exploring new ways to spread their message, specifically by teaming up with corporations. The American Heart Association hired Cone earlier this month to help nurture corporate relationships, and Lucas noted that the ACS had also taken a renewed interest in the practice, brought on largely by dwindling donations and smaller budgets.

Founded in 1938, the MoD is the world's leading voluntary health agency focused on preventing birth defects.

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