Multi-platform pregnancy and parenting brand, The Bump, recently announced the launch of a unique new Charity Registry Program, which will be integrated across all of its digital platforms, including their Bump Pregnancy and Bump Baby smartphone apps. The program will allow expectant mothers to register for select charities in place of, or in addition to the usual baby clothes and milk bottles. The revolutionary program, which is being powered by CrowdRise, will allow users to create a charity registry to which friends and family can donate. At launch the featured charity will be the nonprofit organisation Every Mother Counts, which is dedicated to helping make pregnancy and childbirth safe for mothers in developing countries. As an added incentive, donators will also be given examples of what their specific donation will be used to achieve.
The program will allow expectant mothers to register for select charities in place of, or in addition to the usual baby clothes and milk bottles
Rebecca Dolgin, The Bump's editor in chief, said that they're finding that their users “Want to give back,” and they are “Thrilled to launch a charity registry concept in the pregnancy space that up until today has only been incorporated into wedding registries.” She adds that she believes they have found the perfect partner in Every Mother Counts, highlighting “The startling fact that 289,000 girls and women die each year around the world due to pregnancy and childbirth related complications.”
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Christy Turlington Burns, founder of Every Mother Counts, agrees that the partnership will be a mutually beneficial one. She said "Every Mother Counts is always looking for creative ways to raise awareness about the need to improve maternal health to better ensure safe deliveries and link women around the world to critical maternity care." She sees the partnership with The Bump, which reaches millions of mums and mums-to-be every year through their website, smartphone apps and The Bump local guide, as “The perfect opportunity to link mums not only to critical maternity care, but to one another as well.” She adds that they are grateful to be “The first charity partner for their newest baby registry feature,” and feels that together, they can help “Make pregnancy and childbirth safe for every mother."
The Bump will be encouraging mothers to share their best parenting and pregnancy advice on social media with the #BumpItForward hashtag
As well as the new registry program, The Bump has also declared October as “Bump It Forward” month, throughout which they will be giving a donation to Every Mother Counts for each download of The Bump Pregnancy and Bump Baby apps, through which users will also be able to create and manage their charity registry. Additionally, The Bump will be encouraging mothers to share their best parenting and pregnancy advice on social media with the #BumpItForward hashtag, a movement to which celebrity mothers such as Ali Landry and Hilaria Baldwin have already shown active support. As a further incentive, any users who successfully refer three friends using the smartphone apps, which are available for iOS and Android devices, will be entered into a prize draw to win a $2,000 gift card for Babies 'R' Us, the infant-centric arm of renowned retailer Toys 'R' Us.
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK. He's not particularly keen on children, but is constantly being told he'll like his own. This remains to be seen.