OVERVIEW FOR PARTNERS AND SUPPORTERS Guidelines 2013

Hundreds of thousands of girls and women around the world die every year from complications in pregnancy or childbirth, creating a rippling

effect that devastates children, families, and communities.

90% of these deaths are preventable.

And yet the UN’s Millennium Development Goal 5, which focuses on improving maternal health, remains the furthest off track.

It is possible to make pregnancy and childbirth safe for all moms,

but only if we speak up and make it a priority.

To achieve change, we must inform and engage the public so they are energized about taking action.

Maternal health is a critical need around the globe

Every Mother Counts is working to mobilize the public to bring an end to needless maternal deaths

•  Every Mother Counts is the only grassroots, consumer-facing campaign today that is working to end preventable deaths caused by pregnancy and childbirth around the world.

•  Every Mother Counts informs, engages, and mobilizes new audiences to take action to improve the health and well-being of girls and women worldwide.

EMC is a dynamic organization with a mission that will resonate deeply with consumers

Our issue speaks to people on a personal level. Everyone has a mother or mother-to-be in their lives. 60% of women recently polled stated that they want to find a way to get involved with this issue. Consumers have already responded in overwhelming numbers to our message.

Maternal health is a new, growing opportunity for consumer engagement. Unlike many issues, preventing needless deaths caused by complications in pregnancy and childbirth is an age old issue that CAN be addressed. However, it is still a largely untapped opportunity for reaching consumers, and we are the leading organization in this space. We engage our audiences in innovative ways. EMC is not your old-school development campaign. We engage consumers deeply with cutting-edge, interactive approaches such as critically-recognized videos, social media, and online forums. We focus on action. EMC aims to provide diverse and meaningful ways for our audiences to get involved and help support women and girls around the world. We make a priority to then report back to our audiences about the impact their actions are having on the lives of others.

We inspire individual actions—about 5M in 2012

•  We track our progress across two dimensions—reach and impact.

•  Reach focuses on connecting more individuals to our issue. We generate content to explain maternal health in an accessible way, launch public awareness campaigns, and encourage storytelling through social media and our partners.

•  Impact focuses on what the EMC community is able to accomplish. We track funds raised, events attended, grants awarded and policy changes achieved in communities.

We invest 100% of what we raise in programs that help mothers around the world

Bumi Sehat, Indonesia January 2012 •  Awarded to a village-based non-profit in

Bali founded by Robin Lim, 2011 CNN Hero, to support the building of a new clinic

Midwives for Haiti, Haiti Sept. 2012 •  Training the 2013 class of midwifery

students to provide skilled birth assistance to Haitian women in their own communities

Baylor Uganda, Uganda October 2012 •  Providing ~13,500 transportation vouchers

so Ugandan women can reach health facilities

Commonsense Childbirth, US May 2013 •  Supporting prenatal care and education for

low-income women in South Florida

And through these programs, we connect mothers here with mothers and providers abroad

•  Every month, EMC shares a new story with our audience about the progress of each grant.

•  Through these stories from the field, we connect the mothers who are impacted by EMC’s grants with our supporters who have helped EMC fund those grants.

•  We are providing grantees with training and technology so they can continue sharing their stories with us regularly.

We seek organizations interested in engaging their consumers on this issue and being part of the solution

What EMC brings: What we seek from partners:

•  A compelling, meaningful issue to support and to align your consumers around

•  Engaging, accessible information and regular reporting on maternal health, including stories from the field

•  A network of organizations committed to health, wellness, and human rights

•  A commitment that 100% of resources raised go to programs on-the-ground

•  A shared passion for improving the health and well-being of women and girls around the world

•  Excitement about joining EMC in leveraging these materials to spread awareness to new audiences

•  Dedication to building EMC’s community and network

•  A commitment to supporting

our grant programs that help save lives

We work with various types of organizations to create a community of respected brands that support health,

sustainability, and social responsibility

Corporate

Community/ awareness

NGOs/ health

providers

Overview

•  Company supports implementing programs through financial contributions (100% goes to programs)

•  Provides marketing and publicity resources to support EMC education and outreach to company’s customer base and the public

Category

•  Organization launches specific campaigns benefiting EMC awareness and fundraising goals

•  Provides audiences with EMC content and encourages them to take action

•  Organization includes EMC in outreach efforts (e.g. campaigns, PR, social media) to community, patients, etc.

•  If relevant, disseminates information at physical locations

Example partners

Partnership structure Outreach channels Example partners

•  EMC compilation CDs sold in retail locations and online during May

•  $8 per CD donated to EMC

•  Info about EMC, maternal health on CD inserts

•  Retail and online footprint

•  Line of products (incl. baby carriers) where CTB is guest designer, chose a print sourced from Africa

•  10% of sales donated

•  Information about EMC and issue on product packaging

•  Press releases, online •  Interviews

•  EMC running collection for NYC marathon, fundraising prize for other races. 40% of proceeds donated

•  Runners (official apparel for the marathon)

•  Donations linked to sales of children’s and nursery line of wall art

•  10% of sales donated in May and Dec, 6% of sales in other months

•  Press releases, online presence

•  Minted CEO personal network

Our corporate relationships take many forms and utilize different outreach channels

•  EMC one of the charities on the CM smartphone app, which enables users to raise money for EMC whenever they run, bike, or walk

•  Smartphone app users •  Runners •  Online presence

We structure corporate relationships based on contribution and commitment levels from both sides (1/2)

What the COMPANY provides…

•  Financial commitment

•  Recognition of EMC on website

•  Inclusion in relevant PR/ marketing campaigns, events for company

•  Dedicated social media support to educate audience and encourage them to support EMC campaigns

•  Dedicated PR/ comms support to share EMC’s work with audience

•  Planning capacity for specific

campaigns/ initiatives

Supporter Associate Partner

Partner

$25K+ ($10K if org has <$5M revenue)

$100K+ ($50K if org has <$25M revenue)

$500K+

✔! ✔! ✔!

✔! ✔! ✔!

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We structure corporate relationships into levels based on contribution and commitment from both sides (2/2)

✔! ✔! ✔!✔! ✔! ✔!

✔! ✔! ✔!

✔! ✔!

✔! ✔! ✔!

✔! ✔!✔! ✔!

•  Recognition on website

•  Compelling content, storytelling

•  Inclusion in relevant EMC campaigns and initiatives

•  Social media support •  Planning capacity for initiatives

•  PR support (e.g. press releases)

•  Founder involvement (CTB)

What EMC provides… Supporter Associate Partner

Partner

✔ = possible but limited

Though each collaboration is unique, we follow a set of general guidelines for all

•  We believe that the most successful partnerships include founder/ CEO engagement to ensure that values and missions are aligned

•  Each company will follow EMC’s guidelines on brand and logo usage and EMC-owned photos related to maternal health

•  Company and EMC will jointly agree on content and appearance of all marketing and comms materials, e.g. releases, promotions

•  Partnerships cannot involve explicit product endorsements, per 501(c)(3) guidelines, from EMC or from founder Christy Turlington Burns

•  Company and EMC will keep each other regularly informed of progress. EMC publishes an annual report. Company will provide EMC quarterly updates on progress (e.g. funds raised, awareness reached)

Smaller organizations who want to support EMC can join EMC’s ambassador program

Who can become an EMC ambassador? Individuals and/or small businesses who would like to join EMC’s community and support EMC’s awareness initiatives (e.g. through events, campaigns) but are unable to commit to specific donation amounts as outlined in this document.

Thank you so much for your interest in supporting EMC! Please contact us at partnerships@everymothercounts.org for more information.

What is an ambassador’s role? Ambassadors support EMC in its mission to increase awareness about maternal health by sharing EMC’s content and initiatives with their community and customers. They also contribute funds to support EMC’s grant programs. How is being an ambassador different from a corporate partner/ supporter? EMC created this program to provide an open door for individuals and small business to contribute what they are able. Though EMC is unable to commit to communications or marketing support for ambassadors, EMC can provide compelling content and storytelling to support them in spreading awareness.