#Donate with GoodWorld to Give Back to Your Favorite Causes


With GoodWorld, you can instantly give to causes you care about using social media using #donate. See which charitable organizations The Motherhood’s bloggers are supporting this season.

With the season of giving upon us, The Motherhood is working with an incredible organization, GoodWorld, that’s making charitable donations easier than ever. With GoodWorld, you can use “#donate” to instantly support causes you care about using social media.

On Facebook, you can contribute by commenting “#donate” with a dollar amount on a participating charity’s Facebook page/post (for example, “#donate $20”). On Twitter, simply tweet “#donate” with a dollar amount and tag the nonprofit’s Twitter handle. If you’re a first-time donor, you will receive a one-time link to register with GoodWorld and complete your donation.

We’re working with an amazing and generous team of bloggers who will be donating to select causes during GoodWorld’s 12 Days of Giving campaign which runs between December 12 and 23, 2015. Read more about the 12 Days of Giving here.

Each day during the 12 Days of Giving, The Motherhood will make a $100 donation on behalf of each of our GoodWorld bloggers to her charity of choice. Read on to learn which organization each of our bloggers is supporting and why, and check back for daily updates.

Dec. 12:

Organization: Feeding America. Blogger: Michelle, Our Three Peas.

“Feeding America is a charity close to my heart. Growing up with a single mom, we often struggled with having enough food to eat. Now that I am a mother, and my kids are always blessed with plenty to eat, I want to do my part in helping out families that wonder if they can afford dinner for their children, and supporting charities like Feeding America is a great way to do that!”

Dec. 13:

Organization: Care USA. Blogger: HilLesha, Welcome To The Motherhood.

“Poverty, homelessness, and hunger have always tugged at my heartstrings. That’s why my heart jumps in joy and happiness when programs like Care USA are striving to make a difference in others’ lives.”

Dec. 14:

Organization: Wildlife S.O.S. Blogger: Tiffany, Stuff Parents Need.

“My children are fascinated by big cats (cheetahs are their favorite!) and I wanted to support an organization that will help ensure that animals of the world that light up children’s eyes will continue to thrive.”

Dec. 15:

Organization: No Kid Hungry. Blogger: Jenn, Jenn’s Blah Blah Blog.

“I love No Kid Hungry, it is one of my favorite charities. No Kid Hungry takes the necessary steps to end childhood hunger in the U.S. and it feels good to know I’m helping make a difference with such an important issue here at home. When I donate to No Kid Hungry, I do my part to putting an end to childhood hunger, because no child should have to wonder where their next meal is coming from. No Kid Hungry gets about 10 meals out of your $1 donation, so no donation is too small. Even the change in your car will help a child eat! It feels good to contribute to such an important problem we face here in the U.S. Plus I can donate to help here in my local community, or donate and help children from all over the U.S. get some nutritious food.”

Dec. 16:

Organization: Pile of Smile. Blogger: Ida, Second Chances Girl.

“I believe that individual expression through art is the biggest freedom we can give our children. If my child’s art will bring a smile to a sick child, then bring on the paint and canvases!!”

Dec. 17:

Organization: Feeding America. Blogger: Annie, Motherhood and More.

“Nobody should go hungry in a country with ample amounts of food, especially children. I chose Feeding America because their mission to provide this basic need for families and individuals is one that all people can get behind.”

Dec. 18:

Organization: Save the Children. Blogger: Annie, Mama Dweeb.

“Save the Children is on the ground in the middle of crisis situations. I admire how hard volunteers work to meet the needs of families and children when they need help the most.”

Dec. 19:

Organization: The Stephen J. Wampler Foundation. Blogger: Jessica, Eat.Sleep.Be.

“The Stephen J. Wampler Foundation grabbed my heart almost immediately. Having spent every summer of my childhood at camp, and being the sibling of a special needs child, I can truly understand the magic of giving children with physical disabilities a way to enjoy ‘Camp Wamp’ and the great outdoors.”

Dec. 20:

Organization: Feeding America. Blogger: Jessica, A Parent in America.

“Childhood hunger and the food banks that help to eradicate it are causes that I am passionate about serving. That is why I support Feeding America, the network of food banks that feed 46.5 million Americans in need and provides crucial food security for struggling families.”

Dec. 21:

Organization: No Kid Hungry. Blogger: Crystal, Simply Being Mommy.

“Having three children of my own, I can’t imagine what it would feel like to know my babies were hungry but not have any food to offer them. I’m teaching my children at a young age that there is so much joy in paying it forward and meeting a need for a total stranger.”

Dec. 22:

Organization: Feeding America. Blogger: Ellen, Confessions of an Overworked Mom.

“When my kids were tiny, we had a few very difficult months where we relied on help from our local food shelf. Feeding America helps the food shelves that help so many people in need. I promised that when I could, I would help others in need.”

Dec. 23:

Organization: No Kid HungryBlogger: Stephanie, A Grande Life.

Childhood hunger is a problem affects 1 in 5 children across the U.S. No Kid Hungry works to ensure that every child in the U.S. has access to healthy food no matter where they live, where they learn or where they play.

Giving back has never been easier. Check out the list of GoodWorld’s participating nonprofits here, and tell us in the comments: which organization will you #donate to this season?



The Motherhood & Rinovum Women’s Health Earn AMA Marketer of the Year Award

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The Motherhood team and one of our clients, Rinovum Women’s Health’s The Stork, were honored at the 9th Annual American Marketing Association (AMA) Marketer of the Year Celebration in Pittsburgh on December 10. The Motherhood campaign with The Stork OTC won in the media category for Pittsburgh’s AMA Marketer of the Year!

As Western Pennsylvania’s premier, results-based marketing award, the AMA Marketer of the Year recognizes and honors the very best marketers from both brands and agencies for their creative work, excellence and success in 10 categories, as well as the Grand Marketer of the Year.

In total, 11 winners were recognized for their marketing and advertising work in categories such as retail, financial services and nonprofits.

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The Motherhood’s Co-Founder, Cooper Munroe, Rinovum Women’s Health CEO & President, Steve Bollinger, and Denise LaRosa, host of Mom Talk with Denise LaRosa

Congrats to all of the Pittsburgh companies that were honored by the AMA for their outstanding work!

Power of Clean Influencer Campaign Helps Deliver 126,000 Days of Clean Drinking Water


In 2015, The Motherhood executed a campaign supporting the P&G Children’s Safe Drinking Water Program, where 20 bloggers initiated a conversation about Procter & Gamble’s (P&G) “Power of Clean” and drove video views, helping to deliver a donation of 126,000 days of clean water to children in developing countries.

Power of Clean

Credit: Life Rearranged

The Motherhood was tasked with developing an online influencer strategy to raise awareness of the P&G Children’s Safe Drinking Water Program and help drive views of a branded video, which, when shared, would trigger donations of clean water. Specifically, P&G wanted to highlight a water purification technology that P&G scientists invented, called the P&G Purifier of Water packet, and the work that P&G is doing to provide clean water to those who need it around the world.

Leveraging a hand-selected influencer team composed of 20 bloggers, The Motherhood executed a blog and social media tour, Twitter party and participation in a Thunderclap initiative on behalf of P&G.

The distribution of 20 P&G water purification kits to The Motherhood’s team of influencers resulted in 20 video demonstrations of the P&G technology, 20 blog posts and more than 2,000 social media posts, garnering more than 55 million total impressions. In addition, the team joined nearly 300 participants online for a one-hour Twitter party hosted by The Motherhood, delivering approximately three times the average number of Twitter party impressions with 38,015,664.

In addition to implementing a successful blog and social media program to grow awareness of the P&G water purification technology, the blogger team donated their voices and efforts to the #PowerofClean Thunderclap effort, growing the reach of the initiative to nearly half a million and helping to achieve 107% of the original participant goal.

If you’re interested in developing a creative campaign in partnership with The Motherhood, email us at contact@themotherhood.com.

Top photo credit: Allison, All of the Boys

Client Spotlight: Find Your Holiday Gifts at Barnes & Noble

Photo source: Barnes & Noble

Holiday shopping is full steam ahead, with more than 151 million shoppers over Black Friday weekend and $3 billion in sales for Cyber Monday (an increase of 12 percent from last year!). But before you finish your holiday shopping, read on to see the unique and creative holiday gifts found at Barnes & Noble this season!

We’re excited to work with Barnes & Noble to share some of the most unexpected holiday gifts that can be found in their stores nationwide. While the bookstore is well-known for its amazing and broad collection of classic and best-selling reads, there is so much more available beyond the book! Whether you’re searching for the perfect holiday host/hostess gift, toy ideas for your nieces or nephews or last-minute stocking stuffers, Barnes & Noble has it all.

Not only does the bookstore serve as a one-stop shop for your holiday shopping needs, it’s also a great place to enjoy the season with your family through in-store, family-centric events. The events range from book signings and Elf on the Shelf Adoption Days to How the Grinch Stole Christmas Story Time and various other children’s book readings. Check the online store finder to see what exciting events are happening near you!

The Motherhood team is using Barnes & Noble to give creative gifts this year. And to inspire your holiday shopping, here are some of our favorite gift ideas from their online gift guide:


“I’m picking up a couple of the Fair Isle Chunky Cable Knit 100% Cotton Throws. They look so cozy, and will be a perfect gift for several people on my list. I think I may also pick up an extra one as a grab bag gift!”
-Brittnee H. 


“I was excited to see Barnes & Noble offered a great selection of vinyl records! I can’t wait to gift my friend with Adele’s newest album, 25.”


“I’d love to gift my cousin and her husband with the “Our Q&A a Day: 3-Year Journal for 2 People.” They were just married in October and I think this would be a fun, creative gift for the newlywed couple to enjoy!”


“After working with Barnes & Noble on our gift guide for the blogger campaign, I was inspired to visit my local store (in downtown Seattle) to kick off my Christmas shopping. I bought several gifts, notably the Buddha Board for a friend of mine who has been stressed at work, so it was a successful trip!”

“I love the Buddha Board and already got it for two creative and artistic people on my list!”


“The Star Wars X-Wing Force Awakens Core Set looks like something my husband would love! He’s a Star Wars fanatic (we bought our tickets for opening day two months early) and he could add this to his collection of figurines he keeps in our living room!”


“I would love to gift my nieces The Polar Express and take them to the special reading event! It was one of my favorite books growing up and reading time is one of their favorite activities.”

0756619002415_p0_v2_s550x406“This Snap Circuits Jr. set is perfect for my nephews! They’re so curious and love to create, so this is the perfect gift to keep them occupied during snow days this winter.”
-Brittney C.

And remember, Barnes & Noble has items that go beyond the gift guide that could still be perfect for your friends and family. Emily of The Motherhood’s team said, “I love the ‘Awesome Gifts for Makers’! My daughter is a maker and loves new tools and gadgets and ways of building things, so this mix of gifts is just perfect for us. Out of all the terrific options, I’m getting her the LittleBits Deluxe Kit. She’s going to adore it. Thank you, Barnes & Noble!”


What’s on your shopping list this year?

Top photo credit: Barnes & Noble

Blogger Spotlight: Tésa from 2 Wired 2 Tired

Raised By Culture

We’ve had so much fun this year recognizing some of the outstanding bloggers we get to work with each and every day! To wrap up the 2015 Blogger Spotlights, we want to introduce you to Tésa of 2 Wired 2 Tired. Tésa has been blogging with The Motherhood for years, and we absolutely love working with her.

Read on to see her wise advice for new bloggers, what she loves to do in the wintertime and what she’ll be baking up for the holidays.

Say hello to Tésa by tweeting her at @2Wired2Tired!


2 Wired 2 Tired

Check out all of the bloggers that were featured throughout 2015 by visiting our blog: http://www.themotherhood.com/blog/category/blogger-spotlight/.

This Giving Tuesday, Dance to Help Eradicate Polio

giving tuesday

Dance to help end polio and support access to vaccines this Giving Tuesday with #ShotatLife.

On Tuesday, December 1, 2015, The Motherhood will be celebrating the fourth annual Giving Tuesday (#GivingTuesday), a global day designed to support giving and philanthropy.

This year, we are working with United Nations Foundation’s Shot@Life campaign to champion vaccines – specifically, the polio vaccine – as one of the most cost-effective ways to save the lives of children in developing countries.

Did you know that we are 99% of the way to eradicating polio all together? In 1988, there were 350,000 cases of polio in 125 countries. Today there are 51 cases in two countries: Afghanistan and Pakistan.

Eradicating polio will have a long-lasting impact: it will generate savings of $50 billion over the next 20 years, and the expertise, infrastructure and personnel are already being applied to address other health challenges.

Can You Feel The Beat…To Beat Polio?

To support the cause, we’re encouraging you to dance to end polio. Why dancing? Polio is a viral illness that causes paralysis and impedes the ability to move, walk and dance. As long as it exists anywhere, it’s a threat to children everywhere. This Giving Tuesday, let’s join together and dance to raise awareness of the need to end polio once and for all!

It’s easy to get involved on Giving Tuesday:

  1. Dance. Create a fun, short GIF or video involving your kids, other family members and/or friends dancing to create a polio-free world (to create GIFs, check out Boomerang).
  2. Share. Then, share your GIF or video on social media using the hashtags #ShotatLife and #GivingTuesday, and tag your friends to encourage them to do the same.
  3. Donate. Consider donating a small amount to support polio vaccines for children globally. You can donate here: www.ShotatLife.org/Donate.

Won’t you dance with us this Giving Tuesday and help end polio?

Why It’s Important to Know Search Trends for Thanksgiving

search trends for Thanksgiving

Marketers, especially food brand marketers, should take note that the holiday responsible for the highest number of recipe searches is upon us: Thanksgiving! The Motherhood team was interested in exploring search trends for Thanksgiving and made a number of delicious discoveries.

Perhaps unsurprisingly for a holiday focused on food, Thanksgiving generates the highest number of online recipe searches compared to every other holiday. But knowing exactly when holiday searches spike can be beneficial for putting your brand in front of users most interested in your content at the most opportune time. For example, in this case, the data reveals a certain amount of procrastination when it comes to meal prep — searches for Thanksgiving recipes peak on Thanksgiving Day! But few advertisers implement marketing tactics for the actual day of the holiday, when doing so could potentially lead to significantly increased visibility and last-minute ingredient purchases.

Suggested Strategy #1: Solicit Evergreen Branded Content

When it comes to holidays like Thanksgiving, evergreen content is key. Creating branded content focused on holiday events will live on in search and social platforms.

According to Google Trends, searches relating to “Thanksgiving side recipes” have increased by 400 percent this month, and searches related to Thanksgiving desserts, recipes and easy recipes have increased by 250 percent this month. Unless users filter searches to include specific dates, then branded blog posts, reviews and recipes from previous years will appear in current searches. That is a huge opportunity for brands to be seen again and again, year after year.

pie doodle

Suggested Strategy #2: Use Targeted Tactics

Using the available data and knowing where and when to focus your marketing tactics will help you leverage search trends for Thanksgiving to make your campaigns successful.

Curious what consumers are looking for in different areas of the country? Google has segmented the most popular Thanksgiving preparations by U.S. regions, based on search volume. Brining the turkey is most popular of searches, especially in the Northeast. For the South, it’s frying, and for the Midwest, smoking the turkey methods are most searched.

In the dessert category, it’s no surprise that pumpkin pie holds the title of top searched pie recipe across the country. And the day after Thanksgiving, searches related to desserts and what to do with leftovers spike. In fact, searches for “leftover recipes” hits an all time high three days after Thanksgiving each year!

Social platforms require targeted approaches, as well. For example, Pinterest reported that Thanksgiving pin trends for 2015 include painted pumpkin centerpiece decor and new takes on classic Thanksgiving dishes — both trends that brands could piggyback on at the right time for high exposure.

A Look at the Facebook Data

During the weekend before Thanksgiving, The Motherhood tracked the increased Facebook conversation around planning for the holiday, and we found some insights through anonymous topic data:

  • States most active in Thanksgiving cooking discussions: Texas, California, Florida, Georgia and New York
  • State with the most men talking about Thanksgiving cooking: California
  • Most popular topics: Dinner, dessert, turkey, family, and cocktails
  • Video was the most popular media type for posts about dessert and cocktails
  • Most popular links were related to recipes and activities
  • Most used creative hashtags: #MoreButter, #ButterMakesEverythingBetter, #AllAboutThatBaste and #MonsterThanksgivingRecipes

Is your brand or blog aware of and taking advantage of these search trends for Thanksgiving?

We hope you enjoy a Thanksgiving full of good food (inspired by these great trends), friends and family!

Find Unexpected Gifts This Holiday Season at Barnes & Noble

Barnes & Noble

We all know and love Barnes & Noble as a bookseller, but it’s also a fantastic one-stop shop for creative holiday shopping. In addition to books, you can find toys, games, technology, music, collectible items and more. Check out this gift guide for inspiration, or visit the online gift guide to search for the perfect items for your friends and family members:

Art of Creative Gift-Giving_Blogger Gift Guide_FINAL_LRG

As if you need other reasons to drop into Barnes & Noble, you can also find in-store events through November and December. Click here for specific details in your local area, and see this events calendar for an overview of events the whole family will enjoy:

Blogger Guide to In-store Holiday Events at B&N_FINAL_LRG

The Motherhood is working with Barnes & Noble on a blog and social media campaign this holiday season. All thoughts and opinions are our own.

PR News’ Measurement Conference: How to Turn Data into Meaningful Insights

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Earlier this week, The Motherhood team attended PR News’ Measurement Conference in Chicago to dig deeper into the topic of measurement and how to create an effective and accurate strategy that determines campaign successes. A number of prominent speakers from the world’s top brands and agencies shared valuable insights on how they measure PR and social media campaigns and create the case for C-level executive support.

Throughout the day, the biggest recurring theme was: turning data into insights is crucial to a measurement strategy. Here’s a look at some of our key takeaways from the event:

When Your Goals Are Clear, Your Results Are Clear

Before you begin a campaign, spend time discussing the desired results and clearly define goals and performance indicators. Also be sure that standard measurement practices are in place. Ask yourself which target audience you want to reach, what success looks like, and which key performance indicators (KPIs) can be used to measure success. Doing so will lead to shared understanding across the board and better reporting.

Invest in People, Not Software

Each day there is a shiny new platform for social analytics or influencer engagement, and these tools can be great for tracking and reporting success. However, they need to be supplemented with expertise in order to turn facts into insight. Creating or hiring a team that can communicate real analytics and insight from the mounds of data collected will lead to greater success.

Actionable Insights Move the Needle

Create a system of measurement that resonates with your team. Always ask “so what?” when reporting metrics, to move from simply reporting vanity metrics to reporting on outcomes with context. This process will help create informed data, which then leads to more actionable and insightful results.

Check out the #powerofPR hashtag on Twitter for insights and conversation shared during the conference.

Want to find out firsthand how The Motherhood creates valuable insights from campaigns? Let’s work together!

A Life-Saving Step: Early Cancer Detection Starts with BRCA Genetic Testing

BRCA genetic testing

Learn about early breast and ovarian cancer detection through BRCA genetic testing for mutations in the BRCA1 and BRCA1 genes.

Did you know that 1 in 8 U.S. women will be diagnosed with breast cancer at some time in her life, and 1 in 75 women will be diagnosed with ovarian cancer in her lifetime1, 2?

By now, many of us are familiar with the BRCA1 and BRCA2 genes, and aware that mutations in these genes are hereditary. Angelina Jolie has helped shed light on the importance of early detection of these gene mutations following her decision to have a preventive, bilateral mastectomy and remove her ovaries and fallopian tubes.

However, even if you don’t have a family history of breast or ovarian cancer, you can still carry the BRCA mutation. Recent studies show that 50 percent of women with BRCA mutations have no substantial family history of breast or ovarian cancer.3

“I believe that every woman should be offered testing of BRCA1 and BRCA2 at about age 30 as part of routine medical care,” says Dr. Mary-Claire King, the scientist who disccovered the BRCA genes. “About half of women who inherit mutations in BRCA1 or BRCA2 have no family history of breast or ovarian cancer and have no idea they are carrying cancer-causing mutations. Most of inherited breast and ovarian cancer can be prevented, if mutation carriers know who they are.” (Read more here.)

The Motherhood worked with Veritas Genetics to make early BRCA gene detection a reality for a select group of bloggers interested in genetic testing.

Developed by leaders in genomics, Veritas Genetics’ myBRCA kit is a non-invasive genetic screening test for the BRCA1 and BRCA2 genes. For everyone who gets tested using the myBRCA test, Veritas Genetics provides genetic counseling to help them interpret results.

Three bloggers from The Motherhood network explained their decision to get tested for the BRCA genes, and described their experience in their blog posts:

When you take the myBRCA test, Veritas donates a test to a woman in need. Should you test positive for a BRCA gene mutation, Veritas Genetics will provide up to four free myBRCA tests for your immediate family.

The goal of the myBRCA at-home test is to help save the lives of those for whom breast or ovarian cancer are likely and potentially preventable.

More information about the myBRCA test and Veritas Genetics can be found at www.veritasgenetics.com.

Tell us, would you consider undergoing BRCA genetic testing?


1 National Center for Biotechnology Information

2 National Cancer Institute


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