Kingsdown celebrates centennial with charity
By David Perry -- Furniture Today, November 2, 2003
At The Market — Kingsdown is celebrating its centennial next year with a broad social marketing initiative that will benefit the Children's Miracle Network hospitals.
Participating consumers who get a DormoDiagnostics profile will be recognized with donations to the hospitals in their names. The manufacturer also is sponsoring a number of other fundraising events throughout the year.
Kingsdown officials say they want to help needy children rather than put the focus on themselves during the centennial year celebration.
"Instead of simply erecting a plaque, Kingsdown is marking our 100th anniversary by inviting consumers to join us in raising substantial funds for children who need comfort and help," said Eric Hinshaw, Kingsdown's chairman and chief executive officer. "Every consumer who participates will increase the amount of the contribution Kingsdown makes to the Children's Miracle Network hospitals nationwide. Kingsdown will make a donation in the name of each consumer who takes two minutes for a DormoDiagnostics profile."
To participate, consumers must visit a selected dealer location to complete the DormoDiagnostics assessment, which will determine the best Kingsdown sleep system for them.
Participating consumers will automatically be entered in a sweepstakes that will feature a variety of prizes. Stores also will be offering limited-edition Kingsdown Miracle Kids nightshirts, with all profits going to a local Children's Miracle Network hospital.
The activities build on Kingsdown's annual donations to the Duke Children's Hospital & Health Center, including a $100,000 contribution by the company this year. The Durham, N.C., hospital is one of 170 nonprofit Children's Miracle Network hospitals nationwide that treat a total of 17 million children each year.
Kingsdown's Miracle Kids Campaign also includes an October 2004 golf tournament in Pinehurst, N.C., with all proceeds donated to Duke Children's Hospital & Health Center.
In addition, all five Kingsdown plants across the country will hold fundraisers.
"Our goals are to help Children's Miracle Network while introducing new consumers to DormoDiagnostics," said Pat Flippin, Kingsdown's president and chief operating officer. "We'll be making an important difference in children's lives while helping people sleep better."
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