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March of Dimes was originally just the name for the charity walk sponsored by the foundation. An original radio ad asked listeners to donate just a dime to help the cause. The organization soon began to be known by its event, and its name was eventually officially changed.
March of Dimes used Infocision Management Group (IMG) for fundraising telemarketing. IMG raised $7.4 million and were compensated $3.1 million (42 cents of ever dollar raised), netting March of Dimes $4.3 million (58 cents of every dollar). The organization also used Advanced Business Technology for telemarketing.