• by Tanya Gazdik , February 6, 2011

Newman's Own has entered a year-long partnership with VolunteerMatch which rewards volunteers with coupons for Newman's Own products.

The alliance, "Nourish the Good," has a dedicated Web site. Registrants receive $3 off any Newman's Own product. During the month of April and in support of National Volunteer Week, which runs April 10-16, Newman's Own will provide a free product voucher for each new volunteer who commits to make a difference in 2011.

The program also encourages each new volunteer to pass the offer along to five friends. Those friends, in turn, are also asked to help spread the word to five more acquaintances. A primary goal of the program is to make it easier for active volunteers to engage their social networks, and ultimately, to inspire even more community involvement. All people who register to volunteer for a project will receive the Newman's Own product offer.

Marketing for the initiative will focus on social media, PR and word of mouth, according to a spokesperson. VolunteerMatch will reach out through email, newsletters and social media with their two main audiences, volunteers and non-profits.

"Volunteers cover a wide spectrum of consumers," says the Newman's Own spokesperson. "Within that broad category, younger consumers will be exposed to the Newman's Own effort. Younger consumers continue to be important to the Newman's Own brand and the desire is to connect with them on fundamental priorities, of which 'giving back' is key. Newman's Own can become relevant through this category of consumers in doing good, and doing good through food."

Last year the VolunteerMatch network supported more than six million visitors and over 75,000 participating organizations. The free service makes it easy for individuals to find a volunteer opportunity based on their location, interest or skill.

Westport, Conn.-based Newman's Own, founded by Paul Newman in 1982, has a companion foundation that has donated more than $300 million to thousands of charities. The foundation reached the $300 million mark in November 2010, when the company awarded $1.4 million in grants -- $100,000 each to 14 different charities from an array of categories.

The company also is partnering this year with USA Today's "Make a Difference Day." The newest element that Newman's Own has added is a category of "City Awards" to further emphasize the importance of volunteerism within cities. There will also be 10 award recipients of the Newman's Own awards at $10,000 each. The winners will be announced in April during National Volunteer Week and some will be featured on the cover of that week's USA Weekend.