A dot.com company is looking to establish its brand through philanthropy.
Giftkits.com is donating 5 percent of its gross revenue to the United Way--the first dot.com company to partner with the nonprofit organization.
"I would love it if we started a trend," said Bob Ansin, president and chief executive officer of Giftkits.com and its parent company, Massachusetts Innovation Center, both located in Fitchburg, Mass.
Giftkits.com sells theme-related present sets, such as an Instant Christmas package that includes a tree and a Santa hat. The company plans to give away 10-20 sets per week through its Giftkit Elf Patrol program at locations throughout Boston.
Giftkits.com will spend the "lion's share" of its $1.2 million in initial financing on marketing, but only half of that is earmarked for advertising.
Latus Szostakowski & Mensing has created Giftkit.com's logo, radio spots and a print ad while Schneider & Associates was tapped to coordinate the launch. --Lauren Wiley