One in a Million: People Making a DifferenceLike many designers, Maxwell Gillingham-Ryan, co-founder of GoodWeave media sponsor Apartment Therapy, was first drawn to GoodWeave via the extraordinary beauty of the rugs it certifies. “As a designer, I was always interested in rugs. They are such an important element in a room, combining art and furniture in more ways than any other piece,” says Maxwell.
Noticing the huge price difference for rugs made out of comparable materials, Maxwell began educating himself about the rug-making process. He learned from reputable designers like Joe Carini of Carini Lang the price disparities created by differences in wool quality, as well as by dishonorable manufacturers illegally employing children to weave rugs for little or no pay. He was introduced to the GoodWeave label, then known as Rugmark, and knew it was something his fast-growing home and design blog needed to support.
“The existence of GoodWeave was interesting to me – the idea of third parties not interested in buying, making or selling rugs but authorizing the process by which they are made. There isn’t anything else like that for furniture,” says Maxwell.
Apartment Therapy became GoodWeave’s first online media sponsor in 2006, helping generate significant brand awareness and web traffic for the child-labor-free certification. Since then, both ApartmentTherapy.com and GoodWeave.org have grown exponentially, with Apartment Therapy’s combined sites receiving five million visitors per month and referring thousands of visitors to GoodWeave via its clickable web banner.
With a mission to help people make their abodes more beautiful, healthy and organized, Apartment Therapy believes that a calm, healthy, beautiful home is a necessary foundation for happiness and success in the world. In the case of GoodWeave certified rugs, that happiness and success loops back to the weavers making the rugs – and the children who are instead in school.
Thanks in large part to media like Apartment Therapy, who commit to running GoodWeave’s advertising pro-bono throughout the year, the One in a Million campaign aims to reach 75 million people in 2011. For more information on GoodWeave’s media sponsorship program, visit here or contact April@GoodWeave.org.
Donate by Mail or Phone
If you prefer to mail your tax-deductible donation, send a check or money order payable to GoodWeave, a 501(c)(3) organization
1111 14th Street NW, Suite 820
Washington, DC 20005
To make a donation by phone, call 202-234-9050.
GoodWeave is a full-member of the ISEAL Alliance, the global association for sustainability standards whose Codes of Good Practice are seen as global references for developing and implementing credible standards.
GoodWeave’s Nina Smith won the 2012 Excellence in Chief Executive Leadership (EXCEL) Award, which honors Washington-area nonprofit leaders who demonstrate innovation, motivation, community building, inclusiveness and ethical integrity.
Best in America
The Best in America Seal is awarded to less than 1 percent of U.S. charities, and only after rigorous independent review has determined that the highest standards of public accountability, program effectiveness and cost effectiveness are met.