cMarket, a leading online auction platform connecting charity auctions, marketers, and affluent consumers and donors, will announce in early 2010 its plans to re-brand the company solely under the name, BiddingForGood. Up to now, the BiddingForGood brand has only been applied to the company's cause minded shopping portal and has been used as a subsidiary name under the cMarket umbrella.

Online auctions powered by BiddingForGood have generated over $75 million for non-profit organizations. In addition to its online fundraising auction service for charities, cMarket operates a unique shopping portal where 90%+ of item sales go to charity. BiddingForGood's bidder community is reaching over 140,000 consumers and expected to double this year through natural organic growth.

The company also works with brands and product marketers to streamline auction donations and strategically place their items in thousands of charity auctions to reach affluent consumers through their causes just as these consumers are making purchasing decisions. Brands such as Brooks Brothers, Four Seasons Hotels, Legal Seafood, Dancing Deer, and many others provide millions of dollars of items to BiddingForGood's clients in return for measurable marketing ROI.

The company said it became evident that the sole use of the BiddingForGood name is better aligned in keeping with the continuity of the brand messaging. The company plans to utilize a transitional approach to the name conversion with BiddingForGood appearing with the use of the cMarket name for about a year. BiddingForGood will the slowly dissipate from the use of the cMarket name on signage and company collateral. The company will allow itself to exhaust current supplies of printed materials in the interest of conservation.