Gesture, Make Hope HappenWestmont, IL, May 11, 2015 — To better reflect its long-term vision — including a more comprehensive slate of products and honed articulation of what the emotional impact those products enable — Auctions By Cellular, or AuctionsByCellular (ABC), today rebranded itself Gesture.

The timing also coincides with the company’s remarkable growth since first launching into the crowded space in 2011. On the heels of the company’s busiest weekend in its history, this underscores management’s belief that they are not just a parochial business catering to schools and local organizations, but rather a national company changing how charities big and small think about the donor experience.

“We are continually assessing our brand and offering to find out if we are best representing what we provide our charity partners,” said Jim Alvarez, Founder/CEO, of Gesture. “Over the last year especially, as we’ve grown increasingly embedded into the donor experience, we realized there was a bigger opportunity to enhance and reflect the emotional benefits associated with the experience of giving.”

Jim Alvarez, CEO and Founder of Gesture

Accordingly, when Alvarez and his team first considered a relaunch, they looked at both the functional technology they offer, and the key emotional benefits of having superior technology and event-experts.

Since its 2011 founding, Gesture reports that it has helped over 2,000 charities nationwide raise in excess of $170 million.