What's the most effective method you’ve seen a non-profit use to raise awareness for their cause?
As you may know, October is National Breast Cancer Awareness Month. In association with Susan G. Komen for the Cure®, The Ellen DeGeneres Show is celebrating National Breast Cancer Awareness Month by announcing the return of the Ellen for the Cure campaign. Throughout October, Ellen is asking her audience members and viewers to raise money to help find a cure for breast cancer. 100 percent of all donations will benefit Susan G. Komen for the Cure. Ellen for the Cure is just one of the many ways that we’re looking to raise awareness about breast cancer.
I am asking this question in order to learn about other creative campaigns that you’ve seen non-profits run. Whether it is a creative silent auction for a local non-profit, an interesting celebrity raffle you attended or a totally new concept that you think would help us educate others about breast cancer. We’re always looking for new and creative ways to raise awareness, so I’d love to hear your thoughts.
You can learn more about Susan G. Komen for the Cure® at http://www.komen.org
To donate online via Ellen for the Cure: http://www.komen.org/ellen
Answers (30)
Kevin L
CEO, Didit, We-Care.com, DNB.PowerProfiles.com, SEMPO BOD, Author "Truth About Pay-Per-Click Search Advertising"
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With Ellen on board, you have an opportunity to use her as a catalyst for viral online information dissemination. If she has a blog, Twitter account or Facebook profile, she should utilize those, as should Komen, you personally and all Komen staff.
In addition, use your LinkedIn group to stimulate additional buzz (and any Facebook pages you may have active both directly or through personal fundraisers.
If Ellen were willing to do some funny YouTube promotional spots those might get tons of views.
If you have a Google grant, make sure your keyword list includes "Ellen" related keywords, not just your regular ones.
Eva L
Business Analyst at Delta Faucet Company
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Eva L suggests this expert on this topic:
Autism NYC held a celebrity gala & auction. Featuring NYC top chefs with live jazz.
I actually have been most impressed with the way that the Breast Cancer cause has been brought to the fore front of everyone's mind. I think that the pink ribbon on everything has been great for awareness.
But yesterday was my 11 year old daughters birthday. She recieved a sweatshirt from her grandmother with the Pink Ribbon and it said "Fight Like a Girl". She has not taken it off. What a great slogan! She wants a shirt and jacket, she wants to know where she can get the rest of the line, so that she can show it off to her brothers.
Where is the rest of the pink ribbon clothing line? The Tank Tops that just Say "FIGHT" The Shirts that say "I Fight", the Jackets "When it is time to Fight I will win". Put them on the shelves at the stores.
The marketing and awareness of Breast Cancer that has been used, has laid a tremendous foundation, take the next step. Get the money that is needed to beat this horrible disease.
George
Annemarie D
at Bristol-Myers Squibb
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Dear Hala,
Thank you for the wonderful work you're doing with the Susan G. Komen for the Cure. As you know your organization is already doing a fantastic job of creating awareness about breast cancer.
I agree with Kevin, that Ellen can do a great deal to generate additional interest and commitment to the cause and that the ever popular youtube is an excellent way to widen her message. To build on this work, perhaps engaging cable shows on E, Style, MTV, VH1. Lifetime etc. to promote the cause with younger audiences might also be helpful. For instance maybe the shows "Clean House" or "How Do I Look" could focus on a survivor and let their stories be told and/or donate money to the cause in the survivor's name. There are countless other possibilities on cable - like a contest to win a luncheon with a hip celebrity,like Holly Madison from the Girls Next Door, could further broaden the scope.
On a non-celebrity note, in these difficult economic times, I think a public relations campaign that also focuses on the science and how cures are being advanced could be a very effective tool. It would be great if a few major publications featured a cover story on the current advances of the cure,based on the support of Susan G. Komen for the Cure. I recently read an in-depth story on breast cancer in the Sunday NY Times (coupled with video on-line) perhaps a follow-up could be proposed as well, specifically one that focuses on the contribution of Susan G. Komen for the Cure. When times are hard, I think people are still willing to give, if they see purpose, passion and real results from an organization, which clearly Susan G. Komen for the Cure can demonstrate.
Last but not least, I believe that several companies have supported your organization through the years. To continue to work with these partners and perhaps have them sponsor contests etc. to raise awareness might also be benefical.
Thanks again for all you do, Hala.
Yours truly, Annemarie
Dale Z. D
Director of Sales and Commercial Production at Bonneville Int. KSL5 TV / ksl.com
TV, with a great station that has the same passion and desire to reach the overall goal. The station has to have the right type of ownership, that understands helping out the community is as important sometimes as making the bottom line!
dale
Marijana U
Consultant at Reuters Insight
Best Answers in: Organizational Development (2), Internationalization and Localization (1), Corporate Governance (1)
Hala,
As I un derstood from your explanation given besde your question - October is the National Breast Cancer Awareness Month , and purpose of collecting donations is to be used for R&D in order to fin the cure agianst breast cancer. Here I would like to underiline the word - awareness. Meaning the organization want to sensibilize a wider public about the high frequncy of this kind of cancer among female population.And unfortunatelly sometimes fatal illness. My suggestion is: to combine the actions you already have undertaken, with those here suggested (the purpose to rise funds). But - to work as well on prevention. Simultaneously.
Early diagnosis gives better chances for healing and survival, and of course quality of life. Therefore prevention ( education is the most important.
To give you the idea what some European countries do on regular basis through the years. Combination of fund rising and education - prevedntion.
Some of your donors - probably medical device or pharmaceutical company - can donate the special bus equiped with mamogram, To use local doctors offices for poster on the board, every local newspapers, leaflets in shopping malls, at gas stations, at local radio stations - media which penetrate in any local comunity but are not expenisve media. To announce the day and time the bus will be in certain town, county, venue. To invite the women age 45 and more - to screen themselves, mamography, free of charge.
Sometimes women are lazy to go to the doctor on regular basis to mamography, or those of low level income without health insurance have no chance at all to do that.
Therefore such action on prevention / early detection, could be of tremendous importance and certainly the best way to boost awareness for all other actions to be undertaken in order to collect the money for R&D. Cure is necessary to be found, but prevention is certainly the best way. Are perfect couple.
Hope this can help as well,
Regards,
Marijana.
Adrian S. P
Drive/Accelerate Life & Innovation by Systematic Assumptions Q-ing--what's its name?; predict well future=create it!
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Hala,
It's not new at all, it's old since there is any form of communication. It is based on market segmentation and called fancily "stratified sampling based audience prodding and targeting".
Or simpler yet... Henry Ford would sell a car with an automatic for the lady of the house and a manual for the gentleman, both in one car.
Each group/target audience has preferences and things they like to do... play that string... Children like Disney characters/channel--to young girls advertise to raise awareness there; mothers tend to read "Parents" magazine (I did too, and thoroughly, so no accusation of sexism here, please!)--to them advertise there, and so on, you get the idea...
As to techniques, from star endorsement to gas station LCD displays and Google or XBox 360 ads, just pick your "poison". Maybe you should also conceive giving folks the possibility to volunteer instead of donating, have an "Awareness Night" at their house showing a video or what not (as many firms have done in many fields, started in the cookware industry, but not only...). You just have to speak the language of the audience and let the audience feel for the cause their way, not yours! (we walked in grad school! but we were poor, so we were glad to find a sponsor, plus awareness worked for my little girl by the stories I told her to convince her to go walk. There's an expected word-of-mouth amplification effect too). Hope this helps. Best of success with the cause,
Adrian
I'm a fan of "Think Globally, Act Locally". The Komen Foundation does this with the individual walkers who have their own ready-made website to facilitate fund-raiser. Some other "act locally" activities that leverage modern technology that I have seen work well include voice mails similar to "ConnectEd" (but it has to come from a well respected leader of each person's community, such as a church pastor or school principal), leveraging social networking tools (Facebook, MySpace), and eVites.
A multi-faceted campaign that allows people to "donate" in their own way is least intimidating. Not everyone can afford to give financially or give of their time, but they still want to help.
Mass mails (paper or e-mail) including a story of someone you know who have suffered from this disease, while evoking sympathy, can come across as desperate and impersonal (because of the mass aspect). Try a hub and spoke (or call tree) approach instead. Our Educational Foundation has had great success with the H&S approach: somehow a sense of urgency felt because *so* many people were talking about the upcoming fundraiser and auction (and how great it was last year), that we started getting desperate calls from people who were afraid the event was sold out!
People also like to see a measure of the difference being made. At TBEF, we get far more interest when we talk about what we've recently accomplished recently and what we've got earmarked to accomplish in the upcoming year, and how it can help them. Statements like "at current rates 1 in 8 women in the US will be diagnosed with breast cancer. Which one of your best friends - from high school, your church, your neighborhood, your work - will it be? You can ensure they live a long and healthy life..." are more impactful than "Dear x, y years ago, my sister in law's best friend was diagnosed with cancer..."
Another thought is to partner with another organization to increase your market segment, e.g. Susan B Koman for the Cure and Prostate Cancer Foundation team up...cancer is not gender blind, etc.
JMT (just my thoughts) anyway. Wishing you continued success, and good luck with your investigation!
Car wash
In bad times and good times everyone enjoys a party. It's a matter of cost. instead of giving 10 tickets and dinner for a table at $5K offer 20 tickets.
Recruit high-calibre & talented volunteers, they will help spread the good cause & be able to enact them at same time!
I would say you shoudl go where the people are.
Go to events, trade shows that are not tradiionally connected to non-profit or cause related.
There are always great events in large metropolitan areas that can use some infusion of a non-profit or cause motivated marketin to raise awareness.
I can certainly attest to the effectiveness of affinity credit card programs to both raise funds and raise awareness.
A well designed affinity card functions as a mini-billboard and is a great way to spark conversations about your organization and its mission.
Links:
In the case of breast Cancer and Susan G. Komen for the Cure, awareness does not seem to be the challenge. I would imagine that a very large percentage of American's have a strong awareness of breast cancer and a positive association with Susan G. Komen for the Cure.
Think beyond awareness. What do you want Susan G. Komen for the Cure to stand for? What action do you want people to take when they hear that name?
I think a creative, long-term tie-in with a lingerie company or bra manufacturer could generate terrific PR. For instance, if Victoria's Secret were to stock a special line of bra's for women with mastectomies for just one month -- October -- and put up huge display's in their stores, both Susan G. Komen AND Victoria's Secret would generate huge exposure. Add a spokesperson like Christina Applegate and you've got a home run for TV.
Hope this helps. I'm a big fundraiser for MS and Lung Cancer through bike and running events so I understand the challenges you are facing. They are good fundraisers but most participants walk away with little knowledge or awareness of the disease.
Hi, Great work.
We support Ovarian Cancer and I believe to get people to act you must personalize. The personalization of a disease is a powerful reminder of the victories, losses and sacrifices that are given by countless families and individuals.
My Daughters run in your triathelons and its very moving to see the women that have fought and won. But you are also vividly reminded of the losses and I believe you must show the whole story in these times as there are so many GREAT causes like yourselves.
I am also very proud the airline I fly, American, on a regular basis has chosen to support you in a very visible way with the ribbon.
Daniel C suggests this expert on this topic:
Andrew Maley with ServeNation has a great program for helping non-profits get funding by allowing supporters of the cause donate money by purchasing things they are already buying anyway. Check out http://www.servenation.com for more information or contact me for an introduction to Andrew Maley personally. Have a great evening!
Russell B
Instructor at Chungdahm Learning (classroom ESL integrated with Digital/Mobile Media)
celebrity endorsements and in-show ads, particularly on prime time shows like Extreme Makeover: Home Edition
Clarification added 9 months ago:
relevant celebrity endorsements
Preeti B
Performance Consultant (Human Capital Consulting) Board Member ISPI, Seattle Chapter
While I have seen seminars to be the most effective way of dissemenating information I firmly believe that a day like plant a tree, or visit to a hospital or rehabilitation centre has brought a lot of response for such causes.
Another such day can be a 'free medical camp' or 'yoga for relaxation' day which can be used not only to pull crowds but also to give them on prevention and cure
Thank you
Preeti
I would say sacrificial acts of kindness on behalf of others that is out of the ordinary. Example: offering your kidney on behalf of a stranger. It can be acts of service to a community that is out of the ordinary. I loved the story the other day about a lady who realized that kids in the inner city don't have childrens books and what a difference this can make in the lives of kids. She used her passion to obtain help from the local police and has made a great difference and is in national news.
Randall C
Consultant | Global Exec | Producer | Entrepreneur (randall.calvert@gmail.com)
Well, first of all, the Susan G. Komen foundation is doing such a great job, I am not sure how they could improve much more. I do know a solution for breast cancer. It is a newly FDA approved 3D scanning machine for early detection without radiation or pain. The website launches next week and a demo unit is now in Houston, TX. to learn more, go to http://www.nexgenmedicalgroup.com
Links:
Hala - thank you for your leadership and the great things your organization accomplishes.
Here's my vote for recent awareness strategies, not necessarily in order of effectiveness or efficiency:
1. Lance Armstrong's Livestrong yellow wristbands
2. Obama's use of Facebook, Twitter and MySpace
3. Gore's "Inconvenient Truth" documentary and lecture tour
Hala,
First, thank you for all the work that you and your organization has done to raise awareness and money to battle breast cancer.
I think your Race(s) for the Cure rank among the most effective campaigns created for any cause.
But when I read your question, I had a very wild idea I want to share.
What about The Cruise for the Cure*? First, you'd need to find a cruise line that would be willing to partner with you, but your cause would appeal to the very core of their target audience. So it shouldn't be a huge stretch.
Next, build a broad and creative range of corporate sponsorship opportunities. Top level could offer to put the sponsor's name above a giant painted pink ribbon on the bow of the ship! Other companies could sponsor all sorts of things for the cruise. More top-tier sponsors get naming rights for themed party nights. Others can sponsor shore excursions - with naming rights. The late night parties could have another corporate sponsor (a beverage company would be great), on-board shows could have sponsors, etc., etc. All that raises money - potentially a lot per sailing.
And all of this can be portable and scalable to a dozen or more cruise markets around the country.
For awareness, here's the golden hook. The cruise(s) are exclusively for women with or recovering from breast cancer and their immediate families or them and one close friend - all AT NO COST TO THEM. The normal cost would be covered by lower-level sponsors - corporate, foundations and individuals could "sponsor" anywhere from 1/4 the normal cost for 1 person up to as many people they want to sponsor.
Ellen, other celebrities affiliated with Komen, and an online travel agency should also jump at this for rights to be the exclusive sponsor-a-survivor/fighter giving site and booking tool would drive media relations to secure enough donations for the women and companions to cruise for free. Sponsor-paid ads and word-of-mouth would also drive a massive publicity campaign nationally and in targeted sailing markets - which are all huge markets for awareness and lucrative locations for raising funds.
The next wave of publicity would be the sailing(s). Invite a large, targeted press gagle along- who'd say no to a free cruise? Of course Ellen should be there. Also, offer exclusive rights to one of the network morning shows to join the cruise if they run a feature a day for the week of the maiden Cruise for the Cure. A pre-determined number of staterooms for the media would be part of the deal with the cruise line.
Finally - for now at least as there's tons more in my head - each cruise would be a week long, and the theme would be rest and a respite. Give the women and their loved ones an opportunity to escape the stresses of their fight. But if they want, don't push it just have it there, doctors and nurses and breast cancer experts could be on board and accessable to anyone who wants to learn more. And of course, some extra doctors should be on board should special medical issues arise.
I realize this is a bigger idea than what you are hoping to motivate individual women to do this month - but it popped into my head and I wanted to share it.
Would love to discuss more anytime if you like.
Del F
Safety Coach, Culture Change Facilitator, Behavior Based Safety Advocate and Safe Lifestyle Partisan
Del F suggests this expert on this topic:
“Chris is a non conventional Marketing Consultant who has helped many churches and nonprofit organizations develop there programs for various events, drives or campaigns. In addition to Chris being a knowledgeable and innovated thinker, Chris’s ethics and professionalism is well above statues quo.” February 11, 2008
Greg W
Digital Media Consultant at VM Direct
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Hi Hala,
First off, great cause. Wish the best. I like all the promo ideas I have seen so far. I have another one for you. Very simple. Celebrity Video E-mail.
Perhaps get someone like Ellen DeGeneres to do a simple video e-mail asking for a donation / and maybe another doing a thank-you. Now send this out to hundreds and thousands.
Video gets noticed a lot more than just plain text. Especially if you see a person you know.
Live streaming broadcasts of events over the web is another option to think about.
I would like to discuss this further with you, if you like. I could even donate a small Helloworld account as a donation. For now I will leave a few sites below.
Wish you the best.
Links:
Scott J
Relationship Manager at MetLife Home Loans
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One of the most obvious overlooked things I have always thought... is the desire to 'wine & dine' potential donors with some semi-interesting entertainment. It probably works for the older crowd, but we are really at a generational shift now and there is a large gap between the baby boomers and Gen X. I have 4 business partners, all are baby boomers. We go out, I don't drink $25.00 glasses of wine.. I wasn't raised like that.. frankly... I was raised on video games and coca cola.
The common denominator of people that can "Bring the Rain" as we use in my business... is that they get where they are through strong networking, sales, etc.. It doesn't happen overnight, doesn't happen in a vacuum, and it is never an accident.
Do something different... plan an event that helps the donors in a non-monetary way. Specialize in an affinity group for a given event... I have a friend that is an insurance carrier... -DOMINATES- restaurant insurance in a given state... only thing he does.. has 45% of the restaurant owner marketshare.
Here's an example... I've always wanted to be a Freemason or a Shriner... no idea how to join, no time to look.
Do a networking event for business owners and advertise a bunch of philanthropic groups co-sponsoring and have a few testimonials in the circular of how it changed peoples lives in joining those groups.
I've seen a few groups do that...I thought it seemed pretty effective.
I've also been to a thing where Rush Limbaugh agreed to come and speak for 3 hours.. it was unique here in Sac, because he started here in a local radio station. Tickets were $300 / seat and he filled the convention center. Most people know him on the air for the last 12 years or so, he was here for 10 years prior to that... so it "Brings the Rain" so to speak. There were probably 3000 people there that night for a public broadcast station's 50'th anniversary or something... can't even remember what it was. I think Tom Sullivan MC'd (now host of Fox Business Channel).
Celebrities work.. but has to be timely and interesting to who you are trying to attract... have an NBA basketball player and will probably get a bunch of broke school kids. Bring in Warren Buffett and you can sell tickets to fold up tables, $3.00 tacos, and a dirt floor warehouse for $50Gs... so I recommend looking at it through that lens.
Hala
First, thank you for your work. As a regular volunteer I've attended and organized many awareness and fund raising events. Some of the most well received events have been those who allow the attendees to go "behind the scenes" such as a tour of a sports complex, aquarium or zoo. Our attendees were able to see part of these locations that are not available to the general public. Home tours are popular in our area as well as we have some lovely estates near by.
As a member of my local Junior League chapter, I'm also a fan of Linda Law's answer as well. The Junior League is an international organization of women committed to promoting voluntarism, developing the potential of women, and improving communities through the effective action and leadership of trained volunteer. We raise money and train our members to be volunteers so we can support local community programs. There are almost 300 League chapters in North America and the UK. What better audience than a room full of service oriented women to help you spread awareness of this worthy cause.
Links below for information on my local chapter and our national association.
Thank you again for you important work.
Brooke
Links:
I think we all need to look at the organization St Judes. They really know how to organize an event. I run each year in the run for St Judes. I dont even like running but they get me every time. They found some special people to put the word out and for some reason the masses just follow. I think that they could be used as a model for how to raise money and support for a group.
David M. C
Role1 CEO • High Performance CEO/CXO Solutions • 800.672.4575 • info at role1.com
Hala,
Great question. One of our clients is an emerging company that delivers a complete leading edge, turn-key, cause related, live global event solution -- clearly by far the most effective method I have seen in generating global awareness and fund-raising for non-profit causes.
In August, for example, this company supported EarthDance in delivering a global cause related event, Prayer for Peace... with 24 hours of live concerts seen around the world... 300 locations and 60 cities broadcasted live in high-resolution/HD.
After seeing the amazing power of this event, I believe Komen and Ellen could generate an amazing live global event with live concerts and events all seen via Komen's own live Internet HD TV network (and Ellen's Show, of course) and virally promoted via a live HD Internet TV widget.
This powerful widget, with interactive donation and other live feed links, can be placed on anyone's web site, and, most importantly, be placed by anyone who wants to promote Komen and the event to their own personal networks on their MySpace, Facebook, or other Web 2.0 pages.
I envision a very powerful series of on-going live events all powered by Komen's own Live TV Network (which can be built in a fraction of the time and investment than was required even just a few months ago), leveraging a live viral interactive Internet TV widget, and possibly even generating exponential levels of awareness and fund raising.
Best Regards,
David
David M Chaney
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Hala,
Awareness is one thing, action is another. Celebrities are great, but it is hard to connect with them on a personal level, making it hard for the TV viewer to take action. To break through the noise of TV shows, Ads, email, etc, and to get them to not only become aware but to take action, you need to make it personal for them.
I believe that something as simple as a personal testimony by actual cancer survivors, posted on sites like YouTube, Hulu, and others, will make more of an impact than a quick celebrity sound-bite or photo opp.
Because you can easily send someone a link to a video online, or give a website address over the phone that features one of these videos, it is easy to spread.It doesn't require you to watch a show at a specific time, or hope that an ad shows up at the right store or the right TV channel at the right time. In addition, it will encourage others to share their stories in some way as well by allowing them to upload their own videos.
You may also consider trying to get these people to blog or write a short, inspiring story about their story of overcoming cancer or how their time/donation impacted someone else.
Finally, consider putting up pictures of women that have overcome breast cancer, along with those that are giving their time/money to help others or assist with research. Make it personal, make it stick, and make it a community of united men and women.
James
