Best Practices from Susan G. Komen for the Cure


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How did Susan G. Komen for the Cure become one of the most successful and nonprofits in history? It didn't happen overnight. This presentation looks at strategic branding decisions that were made over the past thirty years as well as in depth case studies into their corporate partnerships. The presentation concludes with key learnings and best practices as well as concrete next steps your nonprofit can take to become an equally successful cultural force for good.

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  • In fact, it has taken almost 30 years and hundreds of thousands of volunteers.
  • Survivor program is an important shift in the organization’s history. Given that the cure may be a long way off, it’s important to focus on positive news from the front lines. Also, survivors can help raise awareness while also being influencers due to personal experience. Originally, in 1990 survivors wore black and white buttons, but soon pink became the designated color. By 1999, 71% of American women 40 and older receive a mammogram – a third more than in 1989. African American advisor council is designed to support the breast cancer needs of the African American population and to help reduce their mortality rate, which is the highest of any ethnic group.
  • Of the 27 health organizations named to the “100 Best” list, Komen was one of only two solely focused on women’s health. 20 th anniversary Race series – largest series of 5K runs/fitness walks in the world.
  • Audrina Partridge. Purchase the exclusive limited edition Know Your Girls t-shirt – for every shirt you purchase, $10 will go to Susan G. Komen for the Cure®.
  • In an effort to support issues that affect its customers and employees, Ford becomes a national sponsor of the Susan G. Komen Breast Cancer Foundation Race for the Cure® Series. The goals are to raise awareness, educate the public, promote early detection and fund critical research and community outreach programs.
  • Best Practices from Susan G. Komen for the Cure

    1. 1. Susan G. Komen for the Cure: How the Susan G. Komen Foundation Has Become One of the Most Successful and Popular Nonprofits in History Created by Chris Kocek, Brand Strategist November 1, 2011
    2. 2. Agenda <ul><li>Brand Promise </li></ul><ul><li>Success By The Numbers </li></ul><ul><li>Timeline: From the Very Beginning to Global Expansion </li></ul><ul><li>Corporate Sponsorship: Approach and Structure </li></ul><ul><li>Corporate Partner Case Studies </li></ul><ul><li>Susan G. Komen For The Cure Today </li></ul><ul><li>Your Nonprofit’s Next Steps </li></ul>Kocek
    3. 3. The Susan G. Komen for the Cure® Promise <ul><li>To save lives and end breast cancer forever by empowering people, ensuring quality care for all and energizing science to find the cures. </li></ul>Kocek
    4. 4. By The Numbers: Partners & People <ul><li>200+ corporate partners </li></ul><ul><li>124 Affiliates </li></ul><ul><li>100,000 volunteers </li></ul><ul><li>50 countries </li></ul>Source: ; ; <ul><li>Aimee Teegarden </li></ul><ul><li>Ann Curry </li></ul><ul><li>Barbara Bush </li></ul><ul><li>Candy Coburn </li></ul><ul><li>Christie Brinkley </li></ul><ul><li>Cynthia Nixon </li></ul><ul><li>Dorothy Hamill </li></ul><ul><li>Ebony Steele </li></ul><ul><li>Elisabeth Hasselbeck </li></ul><ul><li>Ellen DeGeneres </li></ul><ul><li>Erin Pace </li></ul><ul><li>Five For Fighting </li></ul><ul><li>Gloria Gaynor </li></ul><ul><li>James Denton </li></ul><ul><li>James Woods </li></ul><ul><li>Jennifer Tilly </li></ul><ul><li>Jenny Jones </li></ul><ul><li>John Ondrasik </li></ul><ul><li>Kay Panabaker </li></ul><ul><li>Kimberley Locke </li></ul><ul><li>Krisily Kennedy </li></ul><ul><li>Laura Bush </li></ul><ul><li>Marcia Cross </li></ul><ul><li>Mimi Rogers </li></ul><ul><li>Neil Patrick Harris </li></ul><ul><li>Trisha Yearwood </li></ul><ul><li>Vanessa Hudgens </li></ul><ul><li>Vida Guerra </li></ul>Celebrity Involvement Kocek
    5. 5. By The Numbers: Fundraising & Research <ul><li>Total amount in donations toward research, treatment, health and education since inception: </li></ul><ul><li>$1.5 BILLION </li></ul><ul><li>Total amount in donations in international research since inception: </li></ul><ul><li>$40MM </li></ul>Source : Kocek
    6. 6. By The Numbers: Advertising & Promotion <ul><li>There are no figures on total marketing funding for the period from 1982-2010, but the organization lists their advertising expenses in their annual reports beginning in 2003. </li></ul>2004: $24MM 2005: $30MM 2006: $34MM 2007: $41MM 2008: $44MM 2009: $54MM 2010: $60MM Source : Kocek
    7. 7. By The Numbers: Lobbying & Total Spend Source : Total Lobbying Expenditures in 2008: $740,000    Subtotal for Parent Susan G Komen For The Cure: $600,000    Subtotal for Subsidiary Susan G Komen Breast Cancer Foundation: $110,000    Subtotal for Subsidiary Susan G Komen/Cure Advocacy Alliance: $30,000 Source: Kocek Percentage of dollars spent on their mission in 2009: 84% Source:
    8. 8. Source : Kocek
    9. 9. How did they do it? Kocek
    10. 10. It didn’t happen overnight. Kocek
    11. 11. Milestones Color Key Endorsement/ Influencer Thought Leadership Event Expansion Raising Awareness Sponsorship Branding Kocek
    12. 12. Komen for the Cure: The Beginning 1977 1978 1980 1982 1983 1986 1989 Susan G. Komen is diagnosed with breast cancer High Profile/Influencer: First lady, Betty Ford, goes public with her breast cancer and mastectomy Susan G. Komen dies of breast cancer at age 36 Nancy G. Brinker founds the Susan G. Komen Breast Cancer Foundation First fundraising event: woman’s polo tournament and lawn party Awards first grant: $30K to M.D. Anderson and Baylor University Medical Center First Susan G. Komen Race for the Cure in Dallas, TX with 800 participants First Komen National Awards Luncheon in Dallas with former First Lady Betty Ford 1984 Nancy G. Brinker diagnosed with breast cancer First Komen Race for the Cure held outside of Dallas in Peoria, Illinois First National Breast Cancer Awareness Month held in October Nancy G. Brinker is named by Ronald Regan to the President’s Cancer Panel Komen expands by adding its first “chapter” in San Francisco, CA Komen National Toll-Free Breast Care Helpline is established Kocek Endorsement/ Influencer Thought Leadership Event Expansion Raising Awareness Sponsorship Branding
    13. 13. Komen for the Cure: Building Momentum 1990 1991 1992 1995 1998 1999 First co-ed Komen Race for the Cure held in Wichita, Kansas First breast cancer survivor program is launched at the Komen Race for the Cure in D.C. Pink ribbons are distributed to all breast cancer survivors and participants of the Komen NYC Race for the Cure Website launched. Komen provides one of the first online resources solely dedicated to breast health and breast cancer information 1997 Komen Race for the Cure events are held in 57 U.S. cities U.S. Postal Service issues the Breast Cancer Research Stamp, the first semi postal stamp to generate funding for disease awareness and research Funds are earmarks for the DOD Breast Cancer Research Program and for breast cancer research at the National Institute of Health Komen establishes the African American Advisory Council First International Komen Affiliates are established in Germany and Greece Komen Affiliates award their first community grants for education, screening and treatment projects Pink becomes designated color, and pink visors are used for survivor recognition Komen reaches $1MM mark in funding of research and project grants in a single year U.S. Olympic Runner and breast cancer survivor Francie Larrieu Smith becomes honorary chair of the Race for the Cure Series 10 Anniversary Gala event that includes Vice President and Mrs. Dan Quayle U.S. Senator Connie Mack and Priscilla Mack receive the Betty Ford Award Komen helps with getting the Mammography Quality Standards Act passed, creating a national standard for breast cancer screening First Brinker International Awards for Breast Cancer Research, recognizing physicians and researchers who advance the study and treatment of breast cancer Komen chapters are renamed “Affiliates” and there are 27 around the country 20 companies join forces with Komen to help educate consumers about breast cancer through cause-marketing initiatives such as sponsorship of the Komen Race for the Cure Series First Komen Race for the Cure event is held outside the U.S. in Costa Rica Komen Race for the Cure Series is now the largest registered 5K in the world Komen establishes Interdisciplinary Breast Care Fellowship with UT Southwest Medical Center Kocek Endorsement/ Influencer Thought Leadership Event Expansion Raising Awareness Sponsorship Branding
    14. 14. Komen for the Cure: Advocacy & Thought Leadership 2000 2001 2003 2006 President Clinton signs executive order mandating that Medicare coverage include clinical trials Intl Komen Affiliate established in Italy. First Intl Affiliate-hosted Komen Race for the Cure held in Rome in May With its Affiliate Network, corporate sponsors and generous donors, Komen has raised $750MM for the fight against breast cancer since inception 2004 Komen celebrates the 20 th Anniversary of the Komen Race for the Cure, a series of more than 100 Races around the world More than 40 Komen Affiliates participate in Champions for the Cure, a grassroots program designed to educate Congress, the president and policymakers about breast cancer Komen provides $1.5MM in funding for a first-of-its-kind research study on quality of cancer care in association with the American Society of Clinical Oncologists, Harvard and the Rand Corp. For the first time in a single season, more than 1MM people cross the finish line in the Komen Race for the Cure Series Komen establishes the Breast Health Advisory Council, consisting of internationally recognized breast cancer experts to provide support and guidance Komen Professor of Survivorship Award is established Volunteers continue to be Komen’s biggest asset, totaling more than 75K individuals FDA approves first digital mammography devices with Komen support Komen representatives participate in official White House round-table discussion on breast cancer Worth Magazine names Komen one of “America’s 100 Best Charities” out of 819K charities in U.S. Male breast cancer survivor and Honorary Team New Balance Member Mark Goldstein participates in his 100 th Komen Race for the Cure In fiscal year 03-04, 75 cents of every dollar raised was spent on mission programs and services More than 100K Americans have become eChampions by visiting, a virtual advocacy forum aimed at influencing the government on crucial breast cancer issues Kocek Endorsement/ Influencer Thought Leadership Event Expansion Raising Awareness Sponsorship Branding
    15. 15. Komen for the Cure: Thought Leadership & Global Expansion 2007 2008 2009 2010 25 th anniversary. Changes its name to Susan G. Komen for the Cure. Changes logo to include a “running ribbon” Establishes Scientific Advisory board 2011 Of the more than $1.5B Komen has invested since its inception, $540MM has gone to research alone Komen changes grant process to focus on four categories: Promise Grants, Investigator-Initiated Research Grants, Career Catalyst Research Grants and Postdoctoral Fellowships Reaches milestone of $1B invested in the breast cancer movement and pledges to invest another $1B in the next decade Launches Komen Community Challenge, a 25-city campaign to rally leaders around the country to put breast cancer back at the top of the national agenda Course for the Cure is first utilized to train advocates from nine pilot countries as part of Global Initiative Laura Bush helps launch Global Promise Fund at a Capitol Hill event, allowing donors to contribute specifically to Komen’s global work Komen celebrates $100MM awarded in research grants, representing the largest single year investment in research in their 26-year history Nancy G. Brinker appointed as WHO Goodwill Ambassador for Cancer Control Launches first-ever Global Advocacy summit, connecting delegates from the U.S. and 30 other countries to discuss the global state of breast cancer First-ever State of Breast Cancer is published First Global Race for the Cure held in D.C. in honor of the Race’s 20 th anniversary in the U.S. capital First Komen Egypt Race for the Cure is held around the pyramids of Giza. As part of the events, Komen turned the pyramids pink to send a global message of breast cancer awareness throughout the Middle East Nancy G. Brinker is awarded the Presidential Medal of Freedom for her life’s work to end breast cancer forever Komen Scientific Advisory Committee is established to provide scientific peer review for breast cancer grants and programs that Komen funds on an annual basis Nancy G. Brinker writes memoir, Promise Me In October, Komen hosts Honoring the Promise, a gala to honor the 30 th anniversary of the promise Nancy Brinker made to her sister, Susan G. Komen First Komen Israel Race for the Cure held in October as part of the Israel Breast Cancer Collaborative First Komen Bahamas Race for the Cure held in January as part of mission delegation in the Bahamas Kocek Endorsement/ Influencer Thought Leadership Event Expansion Raising Awareness Sponsorship Branding
    16. 16. Corporate Sponsorship Approach and Structure Kocek
    17. 17. Komen Corporate Sponsorship Approach Whether a program offers to donate a portion of product sales or requires consumer participation in exchange for a donation, our objective is that all programs that benefit us are meaningful, educate women and men about the disease and generate significant funds for research and community outreach. Kocek
    18. 18. Komen Corporate Sponsorship Approach: Five Key Questions Komen Wants Consumers To Ask 1. Is this company committed? Read the product packaging and promotional materials or display and visit the company Web site to make sure the company is credible and committed to the cause. 2. How is the program structured? Transparency is key. Is the company clearly stating how the money is raised and how much will be going to charity? For example, if it's a donation per purchase, ask how much of purchase price goes to charity—is it two percent or 10 percent—or some other amount? If there is a minimum contribution guaranteed by the company, what is the amount? Is there a maximum donation that will be made by the company? 3. Who does the program benefit? Does it support a well-managed, reputable non-profit or fund? Again, we recommend that consumers read Web sites. We make it very clear on our site who we are, how we structure programs and how the monies are used. The Better Business Bureau Wise Giving Alliance is one resource for information on non-profit organizations if you are unsure (visit ). 4. How will the organization that benefits use my money? It should be abundantly clear where the monies go. What organization will they support? Will the dollars generated go to research, education, community programs or all of the above? we are very specific about our programs, activities and grants awarded to support our mission to eradicate breast cancer as a life-threatening disease.  View our most recent Annual Report . 5. Is the program meaningful to me? Is the program supporting a cause you believe in or have been touched by? Based on the details of the program and the potential for dollars to be raised does the program make sense to you? Selecting the right program is a personal choice based on your interests, your passions and a cause that is important to you. Source : Kocek
    19. 19. Komen Corporate Sponsorship Structure Kocek Corporate Partners In addition to a financial contribution, each of these organizations have found a unique way to get their customers and employees involved in raising awareness. Million Dollar Council Have contributed a minimum of $1MM in support of our promise to save lives and end breast cancer forever. Million Dollar Council Elite Committed to invest a financial contribution of $1MM annually in the fight to end breast cancer. Race for the Cure National Sponsors Among Komen’s most loyal supporters, with long-standing and highly integrated partnerships that generate more than $12MM annually. Presenting Sponsor National Sponsors Breast Cancer Survivor Recognition Program Sponsor Volunteer Recognition Program Sponsors
    20. 20. Million Dollar Council Examples Program active: April 14, 2011 - May 31, 2011 Name: Plant for the Cure® Details: Lowe’s donates 10% percent of the retail sales price of select flowering plants during the program period (bearing the Plant for the Cure® tag) to Komen for the Cure Minimum guaranteed donation: $250K Partner since: 2003 Total contribution: $2MM Program active: Year round Name: N/A Details: Features the Komen logo on Titleist and Pinnacle golf balls. In conjunction with Rally for the Cure®, Titleist provides a pink ribbon custom-imprinted golf ball for every golfer who &quot;hits the green.“ Minimum guaranteed donation: No minimum Partner since 2000 Total contribution: More than $2MM Program active: May 1, 2010 - April 30, 2012  Name: Promise Pink Dell/Promise Design Studio Details: From May 1, 2010 through April 30, 2012, Komen for the Cure will receive $5.00 for each Promise Pink Dell PC purchased and $10.00 for each Promise Pink Design Studio stylized cover sold. Minimum guaranteed donation: $250K Partner since 2010 Total contribution: N/A Kocek
    21. 21. Komen Partnership Case Studies Kocek
    22. 22. Komen Partnership Case Studies Kocek
    23. 23. Yoplait: Program Proposition Can your partners explain their program in eight pictures or less? Kocek
    24. 24. Yoplait: Target Audience Profile Females 25-54 Median HHI $59,612 Race: White, with Hispanic skew. Educated, Employed 56% Married Median # Children per HH = 2 Source: Simmons Kocek
    25. 25. Yoplait Save Lids To Save Lives: Program Details <ul><li>Years Involved: 13 </li></ul><ul><li>Amount Donated To Date: $30MM  </li></ul><ul><li>Active Dates for Program: Every year, September 1 – October 31 </li></ul><ul><li>Donation Details: For each pink lid mailed in by Dec. 31, Yoplait will donate 10 cents to Komen. </li></ul><ul><li>Guaranteed Donation: $500,000 up to $1.6 million </li></ul><ul><li>Product Available for Purchase: Grocery stores nationwide </li></ul><ul><li>New in 2011: </li></ul><ul><li>Share the Pink promotion. </li></ul><ul><li>Specially marked 4-packs of Yoplait Original and Yoplait Light (strawberry and peach flavors) will benefit  Komen. </li></ul><ul><li>Each lid mailed in from April 1, 2011 – August 31, 2011, Yoplait will donate 50 cents up to $50K. </li></ul><ul><li>Specially marked packages will be available for purchase at Wal-Mart nationwide. </li></ul>Kocek
    26. 26. Yoplait Save Lids To Save Lives: TV Spend Kocek
    27. 27. Yoplait Save Lids To Save Lives: Home Site Kocek
    28. 28. Yoplait Save Lids To Save Lives: Facebook Kocek
    29. 29. Yoplait Save Lids To Save Lives: Facebook Kocek
    30. 30. Yoplait Save Lids to Save Lives: Path To Success <ul><li>Overlapping target and shared interests for both organizations. </li></ul><ul><li>Strong partner activation. Dedicated media weight from Yoplait. </li></ul><ul><li>Simple value proposition : Save Lids to Save Lives. </li></ul><ul><li>Consumers don’t have to change purchasing behavior or “donate” to the cause. </li></ul><ul><li>Partnership allows Yoplait to: </li></ul><ul><ul><li>differentiate their brand from other yogurt brands </li></ul></ul><ul><ul><li>broaden their reach among female consumers </li></ul></ul><ul><ul><li>get a positive “halo effect” of donating to a cause that resonates with their target customers </li></ul></ul>Kocek
    31. 31. Partnership Case Studies Kocek
    32. 32. Ford: Target Audience Profile Adults 25-54 or 25-64 Median HHI $54,308 Race: White Some College, Employed 59% Married Median # Children per HH=2 Source: Simmons Kocek
    33. 33. Ford Partnership: The Beginning 1995 1996 1997 1998 1999 2001 Ford Signs On. Goals are to raise awareness, educate the public, promote early detection and fund critical research and community outreach programs. Dealer Support Kicks In. 54 dealers across the country volunteer at their local Komen Race for the Cure® event. The Impact of Prime Time TV. Ford sponsors two episodes of Murphy Brown, whose main character is dealing with breast cancer. After the final episode is aired, the Susan G. Komen Breast Cancer Foundation receives more than 1,900 phone calls to its toll-free Breast Cancer Helpline. This represents 24% of the total calls received for the entire month of October. 2000 Ford develops its first bandana to pass out to Komen Race for the Cure® participants. Ford sponsors national awareness campaign in several popular women's magazines. The ads, featuring survivors Olivia Newton-John and Peggy Fleming, stress importance of early detection and highlight advancements in breast cancer therapy. Ford encourages an open exchange about breast cancer information and awareness by featuring a discussion of the disease with actresses from The Practice. The discussions are featured in several women's magazines. Source: Young women get breast cancer, too. Ford sponsors a magazine insert featuring several young actresses from the WB network and a quiz on breast cancer facts focusing on young women and breast cancer. Ford gets “Tied to the Cause” with celebrity scarf campaign. Ford promotes special edition silk versions of the scarves at Macy's stores nationwide and online at Kocek
    34. 34. Ford Partnership: Warriors in Pink 2002 2003 2004 2005 2006 Ford teams up with designer Kate Spade to create the 2002 Breast Cancer Awareness scarf. Ford promotes the sale of limited-edition silk versions of the scarf at Bloomingdale's. Ford collaborates with acclaimed designer Lilly Pulitzer to create the 2003 bandana. The bandana contains a playful pink-and-green patchwork design, which combines an exclusive Lilly Pulitzer butterfly pattern with a vintage Ford car design. The scarf is sold at Bloomingdales, and Bloomies By Mail and at Lilly Pulitzer® Signature Stores nationwide. Ford Launches Warriors in Pink, a 365 day commitment to the cause. Source: Ford redesigns its award-winning in-depth breast cancer awareness website, Committed to the Cause to offer even more information about important breast cancer resources - from survivor stories to support ideas for family members. Net proceeds from sales raise more than $1MM. More than 3,800 dealers participate in Komen Race for the Cure events nationwide. Ford partners with Lilly Pulitzer for the second year in a row and raises over $2.4 million in scarf sales. The $35 scarf is sold at Bloomingdale's,, Bloomies by Mail and at Lilly Pulitzer® Signature Stores. In NYC, a Get Tied to the Cause promotion runs for two weeks on the ABC SuperSign in Times Square. Ford partners with Lilly Pulitzer for third year and raises over $1.6 million in scarf sales. The $35 scarf is sold through,, and at more than 75 Lilly Pulitzer® Signature Stores. Ford partners with Melissa Etheridge to create an anthem – “I Run for Life” - to honor and unite those who run in the Komen Race for the Cure event. It is the first anthem ever created for the Komen Race for the Cure. Kocek
    35. 35. Ford: Race For The Cure National Series Sponsorship Years Involved: 17 Program Goals: Raise awareness, educate the public, promote early detection and fund critical research and community outreach programs. Amount Donated To Date: $110MM  Guaranteed Donation: Minimum of $1,000,000 in 2011-2012 (Member of Million Dollar Council Elite) Volunteers: More than 75,000 Ford employees have participated in Race for the Cure® events and more than three thousand of Ford's dealers support the Race in their areas. Source: Kocek
    36. 36. Ford: Warriors In Pink <ul><li>Years Involved: 5 </li></ul><ul><li>Active Dates for Program: National media campaign designed to connect with women 365 days a year. </li></ul><ul><ul><ul><li>Donation Details: Ford commits 100% of net proceeds to Susan G. Komen on all WIP apparel purchases. </li></ul></ul></ul><ul><ul><ul><li>Amount Donated to Date: $1,795,000 </li></ul></ul></ul><ul><li>Guaranteed Donation: Minimum of $250,000 </li></ul>Source: Kocek
    37. 37. Ford Warriors In Pink: Media Partnerships <ul><li>In addition to its celebrity partners, Ford has integrated its Warriors in Pink content in a number of major media outlets, including: </li></ul><ul><ul><li>The Biggest Loser </li></ul></ul><ul><ul><li>Valentine’s Day </li></ul></ul><ul><ul><li>CBS The Early Show </li></ul></ul><ul><ul><li>The Men and Women of CBS </li></ul></ul>Source: Kocek
    38. 38. Ford Warriors In Pink: Results <ul><li>In 2006 (Warriors in Pink Launch Year): </li></ul><ul><li>Received over one billion media impressions. </li></ul><ul><li>Over two million people visited </li></ul><ul><li>71,000 entered the Gear up with Grey's Anatomy Sweepstakes </li></ul><ul><li>2,500 essays were received in the &quot;Warrior of the Week&quot; contest with The View </li></ul><ul><li>Over $1 million in Warrior apparel was sold </li></ul><ul><li>In 2009: </li></ul><ul><li>Throughout October, Ford donated $1 to Komen for every new fan who joined the Warriors in Pink Facebook page up to $100K. </li></ul><ul><li>Each day, one fan was selected at random to receive apparel from the 2010 Warriors in Pink collection, from hats, scarves, t-shirts & ties. </li></ul><ul><li>Ford also launched an application on the Warriors in Pink Facebook page enabling fans to send personalized messages featuring Warriors in Pink symbols to their family members and friends. </li></ul>Source: Kocek
    39. 39. Ford Warriors In Pink: Home Site Kocek
    40. 40. Ford Warriors In Pink: Virtual Quilt Kocek
    41. 41. Ford Warriors In Pink: Facebook Kocek
    42. 42. Ford Warriors In Pink: Twitter Kocek
    43. 43. Ford Warriors In Pink: YouTube Kocek
    44. 44. Ford + Warriors in Pink: Path To Success <ul><li>Overlapping target and shared interests for both organizations. </li></ul><ul><li>Strong celebrity tie-ins and media partnerships. </li></ul><ul><li>Exclusive, celebrity-designed scarves mix fashion and donations, appealing to target audience. </li></ul><ul><li>Simple value proposition (for Warriors in Pink) : 100% of net proceeds go to Komen for the Cure. </li></ul><ul><li>Consumers can purchase fashion for the cause, instead of donating. </li></ul><ul><li>Partnership allows Ford to: </li></ul><ul><ul><li>stay top of mind among female consumers </li></ul></ul><ul><ul><li>broaden their reach among target audience </li></ul></ul><ul><ul><li>get a positive “halo effect” of donating to a cause that resonates with their target customers </li></ul></ul>Kocek
    45. 45. Partnership Case Studies Kocek
    46. 46. Self Magazine: Program Details <ul><li>Years Involved: 15 </li></ul><ul><li>Program Details: </li></ul><ul><li>SELF helps raise awareness and funds by donating advertising space in their magazines and by donating funds raised through the SELF Workout in the Park® events (April – May, San Diego, Chicago, NYC). </li></ul><ul><li>SELF has also created a 30 Day Race Challenge that helps participants prepare for the Race by offering tips on training, fundraising and other breast health information. Tips are sent daily, beginning four weeks before your Race date. </li></ul><ul><li>In 2011 and 2012, online registrants for participating Race for the Cure events receive a one year subscription to SELF or GQ. </li></ul><ul><li>Benefit to Komen For the Cure: 50% of net proceeds </li></ul><ul><ul><li>Net proceeds defined as gross revenue generated by all Program ticket sales less a processing fee of $1.02 per ticket sale transaction.  </li></ul></ul><ul><ul><li>Suggested ticket fee - $15-$20/ticket per event </li></ul></ul><ul><li>Additional Information: </li></ul><ul><li>In 1992, Alexandra Penney, editor-in-chief of Self magazine, wanted to put the magazine’s second annual Breast Cancer Awareness Month issue over the top. She did this by creating a pink ribbon and enlisting the cosmetics giants to distribute them in New York City stores. </li></ul>Sources: ; Kocek
    47. 47. Self Magazine Sources: ; Kocek
    48. 48. Self Magazine: Path To Success <ul><li>Overlapping target for both organizations. </li></ul><ul><li>Health, wellness and prevention are common interests across brands. </li></ul><ul><li>Partnership allows Self to: </li></ul><ul><ul><li>expand their offerings (Workout in the Park, training consultations, etc.) </li></ul></ul><ul><ul><li>provide benefits to Komen Race Participants </li></ul></ul><ul><ul><li>increase subscriptions </li></ul></ul><ul><ul><li>sell a more targeted audience to advertisers </li></ul></ul>Kocek
    49. 49. Susan G. Komen Today Kocek
    50. 50. Launched in 1983 with 800 participants, it is now the world’s largest fundraising event for breast cancer – a series of 5K runs and fitness walks Launched in 2003. 60-mile walk over three days in 15 U.S. Cities. Each participant must raise a minimum of $2,300. Participants are asked to raise a minimum of $1,000 - $2,500 (half/full marathon), or $500 as a registered member through the Pledge Program. Launched in 2000. Year-round fund-raising and breast cancer awareness initiative . Sponsored by USBC and The Bowling Foundation. Raised $9MM to date. Year-round fundraising and education program allowing participants to choose any date, invite friends, wear pink, have fun and raise money for the cause. Launched in 1996. Volunteer-organized golf, tennis and social events that provide a simple platform for people to educate their friends, family and community about breast health and breast cancer. Raised over $60MM. Launched in 2006, Art for the Cure® is a traveling exhibit featuring the Nancy G. Brinker Collection of Hungarian Art. Launched in October, 2007. Designed to engage African American women. Ambassadors include Ebony Steele and Rene Syler. Launched in 2004. Signature bright pink vehicles on cross-country education tour in more than 30 communities across the U.S. Goal: Infiltrate. Educate. Elevate. Partnership with Hallmark. Exclusive products to help raise money for breast cancer research and outreach programs Launched in 2007 as part of the Global Initiative, Course for the Cure® is a training curriculum in 10 countries. Skills workshops help people respond to local needs and provide the necessary tools to support emerging leaders and networks. Kocek
    51. 51. Komen for the Cure: Path to Success Strong Personal Story Both Susan G. Komen and Nancy Brinker were affected by breast cancer, giving the cause a deeply personal connection. Focus Komen for the Cure was one of the first breast cancer organizations to raise funds for breast cancer research, instead of cancer research in general. Transparency Komen’s annual reports deliberately highlight where every dollar gets spent. Thought Leadership High profile endorsements/involvement in scientific communities, universities and government. Political Neutrality e.g. Tipper Gore and Marilyn Quayle, both former vice-presidential ladies, have served as honorary chairs of the Komen Foundation’s Race for the Cure. Carefully Selected Corporate Partners* Partners have overlapping target customers and shared interests that relate to the cause. Connected & Passionate Influencer Group Celebrities who have been affected (either personally or through family/friends) along with thousands upon thousands of survivors who spread Komen’s message of education and hope. *KFC caused some backlash Kocek
    52. 52. Your Nonprofit’s Next Steps Focus Your Cause Keep it simple and straightforward. If you can’t explain it in 200 characters or less, it’s too complex and people won’t remember it. Deepen the Personal Connection What is your nonprofit’s personal connection with the cause? What is your personal story that will pull people in? Define Your Key Targets Who are your key audiences for your cause? Consumers? Partner Corporations? Politicians? Komen has a slightly different strategy/approach for each group. What is your strategy/approach for each of these groups? Understand Your Target What does your target feel/think about the issue your trying to solve? Is it an issue that resonates? Is it something they can relate to? What are the perceptual hurdles your target has to overcome in order to volunteer or donate? Engage Your Target How can you make your cause less passive (e.g. donating money) and more active/engaging/meaningful? Komen’s Race for the Cure is high engagement/involvement, from raising funds to training for the race. Kocek
    53. 53. Your Nonprofit’s Next Steps Identify Your Ideal Corporate Partners Do their target customers overlap with your target? Do they, as an organization, have clearly defined interests that relate to your cause? Are they willing to activate their partnership across multiple channels with dedicated media weight? Build Thought Leadership How can you demonstrate thought leadership on your issue in a highly visible way (e.g. showing primary research and insightful understanding of the root cause of the issue you’re tackling)? Activate Your Iconic Brand Element e.g. pink ribbons, yellow bracelets, designer scarves Set Specific Goals, Make Specific Asks Whether you’re looking for donations or volunteers, make sure your ask is as clear and simple as possible (e.g. we need 1,000 people to each make a $5 donation so that we can reach our goal of $5,000 by June 15 th in order to do X). Increase Transparency Does your audience know exactly where every dollar is going? Increase transparency, so people can see the monetary goals your organization is trying to reach (e.g. donation thermometer) and a clear path for where every penny goes (e.g. Komen pie chart). Kocek
    54. 54. Thank You! For questions or comments, please contact Chris Kocek: [email_address] Or reach out on the following platforms: