While there are many differences between not-for-profit and for-profit businesses, there is one thing that remains the same – they both require funding for programs and both face increasing competition for those dollars.

September is designated as National Childhood Cancer Awareness Month.  Historically, CURE Childhood Cancer has done little to promote this to their followers or local market.

Despite the terrible economic times of 2009 and no budget for external media, Guest Relations Marketing developed a fund-raising program for CURE to coincide with the national promotion.

The Promotion

The aim of the CURE fundraising program was simple: to honor 30 kids, one for each day in the month of September, with each committed to raising $1,000 to benefit CURE Childhood Cancer. The promotion centered around capitalizing on the momentum of Childhood Cancer Awareness Month to raise awareness and money for CURE to help fund their mission, as well as honoring children who have personally had childhood cancer.

CURE reached out to families and received an overwhelming response to those wanting to participate, share their child’s story and reach out to their communities. In total, we honored 57 children throughout the month of September – some had beat the disease, some were in the midst of treatments, some had lost the battle.  Each family shared their own touching story and child’s photo.

Online and social media drove the promotion from a marketing standpoint. A page was created on the brand website, and each child featured on the homepage for “their day.” A personal fundraising page was created for each child on FirstGiving (an online donations website), where their personal story & photo was shared with the world. On their day, each child was also featured on the CURE Blog, as well as on Twitter (@CUREchildcancer) and Facebook Page.  The families also had the option to submit a list of email contacts to receive a series of 3 emails leading up to their child’s day to further help keep it top-of-mind.

The Results

The results were overwhelming! By identifying and activating the Zealots for CURE Childhood Cancer, we were able to engage new groups of people in a personal & connected way. The communications and participation was personal and motivating. And, the fact that it was driven purely by social media is truly a testament to the power of referral and creating viral communities.

  • Children honored: 57
  • Funds raised: +$171,000 (nearly 5.5 times more than our goal of $30,000)
  • 2,204 individual donors in the month of September alone (nearly as many as for 2008 in total)
  • September 2009 the most successful month of all-time for individual donations for CURE
  • Brand website Visitors grew by 30%
  • Page Views were 7.25 times higher
  • Facebook Fans increased by 27%
  • Email database grew by 41%
  • Twitter followers increased by 6.5 times

We know that activating “zealots” is the surest practice of marketing.  It is gratifying to see it come to fruition for such a noble cause as CURE Childhood Cancer. See more at curechildhoodcancer.org.

You can visit us online at Guest Relations Marketing.

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