Susan G. Komen Breast Cancer Foundation
In 1982, Nancy Brinker started the Susan G. Komen Breast Cancer Foundation to help combat the disease that took her sister’s life. From early on, cause-related marketing has been fundamental to the foundation, which has worked with a wide variety of corporate partners.
Last year alone, cause-related marketing raised $30 million for the foundation and generated billions of consumer impressions.
In its annual report, the organization stressed the importance of its corporate partnerships: “Cause-related marketing is a forged partnership with dedicated corporate citizens…Through the programs we participate in, the foundation benefits, our partners benefit – and most critically – our key audience benefits…We are proud of our pioneer heritage in the cause-related marketing world.”
Komen’s “Million Dollar Council” alone (those companies whose partnerships have raised at least that amount for the foundation) is an impressive roster. It includes: American Airlines, BMW of North America; Ford Division of Ford Motor Company; Hallmark Gold Crown Stores; Johnson & Johnson; Kellogg Co.; Lee Jeans; New Balance Athletic Shoe; Occidental Chemical Corp.; Pier 1 Imports; Rally for a Cure; Titleist; Cobra & Footjoy Worldwide; Women’s International Bowling Congress; Women’s Mortorcycle Foundation; Yoplait USA; and Zeta Tau Alpha Fraternity.