Correspondence to: Susan Braun, President & CEO, The Susan G. Komen Breast Cancer Foundation, 5005 LBJ Freeway, Ste. 250, Dallas, TX 75244 (e-mail: sbraun{at}komen.org).
The recent news article by Renee Twombly (1) covered many important issues facing breast cancer organizations such as ours. At the Susan G. Komen Breast Cancer Foundation, we wholeheartedly support rigorous review of all breast cancer fundraising and awareness programs. Although the article captured various points of view, we believe that the value of cause-related marketing extends well beyond the benefits that were cited. The cause-related marketing efforts of our corporate partners directly affect our ability to provide millions of people with life-saving screening, treatment, and breast health education services. These efforts are also crucial for generating the millions of dollars we raise to fund ground-breaking research. In addition, cause-related marketing campaigns strengthen breast cancer awareness by encouraging consumer activism, engaging more volunteers, and disseminating important messages to multiple populations.
Like many breast cancer advocacy groups, the Komen Foundation sets forth rigorous qualifications for its cause-related partners. When the Komen Foundation enters into a partnering relationship, we work to establish innovative program elements that generate meaningful support for breast cancer, while clearly defining financial provisions. We only partner with companies whose commitment is substantial and clearly disclosed to consumers. We are proud that all programs funded by the Komen Foundation meet these high standards of excellence. In addition, financial transparency is fundamental to the Komen Foundation. We follow strict procedures to ensure that all financial policies are clearly communicated and easily accessible to the public. The Komen Foundation directs more than 80 cents of every dollar to programs and services.
There are many options available to the members of the public by which they can financially support breast cancer advocacy organizations. They can volunteer; they can donate directly to the organization; they can participate in fundraising activities; and they can purchase a product. Ultimately, it is their choice. The Komen Foundation works to provide as many choices as possible so that individuals can participate in a way that is comfortable and meaningful to them. In the end, effective cause-related marketing is a winwinwin situation for the company, the advocacy group, and the public. The cumulative impact substantially advances the cause of fighting breast cancer. To abandon such efforts would be a disservice to the millions of people who are dedicated to eradicating breast cancer as a life-threatening disease.
REFERENCES
(1) Twombly, R. Corporations flock to selling for the (Breast Cancer) cure. J Natl Cancer Inst 2004;96:17367.
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