Concentrated, Creative Outreach

“This is an exciting time in genetics,” Buyers says. “We tell our community that this is an important issue because it could mean a cure.”

pastSince 2000, the foundation has expanded its marketing campaign to include advertising, radio and television.

“The one thing we know is that repetition is one of the keys,” Buyers says. “We would love to see Gaucher disease be a household term, and because we have this focused campaign — radio, TV and a lot of ad avenues — we’re definitely getting the word out.”

Komen’s Allison Blanton believes a disease-focused nonprofit must show the direct connection between the giving and the positive health result.

“With so many devastating diseases out there, it is often a challenge for donors to choose which causes to support,” she says.

“The level of sophistication of donors has greatly increased over the past several years. It’s up to development professionals to communicate to prospects how their gift will impact the organization’s mission and how each dollar will be stretched to maximize results and, ultimately, save lives.”

Christine Weiser is a Philadelphia-based freelance writer and publisher of the nonprofit literary-arts publication Philadelphia Stories.