Consistent Messaging and Fresh Ideas Keep Donors Connected to the Cause

By Christine Weiser

Komen has enabled direct participation from donors through popular events like Race for the Cure or Art for the Cure. It also has made successful product partnerships where people can buy pink products to support the cause — and other similar causes have followed its lead.

“We’ve tried to follow the wonderful trail that has been blazed by [Susan G. Komen for the Cure],” says Jamie Bearse, spokesman for the National Prostate Cancer Coalition. “We’ve started to piggyback on their good work, since both breast and prostrate cancers are hormone cancers, and affect many people. [One in six men will get prostate cancer.] We are sort of the boy version of breast cancer.”