Five Questions to Ask Before Participating in a Cause Marketing Program - Susan G. Komen Breast Cancer Foundation

October is National Breast Cancer
Awareness Month, a time when many people support the fight against breast
cancer by participating in a cause-related marketing program. To help
consumers feel confident about participation in a program on behalf of a
cause, the Susan G. Komen Breast Cancer Foundation has created "Five Questions
to Ask before Participating in a Cause Marketing Program."


From American Airlines to Yoplait, the Komen Foundation's corporate
partners offer consumers a variety of ways to get involved in the fight
against breast cancer. Whether a program offers to donate a portion of
product sales or requires consumer participation in exchange for a donation,
the Komen Foundation's objective is that all programs that benefit Komen are
meaningful, educate women and men about the disease and generate significant
funds for research and community outreach.


In order to help consumers determine if a cause-related program or
promotion is one that they would like to support, it is important to ask a few
key questions. The Komen Foundation has prepared the following tips to help
consumers make an informed decision:


1. Is this company committed? Read the product packaging and promotional
materials or display and visit the company Web site to make sure the company
is credible and committed to the cause.


2. How is the program structured? Transparency is key. Is the company
clearly stating how the money is raised and how much will be going to charity?
For example, if it's a donation per purchase, ask how much of purchase price
goes to charity -- is it two percent or 10 percent -- or some other amount?
If there is a minimum contribution guaranteed by the company, what is the
amount? Is there a maximum donation that will be made by the company?


3. Who does the program benefit? Does it support a well-managed,
reputable non-profit or fund? Again, we recommend that consumers read Web
sites. The Komen Foundation makes it very clear on our site who we are, how
we structure programs and how the monies are used. The Better Business Bureau
Wise Giving Alliance is one resource for information on non-profit
organizations.


4. How will the organization that benefits use my money? It should be
abundantly clear where the monies go. What organization will they support?
Will the dollars generated go to research, education, community programs or
all of the above? The Komen Foundation is very specific about our programs,
activities and grants awarded to support our mission to eradicate breast
cancer as a life-threatening disease. Visit komen to view the
Komen Foundation's most recent Annual Report.


5. Is the program meaningful to me? Is the program supporting a cause
you believe in or have been touched by? Based on the details of the program
and the potential for dollars to be raised does the program make sense to you?
Selecting the right program is a personal choice based on your interests, your
passions and a cause that is important to you.


About the Komen Foundation

komen


The Susan G. Komen Breast Cancer Foundation was established in 1982 by
Nancy Brinker to honor the memory of her sister, Susan G. Komen, who died from
breast cancer at the age of 36. Today, the Foundation is an international
organization with a network of more than 75,000 volunteers working through
local Affiliates and events like the Komen Race for the Cure(R) to eradicate
breast cancer as a life-threatening disease. A global leader in the fight
against breast cancer, the Foundation fulfills its mission through support of
innovative breast cancer research grants, meritorious awards and educational,
scientific and community outreach programs around the world. Together with
its Affiliate Network, corporate partners and generous donors, the Komen
Foundation has raised $750 million for the fight against breast cancer.


For more information about breast health or breast cancer, visit the
Foundation's Web site at komenor call the Foundation's
National Toll Free Breast Care Helpline at 1.800 I'M AWARE(R)
(1.800.462.9273).


Susan G. Komen Breast Cancer Foundation

komen