In a tight economy, donor dollars tend to shrink and, like private sector companies, many nonprofit organizations adjust by cutting marketing costs. But with lives potentially riding on their efforts, marketers at Susan G. Komen for the Cure — the organization dedicated to ending breast cancer — can never afford to simply cut back.

So, instead of just shrinking budgets, Komen for the Cure expanded its reach.

Several months ago, even as the economy was worsening, the group partnered with publishing powerhouse Meredith Corp. for a fundraising campaign that perfectly matched the two organizations: A direct mail subscription offer, dubbed “Read for the Cure,™” gave consumers a deep discount on magazines and an easy way to support a significant cause. Ten percent of the subscription prices benefit Komen.

“What Meredith brought us was a unique platform that extended beyond their own titles,” says Karen White, director of corporate relations for Susan G. Komen for the Cure. “They came to the table with a variety of titles and publishers and a strong donation structure that provides consumers with an easy way to support the cause.”

”Read for the Cure” performed 400 percent over projection in the test phase — delivering a $40,000 contribution to Komen. Meredith had initially guaranteed $10,000 in conjunction with the program, White says. For the next phase of the program, Meredith has guaranteed a minimum donation of $100,000 and will be adding an option for consumers to donate to the cause in addition to ordering magazines.

“We just received preliminary results from the first of two mailings Meredith will do this year,” White says, “and the program should totally eclipse that $100,000 donation.”

Marketing the Fight for the Cure

Begun 27 years ago when Nancy G. Brinker promised her dying sister, Susan G. Komen, she would do everything in her power to end breast cancer, Susan G. Komen for the Cure is today a global movement. Its trademark pink ribbon has become iconic, an almost universal symbol of support for breast cancer research. Further, the Dallas-based organization is the world’s largest grass-roots network of breast cancer survivors and activists and its largest source of nonprofit funds for the fight against breast cancer.

Corporate partnerships have long played a major role in Komen’s success. Pink ribbon logos are found on a myriad of branded products, from kitchenware and yogurt to cruise ships and credit cards. These partnerships and sponsorships enabled Komen to invest an additional $55 million in research in fiscal year 2008.

The group leverages multiple marketing channels and counts mail among its most effective, says Tabetha Leinweber, director of direct marketing for Komen. For instance, she credits staple campaigns such as the group’s mailing label program with raising awareness as well as money. “People start calling us, telling us they want to be on the list to receive labels,” Leinweber says. “They want to know when the next mailing is coming out. The success of our label program allows us to generate donations, educate and increase brand recognition, and keeps Komen for the Cure top of mind with our donors.”

Targeting Together Works Wonders

Des Moines–based Meredith Corp. has teamed with Komen to sponsor initiatives such as a local Komen Race for the Cure® fundraising event to print commemorative “pink” issues of select titles.

“[Teaming up] with Komen is a natural partnership for our company because virtually all our titles are marketed to women,” says Jon Macarthy, consumer marketing director at Meredith. “Read for the Cure grew out of our trying to find other ways to use Meredith’s core competencies in direct marketing.”

Macarthy says the challenge wasn’t selling magazines. (Indeed, some of the titles offered through Read for the Cure aren’t even Meredith publications.) “The bigger hurdle was taking our expertise in selling a single or maybe two products in combination to more of a catalog approach,” he explains. “It was kind of a new animal for us.”

But even with the economy in the doldrums, marketers at both Komen and Meredith agree that the stakes in the breast cancer fight are too high for them not to push hard on campaigns like Read for the Cure (the disease strikes 1 in 8 women in the United States alone).

“There is a sense of urgency here, and that’s driven by our founder,” says White. “We are like people on fire. We have to get it done because there are so many people counting on us to find the cures and then deliver them.”