Post by llorynn on Oct 9, 2014 20:16:58 GMT -5
Susan G. Komen for the Cure is a world renowned organization that is dedicated to raising money for breast cancer patients, awareness and prevention. Founded in 1982 in Dallas, TX, this organization has grown immensely over the last twenty-two years and is the host of the largest breast cancer walk fundraiser, "Race for the Cure." They turned this into what is probably their most successful fundraising strategy and made it a big annual event that people are very excited about. The organization has also proven to be very successful at fundraising via social media platforms. As discussed in this week's lecture, they take advantage of building those engaging relationships with supporters and beneficiaries of the organization while getting people involved and to donate by having these conversational relationships.
On the Susan G. Komen website you see everything pink, the international color that people wear to represent and support the cause. At the "Race for the Cure" walk, teams and even individuals wear pink clothing too signify their enthusiasm to participate in the fundraising opportunity. One thing that is great about teams or individuals raising money for the walk is that after registration, walkers are redirected to a page where they can repost and promote the link to donate to their team or cause for the walk. This gets people to take action and it helps them to feel like they are truly doing work to support the Susan G. Komen cause without say, being on the executive board of the organization. According to a news story by WJLA Dallas the organization did face fundraising cuts by 18 percent and backlash after the former CEO Nancy Brinker announced that it would stop funding breast cancer support for Planned Parenthood, and certain locations for the "Race for the Cure" walk were discontinued. Even after this, people still feel the need to support the cause that Susan G. Komen represents.
After the controversy, there was a lot of talk about the crisis that ensued on social media. On socialmediatoday.com, it was stated that continuing to engage with people and supporters instead of going into defensive mode would be the organization's best approach, and that is exactly what they did. Keeping people focused on the positivity of the organization and raising money and awareness for the all the good that they do. For instance, Susan G. Komen has a hash tag attached to awareness for Metastatic Breast Cancer, once again promoting this conversational tone with people. Survivors and people effected directly by breast cancer a able to tell their stories and see other's stories just by searching the hash tag. It creates a sense of community for these people which makes supporting Susan G. Komen that much more rewarding and appealing.
I think it is for this reason that the efforts of Susan G. Komen are still so successful and appreciated, and why they have gained such a dedicated following. Even a set back in fundraising and donation efforts will not stop this organization.
Related articles:
www.socialmediatoday.com/content/lessons-komen-controversy
www.wjla.com/articles/2014/01/susan-g-komen-donations-plummet-after-planned-parenthood-decision-98853.html
On the Susan G. Komen website you see everything pink, the international color that people wear to represent and support the cause. At the "Race for the Cure" walk, teams and even individuals wear pink clothing too signify their enthusiasm to participate in the fundraising opportunity. One thing that is great about teams or individuals raising money for the walk is that after registration, walkers are redirected to a page where they can repost and promote the link to donate to their team or cause for the walk. This gets people to take action and it helps them to feel like they are truly doing work to support the Susan G. Komen cause without say, being on the executive board of the organization. According to a news story by WJLA Dallas the organization did face fundraising cuts by 18 percent and backlash after the former CEO Nancy Brinker announced that it would stop funding breast cancer support for Planned Parenthood, and certain locations for the "Race for the Cure" walk were discontinued. Even after this, people still feel the need to support the cause that Susan G. Komen represents.
After the controversy, there was a lot of talk about the crisis that ensued on social media. On socialmediatoday.com, it was stated that continuing to engage with people and supporters instead of going into defensive mode would be the organization's best approach, and that is exactly what they did. Keeping people focused on the positivity of the organization and raising money and awareness for the all the good that they do. For instance, Susan G. Komen has a hash tag attached to awareness for Metastatic Breast Cancer, once again promoting this conversational tone with people. Survivors and people effected directly by breast cancer a able to tell their stories and see other's stories just by searching the hash tag. It creates a sense of community for these people which makes supporting Susan G. Komen that much more rewarding and appealing.
I think it is for this reason that the efforts of Susan G. Komen are still so successful and appreciated, and why they have gained such a dedicated following. Even a set back in fundraising and donation efforts will not stop this organization.
Related articles:
www.socialmediatoday.com/content/lessons-komen-controversy
www.wjla.com/articles/2014/01/susan-g-komen-donations-plummet-after-planned-parenthood-decision-98853.html