Sponsors help boost fundraising - Metro US

Sponsors help boost fundraising

One of the things that helps boost fundraisers and make them successful are the people who generously donate to help make a difference, like the many people who take part in walks and runs to raise funds for a certain cause — whether it’s AIDS, prostate cancer, ovarian cancer or to help fight breast cancer. Breast cancer is the most common cancer among Canadian women, and the cause of it is unknown.

According to the Canadian Cancer Society/National Cancer Institute of Canada, Canadian Cancer Statistics 2008, this year alone an estimated 22,400 Canadian women will be diagnosed with breast cancer and 5,300 will die from it.

Every dollar donated to research helps discover the causes of breast cancer, gives us better methods to prevent and detect the disease, and provides treatments that are more effective.

And like all those who contribute, the Canadian Breast Cancer Foundation’s sponsors are a big part of improving the quality of life for survivors.

Some of the foundation’s key national partnerships are with CIBC, Hbc, McCain, M&M’s, Sears, KitchenAid, Kruger Products including Scotties, Cashmere & SpongeTowels, New Balance, and 3M.

“In addition, on a regional basis there are significant partnerships and generous addition revenue for the foundation,” says Mark Hierlihy, director of development, Central Office. “Key examples of corporate partners in this group in Western Canada would be Telus, which is the presenting sponsor of the Telus Tour for the Cure, as well as Safeway, which has developed a significant in-store program.”

Each of the partnerships have slightly different origins. Hierlihy explains that CIBC, for example, was keen to develop title sponsorship of the Canadian Breast Cancer Foundation CIBC Run For The Cure based on the grassroots support that began with its employees in British Columbia. From the initial commitment, the cause and CIBC’s support has become part of its corporate fabric.

Hbc, as another example, has evolved its October Think Pink program from a single T-shirt program to an integrated marketing program that is across the Bay, Zellers and Home Outfitters and includes not only its own marquee items but more than 100 vendor products.

“Primarily, corporate partners raise funds to support the foundation’s work. Corporate partnerships across Canada are responsible for $10 million in revenue from cause marketing and sponsorship programs,” he says. “More recently, programs have evolved to include the dissemination of the foundation’s breast cancer health information.”

Specifically, the rights fees that come from national and regional sponsors help underwrite the cost of foundation events, most significantly the run as its signature event.

Another important element of these partnerships would be the opportunity to engage partners’ employee base in the run and other foundation fundraising programs. The fundraising support can range from hundreds of dollars to more than $2 million for the run. Teams of all kinds contribute 70 per cent of run donations.

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