October is Breast Cancer Awareness Month, and already pink ribbons and signs with “a portion of the proceeds of this sale benefits breast cancer research” appear all over product placements. This support and awareness is an overall positive step toward fueling increasing research and financial backing. It represents a united effort by the private sector, advocacy groups, and general public to find a breast cancer cure, show support for current survivors, and remember lost loved ones.
Regardless of how good the cause, companies will not attach their name unless there is a financial benefit to be gained. This is just good business, and does not undermine the value of corporate sponsorship for causes such as breast cancer awareness and research.
But at what point do company promotions become sales-driving gimmicks more than sincere donations? And does it matter? Consumers must make that choice for themselves, and determine if the percentage amount donated is reason enough to purchase that particular product. Below are examples of corporate sponsorship, with sample donation amounts from three companies.
Yoplait is doing its Save Lids to Save Lives campaign for the tenth year of support. Yoplait will donate 10 cents for every lid returned through December 31, 2007 up to $500,000. This means that the company is donating approximately 10 percent of each yogurt cup sold over the course of the fall. However, the Save Lids to Save Lives campaign represents a consumer commitment to return the lids, similar to a rebate program, as consumers have to clean and mail in or drop lids into a return box. Proceeds will benefit Susan G. Komen for the Cure. In addition to the Save Lids to Save Lives campaign, Yoplait is an on-going sponsor for other breast cancer related fundraisers such as the annual Susan G. Komen Race for the Cure.
Fat Bastard Wine will donate 25 cents for every bottle of wine purchased during the months of September and October, up to $75,000. During the time period, bottles will include a “Live Long, Live Large” emblem and a pink enamel pin for consumers to display their support. “Live Large” is a Fat Bastard Wine slogan. Proceeds will benefit the Fred Hutchinson Cancer Research Center, and is the fifth year Fat Bastard Wine will participate through Click Wine Group. $75,000 is nothing to sneeze at. However, this amount represents the sale of 300,000 bottles of wine and a huge profit for the company.
KitchenAid sponsors a Cook for the Cure program. KitchenAid donates either a percentage or direct amount of all Cook for the Cure products. For example, the pink KitchenAid mixers retail for $349 and $50 is donated to Susan G. Komen for the Cure, and 10 percent of sales of each pink ice cream scoop. After purchasing, consumers enter their information about their product, as well as SKU numbers to ensure the donation is made. Again, consumers have to make the purchase and then follow up. The products are available year-round, with special advertising during Breast Cancer Awareness Month.
All three companies provide significant monetary donations to breast cancer research, target consumers who already care about finding a cure to breast cancer, and who want to put their money where their mouth is. However, the financial benefits and good will that come from each sales promotion more than accounts for whatever the company spends toward supporting breast cancer research.
Perhaps consumers can request a higher commitment with their purchase and support companies that give significant amounts, instead of token donations. They can make a direct donation and wear a pink ribbon. Regardless, if consumers want to support companies who support breast cancer awareness and research, purchasing products during promotions is a good way to do it.
Source:
PRNewsWire
Yoplait
KitchenAid
