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[Webinar] Supporting Breast Cancer Awareness Month

We had the honor of hosting nonprofit leaders Shaney jo Darden (Keep-A-Breast) and Felicia Steinberg (Breast Cancer Research Foundation) together with agency partner Rachel Bulla (Buckland Co.) for a discussion about e-commerce and Breast Cancer Awareness Month. For all of October, groups around the world will be shining a spotlight on the disease and spreading information far and wide. There’s no better time to prepare your brand for contributing to the efforts than the present.

For this webinar, our featured experts discussed how their brands put their all into supporting the cause and what they’d love to see this upcoming season.

Watch the webinar and scroll down for highlights and takeways.

Watch the webinar: How Your Brand Can Support Breast Cancer Awareness Month

Some highlights from our Breast Cancer Awareness webinar:

  • Language is everything. Pivot away from phrases like “battle with cancer” or “fighting cancer.” Efforts are being made for those “going through breast cancer treatment” or “impacted by breast cancer.”
  • Focus on impact. The larger the number, the more abstract it gets, and the harder it is for the customer to visualize what their money’s going to. Customers value that understanding and transparency. For BCRF, $50 = 1 hour of breast cancer research, for Keep-A-Breast, $1 supports 1 woman. Those are things a customer can quantify. Those smaller impact metrics can make a huge difference.
  • If you do the right thing, people will come. As a brand, choose breast cancer research, education, and support because it means something to your core message. 
  • Tell authentic stories. If you do, and your customers can see that alignment clearly, you’ll see that returned in dividends. Our trio of speakers all agreed that a successful breast cancer campaign is about setting your intention and ensuring that your customers can see it shining through. Make decisions throughout your company getting people involved, and provide ways for your customers to get involved too. Find a way to rally the community and make those connections that last.
  • Don’t be afraid to be radical in your campaign ideas. Consider using bold campaigns (i.e., 100% of the sale of a product) or a strong incentive for a customer making a donation. Use that as a tool and it can also be leveraged as a marketing vehicle or acquisition tool. Your customers want to engage — let them.
  • Have a plan. Just like anything else, you need to have a plan to promote your funnel. Whether it’s through ad buys, boosted posts, email marketing campaigns, etc. There are audiences related to these causes — use media strategically to engage with current customers as well as new customers. If this is something you support year after year, consider revisiting those customers with updates regarding your campaign for 2020 and creating a lookalike audience to run ads that target new potential customers.
  • Beyond October. Breast Cancer Awareness Month ends in October in name only. Keep your customers engaged. There are wonderful charities, including those run or supported by our panelists, working every day to spread information and provide support. Once your customers get involved with your campaign, you too can continue incorporating your efforts year-round. Provide updates regarding how the campaign went through email or on your impact pages.

Unifying Language and Purpose

An exciting moment came early on in the conversation with an agreement about the wording surrounding breast cancer. It comes as no surprise that it’s key for your brand to use language that aligns with the language used by your charity of choice, and language that honors your shared mission.

For our guests, it was particularly important to pivot away from phrases like “battle with cancer” or “fighting cancer.” There’s no survivor language to be found in their campaigns. Efforts are being made for those “going through breast cancer treatment” or “impacted by breast cancer.”

The linguistics didn’t stop there. When designing a campaign, you have to examine how your donation goals come across to your customers. The larger the number, the more abstract it gets, and the harder it is for the customer to visualize what their money’s going to. Customers value that understanding and transparency. One of Rachel’s favorite things about the Shop for Good app is that “it makes [the donation process] more tangible.” Finding the language that connects the customer to the cause is key.

Felicia explained that, at BCRF, they raise money as, “$50 funding one hour of research.” Shaney jo phrases Keep A Breast’s fundraising as, “One dollar supports one woman.” Those are things a customer can quantify. Those smaller impact metrics can make a huge difference.

Aligning With a Cause

Many brands find themselves facing down fear when launching that new campaign. Will it be successful? Will it lose the company money?

The good news is, running a campaign for even a day can increase your customer acquisition and cart conversions.

Rachel reminded us of an ever-important truth: “If you do the right thing, the people will come.” As a brand, choose breast cancer research, education, and support because it means something to your core message. If you do, and your customers can see that alignment clearly, you’ll see that returned in dividends.

Our trio of speakers all agreed that a successful breast cancer campaign is about setting your intention and ensuring that your customers can see it shining through. Make decisions throughout your company getting people involved, and provide ways for your customers to get involved too. Find a way to rally the community and make those connections that last.

Communicating Consistent Impact

Breast Cancer Awareness Month ends in October in name only. There are wonderful charities, including those run or supported by our panelists, working every day to spread information and provide support. Once your customers get involved with your campaign, you too can continue incorporating your efforts year-round.

Put your focus towards creating long-term relationships with the charities and causes you work with. Find the ways to build those bridges and maintain them. As a brand, your work towards supporting a breast cancer organization should be a partnership you’re dedicated to and proud of. Your audience will see your passion and dedication and stay involved.

As you customize your campaign, take Felicia’s words to heart: “It doesn’t have to be pink, it just has to be impactful.”

Join us each week for innovative discussions around cause marketing and increasing your average order value. Download our app to get on our mailing list!

Support breast cancer awareness with Shop for Good

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