Q&A with Robbie Finke Franklin

Director of Marketing, The Breast Cancer Research Foundation

Why should a consumer purchase a product that supports The Breast Cancer Research Foundation®?

There are many reasons a consumer should support The Breast Cancer Research Foundation. We fund some of the best clinical and translational research in the world being conducted to find ways to prevent and cure breast cancer. Efficiency is another reason. BCRF gives away a minimum of 85 cents of every dollar to research and awareness programs. BCRF is the highest rated breast cancer organization in the U.S. We are the only breast cancer organization to receive Charity Navigator's highest rating four-stars for eight consecutive years. And BCRF was awarded an A+ rating from the American Institute of Philanthropy. BCRF is transparent. We require that every partner inform the consumer how much is being directed to The Breast Cancer Research Foundation. It is important to BCRF that consumers be armed with information so they can make an intelligent decision when they are purchasing a product that benefits BCRF.

How does BCRF choose its Corporate Alliance Partners?

The Breast Cancer Research Foundation has a broad portfolio of corporate partners - at a variety of price points and in a multitude of venues. We really choose our partners from our heart. A company that demonstrates that they have passion and a true commitment to helping us fight breast cancer is the best partner. Additionally, there has to be a shared connection to BCRF's mission and goals. But a lot of it is really about the depth of commitment to end breast cancer a company expresses that is very important to us.

How is the donation amount determined?

The Breast Cancer Research Foundation is probably unique in that we look at every partner on an individual, case-by-case basis. So it really depends on the volume of the product, the price of the product, how big the company is, whether or not it's their first year, the economic climate, or whether they are continuing a partnership with us. We truly try and work this out together so that it's a comfortable donation, both for the company and BCRF. We always want to ensure that the donation is something the partner can be proud of in terms of being able to meet their goals and expectations.

Besides pink products, what other ways can companies raise money for BCRF?

The Breast Cancer Research Foundation is always looking for companies and brands who want to establish programs in addition to or in lieu of pink products. Some ideas include engaging a company's employees to conduct their own fundraising activities. The Internet is a wonderful way to add depth and dimension to a company's program and to interact with the public. I think that there are probably a lot of great ideas out there in terms of trying to get people activated.

Why should a company become a year-round partner and not an October-only partner?

If women and men were diagnosed with breast cancer in October, the disease would be cured by now. I think companies need to be around all the time so that when somebody's mother, sister, friend, wife, or grandma is diagnosed with breast cancer, they can act. They can buy a product that gives back and they will feel empowered that they have done something. Even if it is a small amount, the contribution helps us in our battle to end this horrible disease.

What does the "Pinking of America" mean for BCRF?

The "Pinking of America" does not have negative connotations to us at The Breast Cancer Research Foundation. To us, the "Pinking of America" translates into increased awareness of breast cancer and the need for early detection. Honestly, BCRF raises a lot of money through pink products, but beyond the monetary benefit, pink products act as our sales force and the advertising campaign we can't afford. It is wonderful that when someone sees a pink product they associate it with breast cancer. To us, it is a positive attribute that a pink product might remind someone to get a mammogram or perform a self breast exam. It is great when a pink product reminds someone to call or visit a friend or relative that is undergoing treatment. Or that someone is spurred to sign a petition for changes in the law? What is the down side if someone sees a pink product and decides that this year they will participate in a walk to end breast cancer? And, of course, should they buy the pink product that supports BCRF, that's great too. These products reach consumers with many positive messages. The answer is we can't lose. There are so many ways we've won just by having the consumer aware of pink products whether it supports BCRF or any of the other organizations. There's just no losing.

What are the key elements of a successful cause-related marketing program?

A successful cause-related marketing program is one in which there is a natural connection between the organization's mission and your company's core brand. The reason to embark upon a cause-related marketing program is not because you can measure the results, but because it is the right thing to do for your company or brand and your consumer. And a great program seeks to create a triangle that includes the Foundation, the consumer and the company, not a straight line between the company and BCRF. Remember the consumer has to be an integral part of the program.

Why is your donation to The Breast Cancer Research Foundation more important than ever in today's economic climate?

It's a bittersweet moment in breast cancer research funding. We've come SO far with the science and the improved survival and quality of life for women. But we're not finished. The so-called "triple negative" breast cancers continue to vex scientists and cut short women's lives. Metastasis is proving more complicated to control than we expected, even in the light of some exciting breakthroughs. There are a lot of hurdles to overcome, including several years of declining government support of breast cancer research, the lack of incentives for researchers to enter the field and have the means to pursue important questions from a young age, and even a looming shortage of oncologists. And we hear every day about the continued economic downturn. We've all heard the sad news about endowments being reduced, and the fact that a number of charities unwittingly placed their funds in the hands of untoward investors. We have neither of these problems at The Breast Cancer Research Foundation. Fortunately, we haven't made any bad investments; only good ones. We spend all the money we raise each year on research and administering that research. We have complete transparency about where our money goes. We believe this is the most credible way to operate because it brings us to cures and prevention faster.