Q&A with Robbie Finke

Director of Marketing The Breast Cancer Research Foundation

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

There are a few reasons a consumer should support The Breast Cancer Research Foundation. First, we support some the best clinical and genetic research in the world being conducted to find ways to prevent and cure breast cancer. Second, we give away 85 cents of every dollar - a minimum of 85 cents of every dollar - to research and awareness programs. In fact, last year we probably gave away closer to 89 cents. So efficiency is another reason. Third, BCRF believes transparency is critical. We require every partner to tell the consumer how much of their donation is coming to The Breast Cancer Research Foundation. It is important to us 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 likes to have a broad portfolio of corporate partners - high, low, very expensive, very attainable prices. We really choose our partners from our heart. A company that demonstrates passion and has a true commitment to helping us fight breast cancer is the best partner. And there has to be a shared connection to BCRF's mission and goals. But a lot of it is really in the passion we feel from a company that is very, 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, 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 they 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 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 only 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, 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 between 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.