St. Baldrick's started in March of 2000 as a fundraising event centered on volunteers raising money to "go bald" in support of children and families affected by cancer. Now in its ninth year, the event has successfully raised more than $34 million for childhood cancer research and has shaved over 46,000 heads from 18 countries and 46 U.S. states in the process.
According to the St. Baldrick's Foundation, "Thousands of brave, bold, and bald shavees step up to be shorn year after year, becoming walking billboards for the cause of childhood cancer."
Another St. Baldrick's fundraising strategy allows supporters to raise awareness all year round. A company called ReActee.com has developed a system of raising awareness through T-shirts and texting. The T-shirts all have different sayings and different keywords on them. One T-shirt says, "Ask me why I'm bald" with a call-to-action: "Text Bald to 41411 to find out why."
Playing on people's sense of curiosity in an age of technological advancement, texting the keyword prompts an automatic response: "Because I stand in solidarity w/ the 160,000 kids who are diagnosed w/ cancer each year. Go to StBaldricks.org to help!"
Another shirt says, "Get Bald" with the call-to-action, "Text Baldie to 41411." That keyword prompts the message: "Cancer's the #1 disease killer of kids in the U.S. Be brave, get bald, & help Conquer Kids Cancer. Go to StBaldricks.org to help."
"So far it's been a big hit," says Rachel Black, media relations coordinator for St. Baldrick's. "Looking at our numbers from ReActee we've had nearly 80 transactions. That means this alone has raised nearly $800. It's really a great opportunity and a new way to spread the word." In addition to be an inventive way of raising awareness, 20 percent of each T-shirt sale goes to the foundation's cause.
Kandace McLaughlin is an editor with HealthLeaders magazine. Send her Campaign Spotlight ideas at kmclaughlin@healthleadersmedia.com If you are a marketer submitting a campaign on behalf of your facility or client, please ensure you have permission before doing so.