Collegiality among leading cancer centers just got a lot stronger.
Thirteen of the nation’s top-tiered, National Cancer Institute-designated comprehensive cancer centers have formed the Cancer Research Alliance, a 501(c)(3) group devoted to securing national cause-related marketing alliances to fund cancer research at the participating organizations. A 501(c)(3) designation grants federal tax exemption to nonprofit organizations.
Participating organizations include City of Hope, Dana-Farber Cancer Institute, Fox Chase Cancer Center, Fred Hutchinson Cancer Research Center, the Holden Comprehensive Cancer Center at University of Iowa, Arthur C. James Cancer Hospital and Richard J. Solove Research Institute at The Ohio State University, Lineberger Comprehensive Cancer Center at University of North Carolina at Chapel Hill, Lombardi Comprehensive Cancer Center at Georgetown University, the University of Texas M.D. Anderson Cancer Center, H. Lee Moffitt Cancer Center and Research Institute, Robert H. Lurie Comprehensive Cancer Center at Northwestern University, Roswell Park Cancer Institute and the University of California San Francisco Comprehensive Cancer Center.
Cause-related marketing is the public association of a for-profit company with a nonprofit organization or cause both to promote the company’s product or service and to raise money and awareness for the nonprofit. Nonprofit organizations and companies alike have long used cause-related marketing to benefit their brands and impact their bottom lines. According to the International Events Group, corporations in the United States spent more than $1.6 billion on cause-related marketing in 2006 alone.
“The participating cancer centers recognize the power of cause-related marketing, both as a fund-raising tool and as a branding vehicle,” said Maureen Carlson, associate vice president of communications at City of Hope, who serves as co-chair of the Cancer Research Alliance. “The Cancer Research Alliance is the first organization of its kind to provide both local and national value to participating companies.”
The Cancer Research Alliance currently is securing national corporate partners and expects the first consumer promotions to begin in 2008.
Standing behind a cause
Americans believe that corporations need to act responsibly, and they appreciate companies that contribute to important causes, such as the fight against cancer and other serious diseases. The Cancer Research Alliance will link with such corporations.
Among Americans …
- 86 percent would switch from one brand to another of similar price and quality if that brand were associated with a cause.
- 80 percent could name a company that stands out as a strong corporate citizen.
- 75 percent said a company’s commitment to a social cause was important when deciding which products or services to recommend to others.
Source: 2004 Cone Corporate Citizenship Study