TheBreastCancerSite.com is on a mission to raise funds to provide one free mammogram a day to an underprivileged woman. It’s getting the job done one click at a time.
Owned and operated by CharityUSA.com, the site invites citizens from around the world to visit daily and click on the pink ‘"Click Here to Give—it's FREE"’ button. Each time they do, the site records the click and then submits the statistics to corporate sponsors who, in turn, donate mammograms based on the daily clicks in exchange for advertising.
The idea of completing a quick task for free, knowing that it will do so much good, is an easy sell. That’s why the programme is so effective.
I can’t tell you how many times a year a family member or friend e-mails me the link to The Breast Cancer Site. I’m usually one of several recipients who are encouraged to not only visit the site and click on the donation button, but also forward the link to others. And I do every time.
I do it because I have loved ones who have been affected by cancer, and it would feel like I was betraying them if I didn’t respond. I also know that they are among the fortunate ones with the means to seek out the best medical care available.
The Breast Cancer Site initiative is certainly a case of benevolent viral marketing at its best. In fact, it is such a straightforward concept that it could easily be adapted to the needs of any shopping centre fundraising campaign, regardless of budget size.
You can start by rounding up some corporate sponsors, be they your own retailers or outside organisations wanting access to your clientele. Then use your e-newsletter, as well as the other media vehicles you normally employ, to invite shoppers to visit your Website and click to support your chosen charity. Be sure to include a ‘forward this to a friend’ button for added exposure.
If you have good contacts at a radio station, hold a live remote in your centre and provide computer terminals where shoppers can click for charity. A live TV broadcast would also work wonders.
Once you have exhausted traditional promotional avenues, use all of the social networks at your disposal to get people talking about your fundraiser and increase participation.
You’ll be surprised how quickly your customers will respond. You might even have enough support to record a new world record for the most benevolent clicks generated in one day.