As I mentioned in an earlier post, I am setting an objective of raising at least $500,000 over the next 5 years for breast cancer research. I believe this goal is attainable because with 45.5 million gym members in the U.S., I found that 29% of Americans donated to a cancer charity in 2008. While "a cancer charity" does not exclusively mean contributions were made to breast cancer, breast cancer is the second most common cancer among women (next to skin cancer) and it is believed that a large portion of these contributions are donated to breast cancer.
Especially with cause marketing efforts by Susan G. Komen for the Cure, breast cancer has become a heavily marketed "product" in our society. Specifically, Komen has 16 "Million Dollar Council Partners" who have committed to invest a financial contribution of $1 million annually in the fight to end breast cancer. These partners are recognizable to the masses, with names like Yoplait, American Airlines, Bank of America, Ford, and General Mills, to name a few. Organizations like Susan G. Komen for the Cure and American Cancer Society have already created awareness about breast cancer through their partnerships and co-branding. Instead of reinventing the wheel, Save Our Women Fit is focused on breast cancer prevention through exercise. We aim to promote healthy lifestyles so that we can reduce our risks.
So, with the 45.5 million gym goers in the US, and 29% incidences of cancer donations, we have 13,195,000 people who are current gym members and who donate to cancer. Of this group, we aim to reach a conservative 1.5% (or 197,925 people) through advertising and promotions. Of these people, if we can convert only 20%, we will have 39,585 potential participants. We will ask each participant to raise a modest minimum of $25.00 per event, which will leave us with gross $989,625 at the end of the year (before marketing costs). With these rough numbers, I believe we can easily surpass our goal of raising half a million dollars in the next five years.
No comments:
Post a Comment