Susan G. Komen Breast Cancer Foundation
Encyclopedia
Susan G. Komen for the Cure, formerly known as The Susan G. Komen Breast Cancer Foundation, often referred to as simply Komen, is the most widely known, largest and best-funded breast cancer
organization in the US.
Since its inception in 1982, Komen has invested nearly $2 billion for breast cancer research, education, advocacy, health services and social support programs in the U.S., and through partnerships in more than 50 countries. Today, Komen has more than 100,000 volunteers working in a network of 124 affiliates worldwide. As of March 2011, Komen is listed on Charity Navigator
with the site's highest rating of four stars. According to the Harris Interactive
2010 EquiTrend annual brand equity poll, Komen is one of the most trusted nonprofit organizations in America. However, the organization has been criticized for its use of donor funds, as well as its choice of sponsor affiliations and its role in commercial cause marketing
.
, Illinois
. She was diagnosed with breast cancer at the age of 33. She died of the disease at age 36 in 1980. Komen's younger sister, Nancy Goodman Brinker
, who believed that Susan's outcome might have been better if patients knew more about cancer and its treatment, promised her sister that she would do everything she could to end breast cancer. To fulfill that promise, Brinker founded the Susan G. Komen Breast Cancer Foundation in Komen's memory in 1982.
In 2007, the 25th anniversary of the organization, the name was changed to Susan G. Komen for the Cure and trademark
ed a new logo in support of its promise "to end breast cancer forever." The new logo is a pink ribbon
that resembles a runner in motion and is meant to reflect the importance of Komen's signature Race for the Cure event, which is currently the world's largest fund raising event for breast cancer education and research. The logo symbolically associates the organization with the values of the pink ribbon culture: fear
of breast cancer, hope
, and the charitable goodness of people and businesses who publicly support the breast cancer movement.
In December 2009 Brinker was appointed CEO of the organization.
s, as well as ever-increasing levels of government spending on diagnosing and treating breast cancer. They promote early detection as the primary tool for preventing breast cancer deaths.
Their response to scientific evidence that the indiscriminate nature of screening mammography for all middle-aged and older women, regardless of each woman's individual risk of developing breast cancer, results in overtreatment of some women whose cancer would regress on its own or would grow so slowly that it would never harm them—for every one woman whose life is saved by screening mammography, between two and ten women will receive completely unnecessary and toxic treatment for a harmless growth, 250 to 500 women will be wrongly told that they might have breast cancer (false positives), and 125 to 250 will have biopsies performed—is to "keep hammering away at our basic message, which is, early detection saves lives".
By contrast, organizations like the National Breast Cancer Coalition
follow a medical consumerism model, in which individual women are educated by their physicians about their options and encouraged to make individualized, evidence-based decisions about their health care. Other organizations advocate for more research into the environmental causes of breast cancer and cancer prevention.
That same fiscal year, Komen reported approximately US $360 million in expenses. $283.2 million of this went towards program services: $75.4 million (20.9 percent of total expenditure) went to research, $140.8 million (39.1 percent) went to public health education, $46.9 million (13 percent) went to health screening services, and $20.1 million (5.6 percent) went to treatment services. The other $76.8 million went to supporting services, including $36.1 million (10 percent of total expenditure) toward fund-raising costs and $40.6 million (11.3 percent) toward general and administrative costs.
breast cancer research and for innovative projects in the areas of breast health education and breast cancer screening and treatment. The organizations has awarded more than 1,000 breast cancer research grants totaling more than $180 million. Komen adheres to a peer-review process that is recognized by the US National Cancer Institute
.
, research grants are available for basic, clinical, and translational research; postdoctoral fellowships; and breast cancer disparities research.
Komen awards three-year postdoctoral fellowships to individuals working under the guidance of experienced cancer researchers in order to recruit and retain young scientists in the field of breast cancer research.
In addition to funding research, Komen and its affiliates fund non-duplicative, community-based breast health education and breast cancer screening and treatment projects for the medically under-served.
Since 1992, Komen has also annually awarded work in the field of cancer research with the Komen Brinker Award for Scientific Distinction
.
, more than 500,000 people worldwide die from breast cancer every year, and breast cancer is the leading cause of cancer deaths among women worldwide. Komen for the Cure states that its aim is to "reduce the burden of breast cancer on a global level". Believing that no single approach to breast health will prove effective around the world, Komen works with local communities and organizations to develop programs for particular groups or cultures.
In 2006, Susan G. Komen for the Cure announced their involvement with the US-Middle East Partnership for Breast Cancer Awareness and Research
, a Middle East Partnership Initiative
program that unites leading breast cancer advocates in the U.S. and the Middle East with the goal increasing early detection of breast cancer and reduce mortality through improved awareness, increased clinical resources, and research.
Today, Susan G. Komen for the Cure is active in over 50 countries with its largest affiliates in Italy and Germany.
On October 28th, 2010, Jerusalem, Israel held its first Susan G. Komen Race for the Cure. Over 5,000 Christian, Muslim and Jewish people walked and ran to show solidarity in what was described as a historic event. The main goal of the race was to raise awareness of breast cancer and establish the organization as a permanent fixture in Israel. Prior to the Race the Old City walls of Jerusalem were illuminated pink by Komen founder Nancy G. Brinker, Jerusalem Mayor Nir Barkat and the Prime Minister's wife Sara Netanyahu.
partnerships. These include prominent campaigns, such as those with Yoplait
, which runs the Save Lids to Save Lives program, and a partnership with American Airlines
.
Cause marketing allows Komen to associate the breast cancer brand with its organization. By promoting the "fear, hope and goodness" associated with the breast cancer brand, Komen is able to promote itself, breast cancer awareness
, its sponsoring corporations, and conscientious consumption.
The Susan G. Komen Race for the Cure is the world's largest fundraising event for breast cancer. It consists of a series of 5K runs and fitness walks to to raise money to for breast cancer
, to raise awareness of the disease, to celebrate those who have survived breast cancer, and memorialize those who have not.
The first race was run in Dallas, Texas
in 1983, with 800 participants. The 25th Anniversary of the Race was celebrated in 2008. In 2009, it was renamed as Susan G. Komen Global Race for the Cure. In 2010, there were about 130 races worldwide. Additionally in 2010, over 1.6 million people participated in the race, which utilized over 100,000 volunteers.
The primary source of revenue for the event is donation
s collected by the participants in the race. Three-quarters of the net proceeds from the event are used locally to pay for community outreach programs, breast health education, and breast cancer screening
and treatment projects run by the Komen affiliate. The remaining quarter is sent to the central organization.
Komen's other nationwide events include:
campaign, allowing supporters to donate money by texting
.
and other clinics. This partnership has garnered criticism from some anti-abortion advocates because Planned Parenthood also provides abortion
. More recent studies reported by the National Cancer Institute of the National Institutes for Heath show that there are no links between breast cancer and abortion. Komen says its affiliates provide funds for screening, education and treatment programs in dozens of communities in which Planned Parenthood is the only place that poor, uninsured or under-insured women can receive these services.
by corporate marketers, especially to promote products that might be unhealthful—in return for a donation to the cause. Komen benefits greatly from these corporate partnerships, receiving over $55 million a year from them. However, critics say many of these promotions are deceptive to consumers and benefit the companies more than the charity.
Organizations such as Breast Cancer Action
, an advocacy group, say that such promotions are often financially ineffective. For instance, in 2005 Yoplait
donated ten cents to Komen for each lid mailed in by consumers at a time when postage to mail a letter cost 37 cents. Since the Save Lids to Save Lives campaign began in 1998, Yoplait has donated more than $25 million to Komen. In 2010 their annual maximum commitment was raised to $1.6 million.
In April 2010, Komen received national attention when it paired with fast food restaurant
chain KFC
to offer "Buckets for the Cure," a promotion in which fried and grilled chicken was sold in pink branded buckets. The collaboration garnered criticism from media outlets including The Colbert Report and Bitch magazine
, and it raised concerns about the promotion of unhealthful eating habits and obesity
. KFC contributed over $4.2 million to Komen, the largest single contribution in the organization's history. The partnership with KFC, which has since ended, allowed Komen "to reach many millions of women that they had been unable to reach before," said Brinker.
ed the running ribbon as part of its new brand
ing strategy. Komen has come under fire for legal action against other nonprofits or organizations using the phrase "for the cure" within their names. An August 2010 article in the Wall Street Journal detailed a case in which the organization Uniting Against Lung Cancer was told in a letter from Komen that they should no longer use the name "Kites for the Cure" for their annual fundraising event. Komen also wrote to the organization to warn them "against any use of pink in conjunction with 'cure.'" More than 100 small charities have received legal opposition from Komen regarding various uses of the words "for the cure" in their names, at a cost of nearly $1 million per year in donor funds. Among the offending charitable organizations and events were "Par for the Cure," "Surfing for a Cure," "Cupcakes for a Cure" and "Mush for the Cure". Komen says that the organization protects its trademarks as a matter of financial stewardship and that they want to prevent confusion among donors. According to Komen general counsel Jonathan Blum, a mixup could result in a donation being inadvertently sent to another charity. Others suggest that the trademark issue is more about dominating the pink ribbon marketplace.
Breast cancer
Breast cancer is cancer originating from breast tissue, most commonly from the inner lining of milk ducts or the lobules that supply the ducts with milk. Cancers originating from ducts are known as ductal carcinomas; those originating from lobules are known as lobular carcinomas...
organization in the US.
Since its inception in 1982, Komen has invested nearly $2 billion for breast cancer research, education, advocacy, health services and social support programs in the U.S., and through partnerships in more than 50 countries. Today, Komen has more than 100,000 volunteers working in a network of 124 affiliates worldwide. As of March 2011, Komen is listed on Charity Navigator
Charity Navigator
Charity Navigator is an independent, non-profit organization that evaluates American charities. Its stated goal is "to advance a more efficient and responsive philanthropic marketplace by evaluating the financial health of America's largest charities."-About:...
with the site's highest rating of four stars. According to the Harris Interactive
Harris Interactive
Harris Interactive , headquartered in New York, New York, is a custom market research firm, known for the Harris Poll. Harris works in a wide range of industries...
2010 EquiTrend annual brand equity poll, Komen is one of the most trusted nonprofit organizations in America. However, the organization has been criticized for its use of donor funds, as well as its choice of sponsor affiliations and its role in commercial cause marketing
Cause marketing
Cause marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit. The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and...
.
History
Susan Goodman, later Susan Goodman Komen, was born in 1943 in PeoriaPeoria, Illinois
Peoria is the largest city on the Illinois River and the county seat of Peoria County, Illinois, in the United States. It is named after the Peoria tribe. As of the 2010 census, the city was the seventh-most populated in Illinois, with a population of 115,007, and is the third-most populated...
, Illinois
Illinois
Illinois is the fifth-most populous state of the United States of America, and is often noted for being a microcosm of the entire country. With Chicago in the northeast, small industrial cities and great agricultural productivity in central and northern Illinois, and natural resources like coal,...
. She was diagnosed with breast cancer at the age of 33. She died of the disease at age 36 in 1980. Komen's younger sister, Nancy Goodman Brinker
Nancy Brinker
Nancy Goodman Brinker is the founder and CEO of Susan G. Komen for the Cure, an organization named after her only sister, Susan, who died from breast cancer in 1980 at age 36. Brinker was also United States Ambassador to Hungary from 2001 to 2003 and Chief of Protocol of the United States from...
, who believed that Susan's outcome might have been better if patients knew more about cancer and its treatment, promised her sister that she would do everything she could to end breast cancer. To fulfill that promise, Brinker founded the Susan G. Komen Breast Cancer Foundation in Komen's memory in 1982.
In 2007, the 25th anniversary of the organization, the name was changed to Susan G. Komen for the Cure and trademark
Trademark
A trademark, trade mark, or trade-mark is a distinctive sign or indicator used by an individual, business organization, or other legal entity to identify that the products or services to consumers with which the trademark appears originate from a unique source, and to distinguish its products or...
ed a new logo in support of its promise "to end breast cancer forever." The new logo is a pink ribbon
Pink ribbon
The pink ribbon is an international symbol of breast cancer awareness. Pink ribbons, and the color pink in general, identify the wearer or promoter with the breast cancer brand and express moral support for women with breast cancer....
that resembles a runner in motion and is meant to reflect the importance of Komen's signature Race for the Cure event, which is currently the world's largest fund raising event for breast cancer education and research. The logo symbolically associates the organization with the values of the pink ribbon culture: fear
Fear
Fear is a distressing negative sensation induced by a perceived threat. It is a basic survival mechanism occurring in response to a specific stimulus, such as pain or the threat of danger...
of breast cancer, hope
Hope
Hope is the emotional state which promotes the belief in a positive outcome related to events and circumstances in one's life. It is the "feeling that what is wanted can be had or that events will turn out for the best" or the act of "look[ing] forward to with desire and reasonable confidence" or...
, and the charitable goodness of people and businesses who publicly support the breast cancer movement.
In December 2009 Brinker was appointed CEO of the organization.
Philosophy
Komen advocates for breast self-awareness as a primary method for fighting breast cancer. Komen supports universal screening mammography and breast self-examinationBreast self-examination
Breast self-examination is a screening method used in an attempt to detect early breast cancer. The method involves the woman herself looking at and feeling each breast for possible lumps, distortions or swelling....
s, as well as ever-increasing levels of government spending on diagnosing and treating breast cancer. They promote early detection as the primary tool for preventing breast cancer deaths.
Their response to scientific evidence that the indiscriminate nature of screening mammography for all middle-aged and older women, regardless of each woman's individual risk of developing breast cancer, results in overtreatment of some women whose cancer would regress on its own or would grow so slowly that it would never harm them—for every one woman whose life is saved by screening mammography, between two and ten women will receive completely unnecessary and toxic treatment for a harmless growth, 250 to 500 women will be wrongly told that they might have breast cancer (false positives), and 125 to 250 will have biopsies performed—is to "keep hammering away at our basic message, which is, early detection saves lives".
By contrast, organizations like the National Breast Cancer Coalition
National Breast Cancer Coalition
On September 20, 2010, the National Breast Cancer Coalition , a grassroots advocacy organization that seeks to improve public policies surrounding breast cancer research, diagnosis and treatment, launched Breast Cancer Deadline 2020, a call to action for policymakers, researchers, breast cancer...
follow a medical consumerism model, in which individual women are educated by their physicians about their options and encouraged to make individualized, evidence-based decisions about their health care. Other organizations advocate for more research into the environmental causes of breast cancer and cancer prevention.
Use of funds
In the 2009-2010 fiscal year, ending March 31, 2010, Komen reported approximately US $400 million in earnings. Of this, $365 million (91.3 percent) came from contributions from the public, including donations, sponsorships, race entry fees, and contributed goods and services. Approximately $35 million (8.8 percent) came from interest and dividends and gains on investments.That same fiscal year, Komen reported approximately US $360 million in expenses. $283.2 million of this went towards program services: $75.4 million (20.9 percent of total expenditure) went to research, $140.8 million (39.1 percent) went to public health education, $46.9 million (13 percent) went to health screening services, and $20.1 million (5.6 percent) went to treatment services. The other $76.8 million went to supporting services, including $36.1 million (10 percent of total expenditure) toward fund-raising costs and $40.6 million (11.3 percent) toward general and administrative costs.
Grants and awards
Since its foundation in 1982, Komen has provided funding for basic, clinical, and translationalTranslational medicine
Translational medicine is a medical practice based on interventional epidemiology. It is regarded by its proponents as a natural progression from Evidence-Based Medicine. It integrates research from the basic sciences, social sciences and political sciences with the aim of optimising patient care...
breast cancer research and for innovative projects in the areas of breast health education and breast cancer screening and treatment. The organizations has awarded more than 1,000 breast cancer research grants totaling more than $180 million. Komen adheres to a peer-review process that is recognized by the US National Cancer Institute
National Cancer Institute
The National Cancer Institute is part of the National Institutes of Health , which is one of 11 agencies that are part of the U.S. Department of Health and Human Services. The NCI coordinates the U.S...
.
, research grants are available for basic, clinical, and translational research; postdoctoral fellowships; and breast cancer disparities research.
Komen awards three-year postdoctoral fellowships to individuals working under the guidance of experienced cancer researchers in order to recruit and retain young scientists in the field of breast cancer research.
In addition to funding research, Komen and its affiliates fund non-duplicative, community-based breast health education and breast cancer screening and treatment projects for the medically under-served.
Since 1992, Komen has also annually awarded work in the field of cancer research with the Komen Brinker Award for Scientific Distinction
Komen Brinker Award for Scientific Distinction
The Komen Brinker Award for Scientific Distinction was established by Susan G. Komen for the Cure in 1992 to recognize leading scientists for their significant work in advancing research concepts or clinical application in the fields of breast cancer research, screening or treatment.The intent of...
.
Global activities
According to the United Nations World Health OrganizationWorld Health Organization
The World Health Organization is a specialized agency of the United Nations that acts as a coordinating authority on international public health. Established on 7 April 1948, with headquarters in Geneva, Switzerland, the agency inherited the mandate and resources of its predecessor, the Health...
, more than 500,000 people worldwide die from breast cancer every year, and breast cancer is the leading cause of cancer deaths among women worldwide. Komen for the Cure states that its aim is to "reduce the burden of breast cancer on a global level". Believing that no single approach to breast health will prove effective around the world, Komen works with local communities and organizations to develop programs for particular groups or cultures.
In 2006, Susan G. Komen for the Cure announced their involvement with the US-Middle East Partnership for Breast Cancer Awareness and Research
US-Middle East Partnership for Breast Cancer Awareness and Research
The U.S.–Middle East Partnership for Breast Cancer Awareness and Research is a public-private initiative that was launched in June 2006 by the US Department of State’s Middle East Partnership Initiative. The Partnership unites leading breast cancer advocates in the U.S. and the Middle East...
, a Middle East Partnership Initiative
Middle East Partnership Initiative
The Middle East Partnership Initiative is a U.S. State Department program that supports reform efforts in the Middle East and North Africa...
program that unites leading breast cancer advocates in the U.S. and the Middle East with the goal increasing early detection of breast cancer and reduce mortality through improved awareness, increased clinical resources, and research.
Today, Susan G. Komen for the Cure is active in over 50 countries with its largest affiliates in Italy and Germany.
On October 28th, 2010, Jerusalem, Israel held its first Susan G. Komen Race for the Cure. Over 5,000 Christian, Muslim and Jewish people walked and ran to show solidarity in what was described as a historic event. The main goal of the race was to raise awareness of breast cancer and establish the organization as a permanent fixture in Israel. Prior to the Race the Old City walls of Jerusalem were illuminated pink by Komen founder Nancy G. Brinker, Jerusalem Mayor Nir Barkat and the Prime Minister's wife Sara Netanyahu.
Cause marketing
The Organization raises over $35 million a year from over 60 cause marketingCause marketing
Cause marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit. The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and...
partnerships. These include prominent campaigns, such as those with Yoplait
Yoplait
Yoplait is a brand of yogurt produced by a company owned by two French holdings, SODIAAL and PAI Partners.-History:In 1964, 100,000 French farmers merged their regional dairy cooperatives to sell nationally. In 1965, two co-ops, "Yola" and "Coplait", merged, becoming "Yoplait"...
, which runs the Save Lids to Save Lives program, and a partnership with American Airlines
American Airlines
American Airlines, Inc. is the world's fourth-largest airline in passenger miles transported and operating revenues. American Airlines is a subsidiary of the AMR Corporation and is headquartered in Fort Worth, Texas adjacent to its largest hub at Dallas/Fort Worth International Airport...
.
Cause marketing allows Komen to associate the breast cancer brand with its organization. By promoting the "fear, hope and goodness" associated with the breast cancer brand, Komen is able to promote itself, breast cancer awareness
Breast cancer awareness
Breast cancer awareness is an effort to raise awareness of breast cancer and reduce the disease's stigma by educating people about its symptoms and treatment options...
, its sponsoring corporations, and conscientious consumption.
Events
Breast cancer
Breast cancer is cancer originating from breast tissue, most commonly from the inner lining of milk ducts or the lobules that supply the ducts with milk. Cancers originating from ducts are known as ductal carcinomas; those originating from lobules are known as lobular carcinomas...
, to raise awareness of the disease, to celebrate those who have survived breast cancer, and memorialize those who have not.
The first race was run in Dallas, Texas
Dallas, Texas
Dallas is the third-largest city in Texas and the ninth-largest in the United States. The Dallas-Fort Worth Metroplex is the largest metropolitan area in the South and fourth-largest metropolitan area in the United States...
in 1983, with 800 participants. The 25th Anniversary of the Race was celebrated in 2008. In 2009, it was renamed as Susan G. Komen Global Race for the Cure. In 2010, there were about 130 races worldwide. Additionally in 2010, over 1.6 million people participated in the race, which utilized over 100,000 volunteers.
The primary source of revenue for the event is donation
Donation
A donation is a gift given by physical or legal persons, typically for charitable purposes and/or to benefit a cause. A donation may take various forms, including cash, services, new or used goods including clothing, toys, food, and vehicles...
s collected by the participants in the race. Three-quarters of the net proceeds from the event are used locally to pay for community outreach programs, breast health education, and breast cancer screening
Breast cancer screening
Breast cancer screening refers to the medical screening of asymptomatic, apparently healthy women for breast cancer in an attempt to achieve an earlier diagnosis. The assumption is that early detection will improve outcomes...
and treatment projects run by the Komen affiliate. The remaining quarter is sent to the central organization.
Komen's other nationwide events include:
- Susan G. Komen 3-Day for the Cure — a 60-mile walk for women and men: participants walk 60 miles (96.6 km) in three days to help raise millions of dollars for breast cancer research and patient support programs
- Susan G. Komen Marathon for the Cure — a grassroots fundraising program offering fitness enthusiasts the chance to join in the fight against breast cancer by running or walking a full (26.2 mi) or half (13.1 mi) marathon.
- Susan G. Komen Passionately Pink for the Cure — a year-round fundraising and education program allowing participants to choose any date, invite friends, wear pink, have fun and raise money for the cause.
- Susan G. Komen Bowl for the Cure — a year-round fund-raising and breast cancer awareness initiative founded in 2000 and sponsored by USBCUnited States Bowling CongressThe United States Bowling Congress is a sports membership organization dedicated to ten-pin bowling in the United States. It was formed in 2005 by a merger of the American Bowling Congress, Women's International Bowling Congress, Young American Bowling Alliance, and USA Bowling...
and The Bowling Foundation.
Mobile fundraising
In October 2008, Susan G. Komen for the Cure launched a mobile donatingMobile donating
Mobile donating refers to donating to an organization through a mobile device. The primary means for mobile donating is through SMS. Mobile donating can also refer to consumers donating their old phones to a cause for recycling and reuse of the device....
campaign, allowing supporters to donate money by texting
Text messaging
Text messaging, or texting, refers to the exchange of brief written text messages between fixed-line phone or mobile phone and fixed or portable devices over a network...
.
Grants to Planned Parenthood
The Susan G. Komen organization allows its affiliates to award grants to Planned ParenthoodPlanned Parenthood
Planned Parenthood Federation of America , commonly shortened to Planned Parenthood, is the U.S. affiliate of the International Planned Parenthood Federation and one of its larger members. PPFA is a non-profit organization providing reproductive health and maternal and child health services. The...
and other clinics. This partnership has garnered criticism from some anti-abortion advocates because Planned Parenthood also provides abortion
Abortion
Abortion is defined as the termination of pregnancy by the removal or expulsion from the uterus of a fetus or embryo prior to viability. An abortion can occur spontaneously, in which case it is usually called a miscarriage, or it can be purposely induced...
. More recent studies reported by the National Cancer Institute of the National Institutes for Heath show that there are no links between breast cancer and abortion. Komen says its affiliates provide funds for screening, education and treatment programs in dozens of communities in which Planned Parenthood is the only place that poor, uninsured or under-insured women can receive these services.
Pinkwashing in cause marketing
Komen has also been caught up in the controversy over "pinkwashing"—the use of breast cancer and the pink ribbonPink ribbon
The pink ribbon is an international symbol of breast cancer awareness. Pink ribbons, and the color pink in general, identify the wearer or promoter with the breast cancer brand and express moral support for women with breast cancer....
by corporate marketers, especially to promote products that might be unhealthful—in return for a donation to the cause. Komen benefits greatly from these corporate partnerships, receiving over $55 million a year from them. However, critics say many of these promotions are deceptive to consumers and benefit the companies more than the charity.
Organizations such as Breast Cancer Action
Breast Cancer Action
Breast Cancer Action is a national grassroots education and advocacy organization dedicated to supporting people living with breast cancer and creating system-wide change that will end the breast cancer epidemic. It was founded in 1990 by Elenore Pred, Susan Claymon, and Linda Reyes...
, an advocacy group, say that such promotions are often financially ineffective. For instance, in 2005 Yoplait
Yoplait
Yoplait is a brand of yogurt produced by a company owned by two French holdings, SODIAAL and PAI Partners.-History:In 1964, 100,000 French farmers merged their regional dairy cooperatives to sell nationally. In 1965, two co-ops, "Yola" and "Coplait", merged, becoming "Yoplait"...
donated ten cents to Komen for each lid mailed in by consumers at a time when postage to mail a letter cost 37 cents. Since the Save Lids to Save Lives campaign began in 1998, Yoplait has donated more than $25 million to Komen. In 2010 their annual maximum commitment was raised to $1.6 million.
In April 2010, Komen received national attention when it paired with fast food restaurant
Fast food restaurant
A fast food restaurant, also known as a Quick Service Restaurant or QSR within the industry itself, is a specific type of restaurant characterized both by its fast food cuisine and by minimal table service...
chain KFC
KFC
KFC, founded and also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky, in the United States. KFC has been a brand and operating segment, termed a concept of Yum! Brands since 1997 when that company was spun off from PepsiCo as Tricon Global...
to offer "Buckets for the Cure," a promotion in which fried and grilled chicken was sold in pink branded buckets. The collaboration garnered criticism from media outlets including The Colbert Report and Bitch magazine
Bitch (magazine)
bitch, whose tagline is feminist response to pop culture, is an independent, quarterly magazine published in Portland, Oregon with more than 50,000 readers. bitch magazine is one branch of the reader-supported non-profit organization bitch media...
, and it raised concerns about the promotion of unhealthful eating habits and obesity
Obesity
Obesity is a medical condition in which excess body fat has accumulated to the extent that it may have an adverse effect on health, leading to reduced life expectancy and/or increased health problems...
. KFC contributed over $4.2 million to Komen, the largest single contribution in the organization's history. The partnership with KFC, which has since ended, allowed Komen "to reach many millions of women that they had been unable to reach before," said Brinker.
Legal battles over trademarking
In 2007, the organization changed its name to Susan G. Komen for the Cure and trademarkTrademark
A trademark, trade mark, or trade-mark is a distinctive sign or indicator used by an individual, business organization, or other legal entity to identify that the products or services to consumers with which the trademark appears originate from a unique source, and to distinguish its products or...
ed the running ribbon as part of its new brand
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
ing strategy. Komen has come under fire for legal action against other nonprofits or organizations using the phrase "for the cure" within their names. An August 2010 article in the Wall Street Journal detailed a case in which the organization Uniting Against Lung Cancer was told in a letter from Komen that they should no longer use the name "Kites for the Cure" for their annual fundraising event. Komen also wrote to the organization to warn them "against any use of pink in conjunction with 'cure.'" More than 100 small charities have received legal opposition from Komen regarding various uses of the words "for the cure" in their names, at a cost of nearly $1 million per year in donor funds. Among the offending charitable organizations and events were "Par for the Cure," "Surfing for a Cure," "Cupcakes for a Cure" and "Mush for the Cure". Komen says that the organization protects its trademarks as a matter of financial stewardship and that they want to prevent confusion among donors. According to Komen general counsel Jonathan Blum, a mixup could result in a donation being inadvertently sent to another charity. Others suggest that the trademark issue is more about dominating the pink ribbon marketplace.