Cause Marketing

Cancer is a hairy beast that needs to be capped. And to help, Boston ad agency Small Army has put together a fun campaign that has potential lessons for nonprofit fundraisers. Called ‘ Be Bold, Be Bald! ’ here’s how it works. Order a $20 fundraising kit online ($25 after October 1, 2011) and Small Army will send you a bald cap and, a t-shirt to wear on Be Bold, Be Bald! Day October 21, 2011, along with a wealth of fundraising resources. Money raised goes to your choice of more than 20 cancer fighting organizations. Small Army wants you to seek out sponsors, like in one of those race events that nonprofits are so good at producing. But there’s no training involved so the only the only sweating will take place under the bald cap on October 21. (Not being hirsute myself I'm quite sure that wearing a bald cap all day for me would indeed be a sweaty affair!) Small Army has promoted the event widely and well. The ad above was in Time magazine. They’ve also put together a very complete f...