We’ve said it before, and we’ll say it again: When nonprofits find the right corporate partners, awareness and visibility sky rocket.
This is true for Macy’s and the American Heart Association as they partner for the ninth year on the Go Red for Women Campaign and National Wear Red Day (Feb. 3), a movement to spread awareness and raise money to prevent heart disease in women.
In partnership with national sponsors like Macy’s, the American Heart Association campaign has raised more than $28 million.
Anatomy of a Campaign
So, what makes this partnership and campaign so special? National visibility and integration.
- Star Power - Celebrity endorsements and participation always raise the profile of a campaign. This year’s Go Red for Women features Star Jones, formerly of “The View”, who is a heart attack survivor. In addition, actress Elizabeth Banks stars in a short film about a super mom who pays the price when she neglects her health.
- Online and Offline Integration – From protests to flash mobs, we’ve all seen how the combination of online and offline promotion and engagement makes a huge difference. Go Red boasts many online and offline events to engage women, including a Wear Red Day Challenge on Facebook and Go Red galas, luncheons and meetups nationwide.
- Retail Therapy – Shop for Go Red combines the power of many retailers who have agreed to donate a portion of select merchandise to the campaign. Macy’s annual Wear Red Sale customers wearing anything red enjoy a 10 percent or 20 percent discount on merchandise. Starting Feb. 1, consumers can also visit the Macy’s Facebook page to give a virtual conversation heart, or tweet using #heart@Macys which will both generate a $2 donation to AHA (up to $250,000).