If we go along with the definition of the Oxford dictionary, brand is: a type of product manufactured by a particular company under a particular name. Considering this definition nothing else then products can be branded.
Is this true, though?
When you think about a brand do you necessarily think about a brand which manufactures goods? Or do you rather think about a company with a well-established name? A company which did something unique on their field and therefore they become well-known as a brand?
On of the companies with a well recognized brand image is the Mcmillan cancer support company. They are not an ordinary brand in a sense that they don`t produce goods. The company provides practical, medical and financial support for those who has been diagnosed with cancer. Their motto is: No one should face cancer alone.
However they are not one of those companies which sends thousands of volunteers out to the street to collect money. They involve people - those whom had someone in the family with cancer, or those who didn`t - to boost awareness by participating in campaigns which designed to be interactive and bring together friends and family, while raising a significant amount of money.
Mcmillan raise £26 million from fundraising events in 2012, almot double the amount they get from general donation.
Organizing a marathon for charity become quite fashionable lately, however for Mcmillan it is just one of the many events they organize to involve more and more people.
28 September 2012 Mcmillan `hosted` the Biggest coffe morning in England to find a fun way of raising money for cancer research. The idea was to get together with your friends and family, spend a lovely morning together while collecting money from those who are attending. This morning brought together people who haven`t seen each other for a long time and all of it was for a good cause.
On 26 April 2014 (so it is still time for you to sign up!!) Mcmillan invites its supporters to organise a Night in. The idea is to collect the money which they would spend on a night out for cancer support. So, get your friends together, ask everyone to bring some nibbles, crack a few bottle of wines open and have an amazing evening knowing that the `money saved` will support a good cause.
Just think about it! How much do you spend on an avarage night out?
3-4 drinks: £20 (avarage)
late night dinner: £5-10 (yes, you need to eat something after all those drinks)
cab: £20-30 (in case you cannot walk on your heels anymore)
...so it`s an avarage £40 from all the participants. Can you see how amazing the idea is and it is all for a good cause!
Let me ask you the question: how often do you give money for volunteers who are trying to stop you on the street to collect for charity? Once in half year, a year? Now consider if you would be willing to host a coffee morning or a night in for the good cause!? Do you understand now the principles of these fundraising events?
Don`t be shy then, participate! Because no one should face cancer alone!
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