When the Winnipeg Free Press newspaper published their June 4 edition on pink newsprint, they made history and at least $10,000 for breast cancer research. The newspaper was the first in North America to print on coloured paper in the name of a cause. Response has been fabulous according to editor Margo Goodhand.

“Pink” has become synonymous with ”breast cancer”, and you can buy everything from post-it notes to kitchen utensils in pink, with a portion of profits going to the Canadian Breast Cancer Foundation. There is debate about how much actually goes to charity, versus lines the pockets of the merchandisers (if you want to learn more about that, read the 2006 book by Queens University professor Samantha King Pink Ribbons Inc.: Breast Cancer and the Politics of Philanthropy).

But one thing can’t be disputed - the power of the pink brand. Even a young child knows what it stands for. So how can you achieve mass awareness, as the CBCF has done? Well, other than lots of advertising and third-party agreements, you can’t argue with the power of longevity and perseverance.

Many nonprofits fall victim to the temptation of jumping on the latest bandwagon, and abandoning what they have started. They do not stick with a valid strategy and message, thinking the change in the message or aiming it at someone else will make the difference. This does not work, and never will. Providing you have a sound objective, and that you know a lot about your audience, staying on your course will work better over time than many stops and restarts.