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Newspapers and free papers have the unique position in every community of being primary resources of information and forces that can truly drive change. Based on this unique position, the Andrew E. Shapiro (AESC) Cancer Foundation's primary focus will be to organize the efforts of the newspaper and free paper industries to garner the greatest possible awareness, education and fundraising for cancer throughout North America. To this end, the AESC Foundation has formed a special newspaper industry coalition -- Newspapers Fighting Cancer/Free Papers Fighting Cancer (NFC/FPFC). The NFC/FPFC initiative brings together, for the first time in the history of the industry, papers from across North America -- dailies, weeklies, shoppers (both paid- and free-circulation publications) -- to promote cancer awareness and raise money to fight the many forms of the disease through outreach to the continent's millions of readers and advertisers. To support their fundraising efforts, NFC/FPFC publications can count on assistance from the Foundation in creating specialty publications, sections and pages or expanding projects they have done in the past. With support from organizations like the Newspaper Business Development Network (previoiusly known as the NSSN), the AESC Foundation Web site is dedicated to helping publications initiate and grow their cancer outreach products through networking with other NFC/FPFC member papers. The AESC Foundation's main fundraising objective is the NFC/FPFC annual "Dollar Drive." AESC provides NFC/FPFC coalition papers with the information they need to reach out to their readers and advertisers and ask each for a single $1 donation within the year, or during a particular month. At the end of their Dollar Drives, funds collected are donated by the publications to their cancer organizations of choice and reported back to the Foundation using a simple form, similar to a tearsheet entry form. The fundraising potential of the NFC/FPFC coalition is nothing short of dazzling: If every paper in North America raises a single dollar during the year from each reader of the over 125,000,000 papers circulated, the industry would be able to donate at least $125,000,000 annually for the fight against cancer. Every paper that joins the NFC/FPFC coalition brings us a step closer to reaching this goal. Through conferences, associations and personal contacts within the industry, each of us can help spread the word and invite groups and individual papers to become part of the NFC/FPFC legacy. There is not a single person in our industry who has not had a family member, friend or business associate who has faced cancer. Therefore, we all need to join this fight. The American Cancer Society and Canadian Cancer Society have agreed to support the AESC Foundation and the Newspapers Fighting Cancer/Free Papers Fighting Cancer initiative. Cancer resources and materials, available both in print and online from both organizations, will provide you with information to share with your readers on preventing, surviving and/or living with cancer. The AESC Foundation will present awards, in conjunction with newspaper and free paper organizations (like the NBDN), to publications in recognition of their outstanding efforts in raising awareness and funds for the fight against cancer. How do you participate? It is very simple, just download the NFC or FPFC logo available on this page, and incorporate it into your publishers' box and marketing materials. Being an NFC/FPFC member is something that everyone in your organization will be proud of and something that you will want to show and communicate to your entire community. Find support materials, including a customizable press release and internal announcement letter on the AESC Foundation site. In addition, NFC/FPFC pins, magnets and rubber bracelets that can be given to staff members and donors are available. Go to the Foundation's Web site Store for further information. In addition, you will find success stories from other papers that you can print out and implement. At the least, initiate a Dollar Drive this year in your community, and ask readers and advertisers to each donate a single dollar during the year, or a particular month, for the fight against cancer. Adding the logo with a note on your bills or Web site (see site for suggested wording) could be a perfect way to collect. Take those dollars, donate them to your cancer charity of choice and see the monetary difference you can make. Add this to the various in-kind media space donations and special event-promotions/sponsorships you can participate in, and you will have quite a story to share with the rest of your industry peers. The AESC Foundation is here to help by hosting a network where papers like yours can learn about and share ways to expand cancer outreach and fundraising efforts. All we need is for you to let us know what you are doing so that we can share these ideas and approaches with industry peers who can then implement them and make a difference in their communities. We even have a helpful form that you can print out and send in with your success story. No matter how big or how small the effort, let us know what you have accomplished because every bit counts! As "Andy" would say, "The efforts of one can be great, but the efforts of many can create real change." Join the NFC/FPFC coalition today, and help to create real change in the fight against cancer! |
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