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🤩 Marketing Lesson: How John Krasinski Used His Birthday to Fundraise for a Great Cause ❤️ | The Blogsmith #112

Hey Listies, I know I've been very absent lately and keep making promises I can't keep. I'm not goin
🤩 Marketing Lesson: How John Krasinski Used His Birthday to Fundraise for a Great Cause ❤️ | The Blogsmith #112
By Maddy Osman • Issue #112 • View online
Hey Listies,
I know I’ve been very absent lately and keep making promises I can’t keep.
I’m not going to apologize but I will amend my previous email to let you know that I’m just going to do these newsletters when I have the energy and something to say, at least until January 2020.
I have this idea in my head that once this year is over, my soul will breathe a sigh of relief and will find the wherewithal to be positive about the year ahead.
I’m just not feeling that way about 2019.
But that’s not to say that I don’t have reasons to feel positive, in general.
Last Sunday, I felt what’s lately been a rare surge of pure joy watching a particularly crafty marketing campaign come together for an organization I have personal ties to — Family Reach.
Here’s the gist of what happened:
John Krasinski, of The Office fame, turned his 40th birthday into an opportunity to educate his audience about the mission of Family Reach.
The organization helps families experiencing a cancer diagnosis to pay bills that may otherwise pile up and overwhelm them. It really is a beautiful thing.
But what’s crazy is how such an impactful organization originally came together because of tragedy.
Members of my family helped start the organization after my dear cousin Kristine died from a rare form of cancer when she was just 27.
Grief is an incredibly powerful emotion.
I think it’s ok to let it overwhelm you for awhile (that’s where I’m at). But you can also use it to do really powerful, impactful things that help ease the pain of others suffering.
Back to John Krasinski:
His beautiful act of sharing his birthday to help Family Reach snowballed into something bigger than his influence could achieve, alone.
He tweeted at several celebrities and companies who then helped him spread the word about this initiative — while offering donations to help the cause.
It was amazing to see big names like The Rock, Ellen DeGeneres, Jimmy Kimmel, Hugh Jackman, Ryan Reynolds, Reese Witherspoon, and Chris Pratt all getting involved in their own ways.
Non-profit marketers, take note.
This campaign was so much fun that people couldn’t help but get themselves involved. And as a result, Family Reach was able to fundraise tens of thousands of dollars that will go toward easing the pain of families affected by cancer.
My family has always supported Family Reach in any way that we can.
One of their signature events is a yearly golf tournament in New Jersey. My dad went almost every year, recruiting members of his side of the family to join in and help support the cause.
So for my birthday this year (every year, really), I’m doing a little extra fundraising for Family Reach, in honor of my dad.
If you feel inspired, I’d appreciate your help to reach my goal.
I feel so strongly about this organization that I told my fiancé not to get me a birthday present this year and to instead use the money he would’ve spent on this fundraiser. I also added Family Reach to our wedding registry because our house honestly can’t handle storing much more “stuff”.
Thanks, as always, for listening,
Maddy Osman, The Blogsmith

My dad and my uncle, enjoying a beautiful day at a Family Reach golf event.
My dad and my uncle, enjoying a beautiful day at a Family Reach golf event.
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Maddy Osman

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