Brown

Kristin Brown

APR 572—Major Project Paper

Dr. Bruce Berger

December 8, 2011

Persuasive Communication Analysis of St. Jude’s Thanks and Giving Campaign

Case Introduction

St. Jude Children’s Research Hospital, a nonprofit organization, opened in 1962 in

Memphis Tennessee by founder and visionary Danny Thomas. According to research

conducted in 2010 by St. Jude, “Physicians and scientists [working for the nonprofit

organization] have pioneered treatments that have helped push the overall survival rates

for childhood cancers from less than 20 percent when the hospital opened in 1962 to 80

percent.” Thomas’ vision to never turn away a child because payment could not be

rendered currently costs over $1.7 million per day (St. Jude Children's Research Hospital,

2010).

After Danny Thomas’ death in 1991, his three children began envisioning an

expansion of their father’s dream to help more families and provide them with food,

shelter, and peace of mind while their child received breakthrough treatment. They

quickly realized more funds would be needed to accomplish this dream, so the Thanks and

Giving Campaign was born and launched by Danny’s oldest daughter, Marlo Thomas, in

November 2004.

This campaign, which urges consumers at participating retailers to make a donation

at checkout, purchase specialty items to benefit St. Jude, or make a contribution online

using the Verisign account, has been operating in November and December of each

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consecutive year. The campaign’s effective slogan, “Give thanks for the healthy kids in your

life, and give to those who are not,” has remained since its introduction eight years ago.

The slogan is envisioned as a reminder of the opportunity to put meaning back in the

holiday season, both for the giver and the receiver. Campaign messages are reinforced by

major network television promotions, advertisements in several distinguished

publications, interactive marketing on Yahoo! and a movie trailer running on

approximately 20,000 screens nationwide (Causer, 2005).

Currently, sixty-seven major corporations including Kmart, Target, Domino’s Pizza,

Saks Fifth Avenue, etc., have partnered with St. Jude to support this campaign in their

stores with numerous opportunities to financially contribute. These partner corporations

show additional campaign support on their corporate websites, from Corporate

Responsibility mentions to press release links.

The Thanks and Giving campaign was originally envisioned to take place on a single

day, but soon became a seasonal approach with the implications and magnitude of such

success. Now, the campaign begins the weekend before Thanksgiving with a kickoff event,

and continues through the end of the year. Through various media outlets used in its

promotion, the campaign is often recognized and remembered for the large number of

celebrity endorsers. Examples of such celebrities include Jennifer Aniston, Robin Williams,

Morgan Freeman, George Lopez, Shaun White and Dwyane Wade. These stars not only

volunteer their time to shoot PSA’s for the nonprofit, but most of them also volunteer their

time visiting with patients in the hospital. As of November 22nd, the St. Jude Thanks and

Giving campaign has successfully raised over $248,000,000 for St. Jude’s children (Thomas

& Anniston, 2011).

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Campaign Overview

According to St Jude’s vice chairwoman, Joyce Aboussie, the Thanks and Giving

Campaign has the ultimate goals of increasing awareness and raising money for St. Jude.

More specifically, the campaign focuses on two primary objectives. The first is to increase

awareness of the number of children suffering from life-threatening diseases requiring

medical assistance as well as raise awareness of the extremely high costs to sustain the

hospital, its treatments, and its continued research and medical breakthroughs. The

second objective is to raise money to fund treatments and continued research, as well as

food and shelter for the families of these sick children, when needed. Aboussie and other

St. Jude board members hope St. Jude and the campaign itself will someday be synonymous

with the holiday season, namely Thanksgiving. They aspire when gifts are being purchased

for friends and family, all will remember to donate towards “the best gift of all: the gift of

life” (Causer, 2005).

The Thanks and Giving campaign marketing strategy is a very multi-faceted approach. It

is best understood by breaking the strategy into six cooperating parts, though some

overlap occurs. The first, Brand Marketing, is intended to “Collaboratively develop targeted

integrated multi-channel strategies and events that creatively promote and protect the St.

Jude brand in support of the [Thanks and Giving campaign] mission to raise funds and

awareness for St. Jude Children’s Research Hospital.” The second, Communications,

involves telling the St. Jude story in a captivating way through Press Releases, personal

patient stories, celebrities, publications and internal communications. The third, known as

Creative Media Services, is meant to portray a defining St. Jude experience while engaging

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and inspiring supporters through the creation of compelling video, other media attitudes

and live event coverage. The fourth, known as merely the Interactive, is meant to develop

an online experience to engage donors with an interactive, compelling experience. The fifth

component, Sports Marketing, is very closely linked to the use of celebrities, but intends to

use the passion for sports from leagues, teams, players, and fans to support the St. Jude

mission and overall goal. Lastly, Multicultural Marketing, though also very intertwined

with the first four strategy approaches, “Acquires and retains multicultural donors by

increasing St. Jude brand awareness; using consistent, culturally relevant and engaging

messaging; and leveraging multichannel platforms” (St. Jude Children's Research Hospital).

As explained above, the Thanks and Giving campaign does an efficient job at

developing strategies to reach their target audiences. Primarily, the multi-marketing

campaign drives messages via television spots, a print media campaign, retail marketing,

clothing products and other multi-media items. Making a donation is made simple,

convenient and quick, while donations can be as small or large as the donor desires.

The campaign targets the entire population, so there is no specified target audience.

Though holiday shoppers are approached to donate face-to-face, other forms of

communication including television, theater, social media, magazine, and other media

advertisements reach out to the remaining population. The first half of the slogan stating

everyone should be ‘thankful for those in your own life’ encompasses all audiences at a

personal level and encourages them to give a donation of any size, merely because they

have something for which to be thankful. In order to reach the largest audience possible,

various strategically planned tactics are implemented.

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To launch the campaign, as well as involve directly or reach through publicity as

many people as possible, a special event is held annually. This official kick-off event for the

Thanks and Giving Campaign is the St. Jude’s Give Thanks. Walk., which is typically held the

Saturday before Thanksgiving. This 5K run/walk offered in over eighty cities is designed to

provide budget-friendly family entertainment in a variety of unique locations, including

sports stadiums, malls, zoos, national landmarks and even across the Brooklyn Bridge in

New York City. To add to the hype, many of the locations feature celebrities as participants,

guest appearances and/or performers. The event encourages people of all ages to get

involved, either as a participant or as a donor/sponsor, pledging a dollar amount. As a

continuum of the event and its publicity, each day of Thanksgiving week, campaign founder

and St. Jude National Outreach Director, Marlo Thomas, shares fascinating stories of

families facing the battle of cancer and found hope because of St. Jude’s research and the

financial support of others (St. Jude Children's Research Hospital, 2011).

Another tactic to reach a large audience, as briefly mentioned previously, is the

sixty-seven major corporate partnerships. During the campaign, these retailers display the

Thanks and Giving magnifying glass logo to raise awareness and support the hospital by

add-on donations asked by the clerk at checkout or by offering specialty merchandise for

purchase. As an added bonus, most of these partners also display news releases and links

to the Thanks and Giving campaign website on their own website, encouraging online

shoppers to visit the website and make a donation.

The Thanks and Giving campaign website, which is easily linked from the St. Jude

website, provides a quick, simple and effective means for making a donation. On the

Thanks and Giving home page which can also be linked through stjude.org, contributors

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can make a single, monthly, or tribute gift; shop the hospital's Hope Catalog; learn more

about patients from their area; view the newest promotion videos in which celebrities

including Jennifer Aniston, Robin Williams, Bernie Mac, Ray Romano and Reggie Bush

interact with St. Jude's kids; download a St. Jude's toolbar for their web browser; download

a St. Jude's wallpaper for their computer; and sign-up for e-mail or text alerts.

The Donate Now page of the primary Thanks and Giving website uses a very

straightforward approach to increase donations. As briefly mentioned before, donors may

choose to donate a single gift, become a Partner in Hope and donate monthly, or give a gift

in memory or honor of someone special. Towards the bottom of the page, a relative

statistic about the St. Jude Hospital and Research Foundation flashes every three seconds.

Some examples of these statistics include, “$1000 provides two days of oxygen for a St.

Jude patient” and “$6150 provides a day of inpatient care for a St. Jude patient” (stjude.org,

2011).

In addition to the large donations suggested above, several links from the Thanks

and Giving Campaign website, as well as many blogs, news releases, etc., aim at promoting

more reasonable donation amounts. For instance, the Posh Infant Style Blog presents the

following hospital and treatment costs: “$10 can provide one medical teaching doll, $20 is

enough to cover the cost of one bone marrow needle, $30 can provide one Gymnic rehab

ball, $55 can provide one complete blood count test, $85 can provide a pair of crutches and

$150 can provide one chest x-ray” (Posh Infant Style, 2011). Since general public

donations provide 75% of operating costs at St. Jude, providing lower dollar amounts can

certainly target more directly to individual funders. These lower amounts are considered

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affordable potential donors can more easily fathom what their donation amount can

contribute to the campaign, the hospital, the continued research, and the St. Jude children.

In more recent campaigns, instead of merely using PSAs in television and radio

commercial form, a ‘bigger picture’ idea has been utilized. Several of the PSAs have been

adapted into a movie trailer and are now aired during previews at various movie theater

chains, including Regal Entertainment Group, AMC Entertainment, Cinemark and Carmike

Cinemas as well as many others. In addition, American Airlines and Delta Airlines have

begun running the PSA commercial trailers during in-flight previews (RMN Kids Company,

2011).

The numerous celebrities that contribute their time and efforts into the campaign

provide the majority of the campaign’s publicity. Many of the actors, actresses, etc.

participate in Public Service Announcements, commercials, and even talk shows and

network television specials/morning shows, where they interact with some of the patients

and explain the problem and the solution everyone can support St. Jude in achieving. In

addition to the donation of their time to publicity materials, many celebrities elect to spend

time interacting with the children off camera. Selfless acts such as these proved to create

many ‘real’ and inspirational stories portrayed by the media, rather than the commonly

used Public Service Announcements and interview formats via print and television talk

shows.

Communication Review

In review of Berlos’ Communication Process Model, the St. Jude Thanks and Giving

campaign does an excellent job following the SMCR model (Sender-Message-Channel-

Receiver) with regards to an objective-based campaign. The sender for this campaign

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(essentially, St. Jude) has learned and targeted their receivers (which encompasses the

entire population) in many ways through various messages and a plethora of channels.

Since the variety of messages vary in types of appeal and are able to effectively reach a

majority of the target audience because of numerous channels, I feel confident labeling the

Thanks and Giving campaign successful in their use of persuasive communication.

As learned from this class, one of the more difficult resources to obtain from

receivers is their attention. The Thanks and Giving campaign has approached this obstacle

head-on by flooding various communication channels. By using interactive media

channels, television and print advertisement channels, television and print interviews, and

interpersonal communication through corporate partnerships and organized events such

as the Give Thanks. Walk., it is difficult for the potential donor population to be missed. The

campaign strategy’s use of different appeals targeting the two main types of receivers has

also assisted their efforts in breaking the attention barrier.

According to the Elaboration Likelihood Model, developed by Petty and Cacioppo in

1986, motivation and ability primarily affect persuasion. Within this highly regarded

model, there are two main ways in which people process information. Some process

through a central route where decisions are made after information is thoroughly analyzed

and actively processed, while others process information through a peripheral route where

quick decisions are made passively because of habit/routine, certain cues, classical

conditioning, and other various reasons. The Thanks and Giving campaign attempts to

reach both types of persuasive processors.

To specifically reach central route processors, the campaign floods communication

channels with PSAs that not only tell touching, personal stories, often by the affected

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children themselves, but they also including factual, statistical information. For example,

many PSAs and web references include the number of patients seeking St. Jude’s care, the

various costs associated with the child and their family’s stay, various treatment costs, and

examples of rehabilitation costs. To specifically target peripheral route processors, the

campaign uses celebrities to push a sense of prestige and urgency, as well as source

credibility and likeability. In addition, though the campaign only lasts November and

December of each year, the campaign’s messages appear in a very high frequency during

those months, grabbing attention through repetition.

As briefly mentioned before, the use of celebrities as source credibility is a major

bonus for the campaign. Using celebrities to grab attention is a very effective tool for the

campaign to spread awareness. Furthermore, the use of celebrities creates additional

media opportunities and recognition, which helps the campaign complete its goal of

flooding markets/channels to spread information. By using a variety of celebrities, with

differing backgrounds, personalities, and fan groups, a maximized result of audience

members can be reached via this tactic. With the founder of the Thanks and Giving

campaign, Marlo Thomas, being an acclaimed actress herself, an added advantage of source

credibility and appropriateness is achieved.

According to responses linked to St. Jude patient stories, one of the more aspiring

and successful tactics the campaign has used to spread awareness involves the use of

personal stories, interviews, and interactions. The campaign, through all media outlets,

brings a ‘face’ and ‘human element’ to the campaign’s primary focus by incorporating

stories told by some of the children affected by serious diseases. As briefly mentioned

intertwined with other tactics, the campaign uses a variety of media channels to capture

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the children telling their personal story, interacting with other St. Jude children and

families, and playing with various celebrities. The campaign heavily uses this tactic in an

attempt to pair a face with a life-threatening issue to make the relevance and significance

seem more realistic (Barnes & Barnes, 2007).

The campaign’s use of social media is very heavily used, interactive, and certainly

has potential to be effective. The Facebook page for the campaign is a direct link

underneath the St. Jude Research and Children’s Hospital Facebook group. According to

the Facebook page, 492,259 Facebook users like the page and 8,294 Facebook users are

talking about the page/the campaign. The Facebook page has links to stories about the

“Patient of the Month”, as well as the traditional pictures, “Donate Now” and “How to Help”

quick links. These links lead the interactive user to the Thanks and Giving campaign

website, under the Donate Now and How to Help pages. Corporate sponsors and their

unique contribution methods are displayed at the bottom of the Facebook page as well.

Recently, a new way to contribute that is exclusive to Facebook has been introduced.

The link allows Facebook users to send a St. Jude virtual gift to other Facebook friends. For

a $5 minimum donation, Facebook users are able to choose from a range of virtual gifts that

will be automatically posted to their wall, as well as their friends' walls. Not only is this

virtual gift application a wonderful tool to bring in donations, but the application is also

very effective at spreading awareness of the application’s existence, as well as the

campaign’s existence.

Though no official Twitter page is created for the Thanks and Giving campaign,

many tweets with the hashtag #ThanksandGiving are composed creating ‘twitter buzz’

about the campaign. According to my observations, the St. Jude twitter account (@StJude),

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Marlo Thomas’ twitter account (@MarloThomas), and corporate partners of the campaign

composed many of these original tweets. Many of the composed tweets were noticeably re-

tweeted in large quantities, which is definitely an effective way for the campaign to spread

awareness. The tweets ranged from informational about the financial need of St. Jude, how

the Thanks and Giving campaign works, what events are approaching, and other various

ways individuals and organizations can become involved.

Emotional appeals, such as the personal stories of children and affected families, as

well as informational appeals, such as statistics on the costs correlated to caring for each

child in St. Jude’s Hospital and laboratory costs, drive home key messages for all

stakeholders, whether they merely become aware of the campaign and its purpose or feel

the need to become a donor and contribute in that way. Messages, though presented in

various ways to reach all types of responders and processors, are very consistent with clear

campaign goals and specific ways in which each person can get involved. For example,

instead of just asking someone to donate, specific and numerous methods of donating are

given in the majority of advertisements and interpersonal communication. All messages

are made personal and consistent with a problem/answer format that empowers the

receiver to make a difference in some way.

The Hispanic population, which is recently on the steady rise in the United States,

constitutes a significant portion of St. Jude patients. Therefore, since 2009, the Spanish

language has been incorporated into many of the media channels and advertisement

treatments to reach the large Spanish-speaking population. Luis Fonsi, a popular Puerto

Rican musician and actor, shared the mission of St. Jude through the Spanish-language

media in 2009 and has since been joined by other Spanish speakers including Antonio

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Banderas and George Lopez (St. Jude Children's Research Hospital, 2009). In addition,

there is now a link on the campaign’s home website to translate all materials from English

to Spanish.

Each year, slight additions are made to the Thanks and Giving campaign since its

launch in 2004. New promotion materials and up-to-date commercials/PSAs are filmed,

new celebrities and spokespersons are recruited, new corporate partnerships are formed,

and new, convenient ways to donate are utilized. These changes keep the campaign

modern and user-friendly. Since all communication channels and approaches have proved

to be successful in past campaigns, they have continued and merely grown to allow more

success from the different techniques. With the campaign’s promotion primarily done by

publicity and volunteering/gifts, i.e. celebrities volunteering their time for PSAs and

corporate partnerships providing publicity and fundraising at no cost to St. Jude, most of

the publicity and hype for this campaign is effectively done at a very low expense.

Recommendations for Campaign Improvements

The Thanks and Giving campaign does a fabulous job of reaching a variety of

audiences, and the campaign makes slight changes each year to remain as efficient as

possible. There are still, however, certain aspects of the campaign in which I have found

room for improvement. Not only do I feel these improvements to the campaign could

promote efficiency and credibility, but I also believe these improvements have strong

potential to increase funder spending.

The St. Jude campaign releases many articles, as well as receives attention from

other organizations, businesses, and various individuals, about fundraising that is taking

place. Many corporations who have partnered with the campaign highlight the various

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activities they do within their company to raise money, as well as how they invite

customers to contribute. Most of the corporations include facts and numbers via press

releases linked to their home website, which deliver the amount of money raised by the

corporation alone.

Though this is helpful to those learning more about the campaign to understand

where large chunks of fundraising money is coming from, the totals that are spread out in

various places do not depict an accurate fundraising profit total for the campaign as a

whole. Though it was difficult to find, I was finally able to determine the total amount the

campaign has successfully raised to date, as of November 22nd. This total reached slightly

over $248,000,000 for the St. Jude children (Thomas & Anniston, 2011). Statistics and

totals for each year, however, remain a mystery, as they are not released for the public.

Though the campaign often mentions and hints the growing success of the

campaign, there is no statistical data available to back this claim. A suggested

improvement for the campaign would be to release yearly numbers, as well as an overview

and break down of where the money is coming from. A compiled list of which corporations

have raised specific amounts could promote higher funding from other corporations, as

well as provide potential funders with information proving each individual giving as little

as one dollar can make a difference.

Another suggested improvement stems from the lack of explanation regarding how

received funds are distributed. Not only do most funders want to know what parts of the

St. Jude Children’s Research Hospital will be receiving the fundraised money, but most are

also curious the amounts each division will receive. For example, what percentage of the

money is given directly to the families of affected children to accommodate their stay while

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the child is receiving treatment, what percentage of the money is used to provide free

treatments and medical attention to needing children, and what percentage of the money

goes to research that continues working on cures for various childhood diseases.

In addition to knowing what the percentage distributions for the various needs of St.

Jude might be, typical funders desire knowing the percentage of each dollar donated that is

given directly to St. Jude. According to various websites, including a blog written by Phi Mu

Delta Nu Pi Colony regarding St. Jude and its various fundraising events, “In 2004, 84.1% of

every dollar donated went directly to [St. Jude] hospital or research centers. The remaining

money went to administrative fees or to fund-raising costs” (Phi Mu Delta Nu Pi Colony).

According to my research, 2004 was the most recent year in which the public was provided

a statistical breakdown of how each part of each dollar would be used. I certainly find the

addition of this information to news releases and the Thanks and Giving campaign website

as a needed improvement.

In order to attempt contact with a representative of the campaign for a personal,

possible telephone interview, I reached out to the St. Jude Twitter and Facebook accounts,

called a 1-800 telephone number found on the website, and tweeted at Marlo Thomas

several times on Twitter. Unfortunately, however, I was unable to confirm an interview

and was not re-contacted via social media channels. Because of this, it is unknown whether

the missing statistics and numbers I have suggested above would have been given to me

over an interview.

Leaving out these key messages in the campaign’s breakdown and evaluation has

certainly raised questions in my mind as an advertising and public relations graduate

student. Since the campaign’s format seems to so closely mirror the S-M-C-R model, it is

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hard to understand why giving the “receivers” statistical and up-to-date, individual

campaign results would not have been mentioned. Also, with the ROPE method clearly

utilized by one of the more recognizable fundraising campaigns in the country, it is

unfathomable why campaign creators would allow for a large portion of the Evaluation

model and techniques to be left unmentioned.

Lessons Learned

After thoroughly reviewing St. Jude’s Thanks and Giving campaign, I have learned

three important lessons for future campaigns in which I may take part. Through my

classes, research and the examination of this campaign, the importance of the “receiver”

has become apparent. The S-M-C-R model and various theories have proven the

importance of learning all about the audience/receiver you are targeting before the

campaign brainstorming process begins. This campaign, according to my observations,

took note of this suggestion and thoroughly learned their target audiences, as well as

exhausted possibilities to reach possible donors and raise awareness.

Something this campaign did not consider and I have suggested as a possible

campaign improvement, however, is to follow up each year’s campaign with a break down

of results for those involved with the organization and campaign. This is an important

component of reaching the needs and desires of the “receiver”. Adding this component to

the campaign would also serve as an appropriate “Evaluation” method in the ROPE process

model. Therefore, in future campaigns in which I am associated, I plan to fully incorporate

the final steps of completing the S-M-C-R and ROPE models.

Another lesson learned is the importance of exhausting media outlets and channels

for effective persuasive communication. The Thanks and Giving campaign did an excellent

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job of spreading awareness and reaching out to potential donors in numerous ways.

Through past experiences and literature reviews, I have learned the most efficient way to

reach a very large and potentially endless audience is to flood communication channels.

The Thanks and Giving campaign analysis gave me a wonderful example of success utilizing

this tactic.

By involving interpersonal communication, brand marketing through partnerships,

social media, news releases, talk shows, commercials via internet, television, and radio and

so much more, this campaign has been able to push their message to all types of receivers

and processors in a very short amount of time, as the campaign has only existed seven

years. Flooding marketing channels is a tool I will certainly use in the future to reach the

largest number of audience members possible.

A third lesson I have learned both from this campaign and from materials discussed

in both my theory and persuasive communication classes is the importance of source

credibility. When reaching out to possible passive audiences, who tend to take a peripheral

route when receiving a message, it is often important and useful to have a source in which

the receiver knows, trusts, and likes. When targeting to such a large and broad audience of

receivers, composed of both active and passive message processors, having a credible

source can make the difference of grabbing the receiver’s attention.

The Thanks and Giving campaign uses source credibility in three distinct and

effective ways. The first and more obvious credible source is the use of celebrities in

photos, news releases, live events and PSAs. The well-known and liked celebrities can

certainly grab the attention of most receivers, both active and passive processors, and hold

their attention with the issue seeming to have ‘status’ and importance because of their

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involvement. Marlo Thomas, the founder of the campaign, is a celebrity/actress herself,

which adds an extra element of celebrity source credibility. The second type of credible

source used by the campaign is the partnership with corporations, which are typically

companies and brands that are well known and recognizable, trusted, and well-liked. The

third credible source in the Thanks and Giving campaign is the use of St. Jude children who

tell their personal stories. Though the children may not be known by receivers on a

personal level, the authenticity of their stories make the children credible and effective

sources.

Utilizing source credibility in a future campaign, in some way or another, is

definitely a personal priority. Not only does the message become more easily recognized

and remembered, but it also serves the purpose of more effectively grabbing and holding

attention spans of all types of receivers. For active processors, it is important to include

factual and statistical based information of importance in the message. Additionally

incorporating a well-liked and trusted source, however, can only add to the message’s

success and sustainability.

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Appendix

A. Screenshot of Thanks and Giving campaign website homepage

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B. Screenshot of the Thanks and Giving campaign Facebook page, analyzed in paper

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C. Screenshot of Give Thanks. Walk. News Release Example (found at

http://www.simulationinformation.com/events/st-judes-give-thanks-walk)

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D. Screenshot of Stjude.org page explaining how you can get involved in the Thanks and

Giving campaign and some of the benefits of being involved, as explained in paper.

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E. Screenshot of publicity example involving the Thanks and Giving campaign and St. Jude

children

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F. Screenshot of Barnes and Barnes personal story referenced in paper

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G. Screenshot of Marlo Thomas and Jennifer Anniston Blog describing reasons for their

involvement in the Thanks and Giving campaign and their love of the St. Jude children

referenced in paper

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H. Screenshot of recent Tweets containing the commonly used hashtag #thanksandgiving,

as explained in analysis

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I. Complete list of Thanks and Giving campaign 2011 Corporate Partners, as explained in

paper

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Works Cited

Barnes, S., & Barnes, P. (2007, November). St. jude thanks and giving campaign ensures that

families find help when they need it most. Retrieved from http://www.stjude.org/

stjude/v/index.jsp?vgnextoid=1372f6394a956110VgnVCM1000001e0215acRCRD.

Causer, C. (2005, January 15). Thanks and giving: St. judes brands a holiday. Retrieved from

http://www.thenonprofittimes.com/article/detail/thanks-and-giving-st-judes-

brands-a-holiday-2968.

Phi Mu Delta Nu Pi Colony. [Web log message]. Retrieved from http://organizations.

plattsburgh.edu/phimudelta/stjude.htm.

Posh Infant Style. (2011, November 04). [Web log message]. Retrieved from

http://poshinfantstyle.blogspot.com/2011/11/st-jude-thanks-and-giving-

campaign.html.

RMN Kids Company. (2011, November 01). Celebs star in thanks and giving campaign.

Retrieved from http://www.rmnkids.com/celebs-star-in-thanks-and-giving-

campaign/.

St. Jude Children's Research Hospital. (2010). Danny’s promise. Retrieved from

http://www.stjude.org/dannyspromise.

St. Jude Children's Research Hospital. (n.d.). Departmental spotlight. Retrieved from

http://www.stjude.org/stjude/v/index.jsp?vgnextoid=c1bc9ec9c4edc110VgnVCM1

000001e0215acRCRD&vgnextchannel=1b7c9ec9c4edc110VgnVCM1000001e0215a

cRCRD.

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St. Jude Children's Research Hospital. (2009, November). Give thanks this holiday season.

Retrieved from http://www.stjude.org/stjude/v/index.jsp?vgnextoid=

53982715e86b4210VgnVCM1000001e0215acRCRD.

St. Jude Children's Research Hospital. (2011, November 09). [Web log message]. Retrieved

from http://www.stjude.org/stjude/v/index.jsp?vgnextoid=

7f79b39f0cda3310VgnVCM100000290115acRCRD&rss=fundraising.

stjude.org. (2011). Donate now.. Retrieved from https://shop.stjude.org/GiftCatalog/

donation.do?cID=13805&pID=19012&sc_icid=tdb1.

Stjude.org. (n.d.). Thanks and giving:give thanks for the healthy kids in your life and give to

those who are not.. Retrieved from http://www.tg.stjude.org/index.shtml.

Thomas, M., & Anniston, J. (2011, November 22). [Web log message]. Retrieved from

http://www.huffingtonpost.com/marlo-thomas/st-judes-children-hospital_

b_1105890.html.

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