M Booth supports Leukemia & Lymphoma Society's Light the Night campaign

M Booth will work with Leukemia & Lymphoma Society for eight months on extending the Light the Night fundraising campaign.

NEW YORK: M Booth is aiding the Leukemia & Lymphoma Society with its Light the Night walks and fundraising campaign.

The Leukemia & Lymphoma Society held an RFP for the Light the Night contract, with five agencies submitting proposals. There is no incumbent on the account. The contract is for eight months, with the opportunity to continue work at the end.

M Booth is providing media relations and corporate partnership support to the society as it extends the walks and fundraising efforts throughout the year. The walks typically take place between September and November.

"It's a concentrated fundraising time period," said Marcie Klein, SVP of communications at Leukemia & Lymphoma Society. "It doesn't have to be limited to the fall timeframe. We’re looking at creative ways to extend that brand through other calendar events and milestones."

The society will become part of M Booth’s cause marketing practice, where it will have a dedicated team of five led by Mark Malinowski, SVP and director of partner innovation and brand marketing.

"We chose M Booth because of their combination of straight up public relations expertise along with their track record in supporting and initiating strategic partnerships for brands," said Marcie Klein, SVP of communications at Leukemia & Lymphoma Society. "We look at our fundraising campaigns as products we market to consumers to fund our mission."

Leukemia & Lymphoma Society is a nonprofit dedicated to curing blood cancer. It holds annual fundraising walks across the country, funds cancer research, and provides support to those affected by blood cancers.

"This important account is intrinsically rewarding for the team because of personal experiences with the diseases around the agency," said Dale Bornstein, CEO of M Booth. "This work also goes to the heart of M Booth's heritage, which is supporting important non-profit organizations."

Budget information was not disclosed.

The Leukemia & Lymphoma Society also works with Finsbury, which offers the organization services such as strategic counseling and issues management. Coyne PR assists the society with its other fundraising effort, Team in Training.

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