JDRF Cause Marketing Toolkit

Successful cause marketing campaigns have one thing in common: storytelling that hits the sweet spot between the nonprofit’s mission and the partner’s goals.


This toolkit provides resources to help you share the story of your JDRF partnership with your consumers and or employees.

These strategies and resources can be used on social media, in emails, on your website, or on in-location signage or handouts.

Sharing during in-person communications, such as during staff meetings, or on internal platforms (such as an employee portal) is key as well.

Do Good and Strengthen Brand Loyalty

Consumers and employees have positive feelings toward companies/organizations that align with a social cause.

According to recent reports from Accelerist and America’s Charities, among people surveyed:


75% of consumers feel more positive or neutral toward a retailer offering them a chance to give at the register. (source: Accelerist, “2022 Economic Impact on Point-of-Sale Fundraising”)

Nearly 60% of employees want to work for a company whose culture supports giving and volunteering (source: America’s Charities, “Snapshot: What U.S. Employees Think about Workplace Giving, Volunteering, and CSR”).

Why Storytelling Is Crucial

What makes consumers and employees more likely to give? Understanding the nonprofit/cause they are being asked to support. Storytelling achieves this.

According to the Acclerist and America’s Charities reports cited above, among people surveyed:


43% of consumers would be more inclined to donate if they knew what nonprofit/cause is benefitting BEFORE giving at the register

70% of employees report that before they make any kind of donation, they want ample information about the nonprofit/cause.

Campaign Creation

  • Gather Information

    To be an effective storyteller, you need to know the basics about JDRF and type 1 diabetes (T1D).

    Below are four one-page documents you can download. You can use the information on these resources to talk about JDRF and T1D.

    About JDRF

    Learn the Facts about Type 1 Diabetes (T1D) 

    Know the Difference between T1D and T2D 

    Type 1 Diabetes: A Health Crisis by the Numbers

    Gather JDRF Assets
    General JDRF messaging and brand guidelines, as well as photos, logos, and graphic elements, can be found at brand.jdrf.org.

    You may also want to gather personal story assets from JDRF. Personal storytelling is putting a human face on your campaign. See more information about personal storytelling assets under “During Your Campaign.”

    If you would like to use JDRF’s ready-made campaign “I’m the Type” assets, please contact your JDRF Corporate Development partner to request assets.
    If you do not know who your Corporate Development Partner is, send an email to corporatedevelopment@jdrf.org

    Set Expectations
    Tell your internal team and those you want to donate (consumers and or employees) what you are going to be doing together through the campaign and why.

    This will help your internal team be great ambassadors of the cause and as explained above, will empower informed giving decisions.

    • Tell your consumers or employees what they will be asked to do—make a donation at checkout, a purchase an item, enroll in an employer match program, etc.
    • Show them the impact they will have by sharing facts about T1D, JDRF and its mission, or the story of a person or family impacted by T1D
    • If you have a fundraising goal, communicate it so that everyone involved knows the target.
  • Say It Again (and Again).
    Reiterate to your internal team and those you want to donate what you’re doing and why.

    Use Personal Stories
    As much as possible, use personal stories of people affected by T1D. These stories help your team, your consumers, or employees understand the genuine nature of the impact you are making together.

    JDRF has collected roughly 50 photos and quotes about what people affected by T1D wish others understood. Each person has signed a general release form that will allow you to use the materials we have gathered.

    Contact your JDRF Corporate Development Partner to request this resource, called “The Faces of JDRF.”

    If you do not know who your Corporate Development Partner is, send an email to corporatedevelopment@jdrf.org

    Have Actual People Make the Ask
    According to the Acclerist Point-of-Sale Fundraising report cited above, among people surveyed:

    40% of consumers prefer to be asked by a cashier to give.

    This compared to 23% who prefer to be asked by a pin pad/online prompt, and 37% who had no preference.

    Make It Relevant
    Use the moments most relevant to your business and consumers as storytelling opportunities. These can be short messages used across different channels.

    A grocery store could share: “People with type 1 diabetes have to spend extra money each week on juice and foods to help treat low blood sugar. Donate now to help work toward a world without type 1 diabetes.”

    A restaurant could share: “People with type 1 diabetes are more likely to also develop other restrictive autoimmune conditions, such as celiac disease, which requires a strict, gluten (wheat) free diet. Donate now to help work toward a world without type 1 diabetes.”

    A clothing store could share: “People living with type 1 diabetes have to make sure the clothing they buy can accommodate insulin pumps or the ability for them to give themselves insulin shots. Donate now to help work toward a world without type 1 diabetes.”

  • Tell your audiences what you accomplished together
    Your team, consumers, or employees are the heroes in this story, championed by all of the work you did to make it happen. Together, you raised money to advance us toward JDRF’s vision of a world without T1D.

    Be specific (tell them how much they raised) and illustrative (share again how this money will help advance JDRF’s mission to cure, prevent, and treat T1D and its complications, today and tomorrow). This is a way to celebrate and thank your community.


Cause Marketing Case Study

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