Kevin Bacon’s Initiative Connects Nonprofits with Creative Agencies

NEW YORK, NY — Actor Kevin Bacon is working to support nonprofits through creative partnerships. In April, his nonprofit, SixDegrees.org, partnered with Advertising Week to connect six nonprofits with creative agencies for pro bono campaigns.

SixDegrees.org aims to assist organizations that have been established for at least three years and operate with budgets of $3 million or less. Recently, they announced the initial pairings of nonprofits and agencies, which will launch their campaigns next week.

Stacy Huston, executive director of SixDegrees.org, said the idea for the initiative grew from last year’s efforts by the National Coordination of Associations of People with Down Syndrome to challenge prejudice surrounding that condition. “We’re in a funding crisis in the nonprofit sector,” Huston said. “Organizations often have to conserve resources, prioritizing their programs over publicity, yet they need visibility for increased funding and awareness. Great causes shouldn’t go unnoticed just because they have limited budgets.”

Typically, nonprofits allocate only 1% to 2% of their funding for marketing. In contrast, large brands may invest between 5% and 15% of their revenue. Huston noted that nonprofits that devote funds to marketing instead of their core missions often face scrutiny.

Huston plans to pilot another version of this program in winter 2024, targeting more organizations with similar resources, as they look ahead to roll this out in 2026.

Amidst economic and social changes, brands have been reducing purpose-driven messaging; however, Bacon pointed out that consumers still seek brands with strong social messages. “When I see a brand engaged in charitable work, that’s where my purchasing decisions gravitate,” he said.

Huston emphasized the growing consumer interest in supporting brands that contribute positively to society, especially during challenging times. She referenced brands like Bombas, which donates one pair of socks for every pair sold, showing how businesses can support relevant causes.

This initiative marks a significant move for Bacon, who has long been associated with the concept of “six degrees of separation.” He hopes to leverage this notion to build a supportive network for nonprofits rather than relying solely on his own fame.