Discover How Kevin Bacon’s SixDegrees.org Connects Nonprofits with Agencies for Impactful Partnerships

Kevin Bacon Bridges Nonprofits and Creative Agencies in Generous Initiative

Empowering Nonprofits Through Strategic Partnerships

Hollywood star Kevin Bacon is taking the “six degrees of separation” concept to new heights by directly linking nonprofits with creative agencies. In a strategic collaboration with Advertising Week, Bacon’s nonprofit, SixDegrees.org, has launched a program offering six nonprofits the chance to connect with six creative agencies. These nonprofits, each with budgets of $3 million or less and a minimum three-year operating history, stand to gain significant visibility and impact through pro bono campaigns set to launch imminently, according to Stacy Huston, the Executive Director of SixDegrees.org.

Addressing the Funding Crisis in the Nonprofit Sector

The initiative addresses a critical issue in the nonprofit landscape: limited funding for marketing. As Huston explains, nonprofits typically allocate just 1% to 2% of their budgets to marketing efforts, contrasted with the 5% to 15% expenditure typical of major brands. This budgetary constraint often places nonprofits at a disadvantage in terms of visibility and public awareness, necessitating innovative solutions like this initiative.

• Find Your Anchor, focusing on suicide prevention, has partnered with Crispin.
• Pulse of Perseverance, an academic-focused nonprofit, teamed up with Versus.
• GlamourGals, which fosters connections between teenage girls and seniors, is working with Rain the Growth Agency.
• The Trauma Intervention Program is collaborating with The Variable.
• DarkSky International, aiming to reduce light pollution, has joined forces with Bray & Co.
• B.E. A S.H.E.R.O. Foundation, supporting women under 25 years facing abuse and exploitation, is paired with Duncan Channon.

Expanding Reach and Influence

SixDegrees.org plans to pilot a second round of the program this winter, with an eye towards a broader rollout in 2026. This initiative comes at a time when purpose-driven brand messaging is under strain from various socio-political and economic pressures. However, Bacon believes the power of consumer choice lies in supporting brands with strong, positive messaging.

The Power of Purpose-Driven Brands

Bacon highlights the effectiveness of brands that integrate charitable actions into their business models, citing an example with Bombas, which donates socks to nonprofits for each pair sold. These partnerships demonstrate the tangible impact consumer decisions can have when they support brands committed to doing good.

Kevin Bacon’s Unique Influence

Many brands have cleverly utilized the popular “six degrees” game associated with Kevin Bacon, connecting their marketing efforts to his persona. However, Bacon’s establishment of SixDegrees.org signifies a deeper commitment to leveraging this fame for social good. As Bacon himself noted, creating an organization like SixDegrees.org allowed him to shift the focus from personal brand to broader impact, embodying the spirit of the six degrees concept in a powerful and meaningful way.