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October 20, 2014

Komen Chief Says Cancer Charity Is Targeting Younger Donors

Judith A. Salerno, chief executive of Susan G. Komen, tells The Wall Street Journal that the organization is focused on attracting a new generation of supporters as the breast-cancer movement reaches what she calls its "middle age."

"There’s so much we need to do in bringing the younger generation in," said Dr. Salerno, an internal-medicine physician who took the reins at Komen last year. "What that fundraising looks like isn’t completely worked out in our mind, but we are doing a lot of research and looking at working with new marketing strategies."

Dr. Salerno said the Dallas-based foundation has beefed up its social-media presence and is teaming with organizations such as the Young Survival Coalition, which serves young women with breast cancer. She said Komen has seen giving rebound since the 2012-13 fiscal year, when donations plunged by more than 20 percent.