Shades of Pink’s goal: Raise $100,000 for breast cancer patients

Shades of Pink Foundation (SOPF) is bringing the southeast Michigan community together this October with a goal of raising more than $100,000 to help local breast cancer patients and their families manage the financial burden that can come with treatment.

Throughout Breast Cancer Awareness Month, businesses, community organizations and individuals will rally behind SOPF through corporate partnerships, special events, donation campaigns and other fundraisers.

The support helps SOPF provide prompt financial assistance for everyday living expenses to people undergoing breast cancer treatment in southeast Michigan.

The goal builds on the momentum of October 2025, when SOPF raised more than $78,000 during Breast Cancer Awareness Month.

Turning awareness into meaningful support

“Breast cancer touches so many families in our community, and October gives all of us an opportunity to turn awareness into meaningful support,” said Jenna Wright Greenman, board president of SOPF.

“Our goal of raising $100,000 is ambitious, but every business that partners with us, every organization that hosts an event and every person who donates brings us closer.”

Last year, Genthe Automotive was SOPF’s biggest supporter during Breast Cancer Awareness Month. This year, Genthe is partnering with SOPF again, donating $100 from every vehicle sold in October to local breast cancer patients through the foundation.

Genthe going above and beyond

“Supporting Shades of Pink Foundation gives us an opportunity to make a meaningful difference right here in our own community,” said Bruce Genthe, president of Genthe Automotive. “For every vehicle we sell during Breast Cancer Awareness Month, $100 will help a local person facing breast cancer. We saw the impact this partnership made last year, and we’re proud to stand behind Shades of Pink Foundation again to help even more families this October.”

Also joining the effort is Suburban Mobility Authority for Regional Transportation (SMART), which is partnering with SOPF for its “Transit in Pink” campaign again. SMART is encouraging the public to “Ride in Pink” on Oct. 1 to kick off Breast Cancer Awareness Month.

Throughout October, SMART employees across the region will continue the campaign through station-wide donations and community engagement.

“Every day, our drivers and staff see how much this region looks out for one another. Transit in Pink is a chance to turn that into action,” said Tiffany J. Gunter, CEO and general manager of SMART. “I could not be prouder of the SMART employees across the region who make this campaign their own, raising awareness and supporting families touched by breast cancer throughout October.”

Third-party events vital

Beyond these partnerships, much of SOPF’s October fundraising comes directly from third-party events throughout the community, where groups create their own ways to give back. From Pink- Out athletic events and awareness walks to T-shirt sales and restaurant “Dine & Donate” gatherings, these community-led events provide opportunities for everyone across southeast Michigan to get involved. Those interested in hosting a fundraising event can reach out to: executiveadministrator@shadesofpinkfoundation.org.

For example, J. McLaughlin will host its “Think Pink Sip & Shop” on Oct. 21 from 2 to 5 p.m. at Grosse Pointe and Oct. 22 at Somerset from noon to 4 p.m., with 10% of sales from its stores benefiting SOPF and Drip Car Wash will donate a portion of proceeds for car washes and oil changes through October to SOPF.

At Texas Roadhouse Novi in October, guests can round up their bill to the nearest dollar with the proceeds going to SOPF. They are also selling pink breast cancer awareness bracelets and giving back a dollar to SOPF for every pink margarita sold.

Clawson High School, and several other local schools, are hosting sporting events with raffles and ticket sales supporting SOPF.