Brian Morse is the postmaster of Merna, Nebraska, population 390. And every October, he announces a challenge to his town.
"Every year I give a goal of how many stamps I would like to sell, and for selling that many stamps I always do something to support the cause," said Morse.
In particular, breast cancer research stamps.
"I really push them in October because it is breast cancer awareness, and like I said, every dime for each stamp goes straight to breast cancer research," said Morse.
Since the stamp was issued in 1998, nearly a billion stamps have been sold. Raising more than $75 million. In 2011, the community got behind the challenge and bought 210 sheets, and in return, Morse dyed his hair pink for a month.
"I thought, what a great idea, and what a great idea to get the community involved, so I supported that, tried to tell people to get their stamps here and bought stamps myself," said Merna resident Dee Adams.
And for 2012, Morse is promising something a little more permanent: a 3-inch tattoo of the breast cancer awareness ribbon. As of October 13, Morse has already sold 115 sheets, almost halfway to his goal of 235.
For Morse, the inspiration is close to home.
"My mom is a survivor, this is her 28th year. She was diagnosed with breast cancer in 1984, so this is a big deal," he explained.
And his challenge is becoming a bigger deal as people from neighboring towns, as well as local businesses, are buying the stamps.
"Some of the businesses in town have gotten on board, and even though that stamp costs extra, it goes for a good cause," said Adams.
And no matter how many stamps he sells, Morse believes every sale counts.
"The way I see it is that it doesn't matter if we donate a nickel or five hundred dollars, that last nickel could be what puts us over the top to find a cure for breast cancer," Morse said.