The conversation turned to one of the biggest complaints among people in the insurance industry—its image problem. All too often, people outside—and even within—the P&C industry aren't made aware of its exceptional philanthropy and volunteer efforts. Months later, the same topic was raised during lunch with Insurance Industry Charitable Foundation CEO William Ross, who agreed that good deeds by members of the insurance industry are often unsung, their charities unchampioned.

This needs changing. And as many St. Baldrick's events will be held throughout the country this year, many in March and April, it's worth promoting this very worthy cause—the lure of which was powerful enough to inspire one reinsurance executive and foundation volunteer to become its senior director of corporate relations and risk management.

Heather Kash, who was a vice president and principal at Towers Perrin, has had her head shaved twice for St. Baldrick's, most recently in 2012. She got involved with the organization during its early days when she helped organize the charity's first-ever Chicago head-shaving event in 2002; her colleague Tom Leonhardt, senior vice president and principal, had decided to under the blade, as it were, and she wished to help out. As the foundation's support in the Windy City grew, Kash began helping coordinate the efforts other local organizers. She joined the foundation full time in 2007.

It's a charity that makes it easy for people in the insurance industry to come together and do something fun and meaningful at the same time and do something that you're proud of, says Kash. St. Baldrick's official corporate partners from the insurance industry include Allied World, Dowling & Partners, Farmers Mutual Hail, GenRe, Hudson Insurance, OdysseyRe, PartnerRe, Swiss Re and Towers Watson.

Aramark's Wynn became involved when the Insurance Society of Philadelphia asked if she could volunteer to organize their own event that traditionally followed their Philly All Insurance Day (or “Philly I Day”). She had never heard of St. Baldrick's but it appealed to her, as a childhood friend of hers died of cancer at age 15.

The reason for increased involvement among insurance executives, she believes, is the competition among carriers, reinsurers and agencies. If there's one thing insurance people like, it's winning. Wynn turned last year's fundraiser into a friendly competition among three brokers: Marsh, Willis and Conner Strong & Buckelew, and they ended up raising over $50,000 thanks the industry's generosity. Money that will benefit children whose lives are unmercifully cut short by powers beyond anyone's control—for now.

While many St. Baldrick's fund-raising events take place in March and April as it sprang from what was originally a St. Patrick's Day-related event, it is by no means limited to those months. Fund-raisers are held throughout the year, particularly in September, which is Childhood Cancer Awareness Month.

Involvement with St. Baldrick's doesn't necessitate that you shave your head; there are other creative ways to get involved, including organizing a run or a marathon; donating your birthday (in which people make donations in your name in lieu of gifts); or simply donating.

When I asked Wynn if she'd shave her own blond locks for St. Baldrick's this year, she said, if the bounty is high enough, she just might.

Personally, I'll stick with making a donation.