Post by mitchellca3 on Oct 7, 2014 16:47:39 GMT -5
For this assignment I chose to do to Livestrong, formally known as the Lance Armstrong Foundation, a nonprofit organization that empowers the community to address the needs of the unmet cancer survivors. This foundation was founded in 1997 by a cancer survivor and former bike racing Lance Armstrong. The “Livestrong” brand was launched in 2003 and immediately took off.
One of the most famous fundraising activities that they have done up to date is the Livestrong yellow bracelets. Launched in May 2004, these bracelets were everyone. I remember that in middle school these were the cool thing to have and that everyone had one. I even had one, and was proud to support a great cause that directly impacts cancer survivors, as I have had many loved ones die from cancer. This band became a popular arm candy and by the end of summer 2004. How did this campaign become so popular? For starters in the 2004 Tour de France majority of the contenders were wearing the bracelet. Athletes and celebrity play a crucial role in what people follow as they are the trendsetters. To date over 80 million bracelets have been sold. To generate revenue, Livestrong relies heavily on donations from the general public and sponsors. They target donors by media campaigns, open forums, webinars, licensed Livestrong merchandise, and sponsoring events. They have been incredibly successful at their campaign as up to date they have raised over 580 million dollars, where 81 cents of every dollar went to creating awareness. store.livestrong.org/ is a great website where you can go to buy merchandise and it tells you more about their cause. Another great website is www.livestrong.org/who-we-are/our-strength/our-donors/corporate-partners/, that lists their sponsor who help spread the word, and donate to their cause.
One thing that Sarah Milston and Gloria Huang said that really stood out to me was the website audit. People who go to and visit websites specifically for donating purposes do not want to spend a long time looking for the button or to be dragged through many hoops trying to figure out what to do. They said to have it on the top of the page to the right and to make it a one click process. The Livestrong Foundation has done just that, leaving no room for error. They also have the option to make it a monthly gift, versus a one-time gift, as Sarah said that monthly gifts generate four times the amount of revenue compared to a one time donation. Finally they offer very clear transparency as to where donated money goes to, and frequently say thank you to everyone! A little thank you goes a long way.
One of the most famous fundraising activities that they have done up to date is the Livestrong yellow bracelets. Launched in May 2004, these bracelets were everyone. I remember that in middle school these were the cool thing to have and that everyone had one. I even had one, and was proud to support a great cause that directly impacts cancer survivors, as I have had many loved ones die from cancer. This band became a popular arm candy and by the end of summer 2004. How did this campaign become so popular? For starters in the 2004 Tour de France majority of the contenders were wearing the bracelet. Athletes and celebrity play a crucial role in what people follow as they are the trendsetters. To date over 80 million bracelets have been sold. To generate revenue, Livestrong relies heavily on donations from the general public and sponsors. They target donors by media campaigns, open forums, webinars, licensed Livestrong merchandise, and sponsoring events. They have been incredibly successful at their campaign as up to date they have raised over 580 million dollars, where 81 cents of every dollar went to creating awareness. store.livestrong.org/ is a great website where you can go to buy merchandise and it tells you more about their cause. Another great website is www.livestrong.org/who-we-are/our-strength/our-donors/corporate-partners/, that lists their sponsor who help spread the word, and donate to their cause.
One thing that Sarah Milston and Gloria Huang said that really stood out to me was the website audit. People who go to and visit websites specifically for donating purposes do not want to spend a long time looking for the button or to be dragged through many hoops trying to figure out what to do. They said to have it on the top of the page to the right and to make it a one click process. The Livestrong Foundation has done just that, leaving no room for error. They also have the option to make it a monthly gift, versus a one-time gift, as Sarah said that monthly gifts generate four times the amount of revenue compared to a one time donation. Finally they offer very clear transparency as to where donated money goes to, and frequently say thank you to everyone! A little thank you goes a long way.