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Post by thrashertj on Oct 8, 2014 15:10:49 GMT -5
This week we saw, on the two google hangouts, a contrast to what we normally would view. We learned several techniques that the non-profits must use to be successful in gaining donations and popularity. Susan G Komen is a non-profit that is specifically engulfed in breast cancer awareness and finding a cure. It is currently the largest and most-funded breast cancer non-profit in the USA. The title of the cause reads “Susan G Komen for the Cure”, which symbolizes the ambition that there will be a cure in the future. The foundation has huge financial successes, most coming from the Race for the Cure walk that the foundation hosts. The 21st annual Race for the Cure was this past month and the streets of Little Rock, Arkansas were laced with pink. The race always raises huge funds and the race is mainly promoted over social media. SGK makes huge use of their support from women (since breast cancer is primarily a female cancer) by using Pinterest and exploiting their missions on that site. SGK does, however, go through some mass criticism throughout their fundraising campaign. According to Examiner.com, the Susan G Komen foundation will only donate 20% of the $3 million raised in the last race for the cure for cancer research, and the rest will be used for the personal benefit of the head CEO. That is a staggering statistic, and really makes you question the definition of a “non-profit” organization, whether we know the full truth behind it or not. In our two google hangouts, many strategies for fundraising were established and discussed. The Spark Mill discussed one main one being, for small non-profits, is not asking for donations until you’ve established some source of credibility. This idea is to form a relationship with the community so you are more trusted with the donations. Gaining a relationship with the audience is the first step to growing in popularity, and The Susan G Komen foundation had done a great job of this. They communicate really well with their audience by hosting the Race for The Cure where reps from the foundation attend and get to know the community. Gloria Huang suggested something similar as well, saying that there must be a sense of togetherness in the project. The successes of the Susan G Komen foundation are massive, and although there are criticisms of their distribution of donations, the breast cancer research donation benefits are enormous.
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Post by ruckmante on Oct 9, 2014 10:28:25 GMT -5
Great analysis of a great non profit! I could relate to this one as I have been involved with cancer fundraising in the past as a member of a Relay for Life team. I was shocked to see the facts that Susan G. Komen barely donates any of the money they pull in for research. They could definitely use some reforms and it also makes the credibility of the CEO very questionable. I like how you tied the idea of the CEO's credibility into the Spark Mill's idea of "no donations before credibility." It is very important for a non profit to build relationships with its audience as they need to familarize with the people who will support them the most.
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Post by changc6 on Oct 9, 2014 14:43:27 GMT -5
That is really disturbing to know that only 20% will go to actually help the cause. That is an extreme amount of money for the CEO, when it could be used to research a cure or help a patient. What really is a "non-profit" these days? I agree that Susan G Komen has worked to build a strong relationship with their followers. They are always updating their networking platforms and talking about real women. I hope it's not true about the CEO because this is a great and essential organization, but would be awful to know that they could be doing so much more if more than 20% was donated.
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Post by diegodavenhall on Oct 12, 2014 16:34:05 GMT -5
I love the fact that they have reps at these races that get to know the community and establish a good foundation in relationship building. I do agree with how important it is to be able to have this sound relationship before asking for donations as stated by Spark Mills. It's really a shame to see that they really only put in such as small portion to research and so much of it goes to the CEO's personal benefit. It really takes away from their credibility and hurts the reputation of the organization as a whole. Why do you think so many people are willing to give knowing so much is not going to the cause they're looking to help?
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Post by m4thy0u on Oct 12, 2014 17:48:28 GMT -5
Great analysis of this fundraising campaign. I have always seen Race for the Cure races around town but have never really been very informed on them and the work that they do. I like that you mentioned that they race for the cure, implying that they will find one, because that is a very motivational aspect of their campaign. It’s amazing that most of their financial success comes from the runs that they host, but after seeing so many around town and on various social media platforms, I can really see how this would be the case. Even though I don’t know a lot about the organization, I am definitely aware of these races thanks to social media. My friends and family share images of them participating all the time, and I think it’s really great that these fun events are spreading such awareness through in person interaction and earned media.
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Post by Alexis Williams on Oct 12, 2014 18:24:55 GMT -5
I think you really nailed the big question mark when it comes to nonprofits. I think the most important thing is to establish a relationship of trust with donators that will create life time relationships. People want to know where their help is going as well as if it is being used the way it was advertised. I understand that non profits first pay their workers, funds for running the corporation and then put the rest to the cause. CEO's do typically get paid a decent amount. Making sure they are being paid correctly and not taking advantage of donations is something that is important to keep track of.
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Post by mattallangrizzle on Oct 12, 2014 21:19:22 GMT -5
Susan G Komen is definitely one non-profit that doesn’t usually come to mind when it comes to scandalous funds handling. Usually Susan G Komen is known for the Race for the Cure, a very upbeat message in the face of a very grim subject. But the statistics about how the non-profit handles its funds is certainly not flattering. As discussed in the Google hangouts this week establishing a brand reputation with the intended audience is crucial. Damaging facts such as this can certainly hurt all the efforts that have been made towards finding a cure for cancer. Another organization that experienced a scandal that proved to almost cripple it was the Livestrong organization. A lot of funds through sponsors and known fundraisers we lost when the Lance Armstrong scandal came to fruition. I doubt this will prove ruin for Susan G Komen but they may experience future pushback and criticism if they don’t change their funding structure.
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