Post by karaherring on Oct 9, 2014 16:11:42 GMT -5
Livestrong Foundation is a nonprofit organization that helps individuals who have had or currently have cancer. The foundation is able to provide services to these individuals free of charge due to the funds that come through donations. Livestrong is a nonprofit that has successfully used fundraising to their advantage. The iconic yellow wristband with the logo “Livestrong” had and continues to be popular among the public. This was a great way for the Livestrong Foundation to not only promote their cause, but to gain donations through the purchase of these bracelets as well. In an article posted by the social media examiner Livestrong was able to raise seventy million dollars from these bracelets, which by the way only cost a dollar a piece. Through this campaign Livestrong was able to both raise money through donations and gain popularity on social media. Celebrity promotion can be a great way to take a nonprofit fundraising campaign to the next level. Livestrong adopted former cancer survivor Lance Armstrong to be a part of and essentially be the face of the foundation. This proved to have a detrimental effect to the Livestrong Foundation. In an article posted by the Hollywood Reporter shows how Livestrong suffered after the doping scandal by Lance Armstrong. This case caused other celebrity supporters like Ben Stiller to veer away from the foundation. It also caused a media frenzy about where the money that was raised was going. It raised criticism because 3.8 million dollars went to pay for advertising for a global cancer awareness campaign when the money could have went to cancer research.
Even with the Lance Armstrong doping accusations the company has been able to rebound a bit. The foundation dropped Lance as a sponsor, and changed their name to solely Livestrong. This week’s google hangouts especially Spark Mill provided great insight on good ways to promote fundraising. One of the big ways Livestrong was able to promote fundraising so effectively was their engagement and connection with the community. Another big campaign that was mentioned in the google hangout was matching challenges. The social media examiner article talks about how Livestrong used Twitter matching challenges to raise hundreds of thousands of dollars. Livestrong was also able to gain fans through a strong social media presence. This presence was taken to the next level with the creation of the Livestrong bracelets. The public was able to access these bracelets with ease through the help of social media. I think Livestrong has had a very successful fundraising campaign, and will bounce back from the Lance Armstrong issues.
Even with the Lance Armstrong doping accusations the company has been able to rebound a bit. The foundation dropped Lance as a sponsor, and changed their name to solely Livestrong. This week’s google hangouts especially Spark Mill provided great insight on good ways to promote fundraising. One of the big ways Livestrong was able to promote fundraising so effectively was their engagement and connection with the community. Another big campaign that was mentioned in the google hangout was matching challenges. The social media examiner article talks about how Livestrong used Twitter matching challenges to raise hundreds of thousands of dollars. Livestrong was also able to gain fans through a strong social media presence. This presence was taken to the next level with the creation of the Livestrong bracelets. The public was able to access these bracelets with ease through the help of social media. I think Livestrong has had a very successful fundraising campaign, and will bounce back from the Lance Armstrong issues.