LIVEstrong

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Yellow rubber bracelets. Who knew they could mean so much? 


The Lance Armstrong Foundation is a worldwide phenomenon. Perhaps it's because of Armstrong's kick-ass domination of Le Tour de France, or maybe success can be attributed to the stretchy yellow bracelets that were not only a sought after fashion trend but a bold statement. 


The foundation has raised $325 million dollars for the fight against cancer since day #1. Impressive, right? But how does such a ginormous, worldwide and well-known foundation stay glued together without breaking at the seams?


Communication! Just take a look. The entire website is dedicated to communicating--whether with partners, donors, patients or observers, LIVESTRONG is dedicated to getting its intent across clearly.


A tab entitled  What We Do lists many options to explore, including Platforms & Priorities, Reports & Finding, Where The Money Goes and Programs & Partnerships. Where The Money Goes specifically reaches out to donors, highlighting numerous times that approximately 81% of the money donated goes directly towards cancer programs. The foundation also informs donors of what percentage is used for fundraising and administration, so no stone is left unturned. 


Two other tabs include Get Help and Take Action, which reach out to cancer patients and those looking to donate, respectively. An assortment of options are available, all of which reach out and communicate different messages to the reader. 


Finally, there is a Who We Are tab that provides information about Lance himself, the history of the foundation, leaders and donors. Options to search for job openings are available as well as financial information for the foundation. This makes it seem as if communication within the foundation is very open and that little to no information is kept hidden. 


When I first landed on the homepage, a current program smacked me in the face and grabbed my attention immediately. Perhaps it was the moolah, but LIVESTRONG is currently sponsoring an updated Community Engagement Program. As stated on the website..

Intent

Beginning this year LIVESTRONG's Community Program will go in a new direction that will provide the largest support we've ever offered through our Community Engagement Program. LIVESTRONG will offer up to $10,000 to over 60 sites to implement evidence-based model programs in their communities. Eligible organizations will be able to apply for assistance in implementing one of three model programs that have proven their impact on the cancer community through years of evaluation and successful implementation.

Pretty cool if I do say so myself. (More info can be found here.)

Reaching out. Communicating. Making a difference. 

The Basic Ingredients

Strategic Communications...sounds like common sense, no? Well, as simple as it sounds, there are many different aspects that go into a successful communication plan, most of which are highlighted in the trade book Strategic Communications for Nonprofits (K. Bonk, E. Tynes, H. Griggs, P. Sparks).


The first chapter notes the basics of strategic communication. For any communication plan to be successful, it is important to be active rather than passive. A team must anticipate and create events as opposed to sitting back and reacting to events outside of their control. Nonprofits need to possess a "go-getter" mentality, especially when it comes to media contacts. While an organization whose purpose is charity-driven may not have as much trouble generating interest (emotional appeal), organizations that are politically driven will have a much harder time due to the controversial issues covered.


A good communications plan will be solid, both inside and out. It is pivotal that everyone working within an org. is on the same page, working towards the same common goal. Progress as well as issues within a working organization need to be communicated effectively in order to avoid potential disaster. 
In addition to internal communicating, and organizations reputation will be affected by how they communicate with the outside world--this includes sponsors, partners, members and the general public. If a nonprofit can compose themselves in a professional manner and generate a professional communication plan, an increase in interest and publicity is a realistic result. "Word of mouth" publicity is something that is increasingly beneficial for the nonprofit. Often times, a single tactic carried out by a nonprofit will ignite a chain of interest. The chapter highlights an example referring to a video link that led to a news station interview that led to an article, etc. 


A nonprofit must have all of their ducks in line when it comes to any form of communication. When it comes to external audience, partners are a very important nonprofit audience. When one or more nonprofits have the same goal, it is very beneficial for them to join forces, taking advantage of resources, contacts and research, just to name a few. If a nonprofit is horrible at returning phone calls, has a confusing mission statement and an underlying lack of general responsibility, who on Earth is every going to want to partner with this org.? Um, no thanks.


Long-time fundraiser Roger Craver believes "any group that does not have an effective communications plan will only raise a fraction of the money [it] would otherwise attract."


Who knew the power of such a mundane thing like communicating...