When you survey the vast arena of nonprofits, there are a few whose international notoriety stands head and shoulders above the rest.  To my knowledge, none have risen to such a pedestal quicker than the Lance Armstrong Foundation.  Their LIVESTRONG campaign has become synonymous with cancer advocacy, support, and healthy living, making them veritable trendsetters for nonprofit and for-profit groups alike.  What I want to look at today is why the LAF has been so successful.  By studying their route to prominence, maybe we can find ways to grow our own organizations.

As the name obviously implies, LAF was founded by Lance Armstrong, cycling champion and cancer survivor, in 1997.  Dissatisfied with the approach of other organizations, Lance was determined to raise the volume on Cancer advocacy.  The motto of his organization became “unity is strength, knowledge is power and attitude is everything.”  I think that sums up their goal quite appropriately.

Here is a look at what they have done exceptionally well:

Products

Through an advantageous partnership with sports giant Nike, LAF began selling yellow LIVESTRONG wristbands in 2004.  The simple idea was twofold – to bring cancer to the forefront of the conversation and to raise money for research.  Six years later, over 70 million of these have been purchased around the globe, inviting a host of imitators to experiment with the same concept.  Furthering the partnership with Nike and Lance himself, the LIVESTONG brand is now appearing on a wide variety of athletic gear.  This brings up the question:  Do people want to brand themselves with your nonprofit?  Will they wear it on their sleeves and proudly advertise your cause?

Social Media

Let’s face it: you probably do not have a leader with the celebrity power of Armstrong.  You can try to go out and win seven Tour de France titles, but your time might be better spent elsewhere.  What you can do, however, is get plugged in to the social media scene.  This goes beyond simply having a website, a Facebook page, and an email list.  Anyone can do that.  Your challenge is to continually build support through a loyal following.  How do you do this?  First, it is important to invite others into the conversation.

The beauty of sites like Twitter and Facebook is that they allow you to not only talk, but listen to those around you.  Ask for feedback and it shall come.  When people feel like their input matters, then they will become part of your cause.  Lance has mastered this by staying directly connected to his followers.

Events

Another area where I think the LAF team excels is with their events.  They not only encourage, but also support grassroots fundraisers with a well-oiled program.  This allows individuals and volunteers to make the most out of an event.

Taking a page from The Leukemia and Lymphoma Society’s Team in Training, LAF has established a core group of athletes that train, participate, and raise money in the name of fighting cancer.  Team LIVESTRONG has set an admirable goal of growing to 21,000 members in 2010.  As a runner and cyclist myself, I can tell you that having this kind of a support group really adds meaning as well as motivation for hitting the pavement.

Political Involvement

With nonprofits being so heavily vested in government policies, grants, and initiatives, it helps to have a face on Capitol Hill and in state legislatures.  This is where a person like Lance Armstrong is so invaluable.  He has been a prominent voice for Cancer Survivors and their concerns.  Representatives, Senators, and even the President have no choice but to hear the voices that result from LAF’s National Action Plan.  How can you make sure your voice is heard by policymakers?

Sense of Community

If you have read Lance’s account of his battle with cancer, you are aware of how much he emphasis a community of support – namely from other survivors.  Through hearing such testimonies, one can conjure up hope for their own struggle.  This is the concept behind LAF’s Survivorship support.  Through events, newsletters, and constant contact, Cancer patients are reminded that they are not alone.

Do you have success stories?  Keep them around to remind everyone of what they are capable of.

How else can you improve your organization or nonprofit?  I would love to hear how you are being a trendsetter for the community and world.

DoGood!

Matt

Please feel free to contact me with any questions, suggestions, or thoughts on how to make this site better: matt@dogoodedness.com