Banding Together for a Cause

Beschreibung

In 2004, the Lance Armstrong Foundation was anxious to parlay the celebrated cyclist's fame and persona as a beacon of hope into the number-one resource for meaningful information and resources for the cancer community. And then came the iconic yellow LIVESTRONG wristband. Designed in partnership with Nike, the silicone band reached its initial fundraising goal within six months and, to date, has raised more than $100 million for the cause. In Banding Together for a Cause, author Rachel Armbruster shares her experience managing the most successful cause marketing campaign in history to help you create the next blockbuster cause campaign. Focusing on this historical fundraising campaign from a nonprofit's perspective, Banding Together for a Cause is designed to help you identify new ways to generate much-needed funds for your programs and missions through valuable and meaningful partnerships. Armbruster details how the campaign was created and executed as well the lessons learned: what she would do differently; how to work towards creating a new campaign with impact; strategic planning; integration/campaign execution; the need to capture people the first time; the ability to mobilize an audience of any size and create buzz; and the fact that every dollar counts. Armbruster dissects the LIVESTRONG campaign, from timing and brand, to partners and visionary thinking, including how your nonprofit can strategically: * Move its mission forward * Position its brand as an authority * Build and maintain brand ownership * Initiate conversations that foster strong partnerships and connections * Leverage organizational structure * Pinpoint experts * Strategically plan for success * Determine the appropriate planning process for your organization * Assemble a dream team * Integrate and mobilize its resources * Combine marketing platforms effectively * Capture data * Create experiences that become meaningful moments Banding Together for a Cause also includes invaluable insights from former and current Foundation executives. A companion website features video interviews and presentations that look at a variety of perspectives from the campaign. Encouraging, proactive, and enlightening, Banding Together for a Cause provides you with the strategies and tactics to jump-start your nonprofit's success.
Experience the yellow wristband campaign from the beginning and learn how to position your nonprofit for success Passionate and inspiring, Banding Together for a Cause will help you identify ways to generate funds for your programs and missions through valuable and meaningful partnerships. In it, author Rachel Armbruster dissects the LIVESTRONG campaign, from timing and brand, to partners and visionary thinking. Engaging and informative, this reliable guide contains interviews and insights with key executives at both LIVESTRONG and Nike. Along the way, this remarkable book takes you behind-the-scenes of the spectacularly successful Lance Armstrong Foundation campaign. It starts with a simple big idea, the yellow wristband, and examines how you can find similar success within your own nonprofit. * Focuses on this unforgettable fundraising campaign from a nonprofit perspective * Offers the strategy as well as the tactics for nonprofits to feel that success is within reach * Presents a variety of perspectives from the wildly successful LIVESTRONG campaign Learn from the yellow wristband. Banding Together for a Cause shows you how.

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Rachel Armbruster

Themen in »Banding Together for a Cause«

Business & Management Cause-Related Marketing Gemeinnützige Organisationen / Marketing u. Kommunikation Non-Profit Organizations / Marketing & Communications Wirtschaft u. Management

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