Research Summary on Corporate Teams

1. Corporate fundraising history

2004

2014

Partnership with Nike, the Foundation has sold and distributed more than 87 million iconic yellow wristbands

2014 Challenge Sponsors:medicine in motionrodney strongthirsty planetpapas pilarcar2gohoneystinger

Corporate Partners:american century investmentscar2gofacebookthinksportamerican green technologyrodney stronghoneystinger

2. Current corporate team recruiting mainly targeting at 4 areas

1 2 3 4

Businesses that have an advocate, influencer, strong team captain

Businesses that align with Livestrong

Businesses with a cycling group or culture

HR Teams

• Some trigger for that company’s interest to rally around someone who has had cancer, using the Austin challenge to honoring their own in that person’s name.

• Brand attributes and values in terms of healthy living, and positive attitudes about commitment, support and strength

• Not a race per se, but cycling teams exist in companies.

• Great group to identify

• Ex: Jerseys that all match (Mellow Johnny’s, Taco Deli)

• Finding someone who can be an advocate in HR, someone who is thinking about the health of their employees.

• Done outreach to HR directors, whoever puts on their health and wellness.

• Dell does a health and wellness fair, AMD does a health and wellness fair

3. Current outreach strategy: reach targets when its relevant

1) Health expos

2) Coffee Shops• Places where people meet

before a ride

• Where does the cycling community congregate?

● Handing out information about LiveStrong to HR reps

Secondary Research

Integrative Stage

Transactional Stage

Philanthropic Stage

Customer Analysis:

Three levels of corporate engagement

● LS is in Stage 1

Source: Sargeant, Adrian, and Elaine Jay. Fundraising Management: Analysis, Planning and Practice 3e. Routledge, 2014.

Secondary Research

Industry Analysis:

Two key components for relationship management • Delivery of an appropriate quality of service to the corporate supporter• A plan for developing and taking forward the relationship in the way that the non-

profit would prefer ⇒ Deepen the relationship, cross-sell the other fundraising products or increase the organization’s share of the donation income available

Existing Activities New Activities

Existing Markets

New Markets

Market Penetration

Market Development

Activity Development

Diversification

• Demographic• Geographic• Commute trend• Cycling events• Community events• Uniqueness• Fundraising amount

• Bike culture• Existing initiatives• Infrastructure• Social media• Car2Go• SXSW• Pedicab drivers

• Accessibility difficulty • Challenge to portray the

focus• Businesses hard to be

motivated

• Lack of knowledge and incentive

• Non-profit competition• Hesitation on donating• Event competition

1. Goal: transactional relationship with corporate teams

2. Focus on: medium to large businesses

3. Different strategy for current and potential corporate teams

4. Long term strategy is key

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