What might this look like? Rallying stakeholders with a clarion call to action, setting an aspirational and measurable impact goal, or launching a compelling challenge. Ideas like these would enable Livestrong to remind people what it stands for, reaffirm its unique programmatic focus, and engage a broader array of stakeholders. Embrace impact : There is no doubt this turn of events is having a negative impact. Although donations to Livestrong reportedly increased after the November announcement that Armstrong was cutting ties, the organization is now hunkering down.
With even deeper declines a real possibility, it will be critical for the nonprofit to right-size its aspirations to match this new operating reality.
Drive differentiation : With so many cancer charities out there, and one of Livestrong's key assets — Armstrong and his personal story — now a major liability, it will be critical for Livestrong to focus more clearly than ever on what makes it different: What needs within the cancer space is it uniquely solving?
What are its core areas of expertise? If it went away tomorrow, what would not get done? Livestrong was a pioneer in providing one-on-one help to guide people through difficult and sometimes traumatic cancer diagnosis and treatment. The model has been successfully copied by many. The company therefore needs to find new, unique ways to help patients, Lee said. Armstrong founded Lance Armstrong Foundation in after he was diagnosed with testicular cancer that had spread to his lungs and brain.
The charity desperately tried to distance itself from the scandal. With that money in the bank, analysts at charity watchdog groups Charity Navigator and Charity Watch still give Livestrong good marks for being financially healthy overall and transparent in how it spends. Livestrong has chugged along as a much smaller, leaner organization.
The relaunch came with an artistic redesign. Gone is the yellow-and-black "Livestrong" logo that mimicked the wristband, which is still available for purchase online. The logo has been replaced by a blue background with three rings -- orange, blue and yellow.
We're more like a jet ski that can turn on a dime. Lee insisted the move is about better serving cancer patients, not just reversing declining financial trends. Livestrong was a pioneer in providing one-on-one help to guide people through difficult and sometimes traumatic cancer diagnosis and treatment.
The model has been successfully copied by many. The company therefore needs to find new, unique ways to help patients, Lee said. Armstrong founded the Lance Armstrong Foundation in after he was diagnosed with testicular cancer that had spread to his lungs and brain. His remarkable recovery and success on the world's biggest stage for cyclists fueled a boom that transformed the once small charity into a global force.
The downturn came when Armstrong's career and reputation were undone first by a investigation into PED use and his confession in a televised interview with Oprah Winfrey.
The charity desperately tried to distance itself from the scandal. Armstrong was pushed out of his role as chairman of the board of directors -- he remains listed as a board emeritus member but is otherwise not involved -- and the foundation's name was formally changed to Livestrong.
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