The NonProfit Times - June 15, 2008 - (Page 6)

NONPROFIT STYLES Continued from page 1 products can become another avenue for branding or even another means to diversify their revenue stream. Merriam-Webster’s Dictionary defines fad as “a practice or interest followed for a time with exaggerated zeal.” So if nonprofits continue to employ the Livestrong-like bracelets today, several years after their “heyday,” can they be considered a fad? Furthermore, the Lance Armstrong Foundation itself might not be moving 22 million units like it’s 2005, but the 2.4 million bracelets sold last year were twice as many as the previous year. “It was definitely a phenomenon when it came out, and…it’s a phenomenon that hasn’t gone away and it continues to grow in awareness and impact,” said Betty OtterNickerson, chief operating officer at LAF. “Some people have had the sense that they’re not as important, but I think the numbers kind of show the increase in awareness around the mission and the cause as the wristband is an iconic figure for that and it continues to be something that we distribute and sell widely,” OtterNickerson said. Today, while some might be looking for the next fundraising phenomenon to come on the scene, nonprofits continue to use the bracelets to brand their causes and identify supporters. And many still make a few bucks while they’re at it. “What it really underscores is how when the wristband was introduced we changed the face of philanthropy, and allowed people a way to show support for a cause at very nominal investment for the person who wants to do that, and have an iconic way to show that as well,” Otter-Nickerson said. “That’s really the way that we think about the wristband; we’re very supportive of people who want to do a wristband.” Otter-Nickerson said that she fields calls from organizations, not seeking permission to use the band, but looking to emThe Crohn’s & Colitis Foundation sells related merchandise for its bellish them with some Team Challenge and other programs, such as fleeces and hats. sort of trinket. The founda“We don’t really promote them very tion has a trademark on the Livestrong slomuch at all,” Geswell said, but chapters gan and the yellow wristband, but no tend to use them as giveaways at their copyright on the concept of a wristband, events and activities and sell them locally she said, and that was a “conscious deciat fundraising events. The original sion” made by the organization. bracelets only said “Got Guts,” which did“People are very creative and see it as a n’t make for a good branding mechanism, good avenue to not only raise funds but to but they’ve since added the Web address show support for their cause and their or(ccf.org). ganization,” she said. “That’s why we love Crohn’s and Colitis has an online store seeing wristbands on people, regardless of where it also sells T-shirts, caps and similar the color. We really like when we see yelitems for patients. More recently, as part of low ones. It’s a great way to start a converthe online store, the nonprofit has been sation with each other, just walk up and selling merchandise for its teen challenge ask,‘What’s your connection to the cause.’” and half-marathon and walk programs Richard Geswell, president and CEO of specifically, items like running fleeces and the Crohn’s & Colitis Foundation, calls the socks, and hats, among others.“We haven’t bracelets “almost tribal” and a great way to really started marketing it yet so sales have identify with a group.“For our patients and patients of other organizations, I think there’s been that kind of tribal mentality, and really belonging to part of an organization or a group and being identified with them.” The bracelets are “a symbol of,‘This is my organization, and please help me.’ I think we’ll always use them that way,” Geswell said.“That was unique in a great way for nonprofits.” Many an organization has adapted the Livestrong bracelet in its own “Got Guts” is inscribed color and inscription, as in the case of the purple “Got Guts” bracelet for the Crohn’s & Colitis Foundation. on the bracelet sold by the been modest, but we expect it to be a sizNew York City-based nonprofit, which has able piece of the business because those moved about 15,000 units during the past kinds of participants like to get that logo six months.That figure is “down certainly gear,” Geswell said. from its peak considerably, but they still “I’m sure we’ll be doing more,”Geswell sell,” Geswell said. From 2004 to 2007, the said as the organization’s new programs foundation sold about 150,000 bracelets, (Team Challenge and half-marathon) are or an average of 50,000 per year. That’s a branded orange. “We’ll probably try to drop-off of almost 40 percent to the renew the inventory with new colors to 15,000 during the first six months into give people real inspiration to do it again,” this year. he said. The “Got Guts” bracelets generated Joanne Cacciatore, president and CEO about $150,000 -- with 100,000 units sellof the MISS Foundation in Peoria,Ariz., coning directly online at $15 for a pack of 10 tinues to make black bracelets a symbol for -- netting the charity almost $100,000. her organization and those mourning the The other 50,000 bracelets were ordered loss of a child. She hasn’t seen a significant in bulk and used as giveaways and direct decline in sales in recent years and still gets mail promotions. 6 JUNE 15, 2008 THE NONPROFIT TIMES www.nptimes.com http://ccf.org http://dynamicdataconcepts.com http://dynamicdataconcepts.com http://www.nptimes.com

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The NonProfit Times - June 15, 2008 Fundraising Fizzles For Myanmar And China Complaints Filed Against Grant Institute Nonprofit Styles Aren't Out Of Fashion Contents Lights. Camera. Action. Calendar New Boss At Gates Approaching Businesses Big Isn't Always Better Obama And You 'Always Do Right' New Boss At NCNA Three Networks Will Air $100 Million Cancer Fundraiser NPT Jobs Resource Directory

The NonProfit Times - June 15, 2008

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