Nikki BogdanichJune 2, 2014BUS 550

Alex’s Lemonade Stand Alexandra Scott was diagnosed with neuroblastoma before her first birthday. Instead of accepting a toy after one of her treatments, she asked her parents to help her start a lemonade stand to raise money for her doctors to help even more children with cancer.

Agenda

Alex Facts on Childhood Cancer The start of Alex’s Lemonade Stand Success Factors Social Media Participants and Partners Funding ALSF Today Questions

Alex

Alexandra Scott was born to Liz and Jay Scott on January 18, 1996 in Manchester, Connecticut Just before her 1st birthday she was diagnosed with neuroblastoma After her first surgery, doctors said it would be unlikely she would

walk again- she surprised everyone and was standing with leg braces by 2.

4 years later her tumors began growing again. After a stem cell transplant she was determined to start her lemonade stand. In August 2004 Alex lost her

battle with cancer at 8 years old after raising 1 million dollars to help find a cure for her cancer and build awareness for the cause.

Childhood Cancer

1 in 330 children will be diagnosed with cancer by the age of 20

Less than 5% of government funding for cancer goes to childhood cancer

Over the past 20 years the number of childhood cancers has increased

Survival rates have also increased up to 80% due to advances in treatment options

The causes are mostly unknown but in some cases are related to chromosomal or genetic defects, Down Syndrome, AIDS, exposure to radiation, pesticides, and other chemicals.

Common Childhood Cancers Leukemia-cancer of bone marrow or blood Tumors- brain and spinal cord Neuroblastoma- adrenal glands and nerve

tissues Wilms Tumor- rare kidney cancer Non-Hodgkin Lymphoma- lymphatic system Hodgkin Disease Rhabdomyosarcoma- connective tissues Retinoblastoma- retina Osteosarcoma- bone Ewing Family of Tumors- bones and soft

tissues

Alex’s Lemonade Stand Started in 2000 at the age of four and raised $2,000 the first year

with the help of her family for the Connecticut Children’s Medical Center

Instead of paying the $.50 for lemonade, people were donating $1, $5, $10, and $20.

Alex’s story was featured in the local newspaper which helped spread the message of her cause. Her goal $1 million and

she believed it would be possible if people all around the country held stands as well. 2004- Lemonade Days was created Supporters held their own stands in all 50 states along with Canada and France. Alex continued her lemonade

stand despite her poor health

Success Factors Alex was able to make an emotional connection

directly and indirectly with people to help her in her cause

Lemonade stands are fun and easy for anyone to participate in Participants are given a “lemonade stand in a box”

which contains a banner, pamphlets, and instructions.

Alex’s logo is catchy and memorable “Kids helping kids” Alex’s stands attracted media attention, being

featured on big television shows such as The Oprah Winfrey Show and The Today Show

Local media attention, corporate endorsements (Volvo and Country Time), celebrity endorsements (Peter Facinelli, Alex Gordon, Graham Rahal, Mark Summers, Cindy Crawford, and Jordon Sparks)

Social Media

Social Media ALSF maintains that it does not have a strategy

behind their public relations and social media marketing

Their blog is mostly posts from Alex’s parents You Tube is primarily used for public service

announcements Facebook and Twitter to connect with their

followers and keep them updated on events Grab peoples attention and attract an audience Engage people to develop personal connection Provide individuals a forum to connect with

others Created an online community to make it easier

for volunteers to coordinate

Participants

How Schools, Universities, Individuals, Families, and Businesses of any size can Participate:

Hold lemonade stands or other events Collect coins (“No Donation is Too Small”) Hold an Event Start a Club School Initiatives Student Leadership Academy involvement Teacher Ambassadors Alex’s Million Mile Run Walk or Bike Sponsor an Event Virtual Fundraising

Corporate Partners

Where the funds go

In 2012 only 15% of donations went to administrative and fundraising expenses

Funds go to: Early Career Research- fresh scientists Accelerated Programs Quality of Life and Care Traveling Funds New Treatments & Innovative Breakthroughs

ALDF Today

10,000+ volunteers 15,000+ lemonade stands Raised $80+ million Funded over 450 childhood cancer research projects at 94 top US hospitals and institutions National Lemonade Days June 6th - 8th

Questions Alex’s goal was to raise how much money for her lemonade stand?

How much money has it raised today?

Who can run their own Alex’s Lemonade Stand?A. Only kidsB. Only corporationsC. Only schools and children’s organizationsD. Only AdultsE. Anyone

Why has Alex’s Lemonade Stand Foundation been so successful?A. Celebrity and Corporate EndorsementsB. Their use of social mediaC. Their catchy logoD. All of the aboveE. None of the above

Works CitedAaker, Jennifer L., Leslie, Sara Gaviser, and Kwan, Heidi. Alex’s Lemonade Stand Foundation: Eradicating Cancer , One Cup at a Time. Stanford Graduate School of Business.2010 Aug 25

ALSF: Childhood Cancer: Information and Stories of our heroes.http

://www.alexslemonade.org/childhood-cancer-information-and-stories-our-heroes

Guevara, Sophia (2011) "The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Social Change: Book Review," The Foundation Review: Vol. 3: Iss. 3, Article 9.

National Cancer Institute at the National Institutes of Health: Childhood Cancers

http://www.cancer.gov/cancertopics/factsheet/Sites-Types/childhood

The American Cancer Society: Cancer in Childrenhttp://www.cancer.org/cancer/cancerinchildren/index