Nikki Bogdanich June 2, 2014 BUS 550

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.

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

 Alexandra Scott was born to Liz and Jay Scott on January 18, 1996 in Manchester, Connecticut  Just before her 1 st 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.

 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.

 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

 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.  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

 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)

 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

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

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

 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 6 th - 8 th

 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 kids B. Only corporations C. Only schools and children’s organizations D. Only Adults E. Anyone  Why has Alex’s Lemonade Stand Foundation been so successful? A. Celebrity and Corporate Endorsements B. Their use of social media C. Their catchy logo D. All of the above E. None of the above

Aaker, 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. 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 The American Cancer Society: Cancer in Children