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IMC Case Part 1
American Cancer Society - Relay for Life Fundraising Campaign
Tammy Cook
Liberty University
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The American Cancer Society (ACS) is a leader in the field of bringing cancer awareness
to the forefront of national attention. ACS holds an annual national community-based fundraising
event which is comprised of mostly volunteers. Relay for Life began as a one-man cause in 1985
in Tacoma, Washington. Supported and motivated by donations from friends, Dr. Gordon Klatt, a
colorectal surgeon who was all too familiar with the devasting effects of cancer, walked and ran
for a duration of 24 hours around a track, to help raise money for ACS. His efforts raised over
$27,000 for the ACS, and a movement began. Over the decades, Relay for Life has expanded its
reach to become the nation’s largest fundraising event and has also extended their fund-raising
efforts to 27 countries worldwide.
Today, Relay for Life is an annual coordinated team fundraising event. Fundraising
events are held at churches, schools, community centers, wherever there is a venue where
participants can meet and walk. The fundraising event focuses on teams coordinating so each
team has a member consistently walking for 24 hours. As well as walking, each team raises
donations by setting up a themed campsite and collects contributions for selling merchandise,
food, or by other fundraising means. The mission of Relay for Life has continued; to raise
awareness and funding towards ACS goal of eliminating cancer through research and education.
Executive Summary
This Integrated Marketing Communications (IMC) plan examines the American Cancer Society’s
(ACS) Relay for Life fundraising campaign. The plan examines specific marketing components
utilized by Relay for Life organizers with regards to strategies and tactics. This plan includes
components such as, an analysis of the organization’s internal strengths and weaknesses, an
external analysis of the organization’s opportunities and threats, brand strength, competitor
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threats. Recommendations have been provided for optimizing the organization’s marketing and
positioning strategies.
Internal Environmental Analysis
Organizational Strengths
The American Cancer Society’s Relay for Life campaign, with its vast presence
nationally and currently in 27 countries, is one of the most well-known cancer fundraising
organizations globally. Relay for Life employs fundraising practices which encourages
community involvement. This national and global volunteerism allows the organization to enter
diverse market segments. Since the blight of cancer reaches all ends of the Earth, Relay for Life
is in a unique position to continuously expand its volunteer program to where it is requested.
Relay for Life fundraising is comprised of primarily volunteers. This allows for organizers to
provide fewer human resources, which in turn lowers the organizations financial responsibilities.
Physical resources for fundraising events are provided for by volunteer communities. Volunteers
select the location of the event, provide their own equipment and building if needed, and provide
all merchandise to sell for additional fundraising funds.
Marketing Strengths
Relay for Life is able to expand its market expansion due to the nature of its volunteer
campaign, raising funds to eliminate cancer. Segmenting multiple volunteer markets allows the
organization to have a greater reach and a greater advantage over some of its competitors.
Geographically, the organization has moved its volunteer campaign into 27 countries with plans
to expand their reach. Demographically, Relay for Life’s campaign is able to focus on multiple
demographic groups. Since cancer does not discriminate against anyone, regardless of income,
sex, age, social class or income, volunteers come from all demographics of society. Since each
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team is required to have one leader, it is not necessary for all team members to know about the
specifics of the organization. This makes it possible for the campaign to limit its physical
resources on training all volunteers. Relay for Life’s diversity in marketing directed towards
amassing a strong, loyal volunteer base, makes it possible for the campaign to expand its
volunteer network and establish a high market presence.
Brand Strengths
Relay for Life has a reputation for being at the forefront in fundraising efforts through
their volunteer campaign. Their campaign brand logo is one of the most recognized symbols in
the nation. The organization provides clear guidelines and tutorials for all volunteers to follow
with regards to brand color, design, size and placement. This ensures the logo and message stays
consistent with the message of the fundraiser purpose. Relay for Life offers organizational
branding presentations for volunteers to follow, which is included in a volunteer packet. Relay
for Life also projects the image of a caring organization who strives to create personal
relationships with their volunteer teams. The campaign understands the success of their
campaign depends on the success of their volunteers, so every effort is made to address volunteer
concerns.
The American Cancer Society, the organization responsible for Relay for Life, publishes
an annual public report, Ethics, Accountability, and Transparency Report which focuses on
organizational outcomes. The report also recognizes contributor partnerships, volunteers, and
those involved in the organization. The report informs interested parties on organizational
milestones that have been met, and how everyone’s work has impacted the fight against cancer.
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Market Position and Operational Weakness
Relay for Life shares marketing positions with Race for the Cure. The Susan G. Komen
Breast Cancer Foundation is an organization which leads in cancer research and prevention. Race
for the Cure is a national and global volunteer fundraising campaign with similar goals and
mission of Relay for Life. Race for the Cure offers more volunteer activity opportunities then
Relay for Life. While both fundraisers include walking for donations, Race for the Cure has
generated positive national and global publicity for its 5K race. Relay for Life’s volunteer
campaigns are perceived primarily as community-based campaigns, while Race for the Cure’s
campaign is perceived as more of a national volunteer effort. Another weakness for Relay for
Life’s product positioning is lack of change with their campaign’s fundraising activities.
While Race for the Cure offers a few choices of volunteer activities, Relay for Life’s
primary event is walking around a track for 24 hours and selling merchandise for donations. It
may be difficult for some communities to locate an appropriate track to run laps, or to get
permission to do so. RFL volunteers may consider choosing volunteerism with other campaigns
which offer assorted fundraising activities, if RFL does not develop new methods of fundraising.
External Opportunity and Threat Analysis
Positioning Opportunities
Relay for Life and Race for the Cure hold similar fundraising campaigns nationwide and
globally. The uniformity of both campaigns makes it difficult for volunteers to differentiate one
from the other, since they both support cancer research and both employ volunteers for their
fundraisers. RFL may consider directing its positioning strategies towards offering volunteers
and donors more diverse volunteer activities for setting them apart from their primary
competitors. One positioning method they can employ is comparing their campaign fundraising
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successes to those of their competitors. Providing multiple fundraising opportunities to
volunteers would encourage volunteerism if seen as an ongoing endeavor instead of a once a
year tally.
Market Targeting Opportunities
Relay for Life currently primarily accepts volunteers from whole communities as teams.
An opportunity to target more volunteers would expand their volunteer base, which in turn will
increase donations. Businesses, school systems, universities, assisted living facilities, retirement
communities, all offer potential volunteers. If RFL upgraded its volunteer activities, then
organizations would form their own teams and select an activity to participate in.
Competitive Threats
The American Cancer Society is one among a group of cancer associations which offers
community fundraising as a method to raise money for their organization. Relay for Life,
sponsored by The American Society, is among the top cancer fund raising campaigns in the
nation. The Susan G. Komen Breast Cancer Foundation’s campaign, Race for the Cure, offers
fundraising opportunities to communities nationally and globally and is Relay for Life’s biggest
competitor.
Though both fundraising campaigns seek volunteers to assist in raising funds for their
mission, Race for the Cure has an advantage with national and global exposure and publicity.
The 5K Race is considered the most effective fundraising campaign for breast cancer awareness
and education in the nation and globally. Though, one advantage Relay for Life has with their
campaign is they campaign for all types of cancer, while Race for the Cure focuses primarily on
breast cancer awareness and research.
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Conclusion
Relay for Life is one of the top volunteer cancer fund-raising campaigns nationally and
globally. The campaign has proven itself a strong competitor among other nationally and
globally recognized cancer fundraisers. Beginning as a one-man mission to raise funds for
cancer, the campaign has grown from a one-time event into a well-recognized cancer campaign.
Its organizational strengths can be seen in its ability to generate community volunteerism through
its fundraising efforts. It’s ability to segment its markets to diverse geographically areas allow the
campaign to enter market demographics with ease. Relay for Life’s uncomplicated fundraising
theme permits volunteerism from anyone who chooses to do so. There is no demographic limit to
who can volunteer.
The Relay for Life brand is strong and recognized by society as a campaign for cancer.
Society perceives the brand as trustworthy and will continue to volunteer their services based on
that perception. Many walkers are repeat volunteers who have formed relationships with the
campaign based on mutual respect and the desire for a successful fundraiser. Relay for Life
would benefit from expanding its primary fundraising activity from a 24-hour walk-a-thon and
extending the event to a multiple day event with other activities included. Promoting the
campaign activities to cater specifically to certain demographics, such as assisted living facilities
and retirement communities would bring more volunteers ad generate more donations.
Relay for Life’s biggest competitor is Race for the Cure. Both organizations segment the
same markets and basically offer like fundraising campaigns. Race for the Cure seems to have a
promotional edge, due in part to national and global exposure and publicity. Relay for Life
should consider publicizing some of their fundraising events at a national level, instead of
localizing them at a community level.
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References
About Relay for Life. (n.d.). History of Relay for Life. Retrieved from
http://www.cancer.org/involved/participate/relayforlife/history-of-relay-for-life
American Cancer Society. (2017). American Cancer Society 2017 Stewardship Report.
Retrieved from https://www.cancer.org/about-us/financial-governance-
information/stewardship-report.html
American Cancer Society. (2008). Branding Presentation for Volunteers. Retrieved from
http://relay.acsevents.org/site/DocServer/RFL.org_Volunteer_Branding_Training.pdf?do
cID=58966
American Cancer Society. (n.d.). Pull an all-nighter for a good cause. Retrieved from
https://www.cancer.org/involved/volunteer/relay-for-life.html
Relay for Life. (2017). Resource Library. Retrieved from https://relaynation.relayforlife.org/
resources/library
RFL Promotional Toolkit. (2017). RFL Promotional Toolkit Retrieved from .
https://relaynation.relayforlife.org/resources/item/16/270
The Susan G. Komen Breast Cancer Foundation, Inc. (2018). Find a race: make an impact.
Retrieved from https://ww5.komen.org/
What Is Relay? (n.d.). What Is Relay for Life? Retrieved from http://www.relayforlife.org/learn/
whatisrelay/index
