The American Cancer Society relies heavily on volunteers and donations to carry out its mission. The individual creating this strategy diagnostic plans to volunteer for upcoming Relay for Life events to help promote the organization and recruit additional volunteers. Key tasks include gathering friends to assist with volunteer activities and using social networks to spread awareness of the American Cancer Society's work. Metrics for success include the number of donations received and people informed about the organization's services. The financial breakdown shows the majority of funds come from special events and contributions. Expenses are focused on patient support and public education programs. Communication occurs through various digital channels and face-to-face at events. The annual budget comes entirely from donations, grants and fundraising events.

1. Non-Profit Leadership Strategy Project
(A service learning community engagement leadership initiative)
(‘hands- on experiential’)
YOUR NAME: Tarra Myers
YOUR EMAIL: tlm34@psu.edu
PennStateUniversity
Strategy Diagnostic
Association Name: American Cancer Society
Address: 123 South Sparks Street
City: State College
State: Pennsylvania
Zip: 16801
Phone: 814-234-1023
Fax:
Web Site: www.cancer.org
Contacts name: Erin Louis
Email: erin.louis@cancer.org
Strategy Diagnostic
Major considerations: mission, goals, strategy, structure
1. How are you going to add value to the customer, member or cause?
I am going to add value to the organization by contributing my time to help
out the biggest event “Relay for Life” in my area for the American Cancer
Society. I plan to gather some friends and participate in the “Paint the
town purple” event prior to the main Relay for Life event. The “Paint the
town purple” event consists of going door to door hanging flyers out and
hanging purple ribbons all through town. I also plan to assist in the “Relay
for Life” event by changing out water, helping with trash and doing
miscellaneous tasks needed. The American Cancer Society is always
looking for volunteers I plan to add value to the organization by donating
my time to help with the events.
2. What are the critical tasks and key success factors you need to do it? Why or
why not?
Time and motivation are the critical tasks. I will need to fit these volunteer
activities into my hectic schedule. I also plan to gather as many friends as
possible to also donate their time to help “Paint the town purple.”

2. 3. Do you have the right people? Why or why not?
I have the right people. I have many friends that also volunteer at the
Cancer Society events are willing to back me up with support
4. Do they have the right values? Why or why not?
Yes, many of my friends have the same positive attitude as myself in
helping out the Cancer Society.The American Cancer Society is wonderful
organization striving to help the community in every way possible.
5. Do you have the right structures, system, practices and policies aligned
(culture)? Why or why not?
The Cancer Society holds events in my local neighborhood giving me a
great opportunity to lend my services.
6. Are you making progress toward fulfilling your mission and meeting your goals?
Why or why not?
Yes, I have already participated in the daffodil sale at my workplace to
help raise money for the American Cancer Society. I also have attended
the monthly meetings for the event “Relay for Life.” The more I become
involved with this organization the more I want to give and be assistance.
7. Are your activities achieving programmatic objectives and implementing
strategies? Why or why not?
My activities are achieving programmatic objectives and implanting
strategies of brainstorming in ways to assist with the big events of my
organization. I am currently using strategies to get my friends also
involved with these events.
8. Do you have the resources-the capacity-to achieve your goals? Why or why not?
The man resources needed to meet my goal is time. I am multitasking by
using my hour long lunch break at work to work on my goals within the
organization such as recruiting volunteers for events.
9. What metrics do you use to measure success? (e.g. growth in membership)
The metrics used to measure success for this organization is how many
donations are received for the organization to help with all the services the
organization provides. I also measure my success in how many people I
can get the word out to about the organization and the services they
provide that many people are unaware of.
10. Will you please direct me to a copy of your latest annual report,
membership survey along with a copy of your findings, analysis, and
resulting strategies.

3. Financial Diagnostic
Major considerations: fundraising, fund/membership fee collection, processing and
distribution
1. What is your total budget? There is no budget the organization is ran off of
donations and grants. N/A
2. What is the annual growth of budget over last five years? N/A
3. What is the source of funds (breakdown by %)? – e.g. membership, sponsorship,
events, grants, products and service, other non-dues revenue
Contribution-$10,049,368
Special Events-$30,852,042
Legacies and bequest-$8,642,164
Change of value in split-interest agreements-$850,037
Merchandise and other in-kind contributions-$366,979
Federated Fundraising Organizations-$1,461,678
Grants from Government Agencies & Affiliates-$1,114,452
Investment Income-$3,346,822
Income from Exchange transactions (net)-$64,571
Other Revenue-$3,983
Total- $53,135, 112
Income from
Grants from Investment 10,049,368 Exchange
Government Income
Federated transactions Other Revenue
7%
Fundraising Agencies & Affiliates (net) 0%
Organizations 2%
0%
3%
Merchandise and
other in-kind
contributions
1%
Special
Events
Change of value 66%
Legacies and
in split-interest
bequest
agreements
19%
2%
4. What are the expenses (breakdown by %)? – e.g. staff, programs, marketing,
technology (web, database), operations
19%-Patient support, 37%-Public support allocable to research and
nationwide programs, 11%-prevention, 11%-detection/treatment, 2%-
Management and general, 20%-Fundraising

4. Patient
Management Fundraising support
and general 20% 19%
2%
Detection/treat
ment
11% Public support
allocable to
research and
Prevention nationwide
11% programs
37%
Communications Diagnostic
Major considerations: External (e.g. government, public/media) and internal
constituencies
1. How often do you communicate with members? the media? your legislators?
Communication varies from event to event. Communication methods are
offered 24/7/
2. How often via: Face-to-face? Fax? Newsletter? Email? IM?
Face-to-face communication varies this could be weekly or monthly.
Fax is used upon request.
Newsletters go out once a month.
Email is used daily to weekly varying from situations.
3. What does the membership prefer? Why?
Most members prefer email and internet communication. Everyone has
busy schedules so this allows members to read up on the organization in
their free time.
Membership Diagnostic
Major considerations: membership development, customer service
1. How many members do you have?East Central Division-

5. 2. What has been the increase in members over the last 5 years?
Increase in supporters, Most people know of the ACS but do not know
what they actually do/
3. What are your annual dues? There are no annual dues.
4. What has been the increase in dues over the last 5 years?
5. What tools do you use to increase membership? Dues?
Products and Services
Major considerations: Product/service development, developing and deploying
intellectual capital, special events planning (trade shows, seminars)
1. What are your annual events? (trade shows, seminars, annual dinners)
Relay for Life, College Relay for Life, Doffodil Days, DermiNation, Making
Strides Against Breast Cancer, and Coach versus Cancer are the annual
events held by the American Cancer Society.
2. What are the budgets associated with each?
All budgets are ran from donations and volunteers. Generally, 20 % of
donations are contributed to these fundraising events.
3. How much do you make on each event? What’s the margin on each?
4. What are your major publications (membership directory, newsletter, annual
report, etc.)?
5. What is the revenue model for each?
6. What are you most popular products? (What are you best know for?)
Relay for Life number on signature event biggest Event within world held
international, all types of cancer
Marketing

6. Major considerations: Interactive marketing, direct mail, advertising, database
management, affiliation/partnership development.
1. How much do you spend on interactive marketing, direct mail, advertising,
database management, affiliation/partnership development
Tevelvison, direct market, mainly mail.
2. What percentage of your budget do you spend on IT?
3. Which of your major publications are available online? Cancer.org,
relayforlife.org, andfacebook are all publications available online.
4. What do you use your website for? (Recruit, communicate with members, the
media, legislators, the public, pay dues, register for events, training, other?)
The website is used for obtaining and giving information and resources,
local resources, and receiving donations.
5. How do you promote your website (list on print publications, etc.)
All printed material and television commercials promote the website.
6. What information do you collect from members? (contact info, email,
preferences, development needs, communities of interest)
Collect name , phone, address, email, race ethnicity, age are information
that is gathered from members.
Board relations
Major considerations: board development, leveraging expertise and contacts
1. What is the size of your board?
National- 11 members, 400 volunteers, 24 directors (12 medical
2. What is the diversity component of your board? (age, gender, race, etc.)
3. How long is the avg. board tenure?
2 year terms serve a maximum of 3 years
4. Do you have an active board? (do they get involved with fundraising, recruiting
members, recruiting other board members, providing information)
Organization
Major considerations: volunteer development, leadership development, staff
development

7. 1. What are the necessary qualities and/or skills that a leader must have to be
successful?
Strong passion for what you do, story to follow through. Having necessary
tools to succeed which American Cancer Society provides.
2. As a leader, what are your top three priorities in order of importance and why?
Volunteersneeds and intentions are a top priority because the volunteers
are the foundation to the organization.
Necessary tools are vital to gets jobs done.
Having right volunteer teams in place is also a priority because having the
right people on the right comittees has a greater valued outcome.
3. What are your biggest challenges as a leader?
a. All three top priorities are challenges and making sure have enough
volunteers to fulfill needs.
4. What are the qualities and capabilities that are essential for leading?
Qualities and capabilities essential for leading are making sure the
volunteers has all essential tools to operate.
5. How do you attract and retain your talent?
Train volunteers depending on each personality.
Offer Volunteer tool kit which is a detailed kit with proper information given
to volunteers.
Present this information
Needs are fulfilled
Give mission moments
Show where thehardworkdone by the organization goes.
6. How do you develop your leaders?
Each leader is development by their own motivation and drive.
7. How do you recruit volunteers?
Volunteer to volunteer , who do you know
Volunteer comes to organization
People call in
Publications- write letters to editor, send out mail, networking,
8. What kind of training does your staff get?

8. Training for all comitees, specific training, reconongization personal touch
call them to check on them, try to develop relationship
Newsletters depends on Fighting Back newletters hard copy twice a
yearsm e newsletter 4 times a year, Power of Purple quarterly basis.
9. What are your biggest concerns? (could be strategic planning, marketing,
financial strength, operational efficiency information systems, program diversity,
and organizational development, or other)
Case by case basis, income standpoint make sure completing goals
Health inniciative making goals feel good look good sessions able to
provide services based on cancer diagonis on each county.
NEW
1. What are you doing differently since the financial meltdown in 2008-2009? Why?
How? Etc
No, always keep in the back in minds, fundraising is hurting
2. How are these ongoing government and financial events impacting you?
Positively?Negatively?
Government funding- Cancer Action Network
4. How is this changing the way you
All number one volunteers paid staff not
Do it for own passion husband diagnosed
Volunteers passions keeps motivated.