Case Study: The Leukemia & Lymphoma Society Social Media Campaign

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The Leukemia & Lymphoma Society held a campaign called "Totally Baldacious" to raise awareness and funds for blood cancer research. The campaign encouraged people to shave their heads in solidarity and share photos online. It helped broaden the Society's appeal and visibility, though it was not a major fundraiser. Lessons learned included embracing an agile approach, telling patients' stories online, and the CEO participating, which generated enthusiasm. While successful at raising the profile, more engagement with participants was needed for future campaigns.

Technology

Guiding principles
•  Connect to overall communications strategy
•  Crawl before you walk, walk before you run
•  Let the community lead—and be responsive
•  Help the community connect with each other
•  Don’t try to change the community’s behaviors
•  Ask your ‘super users’ for ideas
•  Be authentic, honest, and real
•  Be willing to experiment (and fail)

Campaign spotlight
Goals:
•  Increase awareness of blood cancers and LLS
•  Raise money via social media/friendraising
•  Build relationships with community
•  New donors (focus on men between 18-35)
•  Current and past program participants who have supported LLS
•  Friends and family members of people with leukemia,
lymphoma, and myeloma
•  LLS chapters
•  Embrace a more playful, fun, daring tone

Totally Baldacious: Key Messages
Totally Baldacious
Shave one for the Team.

Why go Totally Baldacious
The Totally Baldacious Campaign is a fun way to help raise
awareness and funds to help find a cure for blood cancer.

Why you should give Baldaciously
When you give Baldaciously, you’re helping to save lives.
Your support improves the lives of people with blood
cancer.

Totally Baldacious: Lessons Learned
“We were truly committed to aggressively communicating
and celebrating the campaign. The increase in posts was
new for us; and we virtually tapped everyone possible to
participate among our celebrity contacts.
Our CEO’s participation was a game changer--a daring shift
for him that impressed our Board and generated a true fan
base. From this, we created a monthly national email
message from him that remains very well received. He
became a recognizable personality through this campaign.”

– Todd Whitley, Vice President, eMarketing,
The Leukemia & Lymphoma Society

Totally Baldacious: Lessons Learned
•  Team was agile—Haiti earthquake days before launch
•  Campaign idea embraced by chapters, friends and
survivors
•  Campaign was great for visibility, but not a huge fundraiser
•  Broadened LLS’ appeal into general cancer community
•  Profiles of patients on blog offered great content for all
online properties; lots of compelling stories
•  CEO’s pledge endeared him to community and press
•  Smart and unique use of tools (microsite, widget, FB app)
•  Not enough time/resources to deeply engage participants

Wanna know more?

Farra Trompeter Todd Whitley
farra@bigducknyc.com todd.whitley@lls.org
www.bigducknyc.com www.llsusa.org

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Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap. The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies. Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques What will you get from this session? 1. Insights into SAP testing best practices 2. Heatmap utilization for testing 3. Optimization of testing processes 4. Demo Topics covered: Execution from the test manager Orchestrator execution result Defect reporting SAP heatmap example with demo Speaker: Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP

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Case Study: The Leukemia & Lymphoma Society Social Media Campaign

1. Case Study: The Leukemia & Lymphoma Society Nonprofit Technology Conference March 17, 2011 www.bigducknyc.com Farra Trompeter @farra * farra@bigducknyc.com

3. Guiding principles •  Connect to overall communications strategy •  Crawl before you walk, walk before you run •  Let the community lead—and be responsive •  Help the community connect with each other •  Don’t try to change the community’s behaviors •  Ask your ‘super users’ for ideas •  Be authentic, honest, and real •  Be willing to experiment (and fail)

7. Campaign spotlight Goals: •  Increase awareness of blood cancers and LLS •  Raise money via social media/friendraising •  Build relationships with community •  New donors (focus on men between 18-35) •  Current and past program participants who have supported LLS •  Friends and family members of people with leukemia, lymphoma, and myeloma •  LLS chapters •  Embrace a more playful, fun, daring tone

9. Totally Baldacious: Key Messages Totally Baldacious Shave one for the Team. Why go Totally Baldacious The Totally Baldacious Campaign is a fun way to help raise awareness and funds to help find a cure for blood cancer. Why you should give Baldaciously When you give Baldaciously, you’re helping to save lives. Your support improves the lives of people with blood cancer.

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23. Totally Baldacious: Lessons Learned “We were truly committed to aggressively communicating and celebrating the campaign. The increase in posts was new for us; and we virtually tapped everyone possible to participate among our celebrity contacts. Our CEO’s participation was a game changer--a daring shift for him that impressed our Board and generated a true fan base. From this, we created a monthly national email message from him that remains very well received. He became a recognizable personality through this campaign.” – Todd Whitley, Vice President, eMarketing, The Leukemia & Lymphoma Society

24. Totally Baldacious: Lessons Learned •  Team was agile—Haiti earthquake days before launch •  Campaign idea embraced by chapters, friends and survivors •  Campaign was great for visibility, but not a huge fundraiser •  Broadened LLS’ appeal into general cancer community •  Profiles of patients on blog offered great content for all online properties; lots of compelling stories •  CEO’s pledge endeared him to community and press •  Smart and unique use of tools (microsite, widget, FB app) •  Not enough time/resources to deeply engage participants

25. Wanna know more? Farra Trompeter Todd Whitley farra@bigducknyc.com todd.whitley@lls.org www.bigducknyc.com www.llsusa.org

Case Study: The Leukemia & Lymphoma Society Social Media Campaign

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