Leukemia & Lymphoma Society

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on finding cures and driving research in areas of unmet medical need.” (Leukemia & Lymphoma Society, n.d.. Annual report.)

2. Patient Support – information, education, financial support, clinical trial searches

3. Advocacy - LLS’s policy and advocacy team works to represent patients and ensure access to care

(Leukemia & Lymphoma Society Annual Report, 2016)

Financial

In 2016, LLS had net campaign contributions of $232.5 million and additional income of approximately $66 million. Year-over-year, net campaign contributions were down $2.3 million, a decrease of nearly 1%.

Operating expenses totaled $274.5 million, with $202.3 million or 73.69% going to program services. This is a slight decrease from 2015.

In reviewing the key financial indicators described by Charity Navigator website, and applying those to reported financials in the 2016 LLS annual report, there appear to be some potential challenges. (Charity navigator, n.d.)

Charity Navigator rated LLS financials at 67.93 compared to peers that were rated as follows:

Children’s Leukemia Research Foundation – 70.00

Leukemia Research Foundation – 88.30

American Cancer Society – 60.32

(Charity navigator, n.d.)

Although there are some declines in funds collected and a slight increase in fundraising expense, the changes are extremely small. LLS will have to look at the return on their fundraising investment. A marketing campaign and increased fundraising efforts may skew financials in the short-term, but an investment of any magnitude must be looked at for its long-term benefits.

LLS 2016 Financials 2016 2015 change $ change %

(000) (000)

Operating Revenue

Net Campaign Contributions $ 232,491 $ 234,823 $ (2,332.00) -0.99%

Other Income $ 66,852 $ 64,925 $ 1,927.00 2.97%

Total Income $ 299,343 $ 299,748 $ (405.00) -0.14%

Operating Expense

Program Services

Research $ 54,691 $ 71,540 $ (16,849.00) -23.55%

Patient & Community Service $ 89,209 $ 95,526 $ (6,317.00) -6.61%

Public Health Education $ 42,881 $ 36,249 $ 6,632.00 18.30%

Professional Education $ 15,373 $ 16,829 $ (1,456.00) -8.65%

Total Program Services $ 202,154 $ 220,144 $ (17,990.00) -8.17%

Supporting Services

Management & General $ 27,553 $ 31,006 $ (3,453.00) -11.14%

Fundraising $ 44,749 $ 46,205 $ (1,456.00) -3.15%

Total Support Services $ 72,302 $ 77,211 $ (4,909.00) -6.36%

Total Expense $ 274,456 $ 297,355 $ (22,899.00) -7.70%

Excess/deficit $ 24,887 $ 2,393

Key Financial Indicators

Program expense 73.66% 74.03% -0.38%

Admin expense 10.04% 10.43% -0.39%

Fundraising expenses 16.30% 15.54% 0.77%

Fundraising efficiency $ 0.1925 $ 0.1968 -0.43%

Program growth -8.17%

(Leukemia & Lymphoma Society Annual Report, 2016)

Outreach

LLS’s outreach program delivers a consistent message about their brand, mission, and purpose. The brand is consistent across all channels and all medium. LLS’s outreach consists of the following:

All Audiences (public, patients, media, legislators, other key shareholders)

• Website

• Social Media

• Blogging

• Press releases and media

• Direct Mail

• Occasional print advertising

Legislators, Business Leaders and partners

• Phone calls

• Meetings

• Letters

• Emails

(Leukemia & Lymphoma Society Annual Report, 2016)

Fundraising Strategies

LLS uses several fundraising strategies to encourage and maintain donors. The four key components of their fundraising strategy are:

• Community & events

• Legacy marketing

• Partnerships

• Online and direct donations/fund drives