Cancer Fund of America is in the doghouse with donors after the Federal Trade Commission came down hard on four related cancer charities. It may be the scammiest scam there is, bilking honest donors out of hard-earned money they are giving because they want to support a cause you purport to represent. When that cause is eradicating cancer, the pain from realizing you’ve been duped is particularly harsh.
For many people, especially donors, cancer has a name. They lost a close friend or beloved family member to the disease, so they fundraise in their honor. The hold fundraisers, march, cycle or walk … some even do these things while in recovery from the disease, while surrounded by loving supporters. These events are about feeling good when you don’t feel good, about making a difference in a fight you don’t believe you can win.
Then some shifty organization comes along and steals it all away. The hope, the joy, the inspiration – all gone in the blink of an eye. That’s the pain millions are feeling this week as the FTC announced that up to 97% of all the donations brought in by Cancer Fund of America were spent on private “fundraisers” or “on themselves.” Only three percent, according to the FTC, went to actually help cancer patients.
These revelations of gross impropriety have enraged donors and even cast a poor light on totally unaffiliated groups, such as the American Cancer Society. ACS has not gone on record about this case, and they seem to be doing their best to distance their organization from Cancer Fund of America.
The PR lesson here for all nonprofit groups is this – a PR crisis created by one organization in your sector can spill over to smear your good name. Be sure to protect your brand by building a reputation for solid and honest dealing. Make sure your donors know exactly who you are and how you make a difference. More importantly, make certain your donors understand you are in no way affiliated with the less than savory elements of your sector. It can be difficult. Some shady organizations even try to mimic names in order to borrow some of your good reputation. Only a proactive and positive charity PR campaign can help protect you from guilt by association.
Dr. Gil Lederman is a medical doctor who hails from NYC. Lederman has 25 years of experience in this field.
About Dr. Gil Lederman - Radiosurgery New York 