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0.4 million0.2 million1.2 million
0
0.8 million0.6 millionRJ2Y Mailman School of Public Health Jennifer Lee, Yiwei Gu, Yubin Sohn, Jessica Ken, Zhicheng Qiu
remains effective but is no longer in the national spotlight => changing the approach, a modified model
MAJOR EVENTS
MSA funding stopped in 2009 A new generation and a changing environment is strong brand power, effectiveness proven New CEO Robin Koval
RECOMMENDATIONS
• The foundation needs to improve financial structure by seeking other sources of revenues such as grants, contributions and fundraising in order to decrease dependence on low-yield long-term investments.
• Programs should target interventions among populations with a higher smoking prevalence. The Schroeder National Institute for Tobacco Research and Policy studies should focus on their program evaluation and policy analysis in emerging issues.
• The foundation can strengthen market presence in tobacco-free task forces by building better collaborative partnerships.
Executive Summary
MISSIONBuilding a world where young people reject tobacco and anyone can quit
Legacy’s role is waning in the anti-tobacco task-force and is in need of a new model
ISSUES Lack of an organizing vision and conscious strategy of programs
Major shift in funding sources has led to an unstable funding stream
Mission & Issues
Litigation
Center for tobacco products
MSA funding stopped
Timeline
1998
1999
2000 2006 2008
2009 2012
19-21.9% 22-26.8%
Overall prevalence rate has levelled off but there is opportunity for targeted interventions
1.2 millionyouth start smoking/ year
American Indian Black White
Smoking rate
External Factor: Demographics
Opportunity for youth prevention education campaigns and Legacy’s more prominent role in the anti-tobacco task force
Adult
Youth
Cessation Advocacy Education Research Research-Prevention -Cessation
Government
External Factor: Spectrum of Task Force
Smoking costs $193 billion/y in medical costand productivity losses
Instability of economy
Family Smoking Prevention and Tobacco Control Act: Creation of the Center for Tobacco Products (FDA) to regulate sales and marketing of tobacco Shift in CDC & Office of Smoking and Health (OSH) to direct engagement in tobacco control education under Obama administration
Influence of tobacco industry on popular culture Disparities in smoking prevalence
New Tobacco Alternatives - flavored cigarettes and e-cigarettes
Rise in use of technology, internet, & social media
Opportunity to save economic cost, expand tobacco education program and research, impact social disparities and leverage technology
Political
Economic
Technology
Social
External Factor: Environment
89.9%9.6%
0.5%
Revenue SourcesFor financial year 2013
InvestmentsGrants
Other income including
fundraising 14.3%
27.9%
57.8%
Financial year 2012
Investment
Grants
Contribution
In-kind donation
1.8%
7.6%
14.2%
2.6%21.3%
49.0%
3.5% Contribution
Grants
Bequest
Program serviceOther
Other support
Financial year 2013
Opportunity for financial restructuring and creative fundraising
Overly dependent on investment activities- unstable Fundraising only take up 0.5% of the total revenue, significantly lower than other organization
Internal Factor: Finance
6politicians
3researchers
2youth representatives
1marketing
0fundraising experience
Internal Factor: Board of Directors
Design and implementation of campaigns have demonstrated effectiveness and reach
- youth prevention education- adult cessation education
Demographic Data Collection
Evidence-Based Research Advisory role to governmental agencies on tobacco counter
marketing efforts Research on the design, development and evaluation of new
technology-based tobacco cessation interventions Program evaluation
Internal Factor: Key Strengths
VISION
STRATEGIC INTENT
To streamline targeted youth prevention and adult cessation through adapted marketing and research expertise, with strengthened organizational and financial structure to promote market presence
In 5 years, American Legacy will double their success rates in youth tobacco prevention and tobacco cessation.
Vision & Strategic Intent
PROGRAM
EVALUATION
1EVIDENCE-BASED
2 3NEW
INTERVENTIONS
4HEALTH EQUITY
Citations: CDC,
Villanti et al. (2012). Analysis Of Media Campaign Promoting Smoking Cessation Suggests It Was Cost-Effective In Prompting Quit Attempts. Health Affairs, 31(12), 2708-
2716.
remains effective but is no longer in the national spotlight => changing the
approach, a modified model
Steven A. Schroeder
Budget $5 million
$6 in grants
Tobacco
industry
* Richardson AK, Green M, Xiao H, Sokol N, Vallone D. Evidence for truth®: the young adult response to a youth-focused anti-
smoking media campaign. Am J Prev Med. 2010;39(6):500-6
** Villanti, A. C., Curry, L. E., Richardson, A., Vallone, D. M., & Holtgrave, D. R. (2012). Analysis Of Media Campaign Promoting Smoking
Cessation Suggests It Was Cost-Effective In Prompting Quit Attempts. Health Affairs, 31(12), 2708-2716.
reached by
70%*
Youth
50
million
$23 million
($20.8 million in marketing)
Increased 0.2% smoker
averted
45.3
million
Adult
smokers
3.3%**reached by
$6 million
($2.4 million in marketing)
Increased 2.64% quit
attempts**
Program Evaluation
reached by 4/5
300
million
Youth &
adults
$9.9 billions in marketing
15.6% smokers
remains effective but is no longer in the national spotlight => changing the
approach, a modified model
Environmental waste Poison awareness
Targeted
Effective in reach but change marketing approach
Focus on high-risk youth through partnerships with grass-root organizations
Emerging Topics
Youth Outreach Activism & Fundraising
Partnerships
Nearly 9 out of 10 smokers started smoking by age 18
Strategy: Truth Campaign
remains effective but is no longer in the national spotlight => changing the approach, a modified model
Meet youth where they are Leverage technology Increase corporate sponsorships Opportunities for fundraising
Partnerships with youth organizations
Everyone that refers 6 friends to play truthwill be entered to win $4,000!
Strategy: truth Campaign
remains effective but is no longer in the national spotlight => changing the approach, a modified model
Strategy: truth Campaign
remains effective but is no longer in the national spotlight => changing the approach, a modified model
Maintain a nationwide approach but invest in strategies to target those with low socioeconomic status
Partnership with Medicaid managed care organizations to provide incentives to members who successfully complete EX programs
Partnerships with wellness programs/committees to provide tools for their smoking cessation programs
Evidence-Based Expand Utilization & Impact
Strategy: Ex Campaign
remains effective but is no longer in the national spotlight => changing the
approach, a modified model
Stay the Course
Not expanding to other areas of research Stay in the realms and build on expertise Conserve resources Keep in line with mission and vision
Increase volume of research on emerging topics Internet & mobile technologies, e-cigarettes,
environmental waste, and poison control
Highlight new areas of research at conferences and trainings Continue research on intervention evaluation & development and policy
Cutting-Edge Research
Strategy: The Schroeder Institute
remains effective but is no longer in the national spotlight => changing the
approach, a modified model
Restructuring & New Expectations
Require elected board members to make personal contributions and/or increase fundraising efforts
Recruit board members with relevant expertise Business, entrepreneurship,
marketing etc.
Strategy: Board of Directors
remains effective but is no longer in the national spotlight => changing the approach, a modified model
RevenueMaintain 5% drawdowns from reserve fund & seek other sources of revenue.
Increase Fundraising Current fundraising amount $300,000 $2.5millions or more
Hire financial consultant or appoint someone who deals solely with finance Strengthened financial planning Better rate of return from investment
Require contributions from the Board of Directors Seek more grants
Current grant amount $5million CDC/FDA up to $500 million
ExpensesMaintain the level of expense conservatively.Look for opportunities to expand efficient spending when revenue arises.
Strategy: Finance
remains effective but is no longer in the national spotlight => changing the approach, a modified model
Increasevisibility
Local media Head start programs Community development Hospital smoking prevention/cessation programs
Other foundations
Bloomberg Philanthropies Robert Wood Johnson Foundation
Programdevelopment
Environmental organizations
Health insurance companies Local departments of health Poison Control Center
Cigarette butt littering Green house gas emission
Strategy: Potential Partners
remains effective but is no longer in the national spotlight => changing the approach, a modified model
Leader in the Tobacco Free Market Force
Legacy Foundation’s ‘truth’ Campaign
Reaches 95% of Teens
Leveraging CEO’s Marketing Expertise
remains effective but is no longer in the national spotlight => changing the approach, a modified model
Leader in the Tobacco-free Task-force
Strategy: Promote Industry Presence
Leverage CEO’s marketing expertise Increase partnerships with local organizations Emphasize relevance of campaigns in 21st century Highlight research on emerging issues Recruit high profile figure as a board member
remains effective but is no longer in the national spotlight => changing the approach, a modified model
Immediate ActionCommunicate the new vision throughout organization Address expectations to board of directorsHire financial consultant focused on investment portfolio Recruit savvy fundraising staff
Summary of recommendations
Short-term Plan
Within 2 to 3 yearsIncrease revenue via contributions, fundraising and grantsLeverage CEO marketing experience to develop cost-effective marketing strategies to
• Impact highest risk populations in campaigns• Adapt to new trends in youth culture• Promote corporate presence
Capitalize on opportunities for youth smoke-free education under Obama administration Expand involvement with grassroots organizations and seek new partnerships Develop emerging research initiatives
• Health insurance and Ex program• Environmental impact• Poison awareness
2014
remains effective but is no longer in the national spotlight => changing the approach,
a modified model
1. Financial structure solidification • Increased revenue from fundraising, contribution, and investment
• Expand budget for program development and research
2. Targeted intervention• Successfully expanded truth campaign to targeted population
• Continue efforts in program evaluations to promote effectiveness
3. Promotion of market presence• Be a pioneer in research
Marketing effectiveness, health economics and outcomes research,
program development, and policy analysis
• Play a more influential advisory role in local, state and federal
government agencies
Long-term Plan
Summary of Recommendations