1. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Crisis Communications for Nonprofits Katherine McLane, LIVESTRONG Steve Abrahamson, Planned Parenthood Nick Ludlum, Ogilvy Public Relations

2. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE The LIVESTRONG Foundation and the Art of Facing a Crisis Head-on Katherine McLane, VP, Communications & External Affairs, the LIVESTRONG Foundation

3. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE The LIVESTRONG Foundation Serving people vs. fighting cancer What exactly is “survivorship?” 2.5 million, 4 stars,13% and the 100

4. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE LIVESTRONG Patient Navigation Service: free, bilingual support for financial, physical, emotional and practical challenges related to cancer www.livestrong.org 1-855-220-7777

5. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Lance Armstrong

6. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE “ They are not going to be able to thrive if the person who is the spirit behind it is in trouble. It is just going to devastate them.” -Ken Berger, CEO, Charity Navigator, August 2010

7. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Key ingredients to weather the storm: A strong board of directors Executive leadership that can act quickly Communications team that turns on a dime Excellent donor and supporter relations

8. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE “There is a core of people who are very committed to Livestrong. When you…look at how they fulfill their mission, they do a lot of really good stuff. We hear so many great things about the service and programs they provide. So I hope they learn from this and that they do survive.” – Ken Berger, CEO, Charity Navigator, January 2013

9. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Thank You! Katherine McLane Vice President, the LIVESTRONG Foundation 512 538 4606 Katherine.mclane@livestrong.org

10. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Fundraising in Interesting Times Steve Abrahamson

11. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Under Fire But Thriving From January 1, 2011 to January 1, 2013, active 24 month donor filed doubled in size Successive crises turned into fundraising opportunities at all levels of giving

12. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE January 2011- Planned Parenthood under attack Pence Amendment in 112 th Congress Live Action sting operations

13. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Sting nets a victim Many visits by fake patients, one health center fails to handle appropriately Planned Parenthood responds with full staff re-training Impact of video release is blunted

14. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE The Opportunity “The enemy of my donor helps my fundraising”

15. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Establish a clear narrative that fits with your donor’s existing understanding

16. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE A Clear and Consistent Message Planned Parenthood stayed focused on our mission For our donors, it was critical that we talked about what matters to them

17. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Seizing the Moment: the Pence Amendment to Defund PPFA Within 3 days of “defunding” vote we had a urgent appeal in the mail

18. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE More Troubles Rep Stearns “investigation” into Planned Parenthood Komen decision on grants to Planned Parenthood affiliates

19. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Applying Lessons Learned We had already made donors aware of investigation Quick response in the mail to Komen decision

20. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Key Lessons Get ahead of the story Admit mistakes/adversity Turn it around Stay focused It’s not about you Be prepared Don’t be afraid to ask Be bold

21. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Thank You! Steve Abrahamson Director, Direct Response Planned Parenthood Federation of America 212 261-4777 Steve.abrahamson@ppfa.org

22. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Protecting Reputation in Turbulent Times Best Practices in Crisis and Issues Management Nick Ludlum

23. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE 7 Characteristics of a Crisis Sudden change in circumstances Insufficient information Escalating flow of events Loss of control Intense scrutiny from outsiders and insiders Feeling of a loss of control Panic

24. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE How does a Crisis Begin? “On average, 69-percent of all crises are the type that start out small and may take days, weeks or even months before they get out of control and draw public attention...” --Institute for Crisis Management

25. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE ongoing Hour 12 Sharing Hour 6 Editorial Search Mainstream Blogs Micromedia Hour 0 Detractor Attacks CRISIS HITS

26. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Reputation ‘Winner’ Profile Strong brand identity prior to crisis Robust prevention and mitigation systems Well-tuned crisis response program Balanced reputation recovery Effective crisis planning and the design of the response infrastructure enables: Responses aligned with stakeholder expectations Crisis avoidance Speed of response Decisive decision making Message consistency

27. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Keys to Prevention

28. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Crisis Leader CEO HR/Internal Comms. Head Media & Public Affairs Fund raising, member relations OperationsScientific, Regulatory & Legal Other External Audiences Media Employees Communications Clearinghouse CMT Blueprint Appoint and Train a Team

29. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE 0 Low Probability 15 High Impact 0 15 Low Probability High Probability Assess Risks Issues Mapping Process Issues Management Infrastructure Crisis Response System Crisis Response Logistics Crisis Response Training and Simulation

30. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Responding Effectively Creating the recovery pathway Emotions and facts Neuroscience research has shown that we are influenced by emotion-based stories about individuals, not facts and abstractions This means creating a narrative of “victims” and “villains” that supports your case It means acknowledging “pain” is as important as addressing “harm” Construct worst case scenarios to predict the story arc Design response sequencing to support friends and isolate detractors Execute a communications strategy that starves the story of oxygen Sideline the “gotcha” factors Establish the basis for future trust Offer metrics for “redemption” Describe the “mutual gains” storyline Acknowledge hidden victims (employees, communities) Demonstrate change even when not objectively needed Creating the Narrative Identifying accelerants & retardants The mutual gains approach Predicting the arc of the story

31. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Key Steps Assemble crisis team Designate work-stream leaders Address the perceived problem Respond quickly and consistently Create an effective counter-narrative Meet the needs of the media Leverage all channels Think actions, not words Monitor sentiment and adjust response

32. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Common Mistakes The valence effect – hoping for the best when you should be preparing for the worst Allowing affected individuals to stay too close to the issue Scapegoating lower ranks while protecting senior executives prior to the full facts being known Assuming there is only one issue and/or complainant Expressing concern without action Signaling confidence in limited information

33. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Thank You! Nick Ludlum Senior Vice President, Ogilvy Public Relations 202.215.8550 Nicholas.ludlum@ogilvy.com @nickludlum LinkedIn.com/nickludlum

34. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Questions??