Org Chart: American Cancer Society continues comms integration

Over the past 18 months, the American Cancer Society rebranded itself as the official sponsor of birthdays, an initiative to encourage more saved lives.

Organization: American Cancer Society
Team size: 55
What's new: Continued integration of the nonprofit's agency-based model in a sector slow to grow in today's economy

Over the past 18 months, the American Cancer Society rebranded itself as the official sponsor of birthdays, an initiative to encourage more saved lives. The organization's Creating a World with More Birthdays campaign reaped two Silver Anvil awards last year from the PRSA, for reputation and brand management, as well as inte-grated communications.

"It's a reflection of our ability to deliver integration across our various business disciplines," explains Greg Donaldson, national VP of corporate communications. "It was a proof point that we, in fact, are able to do it smarter and leverage a communications platform across the entire organization."

For a nonprofit in an economically difficult time, he says it's important for an integrated team to boost competence.

"It's been more about retooling existing functions than adding positions," says Donaldson. "Revenue certainly has been off on the whole in the nonprofit sector, so for us it's been more about doing things more efficiently. We've been putting greater efforts into social media relations. That's one area of emphasis for us, as is trying to build our capacity in multimedia and advertising."

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