Say you're an incredibly popular non-profit that does incredibly important work. You've been highly rated by every oversight group. You have one of the most visible symbols in fundraising since the pink ribbon.
And then this happens.
What do you do?
Tell the truth even if your former leader won't.
Don't apologize for Mr. Armstrong. Don't make excuses for him. Thank him for starting the group, providing inspiration and then move on.
For LIVESTRONG to survive, the charity must focus not on Mr. Armstrong but on the donations they've been able to raise, the work they've done and the positive results from their efforts.
LIVESTRONG should shift the focus to the individuals who participate in the events and benefit from the research. Tell those stories in unique and compelling ways.
Right now they may be tempted to want to change everything, but they should stick with the color yellow and keep using the bracelets. Even though they're being bastardized now, they are powerful symbols should be retained. American consumers are quick to forget and forgive. They won't blame LIVESTRONG for Mr. Armstrong's indiscretion and mendacity.
Great brands find ways to outlive their founders. Unfortunately LIVESTRONG is being forced to do it long before they had ever planned.
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