A Fundraising Tour de Force

Prior to the LAF’s launch of the LIVESTRONG bracelet program, it was mailing what it refers to as its “friends control.” It mailed in a standard, yellow, No. 10 outer envelope featuring a black-and-white action photograph of Armstrong racing alongside copy that reads, “Join Lance! RSVP.”

The mailing included a two-page letter with a yellow strip across the top, and a six-panel brochure with black-and-white photos of Armstrong in action and a description of the foundation’s work. Also included, along with a white BRE and a small LAF window decal, was a reply device with a headshot of Armstrong and a tiered ask string with named levels ($25 is a teammate; $50, partner; $100, leader, etc.). Donors who gave $25 or more became an active “Friend of Lance Armstrong” and got a newsletter and other benefits, including a signable “Friend of Lance Armstrong Foundation” perf-off card. Gifts over $100 got a Lance Armstrong lapel pin.