Market Research Findings

1. Market Research Findings Find the Cause September 5, 2019

2. Agenda Reviewing the findings from our landscape analysis • Headline Findings • Peer Analysis Review • Methodology • Key findings • Stakeholder Interviews Review • Methodology • Key findings • Open questions • Discussion on substantive findings • Incorporation into strategic plan

3. Overarching Findings • Fundraising: Overall, fundraising is a key area identified as a weakness in both the peer analysis and stakeholder interviews. • Advocacy: Significant tension with the concept of advocacy. Most stakeholders negatively viewed the concept, while the peer analysis demonstrated that most key competitors are engaging with advocacy. • Expanding Mission: The peer analysis reinforced and most stakeholders agreed that expanding beyond breast cancer was a good idea, but those most personally tied to breast cancer agreed that FTC would likely lose some support from that community. • Engagement and Communication: Most stakeholders agreed that FTC could better and more consistently engage its stakeholders. • Partnerships: Given the brand presence and complementary services of peers, there is opportunity to partner to strengthen FTC’s mission and fundraising mandate.

4. Peer Analysis

5. Peer Analysis The Process for Find the Cause • Broadly examined 12 organizations • Rated these organizations based on similarity. An organization was similar if they: • Focused on breast cancer research • Primarily offered research grants to scientists, doctors and others working in cancer cure and prevention • Sought to engage and educate the public in this work • Found 2 additional peers through our own research – Stand Up 2 Cancer & Prevent Cancer Foundation • Narrowed down to 5 key peers: 2 direct competitors and 2 secondary competitors • Conducted in-depth analysis on 8 organizations

6. Peer Analysis Selected Key Peers Your 2 key peer organizations: • Silent Spring Institute • Breast Cancer Prevention Partners Other important peer organizations: • Massachusetts Breast Cancer Coalition • Breast Cancer Research Foundation • Susan F. Smith Center for Women’s Cancers at Dana Farber Cancer Institute • Bright Pink Secondary peers: • Stand Up 2 Cancer • Prevent Cancer Foundation

7. Key Findings • FTC is one of the only organizations solely focused on finding environmental causes of cancer through academic research. They are even more specific in targeting man-made chemicals as part of that research. • There are significant partnership opportunities amongst peers. Many of the peers are currently partnering with each other, most notably Silent Spring • Massachusetts Breast Cancer Coalition and the Susan F Smith Center at Dana Farber are natural overarching partners. • MA BCC could help broaden FTC’s financial support and brand awareness via their competency in grassroots fundraising. • Dana Farber’s research currently excludes prevention. • Bright Pink has easy to understand tools and invests heavily in educational programs. • Advocacy is a key part of almost every peer’s workEXCEPT FTC .

8. Stakeholder Interviews

9. Stakeholder Interview Analysis Methodology Stakeholder Interview Process • Stakeholders were grouped into four categories: • Board, Donor/Events, Advisor, Scientist • Sample size: • 11 stakeholders were contacted • 6 provided their input via phone and email responses • Interview questions were asked to assess three general areas of FTC’s stakeholder base, work, and strategy: • Stakeholder involvement and background • Organizational Strengths and Weaknesses • Organizational Strategy and Goals

10. Stakeholder Interview Analysis Overview Findings centered around four functional areas: Mission and Programmatic Focus Fundraising and Operations Stakeholder Engagement and Communication Partnership Building

11. Stakeholder Interview Analysis Findings Theme 1: Mission and Programmatic Focus • Strengths: • The name and mission clearly conveys the work • The change to Find the Cause was a smart strategic move • Those who have a personal tie to breast cancer were inspired to stay engaged • Engagement with scientists and board members • Challenges: • Cancer research is broad – the science behind the cause of breast cancer can be applied to other cancers (e.g. prostate, ovarian) • Focus on the research is not strong grounds for stakeholder engagement • Finding the root cause of a disease is an extremely long process • Stakeholders were confused by what advocacy would really mean for the organization and largely opposed

12. Stakeholder Interview Analysis Findings Theme 2: Fundraising and Operations • Strengths: • Board is well-connected and tapped into Boston philanthropy • Small, intimate events provide opportunities for greater engagement • Events are well thought out and executed • Challenges: • Strong need for a seasoned professional fundraiser • Lack of institutional fundraising (e.g. foundations, government) knowledge on the board • Board give/get could be increased to create more revenue • Not enough cultivation of biotech, pharmaceutical and research companies • No real cultivation or appeals process to generate funder pipeline • Capacity constraints - need more dedicated staff to drive growth • FTC has not engaged younger generations of philanthropists

13. Stakeholder Interview Analysis Findings Theme 3: Stakeholder Engagement and Communication • Strengths: • FTC’s work is emotional and keeps stakeholders, especially women, engaged in the work • Challenges: • Lack of communication after Ellie’s transition, despite stakeholders still wanting to be involved – donors want to be re-engaged • Not enough clarity around Board Member responsibilities/best practices • No regular cadence of communication • Improved marketing would make FTC’s brand more visible • Confusion around events that are designed to educate vs. bring in donations • Not enough communication of the impact of donations

14. Stakeholder Interview Analysis Findings Theme 4: Partnership Building • Strengths: • Consortium with Tufts and Boston University is strong • Challenges: • Not part of the conversation with other similar organizations – partnership can elevate FTC’s brand • FTC should tap into corporate partners that have an interest in being part of the story of how cancer is prevented • Findings from the competitive analysis provide more detail on potential partnership opportunities.

15. Recommendations Strategic engagement of stakeholders Strategies to engage current and new stakeholders • Short-term recommendations: • Implement a consistent communication process for donors, board members, and those who have a personal tie to FTC’s work • Clarify the board’s roles and responsibilities • Engage former donors and stakeholders who still feel passionate about the work

16. Recommendations Strategic engagement of stakeholders Strategies to engage current and new stakeholders • Long-term recommendations: • Invest in a seasoned development expert to bring in new support • Explore the application of breast cancer-related research findings to broader cancer research work • Increase number of corporate sponsors and donors, particularly in the research and pharmaceutical space • Several large bio-tech firms are headquartered in Boston • Strategically partner with similar organizations • Explore partnerships that align FTC’s mission with broader work

17. Question & Answer