Alex’s Lemon­ade Stand Foun­da­tion (ALSF) end-of-year campaign

Exhibited by
Gillian Kocher, public relations, Alex’s Lemonade Stand Foundation (via Craig Linton)
April 15, 2015
Medium of Communication
Online, direct marketing, video
Target Audience
Type of Charity
Country of Origin
Date of first appearance
Winter 2013

SOFII’s view

An award-winning video, full of emotion, powerful images and evocative language, helped this fundraising campaign smash its $40,000 target.

Creator / originator


Summary / objectives

How do you stand out against the plethora of year-end campaigns? That is the challenge ALSF set themselves. In 2013, they produced a video to accompany their annual appeal, which had a target of $40,000 to 'slay childhood cancer this season'.


ALSF was founded by Alex Scott. Alex was diagnosed with neuroblastoma (a childhood cancer) before her first birthday.

When she was four, Alex received a stem cell transplant and informed her mother, 'when I get out of the hospital I want to have a lemonade stand'. She said she wanted to give the money to doctors to allow them to 'help other kids, like they helped me'. True to her word, she held her first lemonade stand later that year with the help of her older brother. She raised an amazing $2,000 for 'her hospital'.

In August of 2004, Alex died at the age of eight, knowing that, with the help of others, she had raised more than $1 million to help find a cure for the disease that took her life. Alex's family – including her brothers Patrick, Eddie and Joey – and supporters around the world are committed to continuing her inspiring legacy through Alex's Lemonade Stand Foundation.

Influence / impact

The video won a 'do-gooder' award in 2014.




The campaign exceeded its $40,000 target and raised over $49,000 dollars.


The video is a great piece of storytelling. It features Jordan, a 15-year-old girl who has battled cancer for over a decade. Jordan's father narrates the video and uses emotional and evocative language to inspire people to donate.

Here are some examples:

'Childhood cancer is a tenacious beast.'

'Jordan is a cancer slayer.'

'Sometimes she experiences these debilitating seizures that cause my beautiful, spirited daughter to transform into a zombie. She leaves me. But when she comes back…when she comes back, I know we're in this fight together.'

Along with the moving narrative, the film features powerful black and white images of Jordan and her family.

Finally, the campaign also features a good fundraising offer ($50 to fund an hour of research) and has a dedicated fundraising page.

Any other relevant information:

Jordan and her father also write a blog, which allows donors to follow Jordan's story to the present day. As of March 2015, Jordan continues in her fight against cancer. You can read more at: