thehog said:
This is good point. There’s not many charities than can pass on large some of the donations to the actual people they say they are helping. However the Lance Armstrong case is different. There are no many charities/foundations who sidearm a "for profit" organisation with the same name to their charity/foundation. This is the real genius in what Lance does. The Salvation Army doesn’t have a “for profit” arm and at least when donating to the Red Cross in some way you know its going to assist in the work they support.
When it comes to LAF.org/.com/Livestrong you really don’t know if the money is to support the foundation is purely for profit.
Smart guy Lance. Not stupid at all.
There is absolutely no donor money going to the .com website. A quick visit to each website shows that
all visitors to the .com website are redirected to the .org website if they want to make a donation. All apparel and other LS merchandise is sold through the .org website;
there is nothing for sale on the .com website. The .com website's only income seems to be from advertising, which Demand Media apparently keeps as its part of the deal in exchange for creating and maintaining the site.
Q1: So, why would LAF set up the .com with DM?
A1: Simple. To increase its visibility and, by extension, increase both awareness as well as the number of potential donors. Demand Media knows how to market on the web. And since DM is a for-profit company, it's not going to spend its time on the project and get $0 in return ... hence, the .com is born, which brings in ad revenue, which then flows through to DM. Of course, LAF could have simply paid DM a flat fee for its marketing services to promote the .org site instead, but that would not have been as smart. For one, it would not have given DM the same sort of incentive it has now to efficiently and effectively promote the website and the Livestrong brand.
Q2: So, why did it have to be done as a .com and not through the .org site?
A2: Again, those pesky IRS rules. It had to be done as a joint venture through a .com, and not directly as part of LAF's .org website. First, a charity can't have too much "unrelated income," i.e., income that is not from its charitable activities, such as ad revenue. Second,
a charity cannot benefit any private interest, except as a direct result of its charitable activities or through very specific and narrow statutory exceptions like paying reasonable compensation for services rendered. So, even if the .org website could generate ad revenue without running into a problem with the IRS, it could not have paid that ad revenue to DM.
Q3: So, why is Armstrong personally involved in the .com?
A3: Not being a party to the negotiations, I can only speculate. However, based on similar joint ventures I have been involved with, I can easily imagine that DM insisted on Armstrong's involvement as a means of protecting its own investment. They have to know that a tremendous amount of LAF's goodwill (and by extension, web traffic) is directly attributable to Armstrong himself. If Lance were to walk away from the project, DM would be left holding the bag. Therefore, they would have been well-advised to insist that Armstrong have some "skin in the game" also.
And as an aside, from what I recall reading, LA and LAF do not own a direct stake in the .com. Rather, they own a % of DM itself, which is involved in many, many different websites, not just LAF.org. Although there are reports that they made a "substantial" investment, we do not know what % of DM's total capital it represents. After all,
DM has raised over $350M in capital. Even if 100% of the $35M Series D funding (issued in March 08, three months before the .com website was announced) was from LA/LAF, that's only 10% of the total, and is dwarfed by the $100M Goldman Sachs has put in.
Q4: What about the $$ paid to DM for "fundraising" services mentioned in another post above?
A4: I have not examined the IRS Form 990 for the year in question, and without access to the supporting documents, there's no way to know for sure. However, I can easily imagine that the $ represents fees paid to DM for its services to develop/market the .org website (before the decision was made to undertake the joint venture). Of course, it's only speculation, but knowing how closely the IRS monitors large charities, it certainly makes a lot more sense to me than the tangled web of deceit and self-dealing many of you imagine.