Background

The foundation for Canadian Cancer Society (CCS) was launched by Saskatchewan Media Association in 1929. It is officially formed in 1938, and the current President and CEO is Peter Goodhand. The Canadian Cancer Society’s vision is “Creating a world where no Canadian fears cancer”. The mission of CCS is “The Canadian Cancer Society is a national community-based organization of volunteers whose mission is the eradication of cancer and the enhancement of the quality of life of people living with cancer.” (“Our mission, vision and value”, 2011)

Situation Summary
Canadian Broadcasting Corporation (CBC) released a report, “Cancer Society spends more on fundraising than research”, on July 6, 2011. By analyzing CCS’s financial …show more content…

In other words, providing details through CCS’s web page are only one tool to communicate with its stakeholders and public, however, may not be able to reach huge population.

• Social Media
Social media, such as Facebook, Twitter, Blogs, Youtube, newspapers can also be used as communication tools. For example, if the CEO of CCS can release a speech through Youtube, thus, a lot of people will watch it and get to know more about what CCS spent their money on. In addition, encouraging people to discuss the fundraising issue on Twitter or Facebook will create opportunities to communicate. Another thing that CCS can do is emailing its donors, includes both big and small donors to update information and make the organization more transparent.

• Speak to the Public through Volunteers Program
It is clear that CCS need to speak to the public, and its volunteers program could be employed. Since the huge number of volunteers work for different activities across Canada, they can cover many areas to create a communication bridge among the CCS and the whole society. Apparently, CCS should eliminate its volunteers’ concerns and reassure that the organization is financial responsible first.

Recommendation
Unquestionably, communicating with stakeholders, employees, volunteers and public people in effective ways is very important for CCS, especially in the current situation. After discussing and comparing all alternatives, includes talking with CBC, holding