(The  Leary  Firefighters  Foundation,  2000)  Current  Tagline:  A  helping  hand  for  today's  fire  professionals.  Recent  Advertising:  http://www.youtube.com/watch?v=BTI1g9lwclQ      

(National  Fallen  Firefighters  Foundation)  Current  Tagline:  Forever  In  Our  Hearts  Recent  Advertising:  Unknown    

 (FDNY  Foundation)  Current  Tagline:  N/A  Recent  Advertising:  http://www.youtube.com/watch?v=sjqJvSKIFO0&list=UUenBcCRc_UGGY4cJxiIL6pQ&index=10    The  Leary  Firefighters  Foundation    Throughout  the  life  of  the  LFF  the  foundation  has  created  a  great  way  to  help  protect  the  men  and  women  that  risk  their  lives  everyday.  The  advertisement  the  foundation  recently  created  about  their  accomplishments  highlights  the  ways  that  they  have  been  able  to  support  firefighters  across  the  country.  Last  year  the  foundation  allocated  18%  of  their  revenue  on  fundraising  expenses.  The  foundations  tagline  “A  helping  hand  for  today’s  fire  professionals”  presents  their  intentions  of  providing  a  unique  way  to  get  the  tools  of  the  trade  to  keep  firefighters  safe.        The  National  Fallen  Firefighters  Foundation    The  National  Fallen  Firefighters  Foundation  last  year  spent  5%  of  their  total  revenue  on  fundraising  expenses.  Although  both  The  Leary  Firefighters  Foundation  and  the  National  Fallen  Firefighters  Foundation  have  different  and  equal  purposes,  they  still  compete  for  the  same  dollar  and  common  target  audiences.      FDNY  Foundation      The  FDNY  Foundation  has  a  defined  identity  and  shares  on  of  the  most  world-­‐renowned  names  “FDNY”.  Visually  they  stand  out  from  the  rest  of  the  foundations  and  present  a  strong/powerful  statement.  Last  year  they  distributed  5%  of  their  total  revenue  towards  fundraising  expenses.  Their  website  provides  a  very  bold  yet  elegant  look  that  is  easy  to  navigate.        The  Variance:  

• The  three  foundations  are  all  competing  for  the  same  dollar  and  similar  causes.  • The  Leary  Firefighters  Foundation  spends  triple  the  money  on  fundraising  than  their  competitors.  • The  LFF  raises  fewer  funds  but  yet  spends  more  on  fundraising.  • Denis  Leary’s  celebrity  status  is  unique  to  the  LFF  and  presents  some  unique  opportunities.