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Making Dreams Fly®
The Amazing Association Opportunity
© 2009 Drake & Company
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Making Dreams Fly®
The Untapped Association Resource
How would you like to reach & engage:
• 6 million youth?• 6,000 fire chiefs and fire fighters?• 30 million households with families?
How? Through associations & societies!
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Making Dreams Fly®
Today’s Agenda
1
2
3
4
Examples
Background
Wrap-up
Working with Associations
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Making Dreams Fly®
Background & Expertise
• Association management & PR• Program innovation
1993 for Rural Flood Relief – Monsanto, Red Cross, farm groups
Trees for Troops cause campaign• Award winning
CMF’s Silver Halo Award ASAE’s Summit Award PRSA’s Silver Anvil Awards
1
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Making Dreams Fly®
Typical Cause Marketing Model
Non-ProfitCorporatePartner $
1
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Making Dreams Fly®
CauseNonProfit
Corporate
Partner
AssociationPartner
1The Untapped Association
Resource
$
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Making Dreams Fly®
The Association World
1.7 million 501(c) organizations :• 86,563 - Business leagues• 60,932 - Labor & agricultural
organizations• 70,569 - Social & recreational clubs • 35,982 - Veterans’ organizations
The Associatio
nWorld
1
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Making Dreams Fly®
The Association World
What do associations offer your cause / campaign?
Access to individual members
Access to corporate dollarsAccess to media expertiseAccess to “local chapters”
1
The Associatio
nWorld
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Making Dreams Fly®
Examples of Tapping Associations2
CauseNonProfit
Corporate
Partner
AssociationPartner
$
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Making Dreams Fly®
Engaging Youth2
• Started with pilot project on ATV safety
• Now, expanding nationally
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Making Dreams Fly®
Connecting with Youth2
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Making Dreams Fly®
• 105 4-H volunteers have become ASI RiderCourse instructors
• 1,000 4-Her’s/families have completed the ASI RiderCourse in 1½ years
• 620 4-H youth leaders partnered with adults to encourage others in their communities to practice ATV safe riding principles and act responsibly
• Local communities have reached over 6 million people through media placements
4-H ATV Safety Snapshot2
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Making Dreams Fly®
ATV: Adventure Online
Five online, Web 2.0 give SVIA national visibility as a champion of ATV safety issues
ATV Live! Events Calendar ATV Huddle ATV Fast Track ATV Base Camp
2
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Making Dreams Fly®
Change Your ClockChange Your Batteries2
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Making Dreams Fly®
CYCCYB: Making it Local2
• 6,000+ fire departments• 200,000 9-volt Energizer Max batteries
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Making Dreams Fly®
Refresh
• Knowledge from fire chiefsDanger during power outages
• Resulted in new program for 2009
2
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Making Dreams Fly®
Benefits of Association
1) Association members provide valuable insight
2) Association members provide “local legs” for work & media coverage
3) Association provides communication link to expand program reach
4) Association provides “3rd party endorsement” of program / partners
2
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Making Dreams Fly®
Bread Art Project
Digital campaign Industry association / foundationCharity: Feeding America
Milling &Baking Industry
2
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Making Dreams Fly®
Canstruction2
Localized campaign
Professional societies
Food charities
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Making Dreams Fly®
Case Study
2
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Making Dreams Fly®
Who?
Cause: Military families
2
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Making Dreams Fly®
Coordination & Fund-raising4,500 – 4,654 trees from
consumers & retailers
The Program
600 – 800 farms12,346 - 12,428 trees
Local media
FedEx:59,000+ miles+ 10,000 air miles+ volunteers
4 - 5 branches49-53 bases16,846-17,082 families
2
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Making Dreams Fly®
Engaging Consumers
Consumers: “How can we be involved”?
Solution: Trees for Troops Weekend
Retailers: Pay participation feeReceive T4T “tool kit”Get FedEx trailer on site for weekend
Consumers buy and donate tree to service member
Foundation receives cash to support programs
2
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Making Dreams Fly®
Association’s PR Power 2
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Making Dreams Fly®
Association’s PR Power 2
http://www.msnbc.msn.com/id/3032619/#28210632
http://www.wmur.com/news/18190286/detail.html
Local news everywhere = national coverage
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Making Dreams Fly®
23.4 MILLION households said they saw, read or heard about Trees for Troops
Impact for Industry
2008 Trees for Troops
3.4 MILLION households said T4T “influenced” their decision to purchase a Real Tree in 2008
2
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Making Dreams Fly®
50,554 military families received farm-grown Christmas trees53 military locations, 17 countries
Summary2
Reached 23 million Engaged 71% of members Generated $1 million Cost: 1,200 staff hours +
expenses
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Making Dreams Fly®
The Untapped Association Resource3
CauseNonProfit
Corporate
Partner
AssociationPartner
$
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Making Dreams Fly®
The Associatio
nWorld
Number – 218,000 in 2006Size – budgets $0 – $40mSize – members 0 – 50mTypesTrade AssociationsProfessional SocietiesFor profit AssociationsCommodity checkoffsAMCs
3 The Association World
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Making Dreams Fly®
IdentifyingAssociations
Where do you find them?Gale’sBaconsYellow BookASAELocal SAEDrake & Company
Finding Associations3
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Making Dreams Fly®
Finding Associations3
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Making Dreams Fly®
Finding Associations3
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Making Dreams Fly®
Working With Association
s
Volunteer BoardsStaff vs AMCAffiliates / chaptersNon-dues revenue“Limited” funds but
“many” members/volunteers
Association - Structure3
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Making Dreams Fly®
Working With Association
s
Associations seek non dues revenue
Establish money issue earlySome larger groups may
have “minimum” fee
Association - Cash Bucket3
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Making Dreams Fly®
Working With Association
s
Bureaucracy – lengthy process
“Not invented here issues” between Company, Cause, Association, Agency
Many don’t get it
Association Pitfalls3
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Making Dreams Fly®
Some Don’t Get It
“I reviewed the opportunity, but quite frankly an objective review wasn’t really possible due to the economic situation the association and the industry are in. We are not quite fighting for our survival, but we are fighting to be able to continue operating at the same high level we have been the last few years. It would be difficult to get our Board “on board” with this type of new project, however laudable, at this time.”
-- CEO of large retail association
3
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Making Dreams Fly®
Thoughts on Associations
1) All cause is local! Associations provide “local legs”
2) Engage & Communicate Associations have built-in
communications vehicles
3) Refresh Association members provide insight
4
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Making Dreams Fly®
Questions & Dialog4
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Making Dreams Fly®
CONTACT
Steve DrakePresident, Drake & CompanyPhone: 636-449-5050 E-mail: [email protected]: http://twitter.com/causeaholicWebsite: www.drakeco.com Blog: http://www.causeaholic.com