mca&f board member orientation brief · events/advertising sales leeann mitchell . 8 . marine...
TRANSCRIPT
MCA&F Board Member Orientation Brief
1
February 2020
Marine Corps Association History
The Marine Corps Association would “publish the history of the Marine Corps and disseminate information concerning the aims, purposes and deeds of the Corps, and the interchange of ideas for the betterment and improvement of its officers and men…” John A. Lejeune Guantanamo Bay, Cuba 25 April 1913
2
Vision
Be an acknowledged partner with the Marine Corps in leader development and recognition of superior performance.
3
Mission Statement
To be the preeminent association and foundation for ALL Marines and friends of the Corps dedicated to leader development, recognition of professional excellence and expanding awareness of the rich traditions, history, and esprit of the United States Marine Corps.
4
Why the Marine Corps Association & Foundation Does What it Does:
Our Values We believe in advancing the values of the Marine Corps and are dedicated to building an adaptive, engaged, and informed community that is focused on the development of Marine leaders for our Corps and Nation.
5
Marine Corps Association & Foundation Two Not-for-Profit
Organizations MCA - 501c19
Veterans Membership Association
•Publications •Member Benefits - insurance, discounts •Retail Goods
• USMC Uniforms • Marine Birthday Ball Supplies • Marine Clothing, Glassware, • Jewelry, etc.
•Professional Dinners •Book Signings
MCAF - 501c3 Public Charity
•Program delivery to advance leadership and recognize excellence
• Libraries • Forums • Writing Awards • Excellence Awards • Student Memberships
One Mission Shared Vision
6
Marine Corps Association & Foundation Board of Directors - Board of Governors
“Shared Governance”
Governance Committee
*MCAF Committee Only
LtGen George Flynn, USMC (Ret) Chairman Mr Jay Holmes, Vice Chairman
LtCol Skip Gaskill, USMC (Ret) Governance Committee Chairman Col Todd Ford (Ret) Audit Committee Chairman
Mr Kurt Chapman Development Committee Chairman LtGen Mark Faulkner, USMC (Ret) MCA&F President & CEO
Mr. Bryan Wood, SES (Ret) General Counsel Col Steve Zotti, USMC (Ret) Futures Committee Chairman
Executive Committee
7
Futures Committee
Development Committee*
Investment & Audit Committee
Marine Corps Association & Foundation
Chief Operating Officer/ Col Daniel P. O’Brien, USMC (Ret) Publisher/Gazette Editor Col Chris Woodbridge, USMC (Ret) Foundation Operations Col Tim Mundy, USMC (Ret) Member Services Jaclyn Baird The MARINE Shop Dreanna Perkins
President & Chief Executive Officer LtGen Mark Faulkner, USMC (Ret)
Chief Financial Officer Johnna Ebel StratComm/Leatherneck Editor/ E-Commerce Col Mary Reinwald, USMC (Ret)
Retail Support Sabrina Deaver IT Mike Munson
Events/Advertising Sales LeeAnn Mitchell
8
Marine Corps Association
CEO
COO CFO
Executive Assistant
Foundation Operations
Publisher Strat. Comm. Events Retail
Support
Gazette
Marketing Leatherneck
Member Services
IT
9
E-Commerce
The MARINE
Shop
Marine Corps Association & Foundation President and Chief Executive Officer
• Leader of the organization • Sets the strategic direction • Reports to the Board • Interacts with the active
leadership of the Marine Corps • Active outreach to donors,
sponsors, the retired General Officer Community and other organizations.
10
Marine Corps Association & Foundation Chief Operating Officer
• Functions as Deputy, Chief of Staff, and Coordinator of Staff
• Handles “day-to-day” business of MCA&F via the Department Heads and Special Staff
• Assists CEO with the strategic direction of the organization
• Coordinates and integrates • Particular focus on Retail and Membership
11
Marine Corps Association & Foundation Chief Financial Officer
CFO
Payroll & Benefits Specialist
Accounts Payable
Specialist & Cashier
Accounting Specialist
Senior Accountant
12
Marine Corps Association & Foundation Accounting Process
• Two separate legal entities, both incorporated in D.C. • 1972 and 2009 • Unique tax id numbers, unique filing requirements
• Both are Not-for-Profits required to file separate IRS and State annual returns
MCA 501(c)(19) - Veterans Service Organization MCAF 501(c)(3) - Charitable Organization (Public Charity)
• Separate accounting and tax reporting, but consolidated financials Two general ledgers Different accounting principles Two sets of financial statements Different benchmarks
13
Accounting Process Cont.
MCA Investments $10 million Total Assets $16.1 million Revenue Sources: Member Dues Retail Sales Corporate Support Advertising & Subscriptions Affinity & Insurance
MCAF Investments $312K Total Assets $641K Revenue Sources: Donations MCA Support
Shared • Mission • Vision • Staff • Facilities • Board • Committees
14
Marine Corps Association & Foundation Audit
Frequency: • Annually, as required by Governance Conducted by: • Independent Certified Public Accountants • CliftonLarsonAllen Reports: • To the Board Audit Committee (fiduciary duty oversight) • Auditors Report financial statements • Internal Control Communication • Governance Communication
15
Marine Corps Association Marine Corps Gazette
Editor Col Chris “Woody” Woodbridge (Ret)
Production Coordinator
Administration Support
Copy Editors ( 2 Off site)
Copy Editor (On site)
Senior Editor
16
Mission: Unchanged since the First Executive Committee (1913) Goal: The Gazette recognized as the preeminent source for professional debate on the most important issues for the Corps and relevant as an integral resource for the Corps’ leader development and professional growth.
“…the interchange of ideas for the betterment and improvement of its officers and men…”
MCA&F’s First Executive Committee
Marine Corps Gazette
17
Current Initiatives: • Future-focused to aid leadership in identifying challenges and
opportunities. • Expanding professional resources for members and Marines • Aligning monthly content with advocacy groups and professional events. Examples: • Expanding the Gazette web presence and on-line offerings using the new
improved MCA&F Website • Increasing reader interaction: Gazette Forum, Gazette Blog, TDG Arena,
Communities of Interest links • TECOM Warfighting Club ”franchise” (CA, HI, NWC, NPS) • Podcast Hub, Web Articles, TDG Archives, Maneuver Warfare Collection;
professional reading lists
Marine Corps Gazette
18
2018 2019
GZ Print 32,032 34,226
LN Print 73,857 83,654
Digital GZ & LN 18,748 22,367
Circulation for January - June:
Publisher
19
2018 2019
GZ Print 34,737 32,902
LN Print 82,206 74,175
Digital GZ & LN 19,767 20,912
Circulation for July – December:
Publisher
20
Advertising Publisher
21
61 Advertisers’ Logos $9150.00
• James G Elliot Co only representing us for ”non-endemic” national retail ads as part of the Military Advertising Network
• Defense-related “endemic” ads now
represented in-house leveraging corporate sponsor relationships
2018
GAZ and LNK $341,300 2019 GAZ and LNK $458,900
Editor Col Mary Reinwald (Ret)
Production Coordinator
Deputy Editor
Graphic Designer
Staff Writer
Copy Editor
Marine Corps Association Leatherneck
22
• 100th Anniversary Nov 2017
• Semi Annual Circulation 80,000 Print 22,367 Digital 20,000 High Schools
• Writers Staff Independent Authors Active Duty Marines
Introduction Magazine of the Marines Yesterday,
Today, and Tomorrow
23
Articles Marine Corps History Interviews Changes to the Corps USMC Events, Past and Present
Today’s Marines OEF and OIF Technology Outstanding Marines
•Awards •Two Marine Corps Heritage Foundation Awards Winners in 2018
Magazine Content
24
Looking Forward Keeping it Fresh • Updated Look, Inside and Out • New Writers included Active
Duty Marines • Focus on Younger Audience • Leatherneck Writing Contest
Sponsored by the Foundation +50 Entries +10 Articles to be Published
25
Director Col Mary Reinwald (Ret)
Communications Manager
Graphic Designer
Communications Coordinator
Marine Corps Association & Foundation Strategic Communications/E-Commerce
Marketing Analyst
26
Website Manager
Strategic Communications Mission • Collaborate with all
departments to ensure communications efforts are: • Consistent • Cohesive • Collaborated
• Increase awareness of MCA&F and its mission among nonmembers
• Provide support to all departments
27
Communication Email • Semi-Annual Newsletters • Membership Acquisition • Event Awareness • Foundation Campaigns • Monthly Publications • Outside Partners/Affiliates
Social Media • Facebook • Twitter • LinkedIn • Pinterest • Instagram • YouTube/Flickr
Briefs • Internal • Area Reps • TMS Presentations • TBS Presentation • Monthly Publications • Outside Partners • Schools and Courses
Miscellaneous • Internal Magazine Ads • Area Rep Supplies • Materials for Events • Web Development • Internal Reports • Direct Mail • Membership Materials
Minimize Quantity - Maximize Effectiveness
28
Social Media • Facebook +380,000 likes Weekly Reach 65,000 Weekly 3,000 engaged users • Twitter +9,000 Followers Monthly Reach +50,000 • LinkedIn 20,000 Followers Monthly Reach +150,000 • Instagram +14,000 Follows Weekly Reach +10,000
• Social Media Posts Marine Corps News Current Magazine Articles Archives Website Digital Content Foundation and Membership Campaigns Today in History Promoting MCA&F TMS – Cross Branding Crazy Captions
29
Initiatives •Marine Corps Marathon •Virtual Races •Oral Histories •MCPP inserts •Facebook Donations •Catalogs •Retail initiatives •Marine Corps League •New Website •Retail Website •Resource Page •Gazette Forum Blog •Podcasts •Ad creation
30
Director Member Services
Member Service Representative
Member Service Representative
Marine Corps Association & Foundation Membership
3 Area Representatives
COO Col Dan O’Brien (Ret)
Strat Comm Supports Member
Acquisition
31
Membership
Year Total 2014 64,657
2015 66,165
2016 67,285
2017 69,458
2018 67,814
2019 56,477
Acquisition Sources • Area Reps • Retail • Digital • Direct Mail • Promotions
32
Membership Membership Initiatives • Unit membership offers • Segmented communications • Increased member engagement to
reinforce the connection • Premiums for membership renewal • Active engagement at Schools of
Infantry and Recruit Depots. • Active engagement at MCU
schools for both officer and enlisted education.
33
COO
E-Commerce Col Reinwald
Retail Support Sabrina Deaver
The MARINE Shop Dreanna Perkins
Marine Corps Association Retail Operations
34
Purchasing Warehouse Fulfillment Call Center
Retail Facts • 2019 Retail Revenue- $7.005 million • Total Retail Profit $516,800 • E-Commerce - 23,000 orders • Uniform Sales
≈ 70% of newly commissioned Lieutenants - The MARINE Shop
• Business-to-Business Biggest customer – MCCS: 40,199 Guidebooks
• Available worldwide with the best service and quality
35
The MARINE Shop • Founded in 1972
• Acquired by MCA&F in 2007
• Began Online Operations in 2009
• Works closely with USMC Licensing Trademark Office
• Marine Corps Systems Command certifies every uniform item
• Uniform financing offered in 2018 • New officer uniforms remain a
major line of effort
36
Director LeeAnn Mitchell
Events Coordinator
Events Assistant
Marine Corps Association & Foundation Events/Corporate Sponsorship
37
Professional Events Program Began in 2004 • Ground Awards Dinner • Two Ground Dinners Without Awards • Ground Logistics Awards Dinner • C4 Awards Dinner • 16 Awards Presented
Today • Over a Dozen Events Yearly
• (15 in 2019) • 5 Awards Dinners • 2 Awards Ceremonies • 45 Awards Presented • Hosted from the NCR to Okinawa • Potential new event in Chicago 2020
History
38
•Hosted 15 Events in 2019 •Notable Speakers
Former SecDef James Mattis Former SecDef Robert Gates Gen Joseph Dunford Gen David Berger Gen Peter Pace Gen Robert Neller Gen John Paxton Gen David Petraeus Gen Martin Dempsey
• Three Fleet Commanders in 2020
A Growing MCA&F Presence
Gen David Berger, Commandant of the Marine Corps
2019 Ground Dinner
39
• Corporate Support funds MCA Professional Dinner events.
• Some corporate support along with donations support Foundation Awards and Active Duty Marine attendance
• Primary sponsors are from industry with USMC interests
• Sponsors attend the dinners to network, present awards, maintain their connection to the USMC and for recognition
• Sponsorship levels - $500 - $75,000 • (USAA is the Semper Fidelis sponsor) • Most average $1900 each • Packages and Individual Dinners
Offered
Sponsorships
40
Sponsorships 2018/2019
MCAF $220,050 / $200,078
MCA $877,633 / $983,502
Marine Corps Association Foundation CEO
CFO
Business Systems Support
Business
Member Services
Foundation Operations
Strategic Communications
Publications
41
COO
Marine Corps Association Foundation
Director of Foundation Operations Col Tim Mundy, USMC (Ret)
Director of Professional
Development
Administrative Assistant
Donor Development
Officer
Programs Administrator
42
The Marine Corps Association Foundation was founded in 2009 as the non-profit arm of the Marine
Corps Association and helps develop leaders by providing forums for professional education,
exchanging ideas, and preserving the traditions of the Corps. We stand by Marines with valuable
resources through every step of their Marine Corps journey.
Purpose
43
Support Provided to Marines • Unit Libraries • Commanders’ Forums • Marine Excellence Awards • Writing Awards • Student Memberships
Marine Corps Association Foundation Programs
2019 — nearly $1,000,000 spent in Support of ~50,000 Marines!
45
Moving Forward – Adapting to Meet Demand Victor E. Johnson Uniform Award A great example of partnership between MCA&F and a dedicated leader for fundraising and donations. • The award = $3,500 gift for uniform costs; awarded
to the top prior enlisted OCS Candidate with dependents (spouse and child/children).
• Chris Bird and his family generously funded the initial grant.
• Goal is for the award to can become self-funded (endowed).
• Finding the “next” program that adds value to what we provide Marines remains an enduring goal!
A proposed model for the Future: Endowed Program = well-defined and compelling need + dedicated lead + MCAF support +
individual and corporate donations + financial management
45
46
Purchase Card Industry Data Security Standard (PCI DSS)
MCA&F and PCI • Compliant since 2014 • Self assessments questionnaires and scanning current • Annual PCI training and testing completed for PCI users Cyber Security • Firewalls updated and patched • Desktops updated and patched weekly • Annual training and probing of user community Board Member Visit to MCA&F HQ 2018 • Combined PCI & business continuity plan (BCP) teams • We have one cohesive document holding all information necessary to
maintain both PCI and BCP
Summary
47
• Broad Engagement – Marines, veterans, friends of the Corps, sponsors, donors, shoppers, etc..
• Period of dynamic change – a constant • Enhanced Partnerships • Constantly looking to expand the reach and
value of our programs, content and services for the active Marine Corps and veterans
• Guided by our Strategic Plan • Remaining true to our mission