Cause: Connecting with Trade Associations & Professional Societies

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!

Today’s Agenda 1 2 3 4 Examples Background Wrap-up Working with Associations

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

Typical Cause Marketing Model Non-Profit Corporate Partner $ 1

The Untapped Association Resource Cause NonProfit Corporate Partner Association Partner 1 $

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 Association World 1

What do associations offer your cause / campaign ?

Access to individual members

Access to corporate dollars

Access to media expertise

Access to “local chapters”

1 The Association World

Examples of Tapping Associations 2 Cause NonProfit Corporate Partner Association Partner $

Engaging Youth 2

Started with pilot project on ATV safety

Now, expanding nationally

Connecting with Youth 2

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 Snapshot 2

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

Change Your Clock Change Your Batteries 2

CYCCYB: Making it Local

6,000+ fire departments

200,000 9-volt Energizer Max batteries

2

Refresh

Knowledge from fire chiefs

Danger during power outages

Resulted in new program for 2009

2

Benefits of Association

Association members provide valuable insight

Association members provide “local legs” for work & media coverage

Association provides communication link to expand program reach

Association provides “3 rd party endorsement” of program / partners

2

Bread Art Project

Digital campaign

Industry association / foundation

Charity: Feeding America

Milling & Baking Industry 2

Canstruction 2

Localized campaign

Professional societies

Food charities

Case Study 2

Who? Cause: Military families 2

The Program

600 – 800 farms

12,346 - 12,428 trees

Local media

Coordination & Fund-raising 4,500 – 4,654 trees from consumers & retailers Fed Ex : 59,000+ miles + 10,000 air miles + volunteers 4 - 5 branches 49-53 bases 16,846-17,082 families 2

Engaging Consumers

Consumers: “How can we be involved”?

Solution: Trees for Troops Weekend

Retailers:

Pay participation fee

Receive 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

Association’s PR Power 2

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

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

50,554 military families received

farm-grown Christmas trees

53 military locations, 17 countries

Summary 2

Reached 23 million

Engaged 71% of members

Generated $1 million

Cost: 1,200 staff hours + expenses

The Untapped Association Resource 3 Cause NonProfit Corporate Partner Association Partner $

The Association

World

Number – 218,000 in 2006

Size – budgets $0 – $40m

Size – members 0 – 50m

Types

Trade Associations

Professional Societies

For profit Associations

Commodity checkoffs

AMCs

3

Finding Associations Identifying Associations Where do you find them ? Gale’s Bacons Yellow Book ASAE Local SAE Drake & Company 3

Finding Associations 3

Association - Structure Working With Associations

Volunteer Boards

Staff vs AMC

Affiliates / chapters

Non-dues revenue

“ Limited” funds but “many” members/volunteers

3

Association - Cash Bucket Working With Associations

Associations seek non dues revenue

Establish money issue early

Some larger groups may have “minimum” fee

3

Association Pitfalls Working With Associations

Bureaucracy – lengthy process

“ Not invented here issues” between Company, Cause, Association, Agency

Many don’t get it

3

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.”