Cause: Connecting with Trade Associations & Professional Societies

Making Dreams Fly®

The Amazing Association Opportunity

© 2009 Drake & Company

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!

Making Dreams Fly®

Today’s Agenda

1

2

3

4

Examples

Background

Wrap-up

Working with Associations

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

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Making Dreams Fly®

Typical Cause Marketing Model

Non-ProfitCorporatePartner $

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Making Dreams Fly®

CauseNonProfit

Corporate

Partner

AssociationPartner

1The Untapped Association

Resource

$

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

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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

Making Dreams Fly®

Examples of Tapping Associations2

CauseNonProfit

Corporate

Partner

AssociationPartner

$

Making Dreams Fly®

Engaging Youth2

• Started with pilot project on ATV safety

• Now, expanding nationally

Making Dreams Fly®

Connecting with Youth2

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

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

Making Dreams Fly®

Change Your ClockChange Your Batteries2

Making Dreams Fly®

CYCCYB: Making it Local2

• 6,000+ fire departments• 200,000 9-volt Energizer Max batteries

Making Dreams Fly®

Refresh

• Knowledge from fire chiefsDanger during power outages

• Resulted in new program for 2009

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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

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Making Dreams Fly®

Bread Art Project

Digital campaign Industry association / foundationCharity: Feeding America

Milling &Baking Industry

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Making Dreams Fly®

Canstruction2

Localized campaign

Professional societies

Food charities

Making Dreams Fly®

Case Study

2

Making Dreams Fly®

Who?

Cause: Military families

2

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

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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

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Making Dreams Fly®

Association’s PR Power 2

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

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

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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

Making Dreams Fly®

The Untapped Association Resource3

CauseNonProfit

Corporate

Partner

AssociationPartner

$

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

Making Dreams Fly®

IdentifyingAssociations

Where do you find them?Gale’sBaconsYellow BookASAELocal SAEDrake & Company

Finding Associations3

Making Dreams Fly®

Finding Associations3

Making Dreams Fly®

Finding Associations3

Making Dreams Fly®

Working With Association

s

Volunteer BoardsStaff vs AMCAffiliates / chaptersNon-dues revenue“Limited” funds but

“many” members/volunteers

Association - Structure3

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

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

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

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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

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Making Dreams Fly®

Questions & Dialog4

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