Forum - November/December 2011

“The
current name
is an obstacle in
explaining the function
of fraternals. We must take
the steps necessary to increase
the brand awareness of the association
and the fraternal industry if we are to success-
fully defend our tax-exempt status in the face of increasing
political challenges. The American Fraternal Alliance name
gives us an opportunity to create that brand awareness with a
more relevant and recognizable
name.”
A recurring concern mem-
bers expressed through the
various forums was whether a
name change would adversely
impact lobbying efforts because
of NFCA’s long history.

“Just because NFCA had the same name for 125 years doesn’t mean the association is well known — or known at all — by public policymakers and legislators,” Fogel-Bublick told members.

Another concern was using the acronym “AFA” and having the association compete with organizations bearing those same initials.

“We do not want to ever be known as ‘AFA,’” says Terry
Rasmussen, immediate past board chair and senior vice pres-
ident, general counsel and secretary, Thrivent Financial for
Lutherans. “Our plan is to brand ourselves as the ‘Fraternals’
or ‘Alliance’ much like how the National Association of Real-
tors isn’t known as NAR, but as the REALTORS®.”
Cost was another objection. Some members thought NFCA
should spend its money on more important objectives. The
NFCA Board budgeted $24,000 — approximately 1 percent
of the association’s overall annual budget in 2009 — for the
branding project, specifically to develop alternative names,
taglines, logos, and a member style guide. The board
allocated an additional $76,000 in 2010 for “roll-
out” projects such as updated marketing materials, an
enhanced website and outreach to lawmakers.

“The game changer was
the creation of the branding
task force, made up of experts
of their own societies, which
had a broad appeal to the full
membership. When they made
the compelling case for the
new name and we communi-
cated that case effectively, it
was successful.”
Mark Theisen, chairman of
the Alliance’s Board of Direc-
tors, and executive vice presi-
dent of Woodmen of the World/
Omaha Woodmen Life Insur-
ance Society, agrees that the
effort being member-led was
critical.

“The new brand is bold,
bright, and appealing,” Theisen
says. “The fact that the new look came from members them-
selves made it much more appealing for the whole associa-
tion to support the new name and logo.”
Rasmussen credits the staff’s organization and planning
with the name change success, as well as the many opportu-
nities for members to ask questions and provide input. “It’s
too early to tell of its impact, but I do think we are making
progress,” she says. “My personal meetings with members
of Congress have been more effective. It’s easy to eliminate
something you are not familiar with, but they now understand
what we are and what we do.”

Not Alone

Several of the American Fraternal Alliance’s members
changed their names within the past decade:
• Portuguese Fraternal Society of America (formerly
UPEC, UPPEC, IDES, and SDES)