OPENING PLENARY SCRIPT - American Fraternal Alliance

In January of 2010, in partnership with Aartrijk branding experts, 60 possible names were developed
based on those parameters and the Task Force was narrowed down to two: American Fraternal
Alliance and Fraternal America.
In January 2010, we presented both of these names to the Board for their consideration – American
Fraternal Alliance and Fraternal America. American Fraternal Alliance was our recommendation. That
same month an informal poll of Board members was taken to determine their preference; it was
decided the issue should be discussed in more detail at their March board meeting.
So at the March board meeting, Aartrijk and members of the Branding Task Force presented a report to
the NFCA Board. And two things came out of that. #1: The Board agreed that American Fraternal
Alliance was the preferred name; but there was also the suggestion made to investigate the American
Fraternal Association.
The second thing that was decided at that meeting was that straw polls should be taken and
conversations should be held with membership at Section meetings to gauge member feedback and
preference. The results of those straw polls were overwhelming support for American Fraternal
Alliance.
On June 1, 2010, a Board Bulletin was distributed to more than 1,300 individuals from all member
societies and state fraternal congresses detailing this information: the rationale, the process, the
parameters and the recommendations of the Task Force.
On June 22, a Board Bulletin detailing the Board’s recommendation and decision to present the name
change at this, the 2010 NFCA Annual Meeting was distributed.
Now, one key component to process is communication. So here are just some of the highlights of the
communication that took place over this past summer. A free Branding Webinar regarding the Branding
Initiative and name change in early July. Later that month a Board Bulletin regarding updates to the
Branding Initiative to date was distributed. Later in July, a free teleconference, “Branding Fraternals on
Capitol Hill,” a concept that I have to tell you came out of the first conversation held earlier that month
when someone asked a question, “What are our folks who are consultants that we work with on Capitol
Hill—what is their perspective on this?” Excellent suggestion and out of that this free teleconference
was scheduled and held. In August, another free branding Webinar on overhauling identity and the
importance of a name—how vital that is to establish a brand—was held. On that same day, a letter from
the Board of Directors, supporting the recommended name change unanimously, plus a list of
Frequently Asked Questions; both of which were included in your packet were distributed.
So, our recommendation: based on the feedback that we did receive from the Board of Directors, the
Task Force did take a look at this issue of Alliance versus Association. And when you look at the
definitions of each of those words, it became pretty clear to, not only the Task Force members, but also
to the board that the word Alliance is the appropriate word. It has the proper connotation and strength
for what we were looking for: a close association of nations or other groups, formed to advance
common interests.” Formed to advance common interests—that’s what our trade association does. So
based upon the results of the straw poll and the work completed, the Task Force recommends that the
NFCA Board move forward to adopt American Fraternal Alliance as the new name of the association,
as alluded to before, the Board accepted and unanimously supported that. So ladies and gentlemen,
the rationale for change is solid. It started eight years ago. The parameters established reflect the
unique mission of our trade association. The process was thorough, inclusive and transparent. The time
has come. If this trade association, your trade association, my trade association, our trade association
is to best fulfill its mission, then its name must clearly communicate what it is: an alliance of American
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