Life Insurance Selling

munity service activities.

Fraternals and independent agents make a good match because life insurance producers and financial planners are often pillars of the communities in which they live and work. So too are local members of fraternal benefit societies. Producers can access fraternal benefit societies to satisfy local niche markets (religious groups, professional groups and others), especially if the insurance professional shares such a common bond.

Good works and good business go together. Insurance producers — just like fraternals — throughout the country are committed to their communities. Producers can join existing fraternal volunteer service projects, or ask fraternal members to support theirs. And by support, I mean financial: fraternals provide funding in the tens of millions of dollars for volunteer and service efforts across the country.

There’s no patent or trademark on altruistic efforts, and every community I know of can use involved, active volunteers. That’s what fraternal benefit societies have done for decades in this country. With our new identity, we’ll continue doing that while making our work better known.

Joseph J. Annotti is president and CEO of the American Fraternal Alliance, a nonprofit trade association representing 70 fraternal benefit societies. He writes a blog at the organization’s Web site, www.fraternalalliance.org.

investing in the future of the fraternal system. We recently took a new name ( American Fraternal Alliance) and identity (a logo with representations of three stars signifying the individual, the community and society — the three key elements in the organization’s mission and vision statements). Stars also are a respectful nod to the patriotic values of many fraternal Americans, past, present and future.

The American Fraternal Alliance’s new tagline — United in service and financial security — is based on the fact that fraternal benefit societies use revenues from the sale of insurance products to support local volunteer efforts.

Revamping our brand clarifies and am-plifies the strengths that fraternals provide to their members and to the individuals and organizations their volunteerism supports. We’re out to let legislators and regulators — and the country at large — know the good that fraternal benefit societies deliver.

Organizations rely on producers

Fraternals market their products through captive agents and independent producers. Many smaller fraternals are utilizing independent producers who share the organization’s common bond and values to reach niche markets within an agent’s community. Fraternals can fill an important role in an agency that is seeking to expand its presence with middle-income consumers (who are still the majority of fraternal members) and enhance its image as a leader of com-

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million hours:

Approximate amount fraternals contribute annually to
charitable programs supporting community service projects.
Approximate amount of time fraternal members spend
annually on volunteer projects, worth about $1.7 billion. 91