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
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
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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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
$400 million: By The Numbers
Source: American Fraternal Alliance
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LifeInsuranceSelling.com / LIS / April 2011 71
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