SETTING UP YOUR IMBA CLUB
breaking ground on clubs
BUILDING THE ARMY pg19
GETTING SCHOOLED:
EVENTS BASED ADVOCACY LOVE YOUR TRAILS AS YOU LOVE YOURSELF
You Belong With Us.
For more info visit: www.imba.com
TABLE OF CONTENTS LETTER TO THE READER
GETTING STARTED
SINGLE SOLDIER VS. SUSTAINABLE ADVOCACY TRIANGLE OF ADVOCACY
06
ESSENTIAL ELEMENTS BUILDING THE ARMY
EVENTS BASED ADVOCACY
MARKETING
COMMUNICATION 101
15
COMMUNICATION DO’S AND DON’TS RUNNING BOARD AND GENERAL MEETINGS
PLANNING
WHAT’S THE PLAN MAN? STRATEGIC PLANNING FOR DUMBICELS
22
08
THE POWER OF EVENTS EVENTS OVERVIEW THE GROUP RIDE (AND STEP TO RUN ONE) 10 STEPS TO THROWING ANY EVENT
THEY WON’T KNOW UNLESS YOU TELL THEM HOW TO MARKET ANY EVENT THE 5W’S
18
05
ESSENTAIL ELEMENTS CHARTER PROGRAM SUCCESS STORY: FATTRAC, PMBA
CYCLE OF LEADERSHIP 10 PROVEN STRATEGIES FOR BRINGING IN NEW VOLUNTEERS
12
04
FUNDRAISING
20
LOOKING BEYOND MEMBERSHIP MONEY SHOW ME THE MONEY
26
17
GETTING STARTED
In the growing design world it is hard to imagine that anyone today could stand out as a superstar in the design industry. However, in the past fifty years, that superstar has arguably been Massimo Vignelli. His design work has been outstandingly influential to modern design in: print, interior, industrial, and environmental design. Contemporary designer Michael Beirut stated that, “ you couldn’t travel around New York without encountering something by these two iconic, impossibly exotic characters,” referring to Massimo and his wife and business partner Lella (Lovine). It is this wild success that has propelled Massimo Vignelli to his legendary status of today. He has designed for companies like Ducati, Knoll, and American Airlines, which make for a portfolio rivaled by few. His design sense is simple, functional, and timeless and it has done just that, stood the test of time by staying fresh from 1957
to today. Massimo was born and attended architecture/ design school in Milan Italy where he found his niche in graphic design. Massimo claims that, “Since the age of fourteen I had no other desire,” than to be an architect/ designer. Perhaps it is this
REMEMBER THAT CLUBS DO NOT START THEMSELVES focus and passion, which has given reason for Vignelli accelling for so many years. Shortly after graduating school Massimo met his wife Lella who was an architect as well. A few years later the two founded their first design/ architecture studio together in Milan. Their first customers were companies as big as Pirelli and Xerox that helped the two become established in Europe (Brown). Along with their success in Europe they
boot camp also began drawing the attention of, and working with, American companies that led to their move to the United States. This move triggered the founding of their new design studio, Unimark. With the birth of Unimark came an explosion of business for Massimo and Lella, where, only a few years later, they transitioned into a more focused two part studio, Vignelli Design and Vignelli Associates, which still exist today. The long-
READY SET
GO
standing partnership between Massimo and his wife Lella, a brilliant designer in her own right, has undoubtedly influenced Vignelli’s design work. Although Massimo has always had an interest in architectural design, it would be hard to imagine that Lella’s architectural work has not had a profound influence on him. The two commonly work together in Vignelli Associates, and Massimo says, “ I talk of feelings, possibilities, what design could be,” wherea igns that are timeless, since his starting goal is to create beyond what is expected or known. This allows Vignelli to think big without limitation of the constraints of what is possible. This is where Lella steps in; she is the anchor of the team, firmly rooting herself in how to make Massimo’s dreams a reality. Massimo is the leader of the pack, but it should be noted th at Lella is always right by his side assisting in whatever brilliant design that Vignelli Associates is currently exploring. Even with such a laundry list of big name clients, Massimo is able to pick out a few of his favorite projects and why they remain important to his career. In an interview by Designboom, Massimo revealed that one of his most memorable projects was his work with the National Parks Service (NPS) on a project to redesign their identity (Designboom). Vignelli Associates “designed a modular system that determined everything from the paper size to graphics” (Vignelli Associates). They created a system with a complete set of standards for all aspects of publication. It allowed for the National Parks Service to produce material with a strong identity that their previous material lacked. This was not a completely radical idea in 1977, but it was an idea new to organizations like the National Park Service. Since that time good
“corporate identities” for organizations, other than multi million dollar businesses has grown. The Vignelli’s believe, “It is [their] duty to develop a professional attitude in raising the standard of design.” This means all design, from fortune 500 companies to non-profit organizations, should have a better standard for design. This idea is important to consider in that, it is too often that smaller organizations and companies do not get their fair share of design, but Massimo Vignelli Even with such a laundry list of big name clients, Massimo is able to pick out a few of his favorite projects and why they remain important to his career. In an interview by Designboom, Massimo revealed that one of his most memorable projects was his work with the National Parks Service (NPS) on a project to redesign their identity
“IMBA IS BUILT ON THE WORK OF LOCAL CLUBS WITHOUT ONE THERE CAN’T BE THE OTHER.” (Designboom). Vignelli Associates “designed a modular system that t everything from the paper size to graphics” (Vignelli Associates). They created a system with a complete set of standards for all aspects of publication. It allowed for the National Parks Service to produce material with a strong identity that their previous material lacked. This was not a completely radical idea in 1977, but it was an idea new to organizations like the National Park Service. Since that time good “corporate identities” for organizations, other than multi million dollar businesses has grown. The Vignelli’s believe, “It is [their]
duty to develop a professional attitude in raising the standard of design.” This means all design, from fortune 500 companies to non-profit organizations, should have a better standard for design. This idea is important to consider in that, it is too often that smaller organizations and companies do not get their fair share of design, but Massimo Vignelli believes that should change. Even with such a laundry list of big name clients, Massimo is able to pick out a few of his favorite projects and why they remain important to his career. In an interview by Designboom, Massimo revealed that one of his most memorable projects was his work with the National Parks Service
02
In the growing design world it is hard to imagine that anyone today could stand out as a superstar in the design industry. However, in the past fifty years, that superstar has arguably been Massimo Vignelli. His design work has been outstandingly influential to modern design in: print, interior, industrial, and environmental design. Contemporary designer Michael Beirut stated that, “ you couldn’t travel around New York without encountering something by these two iconic, impossibly exotic characters,” referring to Massimo and his wife and business partner Lella (Lovine). It is this wild success that has propelled Massimo Vignelli to his legendary status of today. He has designed for companies like Ducati, Knoll, and American Airlines, which make for a portfolio rivaled by few. His design sense is simple, functional, and timeless and it has done just that, stood the test of time by staying fresh from 1957 to today. Massimo was born and attended architecture/ design school in Milan Italy where he found his niche in graphic design. Massimo claims that, “Since the age of fourteen I had no other desire,” than to be an architect/ designer. Perhaps it is this focus and passion, which has given reason for Vignelli accelling for so many years. Shortly after graduating school Massimo met his wife Lella who was an architect as well. A few years later the two founded their first design/ architecture studio together in Milan. Their first customers were companies as big as Pirelli and Xerox that helped the two become established in Europe (Brown). Along with their success in Europe they also began drawing the attention of, and working with, American companies that led to their move to the United States. This move triggered the founding of their new design studio, Unimark. With the birth of Unimark came an explosion of business for Massimo and Lella, where, only a few years later, they transitioned into a more focused two part studio, Vignelli Design and Vignelli Associates, which still exist today. The long-standing partnership between Massimo and his wife Lella, a brilliant designer in her own right, has undoubtedly influenced Vignelli’s design work. Although Massimo has always had an interest in architectural design, it would be hard to imagine that Lella’s architectural work has not had a profound
ESSENTIAL ELEMENTS
THE RELENTLESS
PURSUIT OF FUN
With a rapidly growing membership that surpassed three hundred in only a few years, the secret to Gord’s Bike Club isn’t exactly a secret. “People join Gord’s for the community,” says club henchman, JF Ravenelle, of the Winnipeg, Manitoba club. From their funny flyers to the smiles radiating from their website, every aspect of Gord’s reflects their supportive, inclusive and fun-loving philosophy. Regular rides
– including Tuesday Family Rides, casual rides on Wednesdays, and epic ride Sundays - offer something for everyone and creating a cycle that transforms riders into members and members into enthusiastic volunteers. “I started mountain biking because of the Wednesday Night Ride,” says Jen after powering up a staircase of roots, echoing a statement heard often around the Gord’s crew. Whether it’s trail maintenance, a group ride or just an impromptu backyard gathering, the camaraderie built atop a shared love of mountain biking is infectious.
Advocacy isn’t just about writing letters and building trails. The most important aspect of advocacy is often the one most ignored – building community. By fostering a large and loyal membership, we create an army in waiting. Should issues arise, the group of fun-loving riders will turn into a very loud, strong and conspicuous army of supporters.
UNTIL THEN, THEY’LL JUST RIDE To see the fun for yourself, visit WWW.GORDS.COM
Wednesday nights in Winnipeg are a sight to behold as the boisterous knobby-tired peloton makes its way through the city and to the trails. Huffys commingle with custom rigs and the group beckons other cyclists to join - from the silver-haired lady on the hybrid to the homeless fella with a crate on the handlebar. “C’mon, it’s fun!” they shout. Truer words have never been spoken.
IMBA PATROL CREATES A SAFE TRAIL ENVIRONMENT
In the growing design world it is hard to imagine that anyone today could stand out as a superstar in the design industry. However, in the past fifty years, that superstar has arguably been Massimo Vignelli. His design work has been outstandingly influential to modern design in: print, interior, industrial, and environmental design. Contemporary designer Michael Beirut stated that, “ you couldn’t travel around New York without encountering something by these two iconic, impossibly exotic characters,” referring to Massimo and his wife and business partner Lella (Lovine). It is this wild success that has propelled Massimo Vignelli to his legendary status of today. He has designed for companies like
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GETTING STARTED
In the growing design world it is hard to imagine that anyone today could stand out as a superstar in the design industry. However, in the past fifty years, that superstar has arguably been Massimo Vignelli. His design work has been outstandingly influential to modern design in: print, interior, industrial, and environmental design. Contemporary designer Michael Beirut stated that, “ you couldn’t travel around New York without encountering something by these two iconic, impossibly exotic characters,” referring to Massimo and his wife and business partner Lella (Lovine). It is this wild success that has propelled Massimo Vignelli to his legendary status of today. He has designed for companies like Ducati, Knoll, and American Airlines, which make for a portfolio rivaled by few. His design sense is simple, functional, and timeless and it has done just that, stood the test of time by staying fresh from 1957
to today. Massimo was born and attended architecture/ design school in Milan Italy where he found his niche in graphic design. Massimo claims that, “Since the age of fourteen I had no other desire,” than to be an architect/ designer. Perhaps it is this focus
REMEMBER THAT CLUBS DO NOT START THEMSELVES and passion, which has given reason for Vignelli accelling for so many years. Shortly after graduating school Massimo met his wife Lella who was an architect as well. A few years later the two founded their first design/ architecture studio together in Milan. Their first customers were companies as big as Pirelli and Xerox that helped the two become established in Europe (Brown). Along with their success in Europe they also began
boot camp drawing the attention of, and working with, American companies that led to their move to the United States. This move triggered the founding of their new design studio, Unimark. With the birth of Unimark came an explosion of business for Massimo and Lella, where, only a few years later, they transitioned into a more focused two part studio, Vignelli Design and Vignelli Associates, which still exist today. The long-
GETTING STARTED WE’VE COME A LONG WAY, BABY. THINGS WERE A LOT DIFFERENT TWENTY YEARS AGO. BAR-ENDS WERE ESSENTIAL, SUSPENSION STEMS SEEMED BRILLIANT, AND THE WORLD OF MOUNTAIN BIKE ADVOCACY CONSISTED OF A HANDFUL OF PEOPLE FACING A MOUNTAIN OF CHALLENGES. PASSIONATE INDIVIDUALS ACROSS THE COUNTRY WORKED LONG, UNPAID, AND AT TIMES, EMOTIONALLY TAXING HOURS TO ACHIEVE THE IMPOSSIBLE: A PARADIGM SHIFT IN THE PERCEPTION OF MOUNTAIN BIKING.
In the growing design world it is hard to imagine that anyone today could stand out as a superstar in the design industry. However, in the past fifty years, that superstar has arguably been Massimo Vignelli. His design work has been outstandingly influential to modern design in: print, interior, industrial, and environmental design. Contemporary designer Michael Beirut stated that, “ you couldn’t travel around New York without encountering something by these two iconic, impossibly exotic characters,” referring to Massimo and his wife and business partner Lella (Lovine). It is this wild success that has propelled Massimo Vignelli to his legendary status of today. He has designed for
IN ONLY TWO DECADES, MOUNTAIN BIKERS HAVE GONE FROM PLEADING TO LEADING. INSTEAD OF BEGGING FOR ACCESS, MANY CLUBS ARE OVERWHELMED WITH REQUESTS TO BUILD TRAILS ON PUBLIC LANDS. AS CLUBS BECOME INCREASINGLY SOPHISTICATED AND ARE PRESENTED WITH NEW OPPORTUNITIES, THE RESPONSIBILITIES BECOME TOO MUCH FOR ANY ONE PERSON, LET ALONE A VOLUNTEER, TO SHOULDER.
AS MOUNTAIN BIKERS, WE HAVE OUTGROWN OUR DAYS OF SINGLE SOLDIER ADVOCACY. THE TIME HAS COME TO FOCUS ON OVERCOMING OUR CHALLENGES AND MEETING OUR OPPORTUNITIES AS A COMMUNITY. WE BUILD OUR TRAILS TO LAST A LIFETIME, BUT PART OF A TRAIL’S SUSTAINABILITY IS A COMMUNITY WITH THE LONGEVITY TO ADVOCATE FOR THAT TRAIL FOR YEARS TO COME.
SINGLE SOLDIER
SUSTAINABLE
THE GIST: One person shoulders the brunt of a club’s responsibilities.
THE GIST: Club responsibilities are distributed among a large and ever changing group of volunteers.
WHERE THINGS GO RIGHT: Due to its streamlined nature, one passionate volunteer can accrue swift successes over a short period of time. Going it alone comes with the simplicity of never having to defend your view or be let down by others.
WHERE THINGS GO RIGHT: By distributing the load, involving the community and ensuring a cycle of leadership, the club maintains an effective level of advocacy without depleting its resources.
WHERE THINGS GO WRONG: Volunteers aren’t Twinkies – they don’t last forever. When key leaders move on or burn out, a club’s progress, direction and relationships are lost. Land managers are wary of inconsistent volunteer support and the community feels alienated when their ideas aren’t represented.
WHERE THINGS GO WRONG: Though the payoffs are tenfold, involving the community takes a little extra effort up front.
THE VERDICT: Short-term success, long-term problems.
THE VERDICT: Clubs remain successful long after current leaders have moved on.
companies like Ducati, Knoll, and American Airlines, which make for a portfolio rivaled by few. His design sense is simple, functional, and timeless and it has done just that, stood the test of time by staying fresh from 1957 to today. Massimo was born and attended architecture/ design school in Milan Italy where he found his niche in graphic design. Massimo claims that, “Since the age of fourteen I had no other desire,” than to be an architect/ designer. Perhaps it is this focus and passion, which has given reason for Vignelli accelling for so many years. Shortly after graduating school Massimo met his wife Lella who was an architect as well. A few years later the two founded their first desig.
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