NALPA NEWSLETTER The Official Newsletter of the National American Legion Press Association
Summer 2018 Issue
What’s Coming Highlight activities at National Convention If your post has someone attending this year’s 100th National Convention, it’s an ideal way to promote The American Legion’s influence in your community. Use your post’s social media tools to highlight your post’s activities on the national stage. Afterward, contact your local media for a story.
Photo by Colleen Harrison
LET’S CHANGE THE NARRATIVE By Mark Sutton, NALPA president
I
n March of 2013, a New York Times reporter called me to ask about the declining membership in The American Legion. The reporter’s story focused on the aging population and how younger veterans were not joining the organization. Here is what was printed from our conversation: “For many of the younger veterans, when they think of The American Legion, they picture the building on the corner where the old guys go to drink beer,” said Mr. Sutton, whose state’s (Michigan) membership is down from 100,000 members in 1994 to 86,000 members in 2012. Nonetheless, Mr. Sutton said the Legion needed to do a better job of getting the word out that it was there to help veterans with things like filing medical claims and applying for Veterans Affairs loans and GI Bill benefits — regardless of whether the post has an actual building or not. “I know we have some growing pains, but the mission of the organization is sound, and it’s all a matter of changing the public’s perspective,” Mr. Sutton said.
How important are you as a NALPA member? You have the power of the pen and how you use it or not can change the course of your post, district, department and The American Legion as a whole. I recently read another article about The American Legion’s declining membership from WOSU Public Media and Radio in Columbus, Ohio. In the article, Department of Ohio Interim Adjutant Suzette Heller discussed the perception of the Legion as a community bar. “The biggest challenge of getting those new members in is educating veterans about what our organization does,” Heller said to WOSU. “We are not just the post in your community that sells drinks. We are not just a bar.” Have you ever heard of the power of the press? As a NALPA member, you are The American Legion press. The American Legion programs are our power and, to put power behind the pen, you need a post that works the programs. Is your post actively supporting and promoting the programs of The American Legion? Do you know what those programs are? What makes your post special? To find out, use See Let’s change the narrative on Page 3
Follow convention coverage online at www.legion.org, on Facebook at www. facebook.com/americanlegionhq, and on Twitter at https://twitter.com/AmericanLegion. Use the hashtag #ALconv2018.
Upcoming patriotic events There are several patriotic days designated in September – Patriot Day, Sept. 11; POW-MIA Recognition Day, Sept. 21; and Gold Star Mother’s Day, Sept. 30. Use social media to show how your post is honoring these holidays and share a story on www.legiontown.org.
Suicide awareness month As we are all aware, the number of veterans suicide is way too high. Since September is Suicide Prevention Awareness Month, it is a good opportunity to remind veterans and their loved ones that the VA offers resources to those at risk. Call 800-2738255, press 1. Or send a text message to 838255.
2 NALPA NEWSLETTER
www.nalpa.org
A MESSAGE FROM THE EXECUTIVE DIRECTOR
Countdown to convention By Patrick R. Rourk
As usual for this time of year, we have transitioned into national convention mode. The NALPA Executive Meeting is scheduled for Sunday, Aug. 26, at 11 a.m. in Room 103, Section C, Level 1 in the Minneapolis Convention Center. The annual business meeting will immediately follow at noon. The awards luncheon is on Monday, Aug. 27, in the Minneapolis Ballroom, Salon A, Second Floor at the Hilton Minneapolis, 1001 S. Marquette Ave. Doors open at 11 a.m. and lunch will be served at 11:10 a.m., following with a small report, taking of office and awards presentation. We are unable to continue meetings on Saturdays due to the number of officers with call-ins. Media Contest. Winners of the Media Contest will receive a free lunch during the awards luncheon. We extend our sincere thanks to this year’s Media Contest sponsor – Meet Minneapolis, Convention and Visitors Association – for sponsoring the awards luncheon and extending this additional benefit to our contestants that reach the pinnacle of media communications. For everyone else attending the awards luncheon, reservations must be made no later than Aug. 17. We cannot sell luncheon tickets at convention. The price for the luncheon has unfortunately increased and is $50 per person. With the expected increase of winner attendance, we suggest you make your reservation ASAP. I really suspect we will again be sold out this year. The lunch will consists of a buffet featuring salad, chicken fajitas, roasted sweet potato,
roasted spaghetti squash and apple mango crisp for dessert. Membership. Your NALPA membership card is professionally printed and laminated if you paid your dues within the past year. If you are a new member or a late renewal, your membership card is made with a label. While we do not tout continuous membership, this may be a reason why you would want to pay your dues on time every year. Again, the 2019 cards will feature your American Legion, American Legion Auxiliary or Sons of The American Legion membership number. During the 2017-2018 membership year we ran out of blank cards and had to resort to cardboard cards for those late in the year. Moral of the story is to pay your dues early! I have heard of several nice perks that are available for those with the NALPA membership card. Thank you. Finally, this is my last column as NALPA’s executive director. I’m not running away, just focusing more on veterans affairs and rehabilitation work again. I would like to extend my personal heartfelt thanks to the professional staff at The American Legion National Headquarters – Henry Howard, Holly Soria, Cameran Richardson, Matt Everett, Chris Elliot, Julie Campbell and especially Debra Murrell. You all make NALPA rock! Thank you as well to my mentor Mike Duggan, the NALPA presidents I have worked with over the years, and the many people who work tirelessly every day to represent NALPA and get the good word out about The American Legion. You are all communicators! See you in Minneapolis!
2018 NALPA AWARDS LUNCHEON TICKET REQUEST Name
State
Number of tickets
x$50
Email (preferred) or Phone number
Check Number
Make checks out to NALPA. Mail the completed reservation slip and check to:
NALPA (c/o Pat Rourk) 3 Morton St. Norwood, NY 13668-1100
The National American Legion Press Association (NALPA) is a nonprofit organization made up of members interested in furthering the aims of The American Legion. Copyright © 2018 All rights reserved. No part of this publication may be reproduced without the express written permission of the Editor. You are encouraged to contact us if you wish to utilize materials contained herein for other non-profit organization publication. Opinions expressed by authors are their own and do not necessarily represent those of either the Publisher or Editor. Correspondence and letters to the editor: NALPA c/o Patrick R. Rourk 3 Morton St. Norwood, NY 13668-1100 Telephone: (315) 353-8892 (6:00 – 9:00 P.M. ET only) Email: prourk@twcny.rr.com Online: www.legion.org/nalpa Membership information and applications: NALPA c/o Debra Murrell P.O. Box 1055 Indianapolis, IN 46206 NALPA Newsletter is published quarterly by The National American Legion Press Association. Periodicals postage paid at Indianapolis, IN-Permit # 719. POSTMASTER: Send address changes to: NALPA, c/o Debra Murrell, The American Legion, PO Box 1055, Indianapolis IN 46206 PRESIDENT Mark Sutton EXECUTIVE DIRECTOR Patrick R. Rourk VICE PRESIDENTS Kevin Harrington, Area 1 Jane McKnight, Area 2 Susan Knapp, Area 3 Michael Hjelmstad, Area 4 DIRECTORS Robert G. Stronach, Area 1 Staci King, Area 2 Dolly Zitur, Area 3 Larry Hill, Area 4 JUDGE ADVOCATE Charles G. Mills
HISTORIAN Dolly Zitur CHAPLAIN Maudi L. Price FINANCE Joseph Porempski SERGEANT-AT-ARMS Kenneth George COUNCIL TO THE PRESIDENT Parvin R. Gibbs, John E. Thompson, James T. Higuera, David Wallace, Patrick Rourk
www.nalpa.org
NALPA NEWSLETTER
Let’s change the narrative from Cover
your post audit that is located in the Post Officers Guide. I would suggest you review it with your post members and be honest about the answers; be critical of what it means. Now, let’s change the narrative. If your post is conducting a program, make the community aware of what you’re doing – brag about it, write about it, invite the press to cover it. When the membership question is asked, your answer should be, “Membership is doing great! We are excited about the programs we have and invite all veterans and community members to come and help make this program even better.” Would you prefer to join an organization that is down and out and struggling for membership, or one that is active and vibrant in its mission? You might say, “But Mark, membership is shrinking.” The veteran population is seeing a decline. According to the Department of Veterans Affairs, there are about 15.2-million wartime-era veterans in the United States. Over eight million of them are veterans of World War II, Korea and Vietnam who are getting older and passing away. Therefore the veteran population is experiencing a rapid decline – one that impacts American Legion membership numbers.
How is our market share? The Department of Michigan has more than 13 percent in market share of its wartime-era veterans. Nationally, we are at 1.2 percent. How is your department doing? If a reporter questions membership, ask if they looked at the veteran population in the state, and specifically, at the wartime-era population. And supply them with the correct numbers. Does changing the narrative work? Yes, and here’s an example. Eleven years ago American Legion Post 131 in Leslie, Ark., was on the brink of turning in its charter. Instead, the post began a relationship with local schools and started engaging the community. Membership grew slowly, but it grew to over 100 members. It would be great if Post 131 was featured in the New York Times. As members of NALPA, we can change the public perception of The American Legion for a new generation. Let’s change it so that when veterans want to help their fellow veteran, the only place they look is at their local American Legion post. As I end my last article as NALPA president, I want to thank everyone for your membership and contributions. As a NALPA member, I will continue to contribute to the organization, and I look forward to an exciting future.
MEMBERSHIP APPLICATION Full Name First
MI
Last
Home Address
City
State
ZIP
Email Legion/Auxiliary/SAL Membership # Department/Post/Detachment I AM A MEMBER OF THE FOLLOWING: The American Legion
American Legion Auxiliary
Sons of The American Legion
THIS IS FOR: New Membership: $15
Renew Membership: $15
NALPA Pin $5 in person $7.50 by mail
TOTAL:________________ Make Check Payable To: NALPA MAIL TO: The NALPA membership year is from September 1 through August 31
NALPA The American Legion C/O Debra Murrell, National Media & Communications PO Box 1055 Indianapolis, IN 46206 PLEASE ENTER Membership Year: 20________
3
NATIONAL CONVENTION
Digital media training workshop for NALPA During the 100th National Convention in Minneapolis, staff members from The American Legion’s Media and Communications Division will provide media training. The interactive session has been refined from previous years, adding a session on promoting your post through public relations. The media workshop this year will also include topics on website management, e-newsletter marketing, and social media best practices. The Digital Media Training Workshop will be held from 9 a.m. to 3:30 p.m. with a break for lunch in Room 102, Sections E & F, Level One in the Minneapolis Convention Center. All Legion Family members are welcome to attend, and National American Legion Press Association members are strongly encouraged to participate in at least one of the sessions. Register for the Digital Media Training Workshop at www.legion.org/register.
4 NALPA NEWSLETTER
AWARDS
www.nalpa.org
2018 NALPA Media Contest Winners
George W. Hooten Publication Awards Category 1 - A: Departments over 40,000 members 1st
Department of Minnesota
Minnesota Legionnaire
Al Zdon
2nd
Department of Michigan
Michigan Legionnaire
Mark Sutton
3rd
Department of Nebraska
Nebraska Legionnaire
Amanda Washburn
Category 1 - B: Departments under 40,000 members 1st
Department of Maine
The Maine Legionnaire
Paul A. L’Heureux
2nd
American Legion Auxiliary - Indiana
Hoosier Auxiliary News
Maria Gottlieb
3rd
Detachment of California
The California SONs Adventure
John “Durk” Durkin
Emerson O. Mann Publication Awards (District, County and Regional) Category 2 - A (Includes all Legion, SAL and Auxiliary ) No entrants in 2018
Al Weinburg Publication Award (Larger Posts) Category 3 - A (Larger post - Over 750 members) 1st
American Legion Post 160
The Smyrna Legionnaire
Linda Hecrick
2nd
American Legion Post 527
Reveille
Paul Steward
Category 3 - B (Posts with 250 - 750 members) 1st
Cathay Post 384
Cathay Dispatch
Clara Pon
2nd
Dyer-Gunnell Post 180
The Post Times
David Wallace
3rd
Albert E. Schwab Post 556
The Marauder
Kokoe Estrada- Dusina
R.C. Cann Award (Smaller Posts, Units and Squadrons) Category 4 - A 1st
American Legion Post 1244
Greenlawn Bugle
Robert Santo
2nd
Lt. John Farnkopf Post 401
Post 401 News
Gary Cooper
3rd
The University of Akron Post 808
The University of Akron Post 808
Jason Graven
Mary B. Howard Awards Category 5 A: Department websites 1st
www.kylegion.org
Department of Kentucky
Mike Moses
2nd
www.salcalifornia.com
Newport Harbor Squadron 291
John “Durk” Durkin
3rd
www.galegion.org
Department of Georgia
Tommy Hatton
Category 5 B: All other websites 1st
www.kyboysstate.org
Kentucky Boys State
Dr. Peter Trzop
2nd
www.legion180.org
Dyer-Gunnell Post 180
Jason Feimster
3rd
https://sites.google.com/site/7thdistrictialegion/
7th District, Department of Iowa
Alan E. Schenck
www.nalpa.org
NALPA NEWSLETTER
2018 NALPA Media Contest Winners William E. Rominger Editorial Awards Category 6 - A: Editor 1st
Editorial: Let’s put the issue to rest
Herman Granados Post 739
Dr. John Ellis, Ed.D
2nd
Editorial: Reigning national color guard
Cathay Post 384
Clara Pon
3rd
Editorial: National Commander Rohan in California
Cathay Post 384
Clara Pon
Category 6 - B: Guest Editorial 1st
Long Term Care Insurance
Cathay Post 384
Roger Dong
2nd
First person: A California American Legion college journey
Santa Monica Post 123
Jared Morgan
3rd
Moving up! Are you ready for the challenge?
Department of Kentucky
Mike Moses
Category 6 - C: External Editorial 1st
Helping veterans is not a one person job
The Kentucky Standard
Dr. Peter Trzop
2nd
Walz Bill sends message to VA
Department of Minnesota
Star Tribune
Robert L. Morrill Award (Department-Level Social Networking) Category 7 - A: Facebook 1st
Department of Minnesota
Department of Minnesota Facebook page
Jennifer Havlick
2nd
Horace Orr Post 29
Georgia POW/MIA honor guard, American Legion Post 29
Thomas F. Cannon
3rd
Department of Georgia
Georgia Legion Bloodonors
Charlie Dowick
Category 7 - B: Facebook (All other social media sites) 1st
District 6 American legion Auxiliary of Nebraska
Nebraska American Legion District 6 Family
Vicki L. Cyboron
2nd
American Legion Post 1244
American Legion Greenlawn Post 1244
Robert Santo
3rd
Fort Campbell Unit 233
ALA Fort Campbell Unit 233 Oak Grove, Ky.
Jane McKnight
Category 7 - A: Twitter 1st
Dyer-Gunnell Post 180
@Post_180
Jason Feimster
Category 8 - Visual Media Awards Category 8 - A: Photographs 1st
Cross Bayou American Legion Post 252
Korean War vet comes home
Edward Lewis
2nd
Department of Minnesota
Color picture in paper
Al Zdon
3rd
Cross Bayou American Legion Post 252
The hands of “stand down”
Edward Lewis
Category 8 - B: Videos/Movies 1st
Dyer-Gunnell Post 180
Service project: Honor Flight
Jeremy Wallace
2nd
American Legion Detachment of California
SAL CAL
John “Durk” Durkin
3rd
American Legion Post 252
Trooper Anson
John Gray
Category 8 - C: Graphic Designs 1st
Rochelle Park American Legion Post 170
Graphic art posters - Post 170
William J. Pfaff
2nd
American Legion Detachment of California
Graphic designs
John “Durk” Durkin
3rd
Kentucky Monthly
Media ad - Bourbon, patriots and veterans
Dr. Peter Trzop
5
6 NALPA NEWSLETTER
#
SOCIAL MEDIA
www.nalpa.org
NATIONAL RECOGNITION
Legion website wins Bronze Award The American Legion won a bronze award for Website Editorial Excellence on June 25, in the Association of Media and Publishing’s annual Excel Award contest for association publishers. The American Legion’s primary website, www.legion.org, was redesigned by American Legion Digital Media Manager Chris
Bayliss two years ago into a responsive design, which makes it easier for mobile users to access news and information. Since then, The American Legion’s key metrics for page views, unique visitors and others have all surged, said Walter Ivie, chairman of the Media and Communications Commission which oversees the website.
“We’re obviously pleased that our website and staff members such as Chris Bayliss have been recognized with this award,” Ivie said. “We are especially honored by the daily achievements we see as our website content serves our 2 million members with inspiring stories, resourceful information, compelling videos and much more.”
Hashtags help promote your activities Oftentimes social media users search for hashtags of a particular topic of interest. Hashtags are always one word and begin with the pound or number sign. In upcoming months, there are events that social media managers may want to use when posting information about what their post is doing. Here are some that will be used and/or monitored by the National Headquarters team: #BoysNation2018 #JSSP2018 (Shooting Sports) #CoastGuardBday #PurpleHeartDay #ALWS2018 (AL World Series) #LegacyRun2018 #ALconv2018 #AmericanLegion100 #Team100 #PatriotDay #AmericanLegionDay #AirForceBday #POWMIADay
MEDIA RESOURCES
Legion’s weekly e-newsletter now has over 1 million subscribers If it were a city, The American Legion’s weekly Online Update e-newsletter would be the 11th largest metro area in the United States. The newsletter has surged past the 1 million subscriber mark to 1,018,701, which is larger than populations of U.S. cities such as San Francisco, Denver, Washington, D.C., and Boston. The Online Update was launched in March 2008 with fewer than 90,000 subscribers at the time. The free newsletter, which is delivered to email inboxes every Thursday, contains links to timely stories, videos, resources and other American Legion website content generated by staff members. “I’ve been a longtime subscriber to the Online Update,” said Walter Ivie, chairman of the Media and Communications Commission which oversees the Legion’s e-newsletter program. “It’s a great way for Legion Family members, military supporters and other patriots to access relevant information in an easy-to-navigate format.”
Subscribe to Online Update and/or other American Legion e-newsletters at www.legion.org/newsletters.
www.nalpa.org
NALPA NEWSLETTER
7
NALPA COMMUNICATION
Back to basics: Two steps to a good year By Mark Sutton, NALPA president
Step one: Review For many American Legion posts, districts and departments, new officers have been elected and appointed for the 2018-2019 year. If you were just appointed or elected to a communications position, now is the time to think about your communication strategy.
Where to start First, review your communications toolbox – the resources The American Legion provides to communicate with members, potential new members, and the community. Access these tools at www.legion.org/nalpa/resources. Second, review communication information on your post, district or department website and social media accounts. Is the information current? Have the new officers been added to the website? Are photos updated? On your social media accounts, when was the last news item posted? For social media to be effective, the accounts need to be active and content must be current or people will not follow you. Post content on Facebook at least once or twice a week, at a minimum. Dates and times on websites must be current or upcoming as old information shows a lack of attention and members, as
well as potential new members, will not consider it a reliable source for information. Third, review your media contacts for the local newspaper, radio and television media outlets. Employees come and go on a regular basis so it is good to contact your media outlets a couple of times a year in case your contact person has changed. Fourth, review your membership communication strategy or create one if there isn’t one in place. With assistance from your post, district or department adjutant, use www.mylegion.org to view the contact information you have on members. Having a list of current addresses, emails and phone numbers will help build a communication chain. As postage costs continue to rise, alternatives to communicating with members is through email and by phone. Online communication resources such as www.mailchimp.com and www.call-em-all.com can help reduce the cost of communication to Legion members. Last, review your calendar for the year. The NALPA 2017 fall newsletter at www.legion.org/nalpa has an article about starting, maintaining and reviewing a yearly calendar.
Step two: Execute After your communication strategy review: ■■ Edit your post, district or department website to remove outdated information
■■
■■
■■
and add new content. Mark on a calendar when to make consistent and relevant social media posts. Send press releases to your news channel contacts about the newly elected officers, upcoming events, and activities or programs your post, district or department host or participate in. Communicate with membership at least once every 60 days. You want membership to know what is going on at every level of The American Legion.
Final tip When writing an article about an event or program, read it from the viewpoint that you know nothing about The American Legion. Does the article make sense to someone who may not know The American Legion? Why is it of interest to the reader? Did you use acronyms only Legionnaires would know? I encourage you to download The American Legion’s Style Guide at www.legion.org/publications, located under Media & Communications. It offers valuable tips on writing copy that’s clean and clear. The American Legion will celebrate 100 years of service to veterans, servicemembers and their families in 2019. However, not everyone knows who we are or what we do. Review our communication strategy often to ensure we are communicating effectively.
Minneapolis is the perfect blend of natural beauty and urban sophistication. No other American city has a chain of lakes, the mighty Mississippi, and 18 miles of walking, biking and cross country ski trails within the city limits, all steps from the most vibrant arts and music scene outside NYC. Minneapolis is proud to host The American Legion’s 100th National Convention August 24 - 30, 2018!
minneapolis.org
The American Legion
NEWSLETTER
P.O. BOX 1055 • INDIANAPOLIS, IN 46206
Non-Profit Organization U.S. POSTAGE PAID THE AMERICAN LEGION
AMERICAN FLAG
Sign up for American Legion flag e-newsletter, text alerts Did you know that The American Legion has a Flag Alert e-newsletter? The Flag Alert e-newsletter provides notification when a flag proclamation is issued by the president to display the U.S. flag at half-staff. More than 47,000 people subscribe to the e-newsletter. Sign up now at www.legion.org/newsletters.
The American Legion also offers text alerts when the flag is to be displayed at half-staff. To receive these text alerts, simply text the word flag to 35893. You will receive a confirmation email within a few minutes. The service is free, but message and data rates may apply. For flag information and resources, visit www.legion.org/flag.