TRUCKLOAD CARRIERS ASSOCIATION
Operational efficiency, industry awareness, public policy, recruitment and retention - common issues for an uncommon industry. The challenges faced by truckload demand solutions developed from a unique perspective...yours. TCA makes that happen.
National Image Campaign Fundraising
Dear TCA member:
TCA launched the fund-raising component of the campaign last year. One of its goals was to bring in enough money to build upon the success of the association’s Wreaths Across America-themed TV commercial with additional ads and air time. Fifteen-percent of our members responded, and I offer my thanks to each and every one of them. As for the remaining 85%, I ask you to consider this story from a fellow member: “My wife was on the elevator Tuesday evening [on her way to TCA’s Annual Banquet] when another man got on the elevator and asked her if she was there with a group. She replied, ‘Yes,’ and he said, ‘You smell really good; you must not be with the truckers.’ She just smiled and said, ‘Are you with the truckers?’ He replied, ‘Oh no, I’m with the XXXX group.’ He said, “You didn’t tell me which group you were with . . .” She said, ‘The truckers.’ He felt pretty stupid and apologized!“ Done shaking your head yet? If so, I encourage you to follow the lead of the members below. After learning at the convention that the campaign had only raised $80,000, they demanded action, and then put their money where their mouths were:
I also urge you to follow the example of Chris Burruss, the president of TCA. He stood up at the convention to make a personal donation of $3,000. What he and others did created a buzz; people started to know that change is possible. And it inspired me to stand up too. I committed Prime to give $5,000. In total, $30,000 was raised at this year’s convention. As Mike said about his contribution, it is simply, “the right thing to do.” I ask you to please do the same—donate today. Thank you and I look forward to working with you over the next year. Sincerely, Robert Low Dear Trucking Industry Supporter:
During our Board of Directors meeting at last month’s Annual Convention, I presented a few tools that TCA had recently developed to help us tell our story. They included an inspiring television commercial, a moving country song, and an informative bi-weekly segment on a national radio program. At first blush, such resources might seem beyond an organization of TCA’s size. Their undeniable quality, however, proves that we are ready to take the mantle of leadership in changing the public’s perception of us. To make this happen, I pledged to the Board that once I became chairman, I would ask every member to contribute $500, setting a goal of $300,000 to help us expand our image program. Today, I keep that promise: I ask you to please show your support for change with a donation of $500 by July 31. My objective in expanding TCA’s image program is not to educate legislators and regulators... at least not directly. That is up to the industry’s lobbying experts. Instead, by building public support for trucking, we will provide the “muscle” they need to achieve our objectives. Ultimately, we will become a full partner in shaping our operating environment. I know that many of us are still rebuilding in the wake of the recession, but I also know that freight is on the rise. And today we have a unique opportunity to capitalize on the momentum TCA has generated over the past year. The time is right; let’s take back our image. Sincerely,
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Last week at the Truckload Carriers Association’s Annual Convention, I had the honor of being elected the organization’s chairman. I found myself grateful for the outpouring of support and the foundations laid by my predecessors. One program, in particular, stood out in my mind, both for its successes to date and the groundswell of support it received at the convention. That program was the National Image Campaign, and ensuring its continued growth is why I write to you today.
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