By Dave DeWitte
CEDAR RAPIDS—The letters “WFLA” came off the front of the Western Fraternal Life Association headquarters and most of its literature last month, replaced by a new logo.
The changes are part of a rebranding initiative to address serious trends in the markets served by the 118-year-old association in a sensitive way.
Western Fraternal Life sells insurance and annuity products, but is owned by its members rather than shareholders. It is legally organized as a fraternal benefit society built around a common bond: maintaining the heritage of the Czech and Slovak people. More than 38,500 members belong to the association in 18 western states.
When the association was formed, members had to be of Czech or Slovak ancestry, or be related to someone of that ancestry. The association became open to the general public in 1947, with the requirement that members support Czech and Slovak heritage.
In recent decades, membership has slowly waned for reasons that are easily apparent, according to Craig Van Dyke, the association’s president.
The core of the association’s membership are of the “grandfather” generation – men and women who strongly associate with the association because of their cultural ties, Mr. Van Dyke said. That allegiance hasn’t transferred to their sons and daughters, who are more removed from their heritage and short on free time because they are still raising their families and working at careers.
One way Western Fraternal Life has addressed the market challenge has been to emphasize the association’s financial sponsorship of community projects through local lodges, according to Kelsey Logan, the association’s youth activities coordinator. Community involvement and building stronger communities is something that younger generation is passionate about, she said.
The association is also looking at ways of reducing the time requirements of membership by shifting the business activities of its 120-plus local lodges to small core committees.
“We’re trying to get youth and young adults more involved,” Ms. Logan said. “Our strategy for reaching some of the middle aged group is, ‘Let us help you help your community.’”
Expanding member benefits to include discounts at a long list of nationwide retail, service and hospitality companies is another way the association is appealing to new members. Existing benefits range from college scholarships – at least 26 are awarded annually – to disaster assistance checks of $500 to members affected by events such as wildfires and tornadoes.
Branding from within
Western Fraternal Life’s rebranding was handled almost entirely in-house because it was felt that staff had a deeper understanding of the association’s culture, and a more unique connection to members, than an outside firm could bring.
Rebranding efforts began with research into other societies that have made similar changes in recent years. An employee committee set goals for the completion of a new mission, tagline and logo.
Local graphic artist Andrew Kidd, an association member, designed the new logo based on the iconic Charles Bridge in Prague, the Czech Republic. It symbolizes bridging gaps, between both Czech and American culture and members’ financial present and future.
Mr. Van Dyke is not sentimental about leaving the WFLA logo behind.
“A lot of people mistook it for a radio station,” Mr. Van Dyke said. “In fact, there is a WFLA in Florida.”
Western Fraternal Life will put its new brand on full display in July, as hundreds of members converge in Cedar Rapids for its quadrennial convention, which rotates among its districts. It will include a youth conference and showcase the association’s desire to emphasize community service, Mr. Van Dyke said, with a Kids Against Hunger volunteer project targeting a goal of preparing 20,000 meal packets for families in need.
Reaction to the rebranding initiative has been positive, according to Ms. Logan.
“When we did a survey of members, 86 percent agreed with our tagline and mission statement,” she said. “That’s the kind of affirmation you need to know you’re going in the right direction.
More than 70 fraternal benefit associations continue to operate across the United States, according to Mr. Van Dyke. Western Fraternal Life is the only one headquartered in Iowa.
