ANA Relaunches Its Nonprofit Federation

The ANA (Association of National Advertisers) is staging a relaunch of the ANA Nonprofit Federation, acquired when the DMA merged into ANA on July 1, 2018. The announcement was made at the 2019 ANA Nonprofit Conference, which kicked off Monday and runs through Wednesday at the Renaissance Chicago Downtown Hotel.

This is shaping up as a battle royale to represent nonprofit direct response fundraisers between ANA and the year-old The Nonprofit Alliance, a spin-off of Nonprofit Federation members that raised roughly $750,000 for operations.

“We aim to scale, elevate, and lead the nonprofit fundraising sector by leveraging the ANA systems, coalitions, and members in 2020 and beyond,” said ANA CEO Bob Liodice. “The ANA represents more than 1,600 companies, including more than 200 nonprofits. Our members, whether they are commercially-driven or mission-focused, benefit by learning from each other, sharing industry-leading best practices, and leveraging the performance-enhancing tools and resources that are only available through the ANA.”

The ANA Nonprofit Federation, in various forms, has been operating since 1982. As part of the relaunch, the Nonprofit Federation is being transformed holistically into a bigger, stronger, better organization within the ANA to help marketers address the fundraising challenges they face. Highlights include:

  • Offering more nonprofit products and services as a core component of ANA membership. These include a new array of “one-day” conferences, a new annual webinar series, and an upcoming conference in Washington, D.C., in February 2020.
  • Providing new and existing case studies, newsletters, and core information to keep ANA members current on the latest information about fundraising and new developments in the commercial brand and marketing arena.
  • Developing world-class training and education programs to help ANA members get smarter faster on all aspects of fundraising.
  • Providing members with an array of fundraising-oriented communications, studies, white papers, reports, and a tremendous reservoir of content available through the ANA Marketing Knowledge Center.
  • Using the ANA’s global influence as the world’s largest marketing organization to advance the importance of fundraising and the overall charitable sector.

Liodice added that the ANA’s recently founded Center for Brand Purpose also would be available to help member fundraising efforts. “We believe the nonprofit community can benefit from the center as brands seek potential purposeful partners and insights into how nonprofits can help brands become more purposeful,” he said.

The ANA has devoted more than $1 million to fight data restrictions using its staff and legal counsel to build a broad coalition called “Privacy for America,” which is leading an effort for a new national privacy standard that pre-empts the patchwork of state laws while enabling new privacy protection that does not cripple innovation.

Founded in 1910, ANA’s membership includes more than 1,600 companies and organizations with 20,000 brands that engage almost 100,000 industry professionals and collectively spend or support more than $400 billion in marketing and advertising annually, according to the organization. The membership is comprised of more than 1,100 client-side marketers and nonprofit organizations as well as more than 700 marketing solutions provider members, which include leading marketing data science and technology suppliers, ad agencies, law firms, consultants, and vendors.