What's In a Name? :: Catholic Aid Association

What’s in a name? For many established members, the Catholic Aid Association stands for tradition and strong Catholic values.

This is the story of our company taking the next step forward to update its image and name to remain relevant for the next 100 years. But in order to move forward with strength and conviction, we must look to our fraternal history to guide our decisions for the next generation.

As Catholic Aid Association embarks on taking the next step forward, we first talked with F.L. “Flip” Spanier, retired past president and CEO of Catholic Aid, to give us an historical perspective on how the organization started and how it evolved.

“When you go back to the 1850s to 1914, that span of time saw the largest influx of European immigrants ever, and they were recently arrived foreigners in this country. They tried to then buy insurance from the commercial companies in this country and they were not able to because they couldn’t speak the language. And so they got the notion that, gee, let’s start our own organization. Then what they did is they formed in 1878…the German Catholic Aid Association of Minnesota...that then evolved into what later on became our organization ever since.”

Is it time to take the next step forward and update our name? It’s clear we have been down this road before and each time we’ve responded. We asked people from presidents and CEOs, to average Catholics on the street, what they thought of Catholic Aid’s name and the possibility of a name update. The message is clear. Together we have an opportunity to ensure the growth and vitality of our organization for the next generation of members.

Joe Schirmers, past Board Member, St. Augusta Council, St. Cloud, Minn.
“Young people are now online with doing different things so it’s hard to get the young people to get involved…There’s a gap there. You’ve always got to change to invite the young people to come in. You’re not going to be there forever. They’ll have to take over.”

Michael McGovern, President and Chairman of CAA
“We aren’t necessarily looking at a total name change. We’re looking at an update, really. The issue becomes that we need to be more descriptive not for our members but for people who would want to join Catholic Aid...Many of the fraternals today are shrinking in membership size. We’re not growing, but we’re not shrinking either. We’re staying about the same size all the time.”

Joseph Annotti, President and CEO, National Fraternal Congress of America
“That’s really up to the individual fraternals whether they are going to be relevant or not. I think there might be 90 total fraternal benefits societies in the United States. The other 25 that are not members of NFCA are extremely small, on their last legs as far as I can tell... The fraternal system could stick around for another 50 years on its own. If it’s going to stick around for another 100 years, we’ve got to figure out ways to grow... We’ve got to be out there in those arenas or we’re going to miss attracting the next generation of members. And if you don’t get the next generation in, you can write the end of the closing chapters of that book.”

Dr. Diane Hinds, professional researcher, Employers Association, Inc. speaks on a study of 2,400 non-member Catholics in Minnesota who were asked what they thought of CAA’s name.
“They told us some interesting things. They mentioned that Catholic Aid Association was a word or phrase that they had heard, but only about 10 percent of the entire group were able to accurately describe what it was. More than 50 percent thought that is was a charitable organization.

“What this says is that a large percentage of people that you would be marketing to when they first hear the term Catholic Aid are going to assume that you are a charitable organization and are not going to understand that you have insurance products....you’re going to have to educate them. You’re going to have to take an additional step to educate them as to what the organization is all about.”

Peter Ryan, FIC, Catholic Aid Field Representative for seven years
“If [our purpose] is part of our name, it’s a lot less to explain, a lot less to go over. From my perspective people would see it in our name and go, ‘Wow, I didn’t know Catholic Aid did that.’ My opinion would be that we need to have something added or changed in our name to make it crystal clear.”

Kathleen Moriarty, Director of Fraternal, CAA
“I think Catholic Aid like any business organization has to change and adapt to reflect the different audiences and the lifestyles of our members...We’re very conscious that young people today have access to many, many different activities beyond Catholic Aid. In order for Catholic Aid to be something that makes it onto their list, it has to be something that will include their friends, and fit well into their schedule and be meaningful to them.”

How about you? What do you think of a name update? This is your time, your company and your future. Please let us know your opinion on the name update process. Call 651-765-6555 or email news@catholicaid.org.