FACES AND PLACES: Revival, not survival (04/28/02)

FACES AND PLACES

by Myron B. Kuropas

Revival, not survival

Psychologists tell us that a sure sign of insanity is repeating the same failed program over and over again hoping that the next time it will work.

And that, dear reader, is what seems to be the major problem with our fraternal organizations. We know, for example, that the vast majority of UNA branch secretaries have not enrolled new members for years and yet we urge them to do so, over and over, year in, year out. We assign unrealistic and unachievable quotas and complain when our secretaries don't meet them. Do we supply them with technical assistance? Do we encourage them with special bonuses, reimbursed expenses, motivational talks, products they understand and can explain to potential consumers? Do we coordinate our fraternal benefits?

And what about marketing. Do we assist our secretaries with consistent advertising in local Ukrainian media? Are our leaders visible in various communities when they visit district committees, or do they fly in and fly out on the same day, avoiding present and future consumers? Are visitations to some district committees avoided because the membership asks too many questions when our policy seems to be "don't ask, don't tell?" Are officers' reports mailed to delegates prior to the convention? Are our conventions organized in a way that encourages delegates to have a meaningful voice, or do we spend endless hours debating resolutions that even if passed, will never be honored? If the answer to most of these questions is no, how can we remain viable?

An article by Howard W. Heidorn titled "Survival Strategies for the Smaller Fraternal Benefit Societies," which, thanks to our national secretary, Martha Lysko, appeared in the April 21 issue of The Ukrainian Weekly offers some hope. Small fraternals are defined by the author as those with assets less than $500 million but he adds that fraternals with less than $1 million can still benefit from the changes proposed.

The first suggestion is to hire professionals who understand the insurance business. We've done that, it seems, but it hasn't helped much.

The next proposal is to computerize our administration. We've done that, but the system is still being perfected.

A third reccomendation offered by Mr. Heirdon is to fire unproductive workers. We've retired some of them but others remain. We keep many marginal employees because, given the salaries we pay, we can't afford replacements.

A fourth suggestion is to develop new marketing schemes. Given our changing market - Fourth Wave Ukrainians and a more professional population - this is an excellent suggestion that begs implementation. Mr. Heidorn also urges us to serve our current members, reminding them that they are important. There are far too many younger Ukrainian American people today who were enrolled by their parents and grandparents with no idea that they are UNA members.

A final recommendation is to cut back on fraternal benefits. We've done that, often painfully. We no longer publish a children's magazine: we lost our Washington office; Svoboda is a weekly; our Jersey City skyscraper, the pride and joy of our community, has been sold; our members no longer receive policy dividends, the Svoboda Index has been scrapped, and we are thinking of selling or restructuring Soyuzivka.

"If all of the above suggestions seem unattainable," concludes Mr. Heidorn, "then it would be wise to seek a merger candidate (partner?) while the society still has sufficient surplus with which to bargain." Smaller fraternals like the UNA need to negotiate with larger fraternals while they're still viable, he argues. UNA delegates will have many proposals to consider this year. A merger may be one of them.

Uniting with the Ukrainian Fraternal Association is an idea that has been around a long time. It's been discussed, debated, rejected - both by the UFA and the UNA. It will probably be brought up again at the UNA convention. It will be discussed, debated, rejected.

With whom, then, do we merge? The only possibility is a non-Ukrainian fraternal, a much larger society that is willing to absorb us. We need to be clear about the consequences, however. If we do merge with such an entity, we will literally disappear. No Svoboda, no Weekly, no Soyuzivka, no scholarships, no Ukrainian identity.

The fact is that eventually we may be forced to merge by the New Jersey insurance commission. We still have some time, however; not a lot of time, but some. A radical change in attitude and perception can turn the UNA around.

First, we need to stop thinking "surviving" and start talking "reviving." We must find a way to reach the young generation and the Fourth Wave. Complaining about their indifference provides an excuse, not a solution. According to market specialist Susan Fournier of the Harvard School of Business, the main reason people remain loyal to a product is that it "contains meanings that resonate in a person's life." Culture determines meanings, but culture evolves. Every product must connect with a new generation of consumers or die.

Second, we need to understand that there is no quick fix. It took many years of complacency to sink to our present level. Radical change must come in small increments, in small solid victories that will involve commitment and perseverance.

Finally, we need to elect a leadership with vision, values and most important of all, energy. We need young people who believe in the Ukrainian National Association, leaders who appreciate our mission and can inspire us to work with them towards common, well-defined and achievable goals.

But if the average age of our delegates is a tired 60 plus, you ask, where can we find the kind of leaders we need? They're out there. And they will be at the convention. Remember. One does not have to be a convention delegate to be elected to the UNA General Assembly.

Today, the Ukrainian National Association has a problem. But it's not just a UNA problem. The UNA has been an integral part of the Ukrainian American community for 108 years. Make no mistake. Its disappearance will impact all Ukrainian Americans. It will be a moral defeat of incalculable proportions.

Myron Kuropas' e-mail address is: [email protected].

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