MONTEREY, Calif. -- The Produce for Better Health Foundation is stepping up its efforts to bring in more members in a move to raise an additional $600,000 needed to meet its 1994 budget projections.
At its recent annual meeting here, the foundation's board of directors agreed to a plan that includes realignment of staff and resources as well as an aggressive membership drive to reach a budget goal of $1.5 million by year's end.
Membership in the foundation is open to anyone interested in promoting the 5-a-Day message. Several categories of membership exist, ranging from general members who contribute $200 annually to sustaining members who contribute $100,000 annually. "I am extremely confident that within 90 days we will have the lion's share of the money we need to reach or even exceed our goal," said Dave Eldredge, vice president of sales and marketing for Tanimura & Antle, Salinas, Calif., and chairman of the foundation's fund-raising committee.
"I'm amazed how many different avenues there are out there to raise the money," he said in an interview with SN. "We just need to utilize a strong vehicle for making it happen."
The foundation, based in Newark, Del., jointly manages the 5 a Day for Better Health Campaign with the National Cancer Institute. The campaign is designed to encourage consumers to eat five servings of fruit and vegetables each day.
The foundation's 1994 budget is more than $500,000 larger than last year's budget, primarily due to a more aggressive communications plan than in past years. The plan, as reported last week, includes radio and television public service announcements and national media events for 5-a-Day week, which is Sept. 11 to 17, 1994.
The program is flexible enough, say organizers, so that elements can be pared back if revenue goals are not reached. Although the board discussed the possibility of hiring a full-time recruiter, the directors agreed to allow existing staff members to realign their responsibilities in order to step up their recruitment efforts. Brian Krieg, the foundation's executive director, said after the meeting that an exact plan for shifting resources and staff is in the works and will be reported to the fund-raising committee in the coming weeks.
Each board member agreed to take a more active role in recruiting new members. They agreed to try to recruit companies with whom they do business and who are currently not contributing to the foundation. The board also agreed to create a marketing task force of board members to help communicate the benefits of participating in the foundation.
The fund-raising committee will meet again in late June during the Annual Produce Conference in Santa Barbara, Calif., to review the fund-raising strategies and set new priorities if needed.
