January 2007

F4CP issues 2006 report card:
18.5 million saw Sarah Harding ads

The Foundation for Chiropractic Progress (F4CP) has issued a report card on its work for 2006. Its accomplishments include reaching more than 18.5 million subscribers to major publications with a positive public-relations campaign; the development of a board of directors and an advisory committee representing a cross-section of the chiropractic industry; and major financial support from chiropractic suppliers, associations, schools, and organizations.

• Public relations and advertising. The Foundation engaged the services of CPR Communications. Since July, the agency placed ads featuring F4CP spokesperson Sarah Harding, Ms. Fitness USA 2006, appeared in Sports Illustrated, Newsweek, U.S. News, Business Week, New York Times, and the Health Magazine and reached more than 18.5 million subscribers.

Additionally, a 30-second Harding commercial aired January 6, 7, and 15 on the Fox Sports Network broadcast of Ms Fitness USA 2007 contest. The spot ran twice during the one-hour program. It is estimated that the multiple showing of the spot will reach 150 million households in the country.

• Financial support. Fund raising efforts have resulted in $50,000 from the American Chiropractic Association; $50,000 from the Association of Chiropractic Colleges; $200,000 of a $1 million pledge from Foot Levelers; $100,000 from NCMIC; $140,000 and an additional $50,000 on a pledge of $250,000 from Standard Process made a contribution of on a pledge of $250,000; $50,000 in cash and in-kind donations from Chiropractic Economics; $30,000 in in-kind donations from Dynamic Chiropractic; $5,000 for a total contribution of $50,000 from Breakthrough Coaching; $10,000 from The Masters Circle; in-kind contribution for the design of a consumer section of the Foundation Web site from Patient Media; and monthly contributions totally more than $16,000 from pledges from individual chiropractors.

Income for 2006 was $574,523, with expenses at $534,508.

For a complete list of 2006 donors, click here.

• Board of Directors. F4CP has had a positive effect in unifying the various factions and interests in the profession. Kent Greenawalt, chairperson of the Foundation, has brought together representatives of the various segments of the profession into an organized Board of Directors that increased its composition, scope and activities in 2006.

The members of the Board of Directors include: Kent S. Greenawalt, chairperson; Dwayne Bennett, vice president of Foot Levelers; W. Kendall Brown; Gerry Clum, DC, president of Life West; Joseph D. Doyle, publisher of Chiropractic Economics; J. Michael Flynn, DC; Bob Hoffman, DC, president of The Masters Circle; Don Petersen, publisher of Dynamic Chiropractic; and Mark Sanna, DC, president of Breakthrough Coaching.

• Advisory Committee. To further broaden the representation from the profession, the Foundation Board of Directors appointed an advisory committee composed of vendors, association staff, and college presidents to provide input into the Foundation’s decision-making process and assist in implementing its goals.

The membership of the advisory committee includes: Carol Ann Malezia, DC; Fabrizio Mancini, DC, president of Parker College; Erik Plasker, DC, president of the Family Practice; Daryl Wills, DC past president of ACA; Felicity Feather-Clancy, ACA vice president of communications; Kathy Chittom, executive director, Chiropractic Association of Louisiana; Chelsea Pfeifer, SACA Liaison; Tom Klapp, DC, past president of COCSA (Congress of Chiropractic States Associations) and member of Life Board of Regents; Steve Simonetti, DC, past president of COCSA and past president of New York Chiropractic Council.

• Association support. Nineteen state associations as well as the ACA and the International Chiropractors Association (ICA) have given formal support to the campaign.

• Chiropractic media support. The editors of Chiropractic Economics and Dynamic Chiropractic have issued numerous editorials in support of the Foundation and have provided space for placement of Foundation ads encouraging contributions from the profession.

The publisher of Chiropractic Products issued a strong editorial in September and has continued to publish Foundation advertisements throughout the year. Today’s Chiropractic Lifestylehas planned three feature articles on the Foundation beginning in December.

In addition, there is support from The American Chiropractor and DC Products Review, marking the first time that all major professional publications are on-board with a national effort, educating and informing the profession of the Foundation's activities.

Plans for 2007

The Foundation will build on the success of 2006. Goals include the following:

• Increase individual DC support. The Foundation will partner with state associations to update their members and ask for support.

• Increase PR efforts substantially. PR efforts will include a monthly press release to the general media on a topic related to the profession and a public service announcement for print, television, and radio.

F4CP will continue to advertise in national publications with circulations of more than 1 million subscribers.

Industry News from:
Chiropractic News from: