In traveling around the country, speaking to many members at AOPA Pilot Town Meetings, reading the mail sent, or taking your telephone calls, there are several items in the category of "frequently asked questions," or FAQs. This month I thought I would use this space to answer FAQs.
Members ask three common questions regarding the mail we send. First, many inquire as to why they get invitations to join the association when they are already members. Obviously, we don't like the expense or irritation of soliciting a present member of AOPA, but a large, strong membership is essential to getting the attention of those on Capitol Hill. With a shrinking pilot population it becomes more difficult each year to reach potential new AOPA members. Therefore, in the past few years we have turned to mailing lists from companies involved in supplying aviation services. Much of the success with our growth can be directly attributed to the use of these lists.
Often, however, in spite of passing the names and addresses through more than eight levels of computer matching with current members' records, we don't eliminate all duplication. For example, a member who made an aviation catalog purchase could have used his business address, while his AOPA membership is listed at a home address. The most complex matching program cannot eliminate this redundancy, unless we match on name alone — which would eliminate all common names from large urban areas, such as all John Smiths from New York City. If you receive such a new member mailing from us, please call our toll-free number so that we can adjust the records to prevent this happening in subsequent mailings.
The second big question surrounds the multiple notices that AOPA sends to members at renewal time. No one wants to cut the number of notices more than I. But, once again, we need each and every current member to renew each year in order to maintain our size and strength. Over the years the number of notices has been statistically researched as to need and performance. Members have alternatives, however, and one has been gaining popularity since we initiated it in 1992: Automatic Annual Renewal (AAR). Almost 75,000 AOPA members receive no renewal notices because they have opted for AAR, which charges the annual AOPA membership fee and participation in other programs to the member's credit card. Not only does this program eliminate expensive renewal mailings, but we also offer members on AAR a $2-a-year enrollment discount, allowing them to share in our savings. Members also can request that they receive only one renewal notice.
The third FAQ relative to mail is "Why do I get so much mail from the association, trying to sell me products and services?" Often members are surprised when I remind them that AOPA dues account for less than 40 percent of our annual operating expense. Almost one-third of the association's annual budget is funded from AOPA Certified products and services. These are provided by vendors who give AOPA a small royalty based on member participation. In almost all cases the mailing you receive is paid for by the company participating in the program, and not AOPA member funds. My hope is that if the product or service is of use to you, and priced competitively, you will choose the AOPA Certified company in support of the association.
As an example, some 110,000 members carry the AOPA credit card, supporting a program that contributes to keeping dues low and helps to fund AOPA's many worthwhile programs for general aviation. As with the other mailings, if you do not wish to receive mailings from these vendors, just let us know and your membership record will be changed accordingly.
A change in the way we are supplying AOPA's Aviation USA causes this FAQ: "Why don't I get the annual airport directory at the beginning of the year anymore?" Well, in an effort to take advantage of new technology that allows more than one printing a year, and to prepare ourselves for the future when this valuable pilot reference will be constantly updated electronically, last year AOPA began providing the book at renewal to those members who requested it. That is why many accustomed to receiving the book at the start of the year have been curious.
"Why does the AOPA Air Safety Foundation (ASF) need to call me at home, asking for a donation?" The many valuable safety initiatives undertaken by our sister organization are funded primarily by pilot contributions. AOPA provides less than 10 percent of the total annual expense of running the foundation. While ASF has consistently attempted to use direct mail and other fundraising means, telemarketing has been far more successful. Last year, members responded by contributing more than $1.5 million.
Last, and perhaps most important, as everyone looks to the information superhighway, we are asked "Why are you on CompuServe, rather than the service I use (America Online, Prodigy, etc.), and when will AOPA be on the Internet?"
The commercial online services work on an exclusive basis. You can be on only one, and AOPA started its association with CompuServe (CIS) in the early 1980s. Much of AOPA Online is classified as a private forum on CIS, which is the reason that access carries a slight surcharge. It seems unfair for all 340,000 members to support the 15,000 users of AOPA Online.
On the other hand, the Internet provides us the opportunity to reach pilots worldwide. Therefore, late last year your association posted pages at http://www.aopa.org. The primary purpose of the present web pages is to introduce people to the organization and promote general aviation. We anticipate devoting major resources to the Internet in coming weeks and months as a means to increase and augment member communication.
Our basic mission at AOPA is to serve you, the member. To do that with the quality that has become expected of this 57-year-old organization requires dedicated people and substantial resources. Your comments and concerns about the organization are as important to us as the general aviation information, education, and advocacy services that we provide for you each day.
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