People see between 4,000 and 10,000 advertisements each day, according to marketing firm estimates. But — thanks to everything from information overload to conflicting details — they notice only about 100 of those messages.

This tendency to choose what images and information to absorb and believe — reported by Missouri’s Red Crow Marketing in 2015 — makes it critical for the American Legion Auxiliary to use care when sharing news and ALA-branded materials. That same care should apply in all types of messages, from those on websites and in social media to those in conversations and at events.

Messaging should be clear, consistent, and aligned with the national organization’s mission and branding. Providing accurate and up-to-date materials and messages helps ensure the information cuts through the clutter to inform and inspire. 

For those who currently belong to the ALA, accurate and aligned messaging instills confidence that we can trust the information presented. For prospective members, it sparks interest and builds understanding. 

When inconsistent and out of date, however, branding and messages can leave people confused about what should get their attention and what they should ignore. It can lead them to question what they should believe. And it can lead prospective members to tune out and lose interest in joining.

There are five key steps the ALA can take at the department and unit levels to ensure your messages rise above the noise and foster a sense of community and understanding:

1. Tell a consistent story. From the tagline on ALA materials — a community of volunteers serving veterans, military, and their families — to the text in social media posts, Auxiliary units should use language that’s consistent with messaging in support of veterans, servicemembers, and their families. This uniform approach helps to eliminate confusion about what the ALA does — especially for those searching for information about the organization online. 

2. Maintain a schedule. Sticking with a regular schedule of sharing information also is critical. This schedule is particularly important for social media posts, which the Pew Research Center in 2023 reported were where half of U.S. adults turned to for information. An ALA unit that consistently provides information on Facebook and other social media shows that it’s active, and it keeps its members up to date on events and other news.

3. Share a variety of information. Notifying members — and the public — about happenings like spaghetti dinners is important, but so is sharing details about the mission that these activities and others like them support. This mission-focused information is a helpful reminder for current members, and it’s a crucial piece of background for those who are trying to learn more about the ALA as they consider joining.

4. Remember prospective members. ALA members may know acronyms like SAL and VA&R like the backs of their hands. But someone who’s simply doing research about the Auxiliary may not be familiar with the Sons of The American Legion or Veterans Affairs & Rehabilitation. That’s why it’s important to keep both current and prospective members in mind when sharing information about an ALA unit and its activities, using clear terms and avoiding the use of acronyms without explanations.

5. Follow ALA National Headquarters’ lead. When in doubt, ALA departments and units can turn to www.ALAforVeterans.org and social media accounts for the organization’s National Headquarters. There, they’ll not only find examples of the latest information and the appropriate tone for communications, but they’ll also find helpful resources. 
 
Branding Information and Inspiration
American Legion Auxiliary materials, sites, and other references that can help with consistent branding and messaging:
• Website: www.ALAforVeterans.org
• Facebook: www.Facebook.com/ALAforVeterans
• Instagram: www.Instagram.com/ALAforVeterans
• Email with questions: PublicRelations@ALAforVeterans.org