Get acquainted with the alliance

It's been nearly 10 years since the National Roofing Foundation (NRF) formed The Roofing Industry Alliance for Progress, a group of contractors and manufacturers who have pledged significant amounts of money to an endowment fund focused on improving the roofing industry. During those years, the alliance's fund has grown from its original target of $7 million to more than $10 million. And contributors have increased from 79 contractors and 13 manufacturers and suppliers to 97 contractors and 30 manufacturers and suppliers. Although the alliance has funded significant initiatives important to the roofing industry, few outside the alliance are aware of them.

"We just haven't told our story enough," says Steve Kruger, chairman of the alliance and president of L.E. Schwartz & Son Inc., Macon, Ga.

But the story is impressive.

Recent programs

NRF is a separate but related organization to NRCA that undertakes educational and research projects, and the alliance is a way to achieve those goals. A lot has happened since the alliance accepted its first project—creating worker training programs for specific roof system types. By all accounts, the worker training programs have been successful—more than 7,000 training videos currently are in use. They provide essential information about roof systems and help establish a roofing career path for workers.

But the alliance wanted to do more than educate the work force. It wanted to figure out how to attract workers to the industry, why workers enter the industry and how to keep them.

To determine employee satisfaction, the alliance contracted with The Gallup Organization, Princeton, N.J., to provide an in-depth study of how roofing employees view their jobs. The study asked workers why they entered, remained and left the roofing industry and formed the basis of future NRF work force initiatives, such as a public relations campaign to attract new workers to the industry and a roofing career video distributed to vocational, educational and government institutions. As a result of the public relations campaign, the roofing industry's potential for workers was mentioned in several newspapers, including Chicago Sun-Times, Detroit Free Press, Houston Chronicle, The Kansas City Star, St. Louis Post-Dispatch, The Wall Street Journal and Washington Post.

In 2002, the alliance funded another study regarding the work force. This study, conducted by a professor at the University of Kansas, Lawrence, focused on effective methods for recruiting, training and retaining qualified workers. The study results provide contractors with a benchmark to assess their employment practices.

Although studying the work force provided beneficial information, alliance stakeholders knew broadening their research scope would help the roofing industry.

"Year after year, we in the roofing industry tend to stay internally focused until something important needs our attention," Kruger says. "The alliance is an avenue to deal with problems before they escalate."

One such problem is energy efficiency and roof systems. In 2003, the alliance committed $75,000 to a roof system longevity study to help determine whether existing IRS depreciation rules for nonresidential roofs were realistic. The study, conducted by Ducker Worldwide, Bloomfield Hills, Mich., served as the basis for legislation that has been introduced in Congress to amend Section 168 of the Internal Revenue Code to allow building owners to depreciate a roof system over a 20-year period rather than 39 years. The shorter depreciation schedule would allow building owners to replace inefficient roof systems with higher-quality, more energy-efficient systems.

The roof system depreciation study is just one example of how industry segments were able to work together to provide information valuable to the entire industry.

"The greatest contribution the alliance has made is getting manufacturers and contractors to work toward a common goal," says Jamie McAdam, incoming alliance chairman and president of F.J. Dahill Co. Inc., New Haven, Conn.

Another example of that teamwork is "The Roofing Industry in 2025," a study of the future of the roofing industry. The study identifies advances in communication technology that fundamentally will change the construction industry during the next 20 years. Conducted by Atul Dighe, senior futurist with 5 Big Questions About the Future, Bowie, Md., the study helps roofing professionals think proactively about the future of their businesses.

"What's great about the alliance studies is that they are projects the manufacturing and contracting communities can't do alone," McAdam says. "All the alliance projects benefit the industry in the long-term."

Ongoing projects

In addition to its many studies and projects, the alliance sponsors its popular Most Valuable Player (MVP) Award program, which recognizes outstanding roofing workers from throughout the U.S. during NRCA's annual convention. Since its inception in 1999, the alliance has honored 60 employees.

"People think the MVP program is spectacular," McAdam says. "It really shows employees they are valued for being outstanding performers not only at job sites but in their communities."

The alliance also has several other long-term projects currently in development. One such project, which is slated to be completed this fall, is a study documenting best practices for preventing repetitive-stress injuries in the roofing industry. The study's focus will be on worker education, redesign of work methods, and improved design of tools and equipment.

Another project, which should be completed this summer, is a study of meaningful solutions to the current problems with insurance liability. The research will offer data and solutions regarding federal, state and regulatory insurance reform; potential improvements within the insurance industry; and recommendations about how contractors can improve their situations.

The ongoing project that is, perhaps, most ambitious is the alliance's support of NRCA's energy-awareness program, set to be launched in 2006. The alliance has committed $60,000 to help NRCA and other industry organizations develop an educational and public relations campaign related to saving energy by choosing the appropriate roof system. The program, originally targeted at the building owner community, will enable contractors to show building owners how quality design, materials, insulation and maintenance contribute to buildings' energy efficiency.

The future

"The alliance's goal is not to raise money," Kruger says. "Money is simply the means to achieve our goals."

To become part of The Roofing Industry Alliance for Progress, contact Bennett Judson, NRF's executive director, at (800) 323-9545, Ext. 7513, or bjudson@nrca.net.

Ambika Puniani Bailey is editor of Professional Roofing and NRCA's director of communications.

The quiet giver

Since 1994, the National Roofing Foundation (NRF) has been awarding $1,000 scholarships to students who plan to attend post-secondary institutions or vocational schools. But few students seem to be aware of the scholarships, which are available to employees, immediate family members of employees or immediate family members of NRCA contractor members. To date, 43 students have benefited from the program and received $214,000.

To raise money for the scholarships, NRF holds a biennial car raffle at NRCA's annual convention. This year, $63,000 was collected for the scholarship fund. The next raffle will be held during NRCA's 120th Annual Convention in San Antonio in 2007. The deadline for applications for the 2005-06 scholarships is Jan. 31, 2006. If you would like to contribute to the scholarship fund or want more information, contact Bennett Judson, NRF's executive director, at (800) 323-9545, Ext. 7513, or bjudson@nrca.net.

In addition to its scholarship program, NRF has a planned giving program, which asks industry leaders to contribute to NRF as part of their estate plans. Bill Glenn, formerly of Olsson Roofing Co. Inc., Aurora, Ill., is chairman of the Planned Giving Initiative National Committee and has made a significant contribution to the planned giving program. Glenn and other Planned Giving Initiative National Committee members will be contacting contractors who are nearing retirement to gauge their interest in the planned giving program. The money earned via the program will be used to further NRF's goals. For more information, contact Judson.

Did you know ...

About 30 percent of roofing workers are enthusiastic about their jobs, and about 60 percent believe their jobs are "OK"?
—Employee Satisfaction in the Roofing Industry: Quantitative Results

The key aspects that will appeal to the younger generation of roofing workers are family orientation and teamwork, flexible schedules, use of technology and a pathway to entrepreneurship?
—The Roofing Industry in 2025

The key challenges medium-sized roofing contracting companies will face in 20 years are capital investment in new equipment, competition from aggressive large contractors, and recruiting and retaining top talent?
—The Roofing Industry in 2025

Use of a company vehicle during off-hours is the most common nontraditional benefit provided to field personnel followed by lending assistance?
—Best Employment Practices for the Roofing Industry

Ninety percent of building owners say they use more insulation (or other energy-saving methods) when they replace or re-cover an existing roof system?
—Comprehensive Nonresidential Building Analysis to Estimate the Current Reality of Roofing Longevity

The average life expectancy of a low-slope roof system is 17 years?
—Comprehensive Nonresidential Building Analysis to Estimate the Current Reality of Roofing Longevity

The key challenges small-sized roofing companies will face in 20 years are rising insurance costs, shrinking margins, and keeping up with the latest breakthroughs in materials and installation?
—The Roofing Industry in 2025

Research indicates a portion of existing building stock (built before 1980) has roof systems with little or no insulation as part of a full system?
—Comprehensive Nonresidential Building Analysis to Estimate the Current Reality of Roofing Longevity

Compared with workers in other industries, roofing workers are less likely to receive feedback about job performance, encouragement to learn more and praise for good work?
—Employee Satisfaction in the Roofing Industry: Quantitative Results

There is little difference in job satisfaction between union and open-shop roofing workers, and African-American and Spanish-speaking workers have above-average levels of job satisfaction?
—Employee Satisfaction in the Roofing Industry: Quantitative Results

Of a roofing company's multilingual employees, 34 percent are employed in the field, 2 percent are employed in the office, and 56 percent are employed in the office and field?
—Best Employment Practices for the Roofing Industry

When asked what would keep them from leaving their jobs, a majority of workers cited compensation issues?
—Employee Satisfaction in the Roofing Industry: Quantitative Results

To purchase any of these studies, all conducted by The Roofing Industry Alliance for Progress, contact NRCA InfoExpress at (866) ASK-NRCA (275-6722) or shop online at shop.nrca.net.