Last month, the Checkoff released the Investor Relations Survey to gauge our efforts so far, pulse what’s working, what needs improvement and where you want more focus on. You spoke, and we listened. Now, in the spirit of full transparency, we’re sharing the results with you.
What do producers like you want to hear about?
We asked what matters most when it comes to Checkoff communications, and the results were clear. An overwhelming majority of producers selected program updates and progress (83%) as their top priority for communication, followed by education and training opportunities (73%), and industry trends and relevant news (65%).
How often do you want to hear from us?
More than 50% of investors + industry partners prefer to receive Checkoff updates on a monthly basis rather than biweekly or weekly. Additionally, when it comes to how you want to stay informed, the most preferred form of communication is the CMC monthly newsletter (60%) to receive these updates.
We’ve reworked our approach to keep updates meaningful and efficient. Monthly newsletters will now serve as the main source for Checkoff updates, while weekly emails will be reserved for “Special Announcements” that are time-sensitive and directly relevant. This shift was made with your feedback in mind, ensuring you get the information you need, without the inbox overload.
What do you think about us?
Producers like you are standing behind the Checkoff, with nearly 80% ranking support at an 8 or higher on a 10-point scale. This overwhelming confidence reaffirms that the programs and initiatives in place are making an impact and delivering value to the industry.
Beyond support, producers are also eager to share the Checkoff’s progress. Many are already passing along updates to their networks, discussing key initiatives at industry events and helping spread awareness, even if it’s as simple as forwarding an email. This collective effort strengthens the Checkoff’s reach and ensures that more industry voices are part of the conversation.
Where can we improve?
One of the most important aspects of the Checkoff is ensuring that every producer knows exactly where their dollars are going and the impact they’re making. While over two-thirds of respondents feel informed about how Checkoff funds are used, about 30% said they still want more transparency.
Your feedback makes it clear: regular updates, more visibility on fund allocation, and easier access to reports and data are top priorities. Much of this information will be included in the Producer Portal, where you can access this information at your convenience. Additionally, we’ll be including a “Checkoff Dollars Check-In” section in the monthly newsletter starting next month, which will come from Rich O’Connor, our Treasurer, to provide a snapshot of fund updates.
What’s next?
You might have already noticed some updates based on your input. Our monthly newsletter got a refresh to deliver clearer, more valuable updates, with more to come next month. Our social media pages are now fine-tuned for timely announcements and event reminders, so if you haven’t yet, be sure to follow us! The Producer Portal is live, giving you direct access to key documents and data, and we’re working on making regional and national program updates more frequent in both the newsletter and on our website.
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These changes are just the start, and we’re committed to keeping the information you need right at your fingertips. The Checkoff was built to work for you, and we’re making sure it stays that way. Keep the feedback coming, and we’ll keep delivering.
– Brendan Quinn
