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Sarah Baker Andrus, Jim Northrop Inducted into DSEF Circle of Honor

Sarah Baker Andrus, Jim Northrop Inducted into DSEF Circle of Honor

Every year, DSEF counts on contributions from those in the direct selling community to fund its many programs that benefit consumers and DSA member companies. Those initiatives would not be possible without the leadership and involvement of those who volunteer their time and efforts.

DSEF annually honors those who go above and beyond the call of duty in helping the Foundation continue its mission by awarding the prestigious Circle of Honor Award, one of the highest individual recognitions in the direct selling industry.

The Circle of Honor Award was created in 1988 to recognize those who have made extraordinary contributions to the Foundation through their personal efforts, involvement and commitment to the mission and purpose of DSEF. Past winners include such direct selling giants as Mary Kay Ash, J. Stanley Frederick, Doris Christopher and Neil Offen.

This year, the DSEF Board of Directors’ Executive Committee selected two individuals who have continually made significant contributions to the Foundation: Sarah Baker Andrus and Jim Northrop.

“For over a decade both Sarah and Jim have been tireless volunteers, always among the first to offer their expertise, their experience and their wisdom despite the many demands of their own schedules,” says Charlie Orr, DSEF Executive Director.

Sarah Baker Andrus

Sarah Baker Andrus has assisted DSEF as a volunteer for more than a decade, serving on committees, chairing special projects, leading research efforts and speaking on behalf of the Foundation. She currently serves on the DSEF Board of Directors as Vice Chair, and is leading the effort to create the industry’s landmark Direct Selling Entrepreneur Program for community colleges.

“Sarah always serves with such professionalism, grace, energy and poise,” says Orr. “She is passionate about the industry. She is an advocate for what the direct selling business model can do to change lives, especially the lives of young people—the direct sellers of tomorrow.”

The Circle of Honor Award came as a complete surprise to her. “I was absolutely floored,” she says. “I was stunned and amazed, and so honored that it was presented by my friend John Fleming [Publisher of Direct Selling News]. To be in such great company as direct selling luminaries was really remarkable and just stunning to me.”

Baker Andrus says her association with DSEF has given her the chance to grow professionally and give back to an industry from which she has received so much. “In my work with CUTCO/Vector and DSEF, I have seen how sales experience can be transformative and can lead to both personal and professional growth. So I am really honored to serve DSEF in a way that can bring the direct sales opportunity to people who can benefit from it.”

Baker Andrus currently serves as Director of External Relations and Academic Programs at CUTCO/Vector Marketing, where she directs Vector Marketing’s public relations efforts for the field organization and oversees the company’s philanthropic relationships with academia. She also serves as a corporate spokesperson to the media. Previously she served as Vector’s Director of Campus Relations, where she broadened the company’s ability to strengthen campus connections and enhance its recruitment efforts.

“We are so proud of Sarah,” says Jim Stitt, President and CEO of CUTCO. “She is very committed to our business and she has demonstrated that passion in the work she has done with DSEF. She is very deserving of this most prestigious recognition.”

Jim Northrop

Jim Northrop, President and CEO of Winfield Consulting, also has a long list of DSEF contributions and accomplishments.

Northrop is Past Chair of the DSEF Academic Committee, has presented at DSEF’s Direct Selling Days on Campus and has worked with professors at DSEF seminars. He currently serves on the Board of Directors for both the Direct Selling Association and DSEF. Northrop will also serve on the DSEF Executive Committee for the 2012-2013 term.

“Jim’s active participation as a DSEF Board member, his engaging thought leadership with his colleagues and his personal financial contribution to support the Foundation’s initiatives represent a perfect model for all DSA executives to emulate,” says Tom Kelly, President and CEO of Silpada and outgoing DSEF Chair.

Northrop now leads Winfield Consulting, which provides consulting services to the direct selling industry. He served as President and CEO of Immunotec, Inc. as well as President and CEO of Readers Digest Inc.’s Quality School Plan Division. He was Chairman and CEO of Princess House from 1994 to 2006.

Like Baker Andrus, Northrop was surprised by the Circle of Honor Award. “I was completely taken aback,” says Northrop. “Frankly, I never expected that I would be a Circle of Honor recipient. I have been fortunate to be in the direct selling industry for nearly the last 20 years, and have had the honor and responsibility of leading some very good companies, and it has been a lot of fun as well as very gratifying and rewarding.”

His long-standing association with DSEF has been gratifying as well.

“I find the Foundation is actually the point of the spear for the direct selling industry in terms of creating a positive sense of direct selling and the value that it adds both economically and socially to the U.S. and nations worldwide,” he says. “The goal of the Foundation in compiling and providing information regarding direct selling and forming alliances with very strong and positive partners has enabled it to be sort of a spokesperson that has been effective in conveying very positive information. Add to that the educational initiatives of the Foundation that have recently focused on developing a curriculum for practitioners of direct selling, which is just beginning to get off the ground but has been positively received. I feel very gratified to have been involved with the Foundation as it has developed its initiatives and its role as a thought leader and spokesperson for all the good that direct selling does.”

“Currently, Jim is leading DSEF’s strategic planning efforts as we approach our 40th anniversary,” says Orr. “There is no one better equipped to guide this process than Jim Northrop.”

Worthy Honorees

The Circle of Honor Awards were presented to Baker Andrus and Northrop during the DSA Annual Meeting held in Grapevine, Texas, on June 4.

Orr, who has worked with both over the years, could not be happier with the recognition both have received for their contributions to DSEF.

“Sarah and Jim are two very worthy honorees in sustaining DSEF’s efforts to create a market climate of trust for the industry’s ethical entrepreneurship,” says Orr.


Kirby Executive Finds Ironman to be True Softie

Kirby Executive Finds Ironman to be True Softie

Sometimes perseverance alone wins the race. And sometimes it walks hand in hand with a little bit of luck. Steve Baden discovered that at the Entrepreneurs in Action Walkathon held June 3-5 during the DSA Annual Meeting in Grapevine, Texas.

Baden, Vice President of Business Compliance for the Kirby Company, was one of nearly 100 direct selling executives to join the Direct Selling Education Foundation in support of the Network for Teaching Entrepreneurship (NFTE), which helps at-risk youth find their pathways to a brighter future.

Baden signed up for the event with one goal in mind: to walk as much as possible in order to raise money for NFTE’s initiatives. However, as he was leaving for his trip, he realized prizes were to be awarded in three categories, including Most Miles Walked. Baden was suddenly further incentivized.

“I looked at the Grand Prize and it was two nights in Las Vegas with spa privileges at a luxury hotel. And I thought, ‘Wow!’ My wife [Stephanie] and I are celebrating our 30th anniversary this year. We were planning to go to Phoenix for a wedding and some business. So we thought we’d make a whole anniversary celebration out of it—go to Sedona and the Grand Canyon and then on to Las Vegas, where she had never been,” he says.

So Baden was determined to win the Grand Prize—a two-night stay at the Aria. At the end of Day 1, he turned his numbers in and found he was well ahead of the other walkers. At the end of Day 2, he was even further ahead.

“I am waking up at five in the morning,” says Baden. “I must have walked the [Gaylord Texan] property at least eight times.”

On the last day Baden turned in his numbers: more than 42,000 steps. “I am well ahead; it’s in the bag,” he says.

But, alas, it was not. Another walker, Elad Daniel, CEO of DSA Supplier Member company WoodenArk, had overtaken him.

“I come back after the deadline and I see Elad on the leader board,” laughs Baden. “He has 19,000 steps on Day 2, and on Day 3 he has 37,000. He blew me away by 15,000 steps!”

Come to find out, Daniel participates in Ironman contests and was in training to run a marathon. He ran half a marathon the day before and close to a full marathon that morning. In total, he logged 57,249 steps during the three-day event.

“My wife was just howling,” says Baden. “I’d run into an Ironman.”

But Baden is one to never say die. He decided to approach Daniel to see if he would be willing to swap his prize for the two-night stay at the Peabody in Orlando that he had won for taking First Place.

“I finally catch him in his room,” Baden says. “I introduce myself and he just starts cracking up. He felt bad that he had beaten me, especially since he was just doing it for fun.”

During their conversation, Baden told DanieI he was taking his wife to Las Vegas to celebrate their anniversary. “Stop! It’s yours,” Daniel told him. “I am Israeli. I live in Tel Aviv and I would never use it.”

“I was just blown away,” Baden says. “He could not have been more gracious. He was such a gentleman. We had a good laugh about the whole thing, and now we are going to see about business prospects. So I made a good friend.”

And a memorable anniversary trip as well.

Baden and Daniel were not the only participants who demonstrated a competitive streak during the Walkathon. Joseph Di Ciacco, Vice President of Carico International, Inc., racked up enough steps to take second place, receiving an all-expenses-paid, one-night stay for two at the Broadmoor Resort in Colorado Springs, with golf.

NFTE Students Embody Spirit of Entrepreneurship at DSEF Walkathon

NFTE Students Embody Spirit of Entrepreneurship at DSEF Walkathon

Students from the Dallas Chapter of the Network for Teaching Entrepreneurship (NFTE) embodied the real possibility and spirit of entrepreneurship and opportunity that each and every individual has the right to pursue, according to Connie Tang, President and CEO of Princess House, Inc., one of the nearly 100 direct selling executives who joined DSEF staff and members of NFTE for the Entrepreneurs in Action Walkathon.

The three-day event, hosted by DSEF, was held this month in Grapevine, Texas, during the DSA Annual Meeting. DSEF chose NFTE to be the recipient of its annual charitable effort for the work it does in helping at-risk students stay in school. NFTE, which was founded in New York in 1987, currently has 11 affiliate offices throughout the United States that provide programs that inspire young people from low-income communities to graduate from high school and to learn the necessary skills for creating their own business plans—in essence, helping to shape them into the entrepreneurs of tomorrow.

During the Annual Meeting, DSA members had the opportunity to support NFTE’s goal of helping youth find their pathways to a brighter future through the walkathon, and meet some of the students who participate in the organization’s programs.

“Participating in the DSEF Walkathon was a wonderful experience that provided a firsthand connection to the children who benefit from the NFTE Program,” says Tang. “The program is proof positive that environmental circumstances and situations are not the be all and end all to a child’s future. Access and exposure to mentors, genuine care and quality curriculum in a challenging yet nutritive environment can foster the most amazing innovation in our future leaders. We saw it there in Dallas—from a shoe product, balloon-encased creations and eco-friendly lawn care to Spanish-language development for teachers to support ESL students.”

Karen Ezell, Program Director for NFTE, says the walkathon was a complete success for NFTE and her students. “The kids absolutely loved it,” she says. “They thought it was so inspiring to see so many successful entrepreneurs. They were so motivated by what people can accomplish when they put their minds to it.”

What was particularly inspiring to Ezell was to see the interaction between the NFTE students and DSA members. “It was a great event to teach young people how to talk confidently with an older generation, and to make that connection through business and business ideas. It was nice to see a group of young people confident enough to be able to do that. I think it is a testament to NFTE’s program and its teachers that they have trained young people to feel confident and secure.”

It is also a testament to the entrepreneurial spirit of DSA member executives, who Ezell sees as mentors and coaches who can help inspire young people to be successful entrepreneurs. “That is what is so great about the direct selling industry and DSEF—the opportunity to have such a wealth of knowledge at young people’s disposal. These young people we are teaching and training to be entrepreneurs could be the next people running the Mary Kays, the Avons, the Pampered Chefs. I think there is a great synergy between the two.”

DSA members were appreciative of the event as well, particularly for the opportunity to meet the NFTE kids. “It was wonderful to participate in the DSEF Walkathon supporting young entrepreneurs,” says Cari Christopher, President of Signature HomeStyles, one of the sponsors of the event. “Seeing these young students take action and create a business of their own was inspiring!”

NFTE’s Youth Entrepreneur Challenge

NFTE helps students develop the skills necessary to become tomorrow’s entrepreneurs. As part of its curriculum, NFTE holds the National Youth Entrepreneur Challenge annually in which students are encouraged to develop business plans and create 30-second sales pitches to promote their businesses. Regional winners attend the nationwide business competition held in the fall.

The direct selling industry was well represented at the Dallas Youth Biz-Plan Challenge, held June 1. DSEF Executive Director Charlie Orr served as a judge along with Kate Gardner, Chair of the DSEF Community Partner Program and SUCCESS Foundation Executive Director; Allison Levy, General Counsel for AdvoCare International; and Kerry Tassopoulos, Vice President, Government Relations & Compliance for Mary Kay Inc. The judges had the difficult task of selecting the two regional winners who will go on to compete nationally this fall.

“Judging children on their fledgling entrepreneurial endeavors is a combination of daunting and gratifying,” says Gardner. “These kids were intimidating. They were brimming with confidence, which speaks volumes to the work NFTE has done with them.”

At Sunday’s brunch, 14-year old Guadalupe Gamino, the first place winner in the Dallas round of the Challenge, presented her plan for a business called Tranzparent Heel Holderz, which helps women who struggle with keeping dress shoes on while walking by providing clear bands to keep the heels in place.

Guadalupe will travel to New York City in October with second place winner Oliver Gomez to compete for up to $10,000 in the nationwide competition. Oliver, who is also 14, created a business called Why Can’t We Talk, which is aimed at teaching Spanish to teachers and other community leaders to more effectively communicate with parents.

“So many people came up to me and congratulated me,” says Gomez. “It made me feel good about myself. They asked me questions about my business, and they told me that to be a successful entrepreneur you have to take risks and go for your main goal—not let people bring you down and just keep doing what you’re doing.”

Entrepreneurs in Action Makes Headlines

Coverage of DSEF’s Walkathon appeared in the Dallas Morning News, on NBC’s Dallas affiliate station NBC5 and on Univision.

Greater Dallas Youth Entrepreneurs, Direct Selling Industry Executives “Go the Extra Mile” to Benefit Network for Teaching Entrepreneurship (NFTE)

Greater Dallas Youth Entrepreneurs, Direct Selling Industry Executives “Go the Extra Mile” to Benefit Network for Teaching Entrepreneurship (NFTE)

(GRAPEVINE—June 3, 2012) In an effort to bring to life the Inspiring Entrepreneurs theme that marks the Direct Selling Association’s (DSA) 2012 Annual Meeting, the Direct Selling Education Foundation (DSEF) is today kicking off the Entrepreneurs in Action Walkathon to benefit the Greater Dallas Chapter of Network for Teaching Entrepreneurship (NFTE).

The walk promises to raise support and awareness for NFTE, which is dedicated to helping at-risk youth from throughout the greater Dallas region: 1.) stay in school; 2.) recognize business opportunities; 3.) plan for successful futures.  Coming on the heels of NFTE’s Youth Bizplan Challenge, held Friday, June 1, 2012 the walkathon kicks off the DSA’s three-day Annual Meeting and allows NFTE program participants to share their business ideas with DSA member executives, most of whom are entrepreneurs who have built careers working with the world’s top brands.

“NFTE works to give disadvantaged youth the belief that they can positively affect their own futures, and the direct selling professionals we have met through DSEF have amazing entrepreneurial success stories that inspire our kids,” says NFTE Greater Dallas Executive Director Laura Maczka.  “Because our kids learn that they have the potential to use businesses to change their life circumstances, we share so much in common with direct selling, which is driven by the spirit of entrepreneurism.”

At the beginning of the walk, participants will be issued pedometers to measure their activity not only during the official walk event, but also during the entire three-day period of the DSA annual meeting.  Prizes will be awarded in three categories: Most Miles Walked, Daily Challenges and Most Pledges Collected.  The grand prize is a 2-night stay at the Aria in Las Vegas with spa certificates for two.  The first place winner will receive a 2-night stay at the Peabody Orlando, and the second place winner will enjoy a 1-night stay at the Broadmoor Resort in Colorado Springs with golf for two.

“Young people need inspiration and mentoring to show how entrepreneurism can lead to brighter futures, and we in the direct selling industry are uniquely suited to helping kids crystallize this vision,” says DSEF Executive Direct Charlie Orr.  “Inspiring entrepreneurism is central to everything we do, and supporting efforts that give kids the necessary skills for creating their own business plans—in essence, helping to shape them into the entrepreneurs of tomorrow—is where we want to be.  DSEF is proud to support NFTE’s efforts to make entrepreneurism a catalyst for positive change in kids’ lives.”

The Entrepreneurs in Action marks the first walkathon for DSEF, which in the past has hosted a toy drive and organized a beach cleanup as part of its annual charitable efforts.  The event is sponsored by DSA member companies and suppliers Herbalife, ALHI, The Pampered Chef, Silpada Designs, Scentsy Family, VideoPlus, USANA, CUTCO, 4Life, The Hartford, John A. Parks Co., Inc., Team National, Mary Kay, Beachbody, Vantel Pearls, WineShop At Home, GNLD, and MaCher.

NFTE Background

Founded in New York in 1987, NFTE currently has 11 affiliate offices throughout the United States that provide programs that inspire young people from low-income communities to graduate from high school and to learn the necessary skills for creating their own business plans—in essence, helping to shape them into the entrepreneurs of tomorrow.

About DSEF

The Direct Selling Education Foundation (DSEF) was founded in 1973 to serve the public interest by advancing the direct selling industry’s support of consumer rights and protection, education about the industry, ethical leadership and individual economic empowerment. Through its partnerships with consumer advocates, educators and students, public policy officials, and members of the small business and entrepreneurship community, DSEF engages and educates the public on the ways direct selling empowers individuals, supports communities and strengthens economies worldwide.

DSEF Social Media: Valuable Tools for Direct Sellers

DSEF Social Media: Valuable Tools for Direct Sellers

Jamie Stewart, Chairman of the UK DSA and Managing Director for Kleeneze Ltd, knows there is so much information available on the Internet today that it can be overwhelming for direct sellers, particularly those new to social media. That’s why he advises anyone running a direct selling organization to research and stick to trustworthy resources.

One of Stewart’s most trusted resources is the Direct Selling Education Foundation.

DSEF’s social media platforms—including Facebook, Twitter, YouTube, Pinterest and the Foundation’s blog—offer valuable content that can help direct sellers build their businesses.

“The Twitter feed from the DSEF is top of my list,” says Stewart. “It’s not only a safe, trusted source, but has quality information that is aimed at supporting your direct sellers. I know many people within our business have put the information to good use—after all, it’s putting great information to use that really makes it valuable.”

Nancy Laichas, Director of Marketing & Communications at DSEF, says the Foundation’s social media platform allows DSEF to reach a whole new audience with the wealth of resources it has developed with partners like the Council of Better Business Bureaus (CBBB) and the Credit Union National Association (CUNA). “Tens of the thousands of small business owners, many of whom are direct sellers, now have access to free, credible information on topics like consumer protection, business ethics, personal finance and entrepreneurship skills,” she says.

The DSEF blog features interviews with industry executives, tips on running a business and selling, and guest posts from partner organizations such as CBBB, which initiated a blog post exchange with DSEF. Additionally, CUNA provides links to personal finance articles, and has partnered with the Foundation to produce YouTube videos on a variety of small business topics.

“Blogs like DSEF are valuable to industry veterans and new distributors alike because they provide regular direct sales-specific information” says Dan Macuga, Chief Communications Officer for USANA Health Sciences. “It’s valuable for distributors in that it provides a third-party, non-partisan look at the direct selling industry.”

For companies like USANA that are very active on social media, DSEF’s blog provides third-party content to share with people who are interested in learning about more than just USANA, but the industry in general.

“DSEF’s social media is also a great example of how to create a variety of practical content, such as ‘how-to’ posts packed with interesting facts and useful business-building tips, which even companies that are not as active on social media can easily share,” Macuga says.

One such example would be the “DSA Code of Ethics” videos on the DSEF YouTube channel, which demonstrate how USANA and other direct sellers operate with integrity. “The best-practices employed by DSEF complement what we’re trying to accomplish with USANA’s social media—we want to provide our Associates with entertaining and informative content they can share with their online networks,” Macuga adds.

Mannatech Vice President of Marketing Brett Duncan says that social media has made content more important than ever. “It’s not always easy finding enough content to fill in your editorial calendar for the week,” he says. “We use DSEF’s constant flow of great articles and tips specific to our industry regularly to help fill in those gaps. It’s been a surefire strategy for us, as we can rest easy knowing content is being created with our industry in mind by people who understand the industry. And it’s also given our sales Associates another place to gather with like-minded people even outside of Mannatech and take pride in their profession.”

Sarah Baker Andrus, Director of External Relations and Academic Programs for Vector Marketing Corporation, says she likes to follow the DSEF Facebook page. “Whenever I see posts on that page in my news feed, I always look at them for something of value to our field,” she says. “It’s quite common that the topic they’ve covered or the way they present something is salient enough and relevant enough for our business that we are able repost it and share it on our corporate page on Facebook. The value-add to us is something that we really appreciate. It gives us the chance to share good, generic business information with our field. We like that we are not only always posting information that is Vector or CUTCO specific. I love that DSEF offers information that is really helpful to growing your own business.”

Andrus also appreciates DSEF’s weekly email that explains what the Foundation is focusing on for the week. “My team is able to look at that and say, ‘Hey, here’s something we can piggyback off. There’s something we could add to. Or, that’s a good idea.’ I love the way that they are very proactive, and that they follow an editorial calendar they share with us so we can tie in whenever possible.”

The feedback coming in from the field is both positive and appreciative of the work DSEF does on behalf of those seeking reliable information on the industry.

Says Ally B., an Independent Silpada Designs Representative, “I just want to thank you for all the wonderful articles you post. I read them every day. They are so helpful. They inspire me to do more to promote my business.”

DSEF’s social media can be found at:


To receive DSEF’s weekly email outlining the coming week’s social media topics, contact Nancy Laichas.

Creating Virtual Worlds to Train Your Salesforce

Creating Virtual Worlds to Train Your Salesforce


It’s no secret that the Millennial Generation immerses itself in communication technologies. Gen Yers were raised in a digital world, and everyday life includes the extensive use of social media platforms to research and share information.

So as this generation enters the workforce, how do direct selling companies evolve their traditional sales and training methods to appeal to them?

At the upcoming DSA Annual Meeting in June, DSEF will sponsor “AVATAR WORKSHOP: Using Avatars and Virtual Worlds to Captivate Gen Y,” a workshop that will demonstrate a digital approach to captivating a new generation of direct sales distributors and customers.

Attendees will learn about virtual worlds and how to use avatars—online digital personas that allow users to navigate the virtual environment and interact with other participants—for training and marketing to increase sales, educating and motivating distributors, collecting customer insights for new product development and promoting new products to consumers.

“We want attendees to come away with a vision of how they can engage a new generation of customers and distributors,” says Professor Michael Solomon, Director of the Haub School of Business Center for Consumer Reseach at Saint Joseph’s University, who will co-present the session. “These ‘Digital Natives’ increasingly shop and interact on social media like Facebook. The virtual world platforms we will discuss are the next generation of the online marketplace—they combine the immediacy of Facebook with vivid visual capabilities. Virtual worlds will allow DSA businesses to promote their products and ramp up engagement in traditional venues like home parties as well as in new venues like digital house parties.”

According to co-presenter Greg Marshall, Charles Harwood Professor of Marketing & Strategy at Rollins College, the session will be a little avant-garde. “The slide deck we have put together is not a normal slide deck,” he says. “We are showing a lot of examples of avatar-driven communications and where training could be done in a virtual world environment. Hopefully it will open up attendee interest and even understanding of what is possible using a virtual-world approach, whether it is through customer contact, training, branding or messaging—those are the things that are the real opportunities. We’re hoping this session will be a first salvo at raising interest on the part of the direct selling community.”

The basis for the workshop is a research pilot study funded by DSEF and led by Professors Solomon and Marshall in which a virtual world was constructed for the mark® division of Avon. In July 2010 Solomon and Marshall conducted a series of conference calls with mark’s marketing and online teams to create a virtual sales representative training venue. The virtual venue was completed in August 2010, and this past February mark employees were invited to enter the venue and interact as avatars.

Why is this type of academic research so important? Solomon says forward-looking businesspeople understand the value of staying on top of new technologies and business models, but may not have the luxury of exploring these options because of the ongoing demands of running their companies. “This type of research bridges the gap between new possibilities and everyday practice,” he says. “It reflects a model of cooperation where academic and practitioner partners each contribute a unique set of resources, and an innovative match-making organization like DSEF provides the glue that holds them together.”

Making academic research practical for direct sellers is critical because the divide between academic research and traditional market research—or applied research—is getting narrower and narrower, says Marshall. “Professors are really being held more and more accountable to multiple stakeholders. It’s not just about publishing our work in obscure journals any longer, but hopefully being able to add value to the fields that are connected to our research.”

Marshall added that this type of research has important implications for direct sellers who want to get ahead of the game, not the least of which is that the generation they are dealing with now—whether it is the new sales representatives or the new end-user customers or even individuals working at the corporate level. “You are dealing so much more with the millennial group—that’s the apple of all direct sellers’ eyes right now—and that group lives in a different space from Baby Boomers and Gen X types,” he said. “They want to be able to go out and find out things on their own. They are perfectly comfortable in the virtual space. For training purposes, there are so many interesting applications, such as using a virtual-world approach. For the end-user customer, direct sales has a lot of opportunities to bring them into the virtual world to demonstrate products. It is going to be a brave new world out there when it comes to taking product to market.”

The Avatar Workshop will be held on Monday, June 4, from 10:15 A.M. to 11:30 A.M.

Farewell to Tom Kelly, DSEF Chairman of the Board and Fundraiser-in-Chief

Farewell to Tom Kelly, DSEF Chairman of the Board and Fundraiser-in-Chief

As Tom Kelly ends his tenure as Chair of DSEF’s Board of Directors, we take time to acknowledge his leadership and the significant contributions he has made to the Foundation over the past year.

Kelly, who will step down as Board Chair at the upcoming DSA Annual Meeting in June, has been a tireless advocate for DSEF and brought his trademark energy and creativity to the Foundation’s fundraising efforts. Charlie Orr, DSEF Executive Director, believes Kelly will continue to be a vocal supporter of the Foundation in the years ahead. “Tom has been our FUND-raiser-in-chief,” Orr says. “It’s where he has spent a lot of his efforts this past year. And he has also been FUN to work with. His energy level, his enthusiasm and his sense for what’s right are very contagious. He brought savvy direct selling experience to his leadership role, and he’s going to take that same level of energy and expertise to Silpada.”

That savvy experience comes from more than 30 years at Avon Products and now serves him well as President and COO of Silpada Designs, which Avon acquired in 2010. As he leaves DSEF, Kelly reflects on the critical work the Foundation does on behalf of the direct selling industry, as well as the challenges it faces in securing financial support to fund its programs.

“DSEF plays a really important role in supporting initiatives beyond the lobbying efforts of the DSA,” Kelly says. “This Foundation is good for our business, and we should take advantage of it.”

However, Kelly acknowledges that while DSEF has a committed Board of Directors, what DSEF does not have is the involvement and commitment of all direct selling companies.

“The reason the DSEF was founded was that the public’s perception of the industry was really bad,” says Kelly. “At that time, DSA executives founded the Foundation. Fast-forward to today and I think we are in a bit of a calm period. Right now people realize that direct selling companies are very legitimate.”

That new perception is in part due to DSEF’s partnerships with consumer advocates, educators and students, public policy officials, and members of the small business and entrepreneurship communities.  The programs DSEF develops with these respected organizations and academic institutions create a better business climate for the industry.

“There is a risk that people don’t see DSEF as relevant today,” Kelly says. “If DSEF didn’t exist, you’d want to invent it because you’d want to influence academics, and you’d want to partner with consumer agencies. These are things that the DSA can’t do on its own; it’s really a lobbying group that works on government regulations. What the Foundation does is find partnerships through academics, organizations such as the Council for Better Business Bureaus and other groups that create this warm environment.”

Kelly’s hope is that the incoming DSEF Chair will continue to tap into the strong resources and talent of the DSEF Board. “My advice would be to continue to focus on programs that reach out to the academic world and support direct selling,” he said. “Continue to look at expanding DSEF’s reach. Right now we don’t have the participation we should. I think it is up to the incoming chair and Charlie to motivate and ensure that all direct selling companies and all direct selling executives don’t take the Foundation for granted—that they contribute to it and get involved in it to help companies grow.”

DSEF-Supplied Content Enriching CBBB, Consumers

DSEF-Supplied Content Enriching CBBB, Consumers

Instilling consumer confidence and contributing to a trustworthy marketplace are common goals shared by the DSEF and the Council of Better Business Bureaus (CBBB), one of the nation’s recognized leaders in developing and administering self-regulation programs for the business community.

In May 2010, the two organizations formed a close partnership that has resulted in an increased awareness and understanding—and appreciation—of the importance that the direct selling industry places as an industry on ensuring it is an ethical and trustworthy marketplace.

“The BBB, which is one of the most foremost brands of trust and integrity for consumers, is tasked with educating consumers as well as educating businesses about best practices,” says Catherine Landman, Chair of the DSEF Ethics Committee and the Chief Legal Officer for The Pampered Chef. “This parallels DSEF’s goal, which is to educate consumers about direct selling and the best practices direct sellers follow.”

The CBBB, the network hub for BBBs in the United States and Canada, is dedicated to fostering honest and responsive relationships between businesses and consumers. Millions of consumers visit its website each month seeking information that will help them make wise decisions relating to a variety of business practices, services and opportunities in the marketplace. 

“A key goal of DSEF’s partnership with the CBBB on ethics and trust in the marketplace is to provide accurate and valuable information on diverse business and consumer issues, including the direct selling method of distribution,” says Bettie L. Smith, Senior Program Director for DSEF. “Our unique partnership helps pave the way for increased respect and understanding among the 116 BBBs, direct sellers and the general public.”

The general public has been the biggest beneficiary of the partnership.  The DSEF has contributed numerous articles and videos on direct selling, as well as informative blog content, that consumers can easily access from the CBBB site.

Jim Guthrie, Senior Consultant of Advertising and Marketing for CBBB, says “the partnership has brought important, engaging and entertaining content to us that has enriched our website—content from DSEF about direct selling—both about the opportunities to get into the direct selling business and how to purchase knowledgeably through a direct selling channel. It’s the kind of information that the BBB offers to consumers who come on to our site asking about businesses. It’s a wonderful source of information.”

The CBBB tracks the content supplied by DSEF using 25 different metrics that evaluate the CBBB’s ability to deliver content to site visitors. Over the two years that the DSEF has contributed material, the interest in direct selling from consumers has not waned. The rate of engagement with DSEF’s content is at the top of the curve—approximately six times higher than an average message online. On a monthly basis, the CBBB site receives 1.3 million impressions directly related to the DSEF content.

“Consumers are very interested in what we have to offer about direct selling,” says Guthrie. “I think [the economy] is encouraging a lot of people to consider direct selling opportunities.”

Thanks to the efforts of the DSEF, CBBB visitors can find the information they need about becoming a direct seller.

Entrepreneurs in Action Walkathon: Going the Extra Mile for At-Risk Kids

Entrepreneurs in Action Walkathon: Going the Extra Mile for At-Risk Kids

It’s a disheartening statistic: every 29 seconds, one student drops out of the U.S. educational system. Over the course of a year, that equates to 1.2 million young Americans who never graduate—the majority of whom would have continued their studies had the curriculum proved more relevant to their lives.

Sometimes what young people need is a little inspiration and mentoring to show them just how relevant education really is to their future. And that’s where the Network for Teaching Entrepreneurship (NFTE) comes in.

Founded in New York in 1987, NFTE currently has 11 affiliate offices throughout the United States that provide programs that inspire young people from low-income communities to graduate from high school and to learn the necessary skills for creating their own business plans—in essence, helping to shape them into the entrepreneurs of tomorrow.

On Sunday, June 3, the DSEF will kick off the Entrepreneurs in Action Walkathon to benefit the Greater Dallas Chapter of NFTE. The three-day event will be held at the Gaylord Texan during the DSA Annual Meeting. DSA members will have the opportunity to support NFTE’s goal of helping at-risk youth find their pathways to a brighter future, and meet some special young people who participate in the organization’s programs.

The walkathon is a first for DSEF, which in the past has hosted a toy drive and organized a beach cleanup as part of its annual charitable efforts. Kate Gardner, Chair of the DSEF Community Partner Program task force and Executive Director of the SUCCESS Foundation, says the walkathon not only allowed DSEF to infuse the entire three days of the DSA Annual Meeting with the message of community partnership, but it also tied in well with its theme: Inspiring Entrepreneurs.

“NFTE inspires kids to complete their education and to go forward, or consider starting, their own businesses,” says Gardner. “The organization is all about teaching the principles and spirit of entrepreneurship. It is a natural tie-in to what the DSA represents.”

Laura Maczka, Executive Director, NFTE Greater Dallas, agrees. “There is a natural connection between what we are trying to encourage our children to do and what the folks in the direct selling business do,” she says. “Our goal is to have disadvantaged youth feel like they can positively affect their future—that they have some control, and through their own businesses change their circumstances.”

Aside from the financial support NFTE will receive from the walkathon, Maczka is just as excited about opportunity for her students to meet members of the DSA. “We are always looking for role models and mentors,” she states. “The people we have met through direct selling have amazing stories that are inspiring to our children. The opportunity for our students to see successful people, hear their stories and hear that they genuinely care about next generation of entrepreneurs is amazing, especially since our students could aspire to be members of the DSA someday.”

DSEF’s support of NFTE is appreciated by top business leaders such as Jim Stitt, President and CEO of CUTCO, who has long recognized the importance of teaching the concept of entrepreneurship to youth. CUTCO is a business that is predominantly college student-oriented, with its focus on young students who can aspire to be entrepreneurs of the future.

“CUTCO has been a longtime supporter of DSEF,” says Stitt. “We think these events are great because they showcase what DSEF does for the industry, and it is a great way for colleagues to get together, learn more about DSEF while working together as well as raise awareness for DSEF.”

The Entrepreneurs in Action Walkathon is sponsored by Herbalife, ALHI, The Pampered Chef, VideoPlus, USANA, CUTCO, 4Life, The Hartford, John A. Parks Co., Inc., Team National, Beachbody, Vantel Pearls and WineShop At Home.

Prizes will be awarded in three categories: Most Miles Walked, Daily Challenges and Most Pledges Collected. The grand prize is a 2-night stay at the Aria in Las Vegas with spa certificates for two. The first place winner will receive a 2-night stay at the Peabody Orlando, and the second place winner will enjoy a 1-night stay at the Broadmoor Resort in Colorado Springs with golf for two.


Entrepreneurs in Action Walkathon Kick-Off Networking Event

Sunday, June 3—8 a.m. to Noon
Registration Fee: $100 (Tax Deductible)

Don’t miss this opportunity to make a real difference in the lives of our host city’s youth!

Sign up when you register for the Annual Meeting. If you’ve already registered, click here to edit your registration to include the event

For more information, please contact Tamara Ingram.

Can’t Make the Kick-Off Event? You Can Still Participate!

  1. Collect your pedometer at DSA’s Registration Desk after 5 p.m. on Sunday, June 3.
  2. Start walking!
  3. GO THE EXTRA MILE! (Optional) Before the Annual Meeting, ask your colleagues to support you by pledging any dollar amount for every mile you walk. Click here to download the Pledge Form.

Scam Alert: How to Safeguard Your Business

Scam Alert: How to Safeguard Your Business

Small business owners are constantly besieged by tasks that pull them away from the major day-to-day duties inherent in running a successful business. Those tasks can include:

Task 1: Upgrading contact information to directory services

Task 2: Paying miscellaneous invoices

Task 3: Reimbursing customers for overpayments

Task 4: Updating software and passwords

Task 5: Responding to award notifications

Task 6: Checking email

Those seemingly mundane tasks can disrupt the flow of business, and are most often not given the focus they deserve.

And that’s just what scam artists are banking on.

To help small business owners—especially direct sellers—recognize the most common scams and safeguard themselves against fraud, the DSEF has joined forces with the Credit Union National Association (CUNA) to create timely and valuable resources that DSA member companies can share with their salesforces, employees and family members.

“For the small business leader to succeed in our current economic climate, they need up-to-date and relevant resources and tools that will enable them to manage their time, finances and business wisely,” said Bettie L. Smith, Senior Program Director for DSEF. “Through our partnership with CUNA, we are developing an abundance of free financial education resources that individuals can access 24/7 in their home via the Web.”

Those resources include an informative video that identifies the six most common scams experienced by small businesses:

Directory Scheme: The free directory update is not so free after all. You’re billed for listings, services or ads you did not agree to. (Task 1)

Supply Scheme: The miscellaneous invoice you received is for office supplies you never ordered. (Task 2)

Overpayment Scheme:  The customer requesting reimbursement used a fraudulent credit card or check. (Task 3)

Data Breach Scheme: The antivirus software you never installed and passwords you never updated allowed your sensitive business data to be breached. (Task 4)

Award Scheme: The industry award you just paid hundreds of dollars for does not exist. (Task 5)

Phishing Scheme: The email link you clicked on just allowed hackers into your computer system. (Task 6)

Professor Brenda Cude, Director of the University of Georgia Center on Economic Education, says the key to safeguarding your business these days is to stay focused on all aspects of your business operations.

“First and foremost we just all need to be aware and stop and think about what we’re doing,” says Cude, who is a DSEF board member and serves as the Consumer Committee Co-chair. “If we are not sure, take an extra moment to think again or ask someone else. There’s so much that appears to be legitimate today that really isn’t, and sometimes it takes another person’s opinion to help you see where the possible flaw might be.”

According to Jan Garkey, Member Education Manager for the Center for Personal Finance at CUNA, the partnership between DSEF and her organization will capitalize on each other’s strengths to reach new audiences through the exploding social media platform, including sharing personal finance articles from credit unions across the country through Facebook and Twitter. “CUNA is proud to partner with DSEF on our shared mission to improve the financial literacy of our respective members, future members and the general public. It’s exciting to see this partnership evolve.”

“DSEF and CUNA share a common goal of empowering consumers,” says Nu Skin Senior Director of Public Relations Kara Schneck, who is a DSEF board member and Consumer Committee Co-chair. “We look forward to bringing our respective strengths together to help consumers, particularly those involved in direct selling, have the information and tools they need to make wise fiscal decisions and achieve their financial goals.”

To learn more about the specific types of small-business scams and how to protect your business from fraud, view the video created by DSEF and CUNA here.