Contractor Marketing: The Roofing Alliance

Celebrating the Roofing Industry with 25 Years of Giving

by Heidi J. Ellsworth, owner, HJE Consulting










(Editor’s Note: Heidi J. Ellsworth, a graduate of the University of Portland, has been working in the roofing industry since 1993. Having held positions with EagleView® Technology Corporation, Carlisle® Construction Materials, Eco-Star™, and Malarkey Roofing Products®, Ellsworth is now the founder of the roofing-focused marketing firm, HJE Consulting Group. She is also the author of Sales and Marketing for Roofing Contractors, a guide for small businesses in the roofing industry.)


In looking at successful roofing contractor marketing programs, they always include some form of giving. Some of the most successful companies have learned the importance of giving back within the roofing industry and have become a part of the Roofing Alliance, the foundation of the National Roofing Contractors Association (NRCA). In the roofing industry, there are many ways to be involved, such as associations, tradeshows, conferences, and online networks. However, seldom does an industry have a group whose whole purpose is to give back. The Roofing Alliance is a hidden treasure in the roofing industry, and is celebrating its 25th anniversary in 2021.

The Roofing Alliance is the non-profit 501(C)(3) charitable arm of the NRCA. For 25 years, it has advanced and promoted the roofing industry by funding philanthropic initiatives, research, educational, and technological programs. The foundation works to benefit the trade overall, striving to improve businesses and develop opportunities that offer ongoing success for the future of the industry. Through service and funding to communities, the Roofing Alliance provides charitable support, scholarships, research funding, and much more.

Roofing Alliance programs and initiatives offer opportunities for roofing contractors to be involved at several levels. Every year they highlight the success of the roofing industry with the Most Valuable Player (MVP) and Gold Circle awards programs for craftsmanship, safety, technical, and philanthropy. Staying close to its original goals, the Alliance also awards annual scholarships through the Melvin Kruger Endowed Scholarship Program and is well-known for its Construction Management Student Design Competition.

Every year, the Roofing Alliance also funds critical research, education, and technical projects to help preserve a profitable and competitive industry. Since its inception in 1996, the Roofing Alliance has funded more than $5.6 million in projects. It is vital for the roofing industry to be on the cutting edge of research and technology. The Roofing Alliance looks to fund projects that help reinforce this idea and ultimately enhance the performance of the United States roofing industry.

As part of the philanthropy pillar, in April 2017 the Roofing Alliance partnered with Ronald McDonald House Charities® (RMHC), encouraging roofing contractors across the nation to adopt 165 Ronald McDonald House roofs. The RMHC has been the perfect philanthropic project for the Alliance since it is dedicated to helping families with critically ill children stay together and near the hospitals providing them medical care. The houses provide private sleeping rooms, meals, and support, offering opportunities for families to interact as they go through their difficult times. Through sponsorship funds and the ongoing adoption of the roofs, the Roofing Alliance has brought together roofing professionals and companies who donate their time and talents to provide regular roof system inspections, maintenance, repairs, and replacements for these important homes.

Starting in January of 2021, the Roofing Alliance will feature past presidents of the Roofing Alliance who will highlight and reminisce on its unique and giving history. Stories will be told through multimedia video, articles, virtual events, and potentially live events. With a spotlight on the last 25 years, the Roofing Alliance will also highlight new initiatives and funding that will continue to support research, education, and philanthropy in the next 25 years and beyond.

During the 25-year anniversary celebration, the foundation membership will encourage roofing companies and individuals to join, connect, support, fulfill, and attend. Member participation is vital, and the Roofing Alliance is always seeking new members. In addition to maintaining Ronald McDonald House program roofs, there are a variety of ways to volunteer. The Melvin Kruger Endowed Scholarship Program and other philanthropic goals continue to need support from the Roofing Alliance membership. There are also many upcoming Roofing Alliance events, including the Construction Management Student Design Competition.

Marketing is so much more than just driving sales. It is also all about driving culture, as well as the recruitment and retention of employees and customers. By being involved with foundations like the Roofing Alliance, roofing companies can share in progressive programs, awards, and the betterment of roofing overall, along with large philanthropic projects. Whether your company is considering joining the Roofing Alliance or participating in the many events, awards, giving opportunities, and/or funding projects, it should be a part of your overall marketing plan in 2021. What better year to get involved than during the 25th Anniversary?