The Tree Care Industry Association in August welcomed George Strout as its Strout will lead TCIA’s efforts to mobilize tree care professionals across the country in support of smart policy and industry advancement. With more than a decade of experience in grassroots organizing, legislative strategy and PAC (political action committee) engagement, Strout brings a deep understanding of how to activate stakeholders and influence decision-makers.

George Strout. TCIA staff photo.

Prior to joining TCIA, he led advocacy initiatives for NEA-NH, the New Hampshire “branch” of the National Education Association, with about 17,000 members in the state. Strout says he is passionate about empowering members to become effective advocates and building a strong, unified voice – now for the commercial tree care industry.

We sat down to discuss his experience and his new role at TCIA.
Q: Tell us about your experience with grassroots advocacy, and how it relates to what you are undertaking with TCIA.

I’ve spent more than a decade building and leading grassroots advocacy programs, most recently with NEA-NH, where I designed and ran the Messaging, Organizing, Mobilizing (MOM) Program. That initiative helped hundreds of local associations win elections and influence policy through strategic volunteer engagement. I’ve trained advocates, developed messaging toolkits and coordinated responses to major legislation, all with the goal of empowering people to speak up and be heard.

At TCIA, I see a similar opportunity: to equip tree care professionals with the tools and confidence to engage with policymakers, advocate for their industry and shape the regulatory landscape. Whether it’s small businesses or larger companies, everyone has a stake in how laws and regulations affect their work – and I’m here to help them make their voices count.

Ready for a meeting with White House administrative staff in the Eisenhower Executive Office Building were, from left, Jim Ingram, Bartlett; Arthur Batson III, Lucas Tree; Jim Hines, Asplundh; Randolph Hoover, Xylem; and Andy and Abbey Ross, RTEC Treecare. TCIA photo courtesy of Amy Tetreault.

Q: What does “success” look like in terms of advocacy for the commercial tree care industry in the U.S.?

My goal is to build a grassroots network that reflects the diversity and strength of the tree care industry – from family-
owned businesses to national service providers. Success means having a well-informed, engaged membership that can mobilize quickly around key issues, whether it’s workforce development, safety regulations or environmental policy.

It also means creating a culture of advocacy where members see themselves as stakeholders in public policy. When our members are showing up at town halls, submitting testimony and meeting with legislators, that’s when we know advocacy is working.

Q: Could you give us a sense of the scope of TCIA’s advocacy? What criteria should TCIA use when deciding to put resources toward a particular issue?

TCIA’s advocacy spans federal, state and local levels, touching on everything from OSHA standards to urban-forestry initiatives. When deciding where to invest resources, I believe we should consider three key criteria:

1. Impact on Members – Does the issue affect a sizable portion of our membership or pose a risk to their operations?
2. Opportunity for Influence – Is there a clear path to shaping the outcome through grassroots pressure, lobbying or coalition work?
3. Alignment with Mission – Does the issue advance TCIA’s goals around professionalism, safety and sustainability in the tree care industry?

By applying these filters, we can stay focused and strategic in our advocacy efforts.

Q: How will you engage with a broader swath of our membership?

Engagement starts with listening. I plan to connect directly with members through webinars, regional events and one-on-one outreach to understand their priorities and challenges. From there, I’ll work to tailor advocacy opportunities to different segments of our membership.

I want to make advocacy accessible. That means simplifying complex policy issues into clear, actionable messages and providing training that builds confidence in members who may be new to advocacy. Everyone has a role to play, and I’m here to help them find it.

Q: What “tools” will you use to communicate and engage with members?

I’ll be using a mix of digital and in-person tools to reach members where they are. These include:

• Email campaigns and action alerts to keep members informed and mobilized.
• Webinars and workshops to provide training and updates on legislative issues.
• Messaging toolkits with talking points, phone scripts and social-media content.
• CRM platforms and advocacy software to track engagement and tailor outreach.
• In-person events, like lobby days and town halls, to build relationships and visibility.

The goal is to create a seamless experience where members feel informed, empowered and connected to the broader advocacy mission.

The same delegation as in the photo on facing page, but outside Eisenhower Executive Office Building. TCIA photo courtesy of Amy Tetreault.

Note: Legislative Day
Fifteen working days into his TCIA career, Strout played a pivotal role at the Association’s Legislative Day on the Hill in Washington, D.C. He led a delegation of 36 members, four TCIA staff and several representatives from Ulman Public Policy’s D.C. team in an engaging preparatory session he called “From Mundane to Memorable,” which focused on making the most of a meeting with a member of Congress or their staff.

Q: What did you cover in “From Mundane to Memorable”?

We focused on how storytelling transforms advocacy. I emphasized that meetings on the Hill aren’t debates – they’re opportunities to connect and persuade. We explored how to build “shared reality” by starting with common ground, like the universal right to workplace safety or the value of entrepreneurship. I also highlighted how narrative helps humanize our message and make it memorable to policymakers.

Q: What did you think of the event?

It was energizing. In a time when political discourse often feels divisive, this event reminded me that face-to-face conversations still matter. Sitting down with lawmakers to find shared values and discuss real-world impact helped restore my faith in the legislative process. The event was well organized, and we’re already thinking about how to make next year’s event even stronger.

Q: What insights did you gain from it?

I saw firsthand how powerful our members’ stories can be when delivered with clarity and conviction. It reinforced the importance of preparation – not just knowing the issues, but knowing how to frame them in a way that resonates. It also reminded me that advocacy is a skill we can teach and refine, and that our members are more than ready to rise to the occasion.

Q: Part of your role is to lead fundraising efforts for TCIA’s Political Action Committee, or PAC. Can you explain what a PAC does and its importance in a grassroots advocacy program?

A PAC allows organizations like TCIA to support candidates who understand and champion our industry’s priorities. TCIA is a 501(c)(6) organization, which means we follow specific IRS rules around how we raise and spend PAC funds. These contributions are vital – they give our members a collective voice in the political process and help us build relationships with lawmakers who shape the regulatory environment for tree care businesses.

PACs are an essential part of any grassroots advocacy program. They complement member engagement by ensuring we have a seat at the table when lawmakers make decisions. Advocacy is about influence, and PACs help us amplify our message.

Q: What do you know of TCIA’s past PAC fundraising efforts, and what are your plans going forward?

I know there’s been a pause in fundraising for TCIA’s Voice for Trees PAC, and I plan to restart those efforts very soon. My overarching goal is to build a sustainable, mission-driven fundraising program that engages members year-round – not just during election cycles. That means clear messaging, consistent outreach and a strong culture of recognition for our contributors. This funding is critical to our advocacy success, and I’m excited to help grow it.

Q: TCI EXPO ’25 will be upon us at the same time people are reading this article, and you along with most of TCIA’s staff will be on site to help make the event successful. What are your goals for TCI EXPO?

My goals are straightforward – don’t get lost, meet as many members as I can and learn what matters most to them. I want to understand their work, their challenges and how advocacy can support their success. I’m also hoping to share the message that advocacy isn’t just important, it’s something every member can be part of. TCI EXPO is the perfect place to start those conversations.

Peter Gerstenberger is senior vice president of industry support at TCIA. In his 40 years with TCIA, he has been involved with the development or revision of most TCIA training programs, and has served on the ANSI Z133 Committee for 22 years. He has been TCIA’s lead advocate for getting OSHA to establish an industry-specific standard for tree care.