Eiland’s Accurate Research Led to School and Transportation Funding Successes
Tom Eiland, CFM’s retired research guru, long-time partner and inveterate fisherman, died last Thursday after a recent prognosis of incurable pancreatic cancer. He chose home hospice care to spend time with his partner, Dana, and family members. His death came just three weeks after a family trip to Hawaii. He was 74.
Eiland joined CFM as a partner in 2001 after providing polling and focus groups for CFM clients for several years as Eiland Research. Being part of the CFM staff helped team members become more knowledgeable on the uses and value of quality research in strategic communications. He taught to look at the quality of the research sample before looking at survey results. And he often said, “Communications aren’t strategic without quality research.”
“My recollection of working with Tom was how well he did with clients,” said former CFM Partner Pat McCormick, who recruited Eiland to join CFM. “When we engaged his firm to work with Providence, I liked how he could be direct without being off-putting. It was his southern charm. It was those qualities that made me think Tom would be a good fit for CFM. As a colleague, he added depth and value to our work with clients. He built trust with them.”
Former CFM Partner Dave Fiskum echoed that thought. “Tom was a great colleague and partner. You could always count on him to provide sound advice to clients and to our partnership. I learned a lot from him.” He remembers when Tom came to Salem to “play golf with me in an attempt to understand why I loved the game. Don’t know if he discovered anything, but we did have a great time on the course, even as Tom, a rabid Alabama football fan, wanted me to say ‘Roll Tide’ all the time.”
“I worked with Tom on client and firm-related matters at CFM and it was a pleasure,” said Office Manager Cindy Brown. “He was always respectful, professional and kind. Tom was a good listener and always made himself available to calmly talk through and resolve issues. He will be missed.”
Go-To Reputation For School Funding
Eiland enjoyed a go-to reputation in the Pacific Northwest for his research on behalf of school districts seeking voter approval of bonds and levies. His public sector research was instrumental in gaining voter approval of $2 billion in public financing for new school buildings and facilities for more than 80 Pacific Northwest school districts.
In addition to his professional work, he volunteered and donated to organizations focusing on youth sports, homelessness, food security, healthcare and public libraries.
“Tom was one of a kind with a big heart,” recalled CFM Partner Joel Rubin. “I’ll always remember the guidance, wisdom and kindness Tom shared with me over the years. His infectious laughter and joyful perspective will be greatly missed, and I am so sad to say goodbye to a good friend and mentor.”
Online Focus Group Pioneer
Eiland pioneered use of online focus groups that feature large numbers of participants and an ability to follow up with respondents based on answers to specific questions. He used the technique to guide a community college’s choice for a branch campus and assist state legislators to craft a successful transportation funding package. He was an early adopter of online customer research for clients such as Providence Health System, PeaceHealth and NW Natural.
“Among many great memories, my fondest of Tom is the outstanding work he did conducting focus groups that informed branding and marketing for OregonSaves, the first-in-the-nation public retirement savings plan using automatic payroll deduction,” said former CFM Partner Gary Conkling. “The program became a huge success because of the roadmap that was developed based on those focus groups.”
Retirement to Bike, Golf and Go Fishing
Eiland retired from CFM in 2019 to, in his words, “enjoy free time bicycling, fishing, golfing and playing with my grandchildren.” Eiland and former CFM partner Norm Eder further bonded over boats and fishing.
“My freezer still has packets of fall chinook that Tom caught in August, including a head that will be used by to make Gefilte Fish next Passover.” Eder said. “I regret I won’t be able to share it with Tom this spring, breaking our long tradition.”
Dale Penn, Tom Eiland, Norm Eder
“One of my fond memories with Tom is getting the chance to fish coastal waters with him and Norm several years ago,” recalled CFM Partner Dale Penn. “We had a great time chatting about politics, ribbing each other and bringing in some amazing salmon!”
Letting Friends Know
Eiland let friends know of his fateful condition with an email that said: “I want to share with you that I have been diagnosed with an incurable, inoperable form of pancreatic cancer. The prognosis is months, not years. I have chosen to forego treatment and focus on quality of life, enjoying my time with close family and friends. I entered home hospice two weeks ago to consolidate my health care and improve access to medications. I continue to work out, walk, fish and golf when I can. Dana is a wonderful support enriching my life every day in so many ways.”
Eiland was born November 16, 1950 in Anniston, Alabama. He graduated from the University of Alabama-Huntsville and became a lifelong Alabama Crimson Tide football fan. After graduating, he moved to Washington, DC to serve as press secretary/speech writer for Alabama Congressman Bill Nichols. He later took his MBA from The George Washington University and worked in a series of marketing and sales management jobs. A position with General Electric brought him to Portland in 1985. He created Eiland Research in 1993.
In his obituary, he included this: “Tom lived the life he wanted – personal and professional – with humor, grace and no regrets.” He died the evening of December 5 at home with family at his side.
He is survived by his partner Dana Tierney, brother David, sons Eddie and Jake, daughter Emily and grandchildren Fred and Faye.
In lieu of flowers, his family requests donations to the charity of your choice or to one of Tom’s preferences: Providence Cancer Institute, Multnomah County Library, Transition Projects, Blanchet House, The Dougy Center and Legacy Hospice Services.
