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Birmingham's Martin Sher is trying to improve the image of the debt collection industry, one person at a time. The co-CEO of AmSher Receivables Management, a debt collection agency he co-founded in 1986 with his older brother, David, was installed last month as president of ACA International, the Association of Credit and Collection Professionals. For the next year, Sher will make one of his biggest priorities overseeing an effort to get all members of the trade group and their employees to sign "The Collector Pledge," a vow to treat all folks owing debts with dignity and respect. It's modeled after "The Birmingham Pledge." Sher, who wrote the Collector Pledge with his brother, knows it's a tough sell in an industry whose phone calls are dreaded by folks behind on their bills. But Sher believes collectors get a bad rap and says most folks in the business do a good job. THE COLLECTOR PLEDGE Written last year by David and Martin Sher of AmSher Receivable Management, the Collector Pledge is meant to improve practices in the debt-collection industry. It reads: "I believe every person has worth as an individual. "I believe every person should be treated with dignity and respect. "I will make it my personal responsibility to help consumers find ways to pay their just debts. "I will be professional and ethical. I commit to honoring this pledge." "One of the things that people misunderstand about our industry is the quality and professionalism of 99 percent of the people that work in it," Sher said. "We employ hundreds of thousands of hard-working good people that are dedicated and proud of what they do." He said AmSher makes about 3 million calls a month on behalf of clients worldwide, Sher said. The company is licensed in all 50 states. Last year AmSher became the first company in the collection industry to require its employees to sign the Collector Pledge. The 58-word statement begins, "I believe every person has worth as an individual" and concludes with a promise to be professional, ethical and committed to honoring the pledge. It is patterned after The Birmingham Pledge, Birmingham lawyer Jim Rotch's well-known pledge in which folks vow to help end racism. AmSher employees sign that also. Sher said the Collector Pledge is gaining momentum. "It has caught on worldwide and will be signed by over 150,000 people by the end of 2011," Sher said, adding that ACA International has decided to adopt the Collector Pledge over the coming year as a requirement of membership. Stephanie Rauterkus, an assistant professor of finance at UAB, thinks Sher faces a tough task in his campaign to improve the image of debt collectors. "The general message from a collection agency wanting to improve its image may be one that aims to humanize their representatives," Rauterkus said. "They might want to assure consumers that they would hope that they do not receive a phone call from them, but if they do, they will be treated with the respect that they deserve." 'Worthy of trust' Just as citizens should trust law enforcement representatives as those who can protect and serve, consumers shouldn't live in fear of debt collectors, Rauterkus said. "They too can help in a difficult situation and can be worthy of trust," she said. Sher said he and his brother have compassion for those down on their luck financially. Their late father, Morris Sher, previously owned Mr. King Furniture and Happy Rents in downtown Birmingham, which were known for doing business with those having poor credit. They ran the businesses for 18 years after their father's death before focusing on AmSher. Sher and his brother have written two books, "How to Collect Debts and Still Keep Your Customers" and "Championship Collections: How to Squeeze Blood From a Turnip." He said the economic downturn has led to a growing demand for collectors' services. "These are unprecedented and challenging times for everyone," Sher said. "The collection industry is adjusting appropriately to the consumers' plight. The good news is that many more people are choosing to pay their bills because of the obvious benefits of less personal debt. Agencies are working with consumers and accepting a lot more payment plans." Sher said the collection industry has probably touched "most everyone," and admits he gets even periodic calls from friends and acquaintances who wonder why they got a call from AmSher. "In most cases it is a hospital or medical debt that they have forgotten about," he said. "I also will say that sometimes our clients make a mistake unintentionally and post a wrong charge or get a common name mixed up with another. All of these are honest mistakes, but need to be addressed." Sher encouraged folks who receive collection calls to communicate openly with the client or collection agency. "We can help clear up misunderstandings which helps our client and the patient or consumer, and many times helps the patient avoid unnecessary and expensive litigation," he said. About AmSher AmSher is a nationally recognized debt collection firm providing accounts receivable solutions within the telecom, cable and medical industries. They have built a reputation for providing compassionate service to consumers, while delivering consistent results for their clients. For more information, contact: John Sams at (678)-458-3639 or by email at jsams@amsher.com