ALARM is a not-for-profit professional membership association that supports risk management practitioners since 1991. They provide education, training, guidance, best practices, and networking opportunities to help members achieve professional excellence in risk management[3]. Their target audience includes public sector risk management professionals. ALARM's unique selling proposition is offering comprehensive support and resources specifically tailored for public sector risk management, setting them apart from general risk management organizations[1][3]. Their services focus on enhancing professional capabilities in managing risks effectively within the public sector.