American Marketing Association Foundation

Nonprofit profile at a glance

EIN
363834880
IRS 990 coverage
2010–2011
Forms available
Form 990 2011
Location
Chicago, IL, USA
Phone
3125429000
Rating confidence
Limited
Sector
Fund Raising and Fund Distribution

Official website

Reported finances

Revenue
$195,407
Expenses
$151,613
Assets
$2,006,541
Liabilities
$283,161

Source: IRS Form 990. Selected filing: tax year 2011. Amounts in USD.

Leadership & pay

13 people listed

Source: IRS Form 990. Selected filing: tax year 2011. Names and roles reflect this filing, not necessarily current officeholders.

Overview

Mission

The American Marketing Association Foundation (AMAF) maximizes marketing for the betterment of society. This is accomplished by investing in the growth and use of nonprofit and social marketing knowledge; supporting appropriate community outreach efforts; and acknowledging academic and practitioner marketing excellence.

What it reported doing in 2011

AMAF Nonprofit CMO Roundtable & AMA/AMAF Nonprofit Marketing Conference: The Nonprofit CMO Roundtable was an invitation-only forum for the senior-most marketing executives of major nonprofits to network and problem-solve. Giving this small peer group-with often similar challenges, opportunities, and solutions-the chance to interact and form a community.Senior-most marketing executives from national or global nonprofits with at least $100 million in annual revenue were invited to join the Nonprofit CMO Roundtable (only 60 individuals qualified for invitation). Members met at the AMA Nonprofit Marketing Conference, they met quarterly via teleconference, and they connected informally throughout the year. Topics were member-driven. The Nonprofit CMO Roundtable was moderated by Angela Geiger, Chief Strategy Officer at the Alzheimer's Association and a member of the AMAF Board of Trustees.Ten participants took part in CMO Roundtable sessions that were held during the Nonprofit Marketing Conference. Sessions took place Monday, July 11, 2011 and Tuesday, July 12, 2011 during the concurrent session times (non-keynote) of the conference. A dinner was also held on the 11th. Sponsors for the Nonprofit CMO Roundtable included Blackbaud, PlowShare, and THD.The Nonprofit Marketing Conference took place July 11-13 at the Washington Hilton in Washington, D.C. and the theme of the conference was "OnPoint: Marketing Strategies for Nonprofit Success." The conference zeroed in on current marketing essentials to help organizations better engage their members/constituents and meet mission-critical objectives. The cutting-edge, highly interactive conference focused on marketing strategy, relationship management, integrating traditional and digital marketing communications, as well as breakthrough branding. One-of-a-kind perspectives, expert-led sessions and an exceptional line-up of speakers from nonprofits of all sizes were featured throughout the conference.Over 300 nonprofit marketing professionals attended the event with 88 percent reporting that they were "satisfied" to "very satisfied" with the conference. Sixty-eight percent of the attendees replied that they "probably would" or "definitely would" attend another Nonprofit Marketing Conference.

Operating model

Revenue model
Mixed. Its operating money came from several sources; no one source provided a clear majority.
Distribution model
Cannot be determined from the filing. The filing does not provide enough consistent spending detail to tell whether the nonprofit works directly or through others.

The verdict

- The available evidence is not sufficient to produce an overall rating for this filing. This is not a warning sign.

Rating breakdown

  • Financial Efficiency: NotEnoughData
  • Transparency & Controls: 80
  • Accountability: 80
  • Sustainability: 72
  • Growth: 0

Detailed rating inputs

Financial Efficiency

  • Mission deployment rate: Limited
  • Program expense ratio: Limited
  • Fundraising efficiency: Limited

Transparency & Controls

  • Consistency checks: 91.7%; rating input score 92; 16th percentile among comparable filings
  • Pay-setting controls: 2 of 6 controls in place; rating input score 33
    • Compensation committee: Pass
    • Independent consultant: Missing
    • Other Form 990s reviewed: Missing
    • Written employment contract: Missing
    • Compensation survey or study: Missing
    • Board or committee approval: Pass
  • Foreign activity oversight: Limited
  • Grant itemization coverage: 100%; rating input score 100; 79th percentile among comparable filings
  • Major donor itemization: Yes; rating input score 100
  • Related-party transparency: Limited

Accountability

  • Independent voting board: 92.3%; rating input score 92; 26th percentile among comparable filings
  • Governance controls: 5 of 8 controls in place; rating input score 62
    • Conflict-of-interest policy: Pass
    • Whistleblower policy: Pass
    • Document-retention policy: Pass
    • CEO compensation review process: Fail
    • Other executive compensation review process: NotApplicable
    • Form 990 shared with the board: Pass
    • Board meeting minutes documented: Pass
    • Audit committee oversight: Missing
    • Independent financial-statement audit: Fail

Sustainability

  • Operating margin: 22.4%; rating input score 84; 84th percentile among comparable filings
  • Total-asset coverage ratio: 13.23; rating input score 92; 92nd percentile among comparable filings
  • Liabilities to assets ratio: 0.14; rating input score 34; 34th percentile among comparable filings
  • Officer compensation ratio: 25%; rating input score 15; 15th percentile among comparable filings

Growth

  • Program expense growth: Limited
  • Revenue growth: -70.8% per year; rating input score 0; 3rd percentile among comparable filings
  • Asset growth: -2.4% per year; rating input score 0; 39th percentile among comparable filings

Details

  • Where the money goes: Financial trends and filed revenue, expense, asset, and liability detail
  • Governance: 12 of 13 board members independent · 5 of 8 filing controls reported
  • Programs: 4 filed program accomplishments · $88K in reported program spending
  • Leadership: top reported pay $446K · 13 people listed · 2 of 6 pay-setting controls reported
  • Consistency: 23 of 24 current checks pass · 1 finding to review
  • Schedules: 7 filed schedules · includes major donors, grants, and executive pay
  • Filing history: 2 filing years from 2010 to 2011
  • Money network: 1 filed money-flow record
  • Related organizations: 2 filed related-organization links
  • Grant readiness: Federal tax and exclusion status, award history, and grant-maker relationships.
  • People: Everyone the filings name, and which of them the filings identify by more than a name.

Key Signals

Signals prioritize questions for review. They are not findings of misconduct.

  • High — Growth: Revenue growth scored 0/100.
  • Review — Accountability: Governance controls: 2 of 7 not reported.
  • High — Growth: Asset growth scored 0/100.
  • Review — Transparency & Controls: Domestic grant itemization did not reconcile in the filed values.
  • High — Sustainability: Officer compensation ratio scored 15/100.
  • Moderate — Sustainability: Liabilities to assets ratio scored 34/100.