Wisconsin Milk Marketing Board Inc

What it reported doing in 2024

Program services #1: marketing communicationsmarketing communications had five primary goals in fy2025 to support the strategy to drive affinity for Wisconsin dairy products with an emphasis on improving perception of Wisconsin cheese.1) elevate Wisconsin cheese image and affinity by implementing a robust digital plan to engage key food fanatic messaging in all elements, primarily via social media, seo, and earned media. Dfw (dairy farmers of Wisconsin) developed a new, strategically focused digital strategy that captivated over 2.2 million website visitors, earned 5.7 million video views, and 820,000 social media engagements. We drove a 51.5% year-over-year increase in top-ranking seo keywords. Through dynamic social content, culinary publications like grate. Pair. Share., and targeted advertising, we are turning food fanatics into loyal brand advocates - showing that our content resonates deeply and converts meaningfully. Our efforts propelled wisconsincheese.com to the #1 google ranking for "cheese", cementing our leadership in digital cheese culture.in our social media program, we embraced strategic content to spread the message that Wisconsin cheese makes the world a better, happier, tastier place. In fy2025 we published over 1,000 social media posts across instagram, tiktok, and facebook, generating 16 million total video views and over 945,000 engagements. In addition, recognizing a surge of interest in food-related content on pinterest, we also revitalized the Wisconsin cheese pinterest page with a new strategic direction, refreshed visuals, and a seasonal lineup of recipes.the culinary program continues to connect with our target audiences. This year, our grate. Pair. Share. Magazine saw its popularity soar across all five seasonal issues. This fan-favorite magazine achieved 2.92 million impressions, with an average read time of over three and a half minutes - well above industry standards. Additionally, our e-newsletter reached an audience of over 142,000 subscribers, keeping them engaged with our latest offerings.in our website efforts, we achieved the #1 spot on google page ranking. Our website attracted 2.2 million visitors to wisconsincheese.com. With a keen eye on global demand, we introduced a new exports page to showcase our offerings. Furthermore, our website served as a platform for integrated campaigns across the organization, including highlights from the Wisconsin art of cheese festival and the Kentucky derby rinds and roses event.2) invest in media partnerships with key food fanatic publications/broadcasts to create seamless integrations of our brand content that elevate brand perception and drive engagement.we strategically invested in premium media partnerships that seamlessly integrated Wisconsin cheese into the preferred media outlets of food fanatics, reaching over 20 million engaged consumers across top-tier platforms like food network, eater, saveur, and taste. From a 13.6 million reach through food network's holiday issue to a 92 net promoter score (nps) experiential event with eater and podcast storytelling with taste, each activation elevated brand perception and deepened emotional connection. These collaborations delivered millions of organic impressions, experiences, and content that positioned Wisconsin cheese as a cultural and culinary icon.3) deepen engagement with influencers and evangelists through our cheeselandians.we significantly increased brand advocacy with a 40% surge in our cheeselandia community, driven by peer recommendations and a redesigned app that sparked a 15% boost in engagement. Through hundreds of quests, super host events, and thousands of monthly conversations, cheeselandians have become passionate champions, fueling deeper awareness and unwavering loyalty for Wisconsin cheese with genuine, grassroots enthusiasm. 4) generate $50m+ in earned media (>50-1 return) by connecting with at least 70% of our targeted food fanatic media list - informing, motivating, and encoura

Financial Efficiency

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

Transparency & Controls

• Consistency checks: 100%; rating input score 100; 62nd percentile among comparable filings
• Pay-setting controls: 3 of 6 controls in place; rating input score 50
  • Compensation committee: Missing
  • Independent consultant: Missing
  • Other Form 990s reviewed: Pass
  • Written employment contract: Missing
  • Compensation survey or study: Pass
  • Board or committee approval: Pass
• Foreign activity oversight: Limited
• Grant itemization coverage: Limited
• Major donor itemization: Yes; rating input score 100
• Related-party transparency: Limited

Accountability

• Independent voting board: 100%; rating input score 100; 66th percentile among comparable filings
• Governance controls: 7 of 9 controls in place; rating input score 78
  • Conflict-of-interest policy: Pass
  • Whistleblower policy: Pass
  • Document-retention policy: Pass
  • CEO compensation review process: Pass
  • Other executive compensation review process: Fail
  • Form 990 shared with the board: Fail
  • Board meeting minutes documented: Pass
  • Audit committee oversight: Pass
  • Independent financial-statement audit: Pass

Sustainability

• Operating margin: -0.4%; rating input score 29; 29th percentile among comparable filings
• Total-asset coverage ratio: 0.89; rating input score 32; 32nd percentile among comparable filings
• Liabilities to assets ratio: 0.1; rating input score 73; 73rd percentile among comparable filings
• Officer compensation ratio: 6.9%; rating input score 37; 37th percentile among comparable filings

Growth

• Program expense growth: Limited
• Revenue growth: 1.4% per year; rating input score 100; 14th percentile among comparable filings
• Asset growth: 5.2% per year; rating input score 100; 37th percentile among comparable filings