Mini Case Study: Nonprofit Marketer of the Year Awards Competition

1. Mini Case Study:Nonprofit Marketer of the Year Awards Competition An initiative for advancing our mission of:Investing in the Growth and Use of Nonprofit and Social Marketing Knowledge 1

2. What is the Nonprofit Marketer of the Year? • On Thursday, July 16th the AMA, AMAF, along with presenting sponsor The Nonprofit Times, will honor the second annual 2009 Nonprofit Marketer of the Year Award recipients. • This year, in addition to honoring one person who has demonstrated exceptional leadership and achievement in the field, we will also recognize two other nonprofit marketers who have done extraordinary work for their organizations in the areas of 1) social media and 2) special marketing initiatives that have helped their organization thrive during tough economic times. 2

3. Why Nonprofit Marketer of the Year? Establish an awards platform that nationally recognizes nonprofit marketers and elevates the profession…while also increasing nonprofit marketers’ engagement in AMA, AMAF, and attendance at the conference Build a large base of nonprofit marketing thought leaders to serve future educational roles/projects/fundraising needs of the AMA and AMAF Use this new all-electronic call for nominations/self-application method as a test to determine interest in awards, quality of the candidate pool, and potential process-transferability to other awards programs/areas (such as “30 under 30” to recognize up and coming marketers) of the AMA and AMAF 3

4. How the Candidate Pool is Built National Call for Nominations – February Promotion mix: AMA/AMAF email blast to database AMAF website banner ad links AMA vehicles (e-newsletters, Nonprofit Marketing and Public Policy & Marketing SIGs, web banner ads) The Nonprofit Times email blast to over 100,000 subscribers, print ads, and web banner ads, nonprofit marketing-related blog postings, etc... Nominations are submitted from the field, and nominees self-complete their applications. Check out the nomination form on the next slide. Simple and efficient. 4

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6. Nominee Communications • Nominee Acceptance and Application – April Eligible nominees are individually emailed with congratulations and invited to accept their nomination by completing the online application form (see email screen shot on next page) Check out the application form and questions the nominee must answer by visiting: http://www.themarketingfoundation.org/nonprofit_marketer_of_the_year_application.html Deadline for applications was May 1st

7. Sample of an email that a nominee receives, with instructions on how to self-apply for the award.

8. Judging – Late May/Early June A six judge panel, consisting of members of the 2009 AMA Nonprofit Marketing Conference Committee and Advisory Council, at least one AMAF Board member, and a representative from The Nonprofit Times evaluate the applications, which are posted on a secure web site. All judges are leaders and experts in the field of nonprofit marketing with careers as nonprofit marketing academics, consultants, and practitioners. Committee: Tom Abrahamson Jay Aldous Lisa Chernick Cynthia Currence Meme Drumwright John McIlquham

9. 2009 Award Winners • Nonprofit Marketer of the Year Award C. Eric Overman Director of Online Communities & Social Media Operation Smile • Special Marketing Initiatives Award Anne Bergquist Vice President, Brand Management and Marketing YMCA of Metro Chicago • Social Media Award David J. Neff Director of Web, Film and Interactive Strategy American Cancer Society – High Plains 9

10. Results • Received more than 200 nominations since the award’s inception last year. • Received 70 impressive finalists for the awards. • Received much publicity and hope for more this year: • Article in Marketing News • Article in The Nonprofit Times and Philanthropy Journal (www.philanthropyjournal.org) • Press release on winners to national, hometown, and business trade outlets