AMERICAN MARKETING ASSOCIATION

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Financial Vulnerability Assessment (Tuckman-Chang)

4 risk indicators measuring financial stability and operational resilience

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Financial Trends

Organization Details

Formation Year

1951

Legal Domicile

Principal Officer

BENNIE F JOHNSON

Phone

3125429000

Tax Period

2022-07-01 to 2023-06-30

AMERICAN MARKETING ASSOCIATION, founded in 1951, is a mid-sized nonprofit in the Community Improvement sector that reported $14.4M in total revenue in fiscal year 2022. Revenue decreased 9% compared to the prior year. Expenses of $16.6M exceeded revenue, resulting in a 16% operating deficit.

Mission

THE AMERICAN MARKETING ASSOCIATION (AMA) IS A PROFESSIONAL ASSOCIATION FOR INDIVIDUALS AND ORGANIZATIONS LEADING THE PRACTICE, TEACHING, AND DEVELOPMENT OF MARKETING KNOWLEDGE WORLDWIDE. SEE SCHEDULE O FOR ADDITIONAL INFORMATION.

Program Service Accomplishments

Program 1

Expenses: $3,456,939 Revenue: $4,275,333

GROWTH:INCLUDES DELIVERY OF AND SUPPORT FOR SERVICES IN CONNECTION WITH OVER 250,000 INDIVIDUAL MARKETERS WHO WORK, TEACH OR STUDY IN THE FIELD OF MARKETING. THE PROGRAM PROVIDES MARKETERS WITH...

GROWTH:INCLUDES DELIVERY OF AND SUPPORT FOR SERVICES IN CONNECTION WITH OVER 250,000 INDIVIDUAL MARKETERS WHO WORK, TEACH OR STUDY IN THE FIELD OF MARKETING. THE PROGRAM PROVIDES MARKETERS WITH ACCESS TO CONTINUED EDUCATION, NETWORKING, FINANCIAL AID, INDIVIDUAL AND ORGANIZATIONAL GOAL PLANNING.

Program 2

Expenses: $2,493,810 Revenue: $3,146,166

PROFESSIONAL DEVELOPMENT:THE AMA HAS MANY PROFESSIONAL DEVELOPMENT RESOURCES OFFERED TO THE MARKETING COMMUNITY, INCLUDING CONFERENCES, VIRTUAL TRAININGS, CERTIFICATION PROGRAMS, SKILLS ASSESSMENTS...

Program 3

Expenses: $3,770,986 Revenue: $4,757,438

COMMUNITIES AND JOURNALS:INCLUDES SUPPORT FOR VOLUNTEERS AND NURTURES RELATIONSHIPS WITH CURRENT AND FUTURE VOLUNTEERS ACROSS THE MARKETING COMMUNITY. THE PROGRAM PUBLISHES LEADING JOURNALS IN THE...

COMMUNITIES AND JOURNALS:INCLUDES SUPPORT FOR VOLUNTEERS AND NURTURES RELATIONSHIPS WITH CURRENT AND FUTURE VOLUNTEERS ACROSS THE MARKETING COMMUNITY. THE PROGRAM PUBLISHES LEADING JOURNALS IN THE MARKETING DISCIPLINE AND SUPPORTS THE COMMUNITY INFRASTRUCTURE THAT CREATES, CURATES, AND EXECUTES VALUED PROGRAMMING AND CONTENT FOR MARKETING PROFESSIONALS, SCHOLARS, STUDENTS, AND EDUCATORS.

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Trantor Score

Financial Health Score (300–850) · Liquidity · Solvency · Sustainability · Efficiency

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Liquidity (40%) • Solvency (30%) • Sustainability (20%) • Efficiency (10%)

Financial Overview (2022)

Revenue Breakdown

Contributions & Grants $251,900

Program Service Revenue $13,914,396

Investment Income $207,144

Other Revenue $0

TOTAL REVENUE $14,373,440

Expense Breakdown

Grants Paid $229,775

Salaries & Benefits $8,172,045

Fundraising Expenses $1,756,257

Program Expenses $9,721,735

Other Expenses $8,210,295

TOTAL EXPENSES $16,612,115

Year-over-Year Comparison

	2022	2021	Change
Revenue	$14,373,440	$15,785,731	-0.1%
Expenses	$16,612,115	$15,044,955	+0.1%
Net Income	$-2,238,675	$740,776	-4.0%

Key Indicators

✓ Grants to Organizations ✓ Grants to Individuals ✗ Lobbying ✗ Political Activity ✓ Foreign Activities ✗ Donor Advised Fund ✓ Schedule B Required

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Financial Health Indicators

Comprehensive financial analysis: Altman Z-Score, liquidity, solvency, sustainability, efficiency, and growth metrics

Financial Distress Indicator

Liquidity & Cash Position

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Altman Z-Score • Liquidity Ratios • Solvency Analysis • Growth Indicators • Efficiency Metrics

Governance

Voting Members

Independent Members

Employees

Volunteers

6000

Governance Policies

✓ Conflict of Interest Policy

✓ Whistleblower Policy

✗ Document Retention Policy

Special Practices & Reported Activities

✗ Operated a School

✗ Operated a Hospital

✗ Provided First Class Travel

✗ Reported Conflict of Interest

✗ Reported Asset Diversion

✗ Excess Benefit Transaction

✗ Made Political Expenditures

✗ Engaged in Lobbying

✗ Operated Donor Advised Fund

✗ Maintained Art Collections

✗ Filed Form 720

Compensation of Officers, Directors & Key Employees

Total Officers

$1,633,104

Total Directors

$83,658

Key Employees

Highest Compensated

reported

Name	Title	Hours/Week	Role	Reportable Comp	Other Comp	Total
KAREN ALBRITTON	PAST CHAIRPERSON	2.00	Officer Director	$0	$0	$0
KEVIN BRADFORD	CHAIRPERSON	4.00	Officer Director	$0	$0	$0
LISA BOWMAN	CHAIRPERSON-ELECT	3.00	Officer Director	$0	$0	$0
DENNIS R JAMES	TREASURER	3.00	Officer Director	$0	$0	$0
MICHAEL BRADY	SECRETARY-NEW	3.00	Officer Director	$0	$0	$0
JESSICA PERRY	AT-LARGE BOARD MEMBER	2.00	Director	$0	$0	$0
PETER BARBER	AT-LARGE BOARD MEMBER	2.00	Director	$0	$0	$0
ROBIN TOOMS	AT-LARGE BOARD MEMBER	2.00	Director	$0	$0	$0
TIFFANY WHITE	AT-LARGE BOARD MEMBER	2.00	Director	$0	$0	$0
RIC SWEENEY	AT-LARGE BOARD MEMBER	2.00	Director	$0	$0	$0
VANITHA SWAMINATHAN	AT-LARGE BOARD MEMBER	2.00	Director	$0	$0	$0
ANGELA BRUTSCHE	AT-LARGE BOARD MEMBER-NEW	2.00	Director	$0	$0	$0
CHRISTINE MATHERS	AT-LARGE BOARD MEMBER-NEW	2.00	Director	$0	$0	$0
BRIAN FERGEMANN	AT-LARGE BOARD MEMBER-NEW	2.00	Director	$0	$0	$0
REBECCA SLOTEGRAF	AT-LARGE BOARD MEMBER-NEW	2.00	Director	$0	$0	$0
ANDERS GUSTAFSON	AT-LARGE BOARD MEMBER-NEW	2.00	Director	$0	$0	$0
JACQUI CANNEY	AT-LARGE BOARD MEMBER-PAST	2.00	Director	$0	$0	$0
DAVID EDELMAN	AT-LARGE BOARD MEMBER-PAST	2.00	Director	$0	$0	$0
AJAY KOHLI	AT-LARGE BOARD MEMBER-PAST	2.00	Director	$0	$0	$0
BENNIE JOHNSON	CHIEF EXECUTIVE OFFICER-NEW	40.00	Officer Director	$79,639	$4,019	$83,658
RUSSELL B KLEIN	CHIEF EXECUTIVE OFFICER-PAST	40.00		$626,279	$2,847	$629,126
JEREMY VAN EK	CHIEF OPERATIONS OFFICER	40.00	Officer	$484,847	$33,874	$518,721
ADARA BOWEN	VICE PRESIDENT, GROWTH	40.00	Officer	$219,329	$12,134	$231,463
JULIE SCHNIDMAN	VICE PRESIDENT, ALLIANCES	40.00	Officer	$197,388	$16,357	$213,745
MOLLY SOAT	VICE PRESIDENT, PROF DEVELOPMENT	40.00	Officer	$152,425	$16,879	$169,304
MATTHEW WEINGARDEN	VICE PRESIDENT, COMM & JOURNALS	40.00	Officer	$192,088	$21,336	$213,424
CHARLES WIGGINS	VICE PRESIDENT, TECHNOLOGY	40.00	Officer	$182,164	$20,625	$202,789
JOSEPH BLOOM	DATA WAREHOUSE ARCHITECT	40.00	Highest	$142,950	$22,409	$165,359
JEROD CLARK	DIRECTOR, MARKETING	40.00	Highest	$146,308	$14,540	$160,848
JAMES EATON	SR. SOLUTIONS ARCHITECT	40.00	Highest	$132,347	$18,124	$150,471
CATHERINE ECK	SR. CUSTOMER SUCCESS MANAGER	40.00	Highest	$187,889	$15,428	$203,317
ADAM HOWARD	DIRECTOR, SALES OPERATIONS & STRATEGY	40.00	Highest	$134,382	$13,543	$147,925

Note: Compensation data is self-reported by the organization on their Form 990. "Reportable Comp" includes salary, bonuses, and other reportable compensation from the organization and related organizations. "Other Comp" includes benefits, deferred compensation, and non-taxable benefits.

Historical Data

Year	Revenue	Expenses	Assets	Net Income
2025	No data	No data	No data	No data
2024	No data	No data	No data	No data
2023	$14,373,440	$16,612,115	$13,011,630	$-2,238,675
2022	$15,785,731	$15,044,955	$13,271,352	$740,776
2021	$14,730,678	$11,188,312	$13,745,970	$3,542,366
2020	$15,191,106	$13,968,239	$9,741,723	$1,222,867
2019	$16,624,237	$15,649,942	$9,126,817	$974,295
2018	$17,144,548	$15,553,652	$10,411,549	$1,590,896