AMA Joins #GivingTuesday to Support Collegiate Members

Chicago (November 10, 2015) — ​Global philanthropy’s official 2015 charitable season debuts on Dec.1 with #GivingTuesday, a movement dedicated to generosity and giving back to nonprofits worldwide during one 24-hour period. Launched in 2012, #GivingTuesday is a playful hat tip to Black Friday and Cyber Monday, when millions of consumers kick off the official holiday shopping season. 

This year, the American Marketing Association and its Foundation (AMAF) are joining the #GivingTuesday movement to raise funds for two new collegiate scholarship programs. The AMA is steadfast in its goal to celebrate the positive role that marketing plays in creating a better world. It is also committed to helping dynamic future marketing leaders excel while on campus and, for some exceptional students, these scholarships present an opportunity to defray the financial burden.

“At the end of the day, every marketer should take great pride in their role in prospering economies and improved quality of life for every person on the planet,” explained Russ Klein, CEO of the AMA. “The AMA believes in the power of marketing and the promise of young people becoming the marketers of tomorrow. It is that trust in which we place our faith and investment of scholarship monies.”

Originally organized by the 92nd Street Y, a venerable cultural center in New York City, #GivingTuesday brings people together under the goal of service and philanthropy. From 2012 to 2014, it expanded from 2,500 nonprofits to 15,000 nonprofits across 68 nations. In 2014, the day of giving raised nearly $50 million with the majority of funds coming from small online donations.  

In uniting so many different organizations, the movement is able to leverage all organizations’ social media platforms to spread awareness about individual causes.  It presents opportunities for collaboration between nonprofits, civic organizations and businesses, as well as amplified giving. Just like sales and promotions on Black Friday and Cyber Monday, #GivingTuesday takes advantage of the acute focus on philanthropy to promote special matched-giving opportunities or focus on cultivating new donors through friend-raising.  

The new scholarships double the AMA’s financial support to undergraduate students via the existing AMA-EBSCO Marketing Scholar Award. Both of the new scholarships are open to the AMA’s 10,500 undergraduate student members who meet the individual scholarship’s qualifications and submit an application by Feb. 10, 2016. 

The AMA is committed to transforming students into marketing professionals who are good at what they do while doing good in the process. In particular, the AMA hopes to recognize students who use marketing skills and techniques to make significant differences in terms of the environment, social justice, economic fairness or improved quality of life. Two scholarships (one of $7,500 and one of $5,000) will be awarded to two students who have excelled at making a positive impact in their local, regional or wider community.

Diversity Leadership Scholarship​​
The AMA develops diverse leaders who serve rather than gives orders, translate vision into reality, inspire greatness in others, and achieve remarkable things through empowerment and action. To recognize our diverse student membership population, two scholarships (one of $7,500 and one of $5,000) will be awarded to two students who have demonstrated “AMA-zing” leadership as part of their chapter activities or in other areas and are members of the African American, Indian American (Native), Pacific Islander or Hispanic American communities.  


Become a Member
Access our innovative members-only resources and tools to further your marketing practice.