We recently had the opportunity to talk with Dawn Matheson, Executive Director of the Mom’s Choice Awards® (MCA). Under her guidance, the MCA embraces the ever-changing dynamics of “the family” and celebrates the individuals and companies dedicated to helping each of us grow as individuals and become better sisters, mothers, and mentors. In this three-part series, Dawn talks about the history of the Mom’s Choice Awards, and describes her personal journey and aspirations for the Program. In part one of our series, Dawn talks about the history of the Mom’s Choice Awards® and her role as Executive Director.

When I first learned of the Mom’s Choice Awards® in 2004, I thought I would take a chance on getting an award, so I submitted my children’s book, Ruby Lee The Bumble Bee ~ A Bee’s Bit of Wisdom. At the time my book had earned many distinguished publishing awards, but nothing comparable to the Mom’s Choice Award—both Parents’ Choice and iParenting shied away from the book’s faith-based message. When the Mom’s Choice Awards® named Ruby Lee the “Most Outstanding Children’s Book of 2004,” I was equally stunned and honored.

Around that time my publishing/production company, Bumble Bee Productions, started getting noticed for our marketing and publicity strategies. We had won several awards for our best-practice strategies. The MCA took note and asked us to provide consulting services. My background in technology and consulting combined with my mid-life foray into publishing served me well. As I got more involved with the Mom’s Choice Awards®, I came to see the full potential of the program. Eventually, I was able to acquire the company, and today it is my privilege and honor to serve as Executive Director.

When I look back over the past two years, I’m amazed at the progress we’ve made. Since acquiring the MCA, we’ve refined the mission and introduced a strategic branding system designed to reflect the distinguished products and services that bear the MCA seal. Today, our mother and child logo is recognized globally as the reliable symbol representing the best in family-friendly media, products, and services.

• In 2007, we expanded categories to include educational products, software, board games and video games. Today, our judges review products/services in more than 300 categories.
• In 2008, we implemented green strategies, eliminating legacy paper-based entry and evaluation processes. Those processes are now automated and managed via the web.
• We have introduced a comprehensive portfolio of marketing and publicity offerings for our Honorees and launched Entro®–Mom’s Choice Awards® Magazine.
• In 2009, we transitioned Entro® from a paper edition to an online version as part of our green strategy. 
• We created a philanthropic philosophy, and now more than 1,200 products per year are donated to schools and charities in North America and abroad.

When we acquired the Mom’s Choice Awards® I wanted to make sure we grew on a solid foundation. I am particularly pleased that we have been able to retain the spirit with which the MCA was founded and at the same time improve the program not only for our entrants, Honorees, Judges, and Sponsors but also for the parents and educators who rely on our evaluations.

I am regularly reminded of my own personal experience as an entrant in 2004. When the list of Honorees was published and my book was on it — right next to books published by Simon & Schuster and Scholastic — I felt extremely validated. I love the fact that the Mom’s Choice Awards® have always been attainable by anyone regardless of age, gender, race, religion or status.

We did a tremendous amount of research in determining the judging criteria, particularly in the context of defining an award-winner as a “family friendly” product or service? Our retooled evaluation process uses a propriety methodology in which entries are scored on a number of elements including production quality, design, educational value, entertainment value, originality, appeal, and cost.

Quite honestly, the research never stops. We are constantly reviewing and responding to the marketplace. As new products and services are invented, we are challenged to find a place for them in our program. We continue to add new categories and subsequently new judging criteria must be developed and new marketing/promotional strategies are added.

We specifically look for products and services that help families grow emotionally, physically, and spiritually; are morally sound and promote good will; and are inspirational and uplifting, as well. Entrants must score well in all of these areas.

The Mom’s Choice Awards® celebrates the creative spirit of people who are dedicated to offering family-friendly products and services. Having traveled the road of creating my own company — and now growing a new brand — I find I am most inspired by those who step out of their comfort zone in an attempt to create something that positively impacts others around them and by those who experience failure but remain positive and persevere.

The best part about my job is that there are so many special moments that I return to when I need inspiration. I often think of the many MCA Honorees who have amazing stories, among them; Janet Mary Sinke and Jay and Liz Scott who overcame tremendous personal loss to produce amazing children’s literature; the three Seattle moms who championed legislation for school library funding; David Evans who lovingly submitted his wife’s charming children’s book series a year after her passing; and of course Greg Mortenson—author of Three Cups of Tea, Nobel Prize Candidate and arguably one of the greatest humanitarians of our time.

The Mom’s Choice Awards® Programs are growing by leaps and bounds. In 2009, we received more than 1,500 entries in more than 300 categories! That is just astounding.  Unfortunately, I’ve had to give up on looking at every entry. There are just too many. Still, I have long subscribed to the belief that “every mother is an inventor,” so I do like to see products and services created by moms. As a children’s author, I also especially enjoy seeing the children’s picture book entries.

As Executive Director, it would be a conflict of interest to judge the products. My role is to build platforms for the honorees and continue to implement the strategic vision of the Mom’s Choice Awards® in a cost-effective and time-efficient manner.  Frankly, I am so involved in the day-to-day operations of the organization that I wouldn’t have time to judge. That said, I do enjoy seeing the feedback from our Honorees and Judges and from the parents and educators who rely on our evaluations. Whether, positive or constructive, feedback is like a compass to an Executive Director. It helps me assess if we’re on track or if changes are needed.

Like all of us do each December, I spent some time looking back on what we’ve accomplished. It has been an amazing journey. I am humbled by the ingenuity, creativity, and dedication of all our entrants. They keep me grounded and inspire me to push beyond my own comfort zone, as well. It is such an honor to help our Honorees achieve the recognition they have worked so hard for.

In Part 2 of our discussion, Dawn talks about the nuts-and-bolts of the Mom’s Choice Awards® and her plans for the future.