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 the final installment of our three-part series, Dawn talks about her vision for the Mom’s Choice Awards® Program and the changes she envisions for 2010 and beyond.

Updated to provide links to Youth Endowment Services Program.

As an organization, the Mom’s Choice Awards® has experienced tremendous evolution and expansion in its young five years. Our mother and child logo is recognized globally as the reliable symbol representing the best in family-friendly media, products and services. When I look back over the past two years of our stewardship, I am amazed at the progress we’ve made. We have refined the mission, expanded the philanthropic intent, introduced a strategic branding system, and expanded our portfolio of services for Alumni and honorees.

Like other commercial enterprises, we feel the same pressures to change. The *noise* is constant: update your look! add more clients! Do more! While it is important that we monitor marketplace trends, we will not let them drive us. We carefully review change and determine whether or not it fits our vision – not vice versa. It may take us longer to respond to change, but a more measured response has allowed us to sustain effective growth.

For example, in response to consumer and manufacturer interest in using our evaluation protocol for family entertainment, we expanded our categories beyond books to include educational products, software, and board and video games.

Over the years, some entrants have asked for special consideration for reduced entry fees. We had done that on a case-by-case basis, but now we have created scholarship opportunities for nonprofits and youth entrepreneurs. The MCA has long worked to recognize outstanding young contributors, and in 2009, we built the infrastructure for our Youth Endowment Services (YES) program. The YES program provides financial assistance for young authors, illustrators, producers, inventors, and entrepreneurs who have a desire to enter the awards program. There is a standardized application process, with full and partial scholarships available for those who qualify.

Also last year, we launched MCA Conex as yet another tpart of our marketing/promotional portfolio of offerings for our Honorees and alumni. The program is unique to our awards program. Essentially, MCA Conex is a “speaker’s bureau” that connects schools and libraries, as well as corporate and civics groups with our award-winning authors, illustrators, or performing artists. MCA Conex is reserved exclusively for our distinguished Alumni.

The change I am most excited about is our new open cycle. Like most awards programs, we have always operated on a fixed cycle. We would open the awards in March, close the cycle in October, and announce the Honorees in January. With this cycle, an entrant could wait up to nine months before they would learn if they had an award-winning product or service. That doesn’t help the creator or, more importantly, moms.

The Mom’s Choice Awards® will be the first and only awards program using an open cycle format. Everyone will benefit with this new structure. First, entrants will have a decision much faster—8 to 12 weeks in most cases. This also better complements the production and publicity schedules of our entrants. Because we often receive products to evaluate just as new products are reaching the marketplace, we can give mom’s access to analysis that won’t be available anywhere else.

This is a very exciting time for all of us at the Mom’s Choice Awards®. We are just a few weeks into the new year – a new decade! – and I am so excited about these programs and the opportunities that await us.