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2025 Gold Circle Awards

Category Descriptions & Criteria

 

 

To support ASAE’s work to move the needle forward on Diversity, Equity, Inclusion, and Accessibility, the Gold Circle Awards Category criteria and descriptions are updated to encourage and promote association efforts in this area. This change recognizes associations that have addressed DEIA in membership, marketing, and communications campaigns or products, as guided by ASAE’s strategic plan and ASAE’s conscious inclusion strategy. 

 

Advocacy 

  

Recognizes an outstanding legislative, regulatory, PAC or grassroots advocacy campaign. The campaign must have been active during the 2024 calendar year. Campaigns should apply a diversity, equity, inclusion or accessibility lens to their design or implementation. 

Campaign elements may include targeted communications to lawmakers, and relevant influencers, including advocacy day, content marketing, media advisories, op-eds, press releases, pitch letters/emails, bytes and b-roll packages, VNRs, satellite media tours, fact sheets, backgrounders, position statements, social media, and other supporting materials. 

Success metrics can include quantity and reach of resulting media coverage, evidence of legislative action/support, increased PAC donations, etc. Additional success metrics can include new tactics employed to address diversity, equity, inclusion, or accessibility in the campaign. 

Project Goals/Objectives: 

  • Are goals and objectives clearly stated, well thought out and outcomes measurable? 

Strategies/Tactics: 

  • Is there a clear and well-articulated strategy? 

  • How did the campaign address diversity, equity, inclusivity, and accessibility? 

  • Do the tactics support the stated strategy and were they well executed across channels? 

  • Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience? 

  • Did the campaign employ an innovative strategy? 

Success Metrics/Results Achieved: 

  • Did the campaign meet the success metrics? 

  • Include your goals and how they were met. 

 

Convention/Meetings Marketing 

  

Recognizes an outstanding campaign designed to promote an association convention/meeting. The campaign must have been active during the 2024 calendar year. Campaigns should apply a diversity, equity, inclusion or accessibility lens to their design or implementation. 

Campaign elements may include convention/meeting web pages/micro-sites, print and digital promotional pieces, social media, video, apps, and other supporting materials. 

Success metrics should include attendance goals (paid vs comp), attendee revenue goals, conference sponsorship goals,  attendee engagement, etc. 

Project Goals/Objectives: 

  • Are goals and objectives clearly stated, well thought out and outcomes measurable? 

Strategies/Tactics: 

  • Is there a clear and well-articulated strategy?  

  • How did the campaign address diversity, equity, inclusivity, and accessibility? 

  • Do the tactics support the stated strategy and were they well executed across channels? 

  • Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? 

  • Is the graphic design effective and does it support the overall strategy? 

  • Do the tactics support the stated strategy and were they well executed across channels? 

  • Did the campaign employ an innovative strategy? 

Success Metrics/Results Achieved: 

  • Did the campaign meet the success metrics? 

  • Include your goals and how they were met. 

  

   

Digital Publications 

  

Recognizes an outstanding content strategy around digital publications (i.e. digital magazines, blog, and other online periodicals) designed to provide valuable information to members, prospective members, and staff. Digital publications must have been active during the 2024 calendar year. The content strategy should apply a diversity, equity, inclusion or accessibility lens to its design or implementation. 

Success metrics can include readership tracking (number of existing subscribers/new subscribers), delivery, open, and clickthrough rates, readership surveys, social media engagement or impressions, reader responses, etc. Other standard metrics can include total pages read, total time spent exploring content, session length, and a number of weekly or daily sessions (depending upon deployment schedules). Digital publications do not include e-newsletters, which have a separate category. 

Project Goals/Objectives: 

  • Are goals and objectives clearly stated, well thought out and outcomes measurable? 

Strategies/Tactics: 

  • Is there a clear and well-articulated content strategy? 

  • How did the campaign address diversity, equity, inclusivity, and accessibility? 

  • Do the tactics support the stated strategy and were they well executed across channels? 

  • Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? 

  • Is the graphic design effective and does it support the overall strategy? (Effective use of digital elements such as video, photography, animation, etc.?) 

  • Did the campaign employ an innovative strategy? 

Success Metrics/Results Achieved: 

  • Did the digital publication meet the success metrics? 

  • Include your goals and how they were met. 

  

E-Newsletter 

  

Recognizes an outstanding e-newsletter campaign designed to provide valuable information to members, prospective members, and staff. The e-newsletter must include some original content from the organization. E-newsletter must have been active during the 2024 calendar year. Campaigns should apply a diversity, equity, inclusion or accessibility lens to their design or implementation. 

Success metrics should include: 

  • Open rates,  

  • Click-throughs, and/or  

  • Social media reach/impressions 

  • Readership survey  

  • Other standard metrics can include 

  • Total pages read,  

  • Total time spent exploring content,  

  • Session length,  

  • Subject line testing, 

  • Number of weekly or daily sessions (depending upon deployment schedules), and 

  • Revenue within a certain time period and total revenue. 

Project Goals/Objectives: 

  • Are goals and objectives clearly stated, well thought out and outcomes measurable? 

Strategies/Tactics: 

  • Is there a clear and well-articulated strategy? 

  • How did the e-newsletter and campaign address diversity, equity, inclusivity, and accessibility? 

  • Do the tactics support the stated strategy and were they well executed across channels? 

  • Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? 

  • Is the graphic design effective and does it support the overall strategy? 

  • Did the e-newsletter campaign employ an innovative strategy? 

Success Metrics/Results Achieved: 

  • Did the e-newsletter meet the success metrics? 

  • Include your goals and how they were met. 

  

Media/Public Relations 

  

Recognizes an outstanding overall media/public relations campaign designed around the association or one of its initiatives, programs, products/services, or special events. The campaign could also be designed to promote the association’s a profession/industry or be crisis communications outreach. This campaign should not include conference or advocacy efforts, as there is a separate category. The campaign must have been active during the 2024 calendar year. Campaigns should apply a diversity, equity, inclusion or accessibility lens to their design or implementation. 

Campaign elements may include media advisories, press releases, content marketing, pitch letters/emails, bytes and b-roll packages, op-eds, VNRs, satellite media tours, fact sheets, backgrounders, position statements, social media and engagement components, and other supporting materials. 

Success metrics can include engagement, quantity, and reach/impressions of resulting media coverage, including earned media. 

Project Goals/Objectives: 

  • Are goals and objectives clearly stated, well thought out and outcomes measurable? 

Strategies/Tactics: 

  • Is there a clear and well-articulated strategy? 

  • How did the campaign address diversity, equity, inclusivity, and accessibility? 

  • Do the tactics support the stated strategy and were they well executed across channels? 

  • Is the content compelling, does it convey the right tone and message, and is it appropriate for the targeted audience(s)? 

  • Is the graphic design effective and does it support the overall strategy? 

  • Did the campaign employ an innovative strategy? 

Success Metrics/Results Achieved: 

  • Did the campaign meet the success metrics? 

  • Include your goals and how they were met. 

  

Member Retention 

  

Recognizes an outstanding membership retention campaign designed to retain individuals and/or organizations as members of the association. The campaign must have been active during the 2024 calendar year. Campaigns should apply a diversity, equity, inclusion or accessibility lens to their design or implementation. 

 Campaign elements may include web pages/micro-sites, print and digital pieces, social media, telemarketing, texting, video, apps, and other supporting materials. 

Success metrics should include:  

  • Retention rate percentage (based on goal),  

  • First-year retention rate, 

  • Engagement metrics,  

  • Revenue projection and revenue results compared to goals.

Project Goals/Objectives: 

  • Are goals and objectives clearly stated and tracked, well thought out and outcomes measurable? 

Strategies/Tactics: 

  • Is there a clear and well-articulated strategy? 

  • How did the campaign address diversity, equity, inclusivity, and accessibility? 

  • Do the tactics support the stated strategy and were they well executed across channels? 

  • Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? 

  • Is the graphic design effective and does it support the overall strategy? 

  • Did the campaign employ an innovative strategy? 

Success Metrics/Results Achieved: 

  • Did the campaign meet the success metrics? 

  • Include your goals and how they were met. 

  

Membership Recruitment 

  

Recognizes an outstanding membership recruitment campaign designed to encourage organizations and/or individuals to join (or re-join) the association as a member or increase a specific segment/demographic (in the spirit of diversity and inclusion). The campaign must have been active during the 2024 calendar year. Campaigns should apply a diversity, equity, inclusion, or accessibility lens to their design or implementation. 

Campaign elements may include web pages/micro-sites, print and digital promotion pieces, social media, video, apps, and other supporting materials. 

Success metrics must include:  

  • The percentage (or number) of membership growth within an allotted time period, including metrics measuring an increase in diversity, 

  • Include market penetration 

  • Number of new members recruited and/or new revenue resulting from new members - all compared to campaign goals. 

Project Goals/Objectives: 

  • Are goals and objectives clearly stated, well thought out, and outcomes measurable? 

Strategies/Tactics: 

  • Is there a clear and well-articulated strategy? 

  • How did the campaign address diversity, equity, inclusivity, and accessibility? 

  • Do the tactics support the stated strategy and were they well executed across channels? 

  • Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? 

  • Is the graphic design effective and does it support the overall strategy? 

  • Did the campaign employ an innovative strategy? 

  • Were activities engaged to attract a new segment of membership? 

Success Metrics/Results Achieved: 

  • Did the campaign meet the success metrics? 

  • Include your goals and how they were met. 

  

Member/Volunteer Engagement 

  

Recognizes an outstanding campaign designed to encourage members, volunteer leaders, and the industry to engage and participate with the association. The campaign must have been active during the 2024 calendar year. Campaigns should apply a diversity, equity, inclusion or accessibility lens to their design or implementation. 

Engagement activities can include member participation in committees, training, special projects, online discussion forums, social media, blogs, fundraising, and other programs. 

Success metrics can include the increase (by percentage or numbers) in members participating in activities, level of participation, engagement scores, and/or demonstrated results in improved member programs. 

Project Goals/Objectives: 

  • Are goals and objectives clearly stated, well thought out and outcomes measurable? 

Strategies/Tactics: 

  • Is there a clear and well-articulated strategy? 

  • How did the campaign address diversity, equity, inclusivity, and accessibility? 

  • Do the tactics support the stated strategy and were they well executed across channels? 

  • Is the content compelling, does it convey the right tone and message, and is it appropriate for the targeted audience(s)? 

  • Is the graphic design effective and does it support the overall strategy? 

  • Did the campaign employ an innovative strategy? 

  • Did engagement create new opportunities for others inside and outside the organization? 

Success Metrics/Results Achieved: 

  • Did the campaign meet the success metrics? 

  • Include your goals and how they were met. 

 

Mobile Apps 

Recognizes an outstanding association/nonprofit organization mobile app campaign targeted at the public, the association membership, or another stakeholder group (s). This can include a general association app, meeting app, advocacy app, fundraising app, and any other mobile app utilized by your organization. The campaign must have been active during the 2024 calendar year. Campaigns should apply a diversity, equity, inclusion or accessibility lens to their design or implementation. 

Success metrics can include analytics measured against stated goals, evidence of member and stakeholder engagement, measured results for a call to action, etc. 

Project Goals/Objectives: 

  • Are goals and objectives clearly stated, well thought out and outcomes measurable? 

Strategies/Tactics: 

  • Is there a clear and well-articulated strategy? 

  • How did the mobile app and the campaign address diversity, equity, inclusivity, and accessibility? 

  • Do the tactics support the stated strategy and were they well executed across channels? 

  • Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? 

  • Is the graphic design effective and does it support the overall strategy? 

  • Did the content employ an innovative strategy? 

Success Metrics/Results Achieved: 

  • Did the content meet the success metrics? 

  • Include your goals and how they were met. 

 

New Product/Service Launch 

  

Recognizes an outstanding new product/service launch campaign or substantial repositioning of an existing product/service (i.e., repackaging or bundling). The campaign must have been active during the 2024 calendar year. Campaigns should apply a diversity, equity, inclusion, or accessibility lens to their design or implementation. 

Campaign elements may include web pages/micro-sites, print and digital promotion pieces, social media, video, apps, and other supporting materials for the new product or service launch. 

Success metrics can include revenue as a result of the product/service, ROI, proof of member engagement with the product/service, and/or the product’s quantitative effect on member recruitment/retention. 

Project Goals/Objectives: 

  • Are goals and objectives clearly stated, well thought out and outcomes measurable? 

Strategies/Tactics: 

  • Is there a clear and well-articulated strategy? 

  • How did the campaign address diversity, equity, inclusivity, and accessibility? 

  • Do the tactics support the stated strategy and were they well executed across channels? 

  • Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? 

  • Is the graphic design effective and does it support the overall strategy? 

  • Did the campaign employ an innovative strategy? 

Success Metrics/Results Achieved: 

  • Did the campaign meet the success metrics? 

  • Include your goals and how they were met. 

  

Podcasts 

Recognizes an outstanding association/nonprofit organization podcast campaign targeted at the public, the association membership, or another stakeholder group (s). The campaign must have been active during the 2024 calendar year. Campaigns should apply a diversity, equity, inclusion or accessibility lens to their design or implementation. 

Success metrics can include: 

  • Analytics measured against stated goals,  

  • Evidence of member and stakeholder engagement 

  • Number of listeners (month-over-month or year-over-year) 

  • Length of listening time 

  • Number of downloads 

  • Audience reviews 

  • Measured results for a call to action  

  • For newly launched podcasts, considerations of strategy for launch, target audience, and build metrics (month-over-month).  

Project Goals/Objectives: 

  • Are goals and objectives clearly stated, well thought out and outcomes measurable? 

Strategies/Tactics: 

  • Is there a clear and well-articulated strategy? 

  • How did the campaign address diversity, equity, inclusivity, and accessibility? 

  • Do the tactics support the stated strategy and were they well executed across channels? 

  • Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? 

  • Is the graphic design effective and does it support the overall strategy? 

  • Did the content employ an innovative strategy? 

Success Metrics/Results Achieved: 

  • Did the content meet the success metrics? 

  • Include your goals and how they were met. 

 

Print Magazine 

  

Recognizes an outstanding content/design strategy for print magazine produced by an association for the association membership, the public, or other stakeholder groups (s). 

It must be published at least two times a year. Entries must include two consecutive issues in the original format intended for readers from the 2024 calendar year. The content/design strategy should apply a diversity, equity, inclusion or accessibility lens to its design or implementation. 

Success metrics can include:  

  • Circulation trends (including reach month-over-month/year-over-year) 

  • Readership (target profile, feedback),  

  • Reader engagement,  

  • Increased advertising revenue, etc.  

  • Delivery (annual, monthly, etc. publication) 

  • —all compared to stated goals. 

Project Goals/Objectives: 

  • Are goals and objectives clearly stated, well thought out and outcomes measurable? 

Strategies/Tactics: 

  • Is there a clear and well-articulated strategy? 

  • How did the print magazine address diversity, equity, inclusivity, and accessibility? 

  • Do the tactics support the stated strategy and were they well executed across channels? 

  • Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? 

  • Is the graphic design effective and does it support the overall strategy? (Is there creative use of design and narrative elements such as cover, headlines, subheads, charts, graphs and visuals.) 

  • Is the magazine innovative in its production or marketing? 

  • Were there new opportunities to engage advertisers? 

Success Metrics/Results Achieved: 

  • Did the print magazine meet the success metrics? 

  • Include your goals and how they were met. 

 

Rebranding 

  

Recognizes an outstanding rebranding campaign. Far from just a visual identity change, it should be the creation of a new name, symbol, design, or a combination of these elements. This is aimed at repositioning the brand to communicate a new message for the association. The rebrand must have been launched during the 2024 calendar year. Campaigns should apply a diversity, equity, inclusion or accessibility lens to their design or implementation. 

Campaign elements may include web pages/micro-sites, print and digital promotion pieces, social media, video, apps, and other supporting materials. 

Success metrics can include increases in membership recruitment, retention or engagement, revenue, industry visibility, etc. 

Project Goals/Objectives: 

  • Are goals and objectives clearly stated, well thought out and outcomes measurable? 

Strategies/Tactics: 

  • Is there a clear and well-articulated strategy? 

  • How did the rebrand strategy address diversity, equity, inclusivity, and accessibility? 

  • Do the tactics support the stated strategy and were they well executed across channels? 

  • Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? 

  • Is the graphic design effective and does it support the overall strategy? 

  • Did the rebrand employ an innovative strategy pre- and post-launch? 

Success Metrics/Results Achieved: 

  • Did the rebranding meet the success metrics? 

  • Include your goals and how they were met. 

 

  

Sponsorship/Exhibits/Advertising Promotion 

  

Recognizes an outstanding program or campaign designed to generate non-dues revenue through sponsorship programs, exhibits, and/or advertising. These can include integrated campaigns covering these areas or campaigns designed for one of these areas. Campaign must have been active during the 2024 calendar year. Campaigns should apply a diversity, equity, inclusion or accessibility lens to their design or implementation. 

Campaign elements may include prospectus pieces, media kits, web pages/micro-sites, print and digital promotion pieces, creation of new assets or packages, social media, video, apps and other supporting materials. 

Success metrics can include percentage increases in the number of companies engaging in these programs, number of new companies engaged, and/or increases in revenue. 

Project Goals/Objectives: 

  • Are goals and objectives clearly stated, well thought out and outcomes measurable? 

Strategies/Tactics: 

  • Is there a clear and well-articulated strategy? 

  • How did the campaign address diversity, equity, inclusivity, and accessibility? 

  • Do the tactics support the stated strategy and were they well executed across channels? 

  • Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? 

  • Is the graphic design effective and does it support the overall strategy? 

  • Did the campaign employ an innovative strategy? 

Success Metrics/Results Achieved: 

  • Did the campaign meet the success metrics? 

  • Include your goals and how they were met.

  

Video 

  

Recognizes an outstanding original promotional or informative video produced by an association. Video recordings of live events, such as sessions at association meetings, are not appropriate for this category. Entries should be less than 5 minutes in length. The campaign must have been active during the 2024 calendar year. The video should apply a diversity, equity, inclusion or accessibility lens to its design or implementation. 

Success metrics can include viewership analytics, social media reach, member engagement, facilitating exhibit booth or event foot-traffic, etc. 

Project Goals/Objectives: 

  • Are goals and objectives clearly stated, well thought out and outcomes measurable? 

Strategies/Tactics: 

  • Is there a clear and well-articulated strategy? 

  • How did the video address diversity, equity, inclusivity, and accessibility? 

  • Do the tactics support the stated strategy and were they well executed across channels? 

  • Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? 

  • Is the graphic design effective and does it support the overall strategy? (Does the editing have smooth transitions; is the audio clear, concise and the volume appropriate; was the length of the video appropriate for the message; are the graphics of high quality?) 

  • Did the video employ an innovative strategy or execution? 

Success Metrics/Results Achieved: 

  • Did the video meet the success metrics? 

  • Include your goals and how they were met. 

Website 

  

Recognizes an outstanding association/nonprofit organization’s website targeted at the public, the association membership, or other stakeholder groups (s). 

This category includes association general websites, issue-specific sites, public education/campaign sites, event sites, policy-related sites, or any other website created by the association. Websites must have been active during the 2024 calendar year. The website should apply a diversity, equity, inclusion or accessibility lens to its design or implementation. 

Success metrics can include site analytics measured against stated goals, evidence of member and stakeholder engagement, measured results for a call to action, etc. 

Project Goals/Objectives: 

  • Are goals and objectives clearly stated, well thought out and outcomes measurable?

Strategies/Tactics: 

  • Is there a clear and well-articulated strategy? 

  • How did the website address diversity, equity, inclusivity, and accessibility? 

  • Do the tactics support the stated strategy and were they well executed across channels? 

  • Is the content compelling, does it convey the right tone and message and is it appropriate for the targeted audience(s)? 

  • Is the graphic design effective and does it support the overall strategy? (Is it optimized for mobile, and is it easy to navigate?) 

  • Did the website employ an innovative strategy in development or launch? 

  • Was the website inclusive and accessible? 

  • Were there new features that benefited members or visitors to the site? 

  • Was there a content strategy that informed the contents/sitemap to better communicate benefits/policy positions/resources/dialogue between colleagues? 

Success Metrics/Results Achieved: 

  • Did the website meet the success metrics? 

  • Include your goals and how they were met.