Form990EZ
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Department of the Treasury
Internal Revenue Service
Short Form
Return of Organization Exempt From Income Tax
Under section 501(c), 527, or 4947(a)(1) of the Internal Revenue Code (except private foundations)
bullet Do not enter social security numbers on this form as it may be made public.


bullet Go to www.irs.gov/Form990EZ for instructions and the latest information.
OMB No. 1545-1150
2018
Open to Public
Inspection
A
For the 2018 calendar year, or tax year beginning 01-01-2018, and ending 12-31-2018
B
Check if applicable:
C Name of organization
MADISON ADVERTISING FEDERATION INC
DBA AMERICAN ADVERTISING FEDERATION MADI
Number and street (or P. O. box, if mail is not delivered to street address)PO BOX 5663
  Room/suite
City or town, state or province, country, and ZIP or foreign postal code MADISON, WI537055663
D Employer identification number

39-1390512
E Telephone number

(608) 443-0214
F Group Exemption
Numberbullet  
G Accounting Method: Other (specify) bullet   H Check bulletI Website:bulletAAFMADISON.ORGJ Tax-exempt status (check only one) - ( 6) bullet (insert no.) or
K Form of organization:  
L Add lines 5b, 6c, and 7b to line 9 to determine gross receipts. If gross receipts are $200,000 or more, or if total assets (Part II, column (B) below) are $500,000 or more, file Form 990 instead of Form 990-EZ ...........................bullet $ 73,935
Part Ⅰ
Revenue, Expenses, and Changes in Net Assets or Fund Balances (see the instructions for Part I) Check if the organization used Schedule O to respond to any question in this Part I.....................
VerticalRevenue 1 Contributions, gifts, grants, and similar amounts received .................... 1 5,600
2 Program service revenue including government fees and contracts ............... 2 49,289
3 Membership dues and assessments ........................... 3 19,037
4 Investment income ........................... 4 9
5a Gross amount from sale of assets other than inventory ..... 5a  
b Less: cost or other basis and sales expenses ....... 5b  
c Gain or (loss) from sale of assets other than inventory (Subtract line 5b from line 5a) ...... 5c  
6 Gaming and fundraising events
a Gross income from gaming (attach Schedule G if greater than $15,000) 6a  
b Gross income from fundraising events (not including $   of contributions from fundraising events reported on line 1) (attach Schedule G if the sum of such gross income and contributions exceeds $15,000) ..6b  
c Less: direct expenses from gaming and fundraising events ... 6c  
d Net income or (loss) from gaming and fundraising events (add lines 6a and 6b and subtract line 6c) 6d  
7a Gross sales of inventory, less returns and allowances ...... 7a  
b Less: cost of goods sold ............. 7b  
c Gross profit or (loss) from sales of inventory (Subtract line 7b from line 7a) ......... 7c  
8 Other revenue (describe in Schedule O) .......... 8  
9 Total revenue. Add lines 1, 2, 3, 4, 5c, 6d, 7c, and 8 .............. Bullet 9 73,935
VerticalExpenses 10 Grants and similar amounts paid (list in Schedule O) ............ 10 200
11 Benefits paid to or for members ................ 11  
12 Salaries, other compensation, and employee benefits ................ 12  
13 Professional fees and other payments to independent contractors ............ 13 37,053
14 Occupancy, rent, utilities, and maintenance ................... 14  
15 Printing, publications, postage, and shipping .............. 15 1,207
16 Other expenses (describe in Schedule O) .............. 16 41,495
17 Total expenses. Add lines 10 through 16 .............. Bullet 17 79,955
VerticalNetAssets 18 Excess or (deficit) for the year (Subtract line 17 from line 9) ............ 18 -6,020
19 Net assets or fund balances at beginning of year (from line 27, column (A)) (must agree with
end-of-year figure reported on prior year’s return) ............ 19 16,853
20 Other changes in net assets or fund balances (explain in Schedule O) .......... 20 0
21 Net assets or fund balances at end of year. Combine lines 18 through 20 ....... 21 10,833
For Paperwork Reduction Act Notice, see the separate instructions.
Cat. No. 10642I Form 990-EZ (2018)
Form 990-EZ (2018)
Page 2
Part ⅡBalance Sheets (see the instructions for Part II)Check if the organization used Schedule O to respond to any question in this Part II.................

(A) Beginning of year(B) End of year
22Cash, savings, and investments................
30,984
22
23,631
23Land and buildings....................
 
23
 
24Other assets (describe in Schedule O) ..........
4,289
24
4,116
25Total assets......................
35,273
25
27,747
26
Total liabilities (describe in Schedule O) .............
18,420
26
16,914
27Net assets or fund balances (line 27 of column (B) must agree with line 21)
16,853
27
10,833
Part ⅢStatement of Program Service Accomplishments (see the instructions for Part III) Check if the organization used Schedule O to respond to any question in this Part III . . Expenses
(Required for section 501(c)(3) and 501(c)(4) organizations; optional for others.)
What is the organization's primary exempt purpose? THE PURPOSE SHALL BE TO ACT AS AN ASSOCIATION AFFILIATED WITH THE AMERICAN ADVERTISING FEDERATION AND ITS 8TH DISTRICT TO PROMOTE GREATER EFFECTIVENESS IN THE USE OF ADVERTISING AS AN INSTRUMENT FOR DISTRIBUTION, TO FOSTER HIGHER STANDARDS OF PRACTICE IN ADVERTISING AND SELLING, TO EXPAND RECOGNITION OF ADVERTISING AS A PROFITABLE BUSINESS TOOL, TO COOPERATE WITH THE EDUCATIONAL SYSTEMS TO PROMOTE A BETTER UNDERSTANDING OF ADVERTISING, TO ADVANCE STANDARDS OF ADVERTISING THROUGH A VOLUNTARY PROGRAM OF SELF-REGULATION, AND TO CULTIVATE A BETTER UNDERSTANDING OF THE ECONOMIC AND SOCIAL VALUE OF ADVERTISING TO THE CONSUMING PUBLIC, AND TO UNDERTAKE OR PERFORM ANY OTHER LAWFUL ACT, ENDEAVOR OR PURPOSE WHICH MAY BE INCIDENTAL, NECESSARY, DESIRABLE OR CONVENIENT RELATIVE TO THE PROMOTION OF THE ADVERTISING INDUSTRY.
Describe the organization’s program service accomplishments for each of its three largest program services, as measured by expenses. In a clear and concise manner, describe the services provided, the number of persons benefited, and other relevant information for each program title.
28 AAF-MADISON HOLDS APPROXIMATELY 10 SPEAKER SERIES EVENTS ANNUALLY WHICH PROVIDE THE MARKETING AND ADVERTISING COMMUNITY THE OPPORTUNITY TO LEARN ABOUT INDUSTRY TRENDS AND BEST PRACTICES TO FULFILL AAF'S MISSION TO PROTECT AND PROMOTE THE WELL BEING OF ADVERTISING. IN ADDITION, WE HOLD THREE NETWORKING EVENTS DURING THE YEAR THAT GIVE MEMBERS AND GUESTS THE OPPORTUNITY TO CONNECT WITH OTHERS IN THEIR INDUSTRY. ATTENDANCE AT BOTH THE SPEAKER SERIES EVENTS AND NETWORKING EVENTS IS TYPICALLY BETWEEN 60 AND 100 PARTICIPANTS.
(Grants $ 0) If this amount includes foreign grants, check here ...MediumBullet		 28a 0
29 AAF-MADISON COORDINATES THE LOCAL EFFORT OF THE AMERICAN ADVERTISING AWARDS, A THREE-TIERED PROGRAM THAT STARTS WITH LOCAL CLUBS. WINNERS AT THE LOCAL LEVEL ADVANCE TO A DISTRICT COMPETITION, AND WINNERS AT DISTRICT ADVANCE TO A NATIONAL COMPETITION. THIS IS A BELOVED LOCAL EVENT THAT ATTRACTS ADVERTISERS, AGENCIES, ADVERTISING SUPPLIERS AND MEDIA THROUGHOUT THE GREATER MADISON AREA TO CELEBRATE THE INNOVATIVE THINKING THAT'S ROOTED IN OUR OWN BACKYARD. THE COMPETITION DRAWS AROUND 500 ENTRIES, AND ATTENDANCE AT THE AWARDS CEREMONY IS APPROXIMATELY 300.
(Grants $ 0) If this amount includes foreign grants, check here ...MediumBullet		 29a 0
30
(Grants $   ) If this amount includes foreign grants, check here ...MediumBullet 		30a
31 Other program services (describe in Schedule O) ................
(Grants $   ) If this amount includes foreign grants, check here...MediumBullet		 31a
32 Total program service expenses (add lines 28a through 31a).......... bullet 32  
Part Ⅳ
List of Officers, Directors, Trustees, and Key Employees (list each one even if not compensated — see the instructions for Part IV)Check if the organization used Schedule O to respond to any question in this Part IV............
(a) Name and title (b) Average
hours per week
devoted to position		 (c) Reportable compensation
(Forms W-2/1099-MISC) (if not paid, enter -0-) 		(d) Health benefits, contributions to employee benefit plans, and
deferred compensation		 (e) Estimated amount
of other compensation
SHARON PERTZBORN-JENSEN  
 
EXECUTIVE DIR UNTIL SEPT 2018 		35.00 0 0 0
ROBIN M WENDT  
 
EXECUTIVE DIR SINCE OCT 2018 		35.00 0 0 0
EMILY SHEA  
 
PRESIDENT 		5.00 0 0 0
ERIN HORSWILL  
 
VICE PRESIDENT 		5.00 0 0 0
ASHLEY TAYLOR  
 
SECRETARY/TREASURER 		5.00 0 0 0
BECKI NOEL  
 
PAST PRESIDENT 		5.00 0 0 0
JERAD CLARK  
 
SPONSORSHIP/FUNDRAISING CHAIR 		5.00 0 0 0
CONNIE DETTMAN  
 
NETWORKING EVENTS CHAIR 		5.00 0 0 0
ALLISON LINDORFER  
 
AMERICAN ADV AWARDS CO-CHAIR 		5.00 0 0 0
MCKENNA SOKOL  
 
AMERICAN ADV AWARDS CO-CHAIR 		5.00 0 0 0
SHAR HERMANSON  
 
MEMBERSHIP CHAIR 		5.00 0 0 0
JEFFREY JENSEN  
 
COMMUNITY OUTREACH COCHAIR 		5.00 0 0 0
Form 990-EZ (2018)
Form 990-EZ (2018)
Page 3
Part Ⅴ
Other Information
(Note the Schedule A and personal benefit contract statement requirements in the
instructions for Part V.) Check if the organization used Schedule O to respond to any question in this Part V.......
Yes
No
33
Did the organization engage in any significant activity not previously reported to the IRS? If "Yes," provide a detailed description of each activity in Schedule O ...................
33
 
No
34
Were any significant changes made to the organizing or governing documents? If "Yes," attach a conformed copy of the amended documents if they reflect a change to the organization’s name. Otherwise, explain the changeon Schedule O (see instructions) ..........................
34
 
No
35a
Did the organization have unrelated business gross income of $1,000 or more during the year from business activities (such as those reported on lines 2, 6a, and 7a, among others)? ............
35a
 
No
b
If "Yes," to line 35a, has the organization filed a Form 990-T for the year? If "No," provide an explanation in Schedule O
35b
 
 
c
Was the organization a section 501(c)(4), 501(c)(5), or 501(c)(6) organization subject to section 6033(e) notice, reporting, and proxy tax requirements during the year? If "Yes," complete Schedule C, Part III
35c
 
No
36
Did the organization undergo a liquidation, dissolution, termination, or significant disposition of net assets during the year? If “Yes," complete applicable parts of Schedule N ................
36
 
No
37a
Enter amount of political expenditures, direct or indirect, as described in the instructions. bullet
37a
0
b
Did the organization file Form 1120-POL for this year?...................
37b
 
 
38a
Did the organization borrow from, or make any loans to, any officer, director, trustee, or key employee or were
any such loans made in a prior year and still outstanding at the end of the tax year covered by this return?..
38a
 
No
b
If “Yes," complete Schedule L, Part II and enter the total amount involved .
38b
 
39
Section 501(c)(7) organizations. Enter:
a
Initiation fees and capital contributions included on line 9.......
39a
 
b
Gross receipts, included on line 9, for public use of club facilities.....
39b
 
40a
Section 501(c)(3) organizations. Enter amount of tax imposed on the organization during the year under:
section 4911 bullet   ; section 4912 bullet   ; section 4955 bullet  
b
Section 501(c)(3), 501(c)(4), and 501(c)(29) organizations. Did the organization engage in any section 4958 excess benefit transaction during the year, or did it engage in an excess benefit transaction in a prior year that has not been reported on any of its prior Forms 990 or 990-EZ? If “Yes," complete Schedule L, Part I
40b
 
 
c
Section 501(c)(3), 501(c)(4), and 501(c)(29) organizations. Enter amount of tax imposed on organization managers or disqualified persons during the year under sections 4912, 4955, and 4958bullet  
d
Section 501(c)(3), 501(c)(4), and 501(c)(29) organizations. Enter amount of tax on line 40c reimbursed by the organizationbullet  
e
All organizations. At any time during the tax year, was the organization a party to a prohibited tax shelter transaction? If "Yes," complete Form 8886-T ................
40e
 
No
41List the states with which a copy of this return is filed. bullet
42aThe organization's books are in care of bulletWENDT MANAGING LLC
 Telephone no.bullet (608) 371-3867
Located at bullet8301 FLAGSTONE DRIVE 103MADISON,WI ZIP + 4bullet53719
Yes
No
b
At any time during the calendar year, did the organization have an interest in or a signature or other authority over a financial account in a foreign country (such as a bank account, securities account, or other financial account)? . .
42b
 
No
If “Yes," enter the name of the foreign country: bullet
See the instructions for exceptions and filing requirements for FinCEN Form 114, Report of Foreign Bank and Financial Accounts (FBAR)
c
At any time during the calendar year, did the organization maintain an office outside the U.S.? . . .
42c
 
No
If “Yes," enter the name of the foreign country: bullet
43......bullet
and enter the amount of tax-exempt interest received or accrued during the tax year....bullet43
 
Yes
No
44a
Did the organization maintain any donor advised funds during the year? If "Yes," Form 990 must be completed insteadof Form 990-EZ.............................
44a
 
No
b
Did the organization operate one or more hospital facilities during the year? If "Yes," Form 990 must be completedinstead of Form 990-EZ.............................
44b
 
No
c
Did the organization receive any payments for indoor tanning services during the year?.........
44c
 
No
d
If "Yes," to line 44c, has the organization filed a Form 720 to report these payments? If "No," provide an
explanation in Schedule O ............................
44d
 
 
45a
Did the organization have a controlled entity within the meaning of section 512(b)(13)?.........
45a
 
No
45b
Did the organization receive any payment from or engage in any transaction with a controlled entity within the meaning of section 512(b)(13)? If "Yes," Form 990 and Schedule R may need to be completed instead of Form 990-EZ (see instructions).........................
45b
 
 
Form 990-EZ (2018)
Form 990-EZ (2018)
Page 4
Yes
No
46
Did the organization engage, directly or indirectly, in political campaign activities on behalf of or in opposition tocandidates for public office? If “Yes," complete Schedule C, Part I. ...........
46
 
No
Part Ⅵ
Section 501(c)(3) organizations only All section 501(c)(3) organizations must answer questions 47- 49b and 52, and complete the tables for lines 50 and 51. Check if the organization used Schedule O to respond to any question in this Part VI ..................
Yes
No
47
Did the organization engage in lobbying activities or have a section 501(h) election in effect during the tax year? If "Yes," complete Schedule C, Part II .......................
47
 
 
48
Is the organization a school as described in section 170(b)(1)(A)(ii)? If "Yes," complete Schedule E ..
48
 
 
49a
Did the organization make any transfers to an exempt non-charitable related organization?......
49a
 
 
b
If "Yes," was the related organization a section 527 organization?................
49b
 
 
50
Complete this table for the organization's five highest compensated employees (other than officers, directors, trustees and key employees) who each received more than $100,000 of compensation from the organization. If there is none, enter "None."
(a) Name and title of each employee (b) Average
hours per week
devoted to position		 (c) Reportable compensation
(Forms W-2/1099-MISC) 		(d) Health benefits, contributions to employee benefit plans, and deferred compensation (e) Estimated amount of other compensation
 
f
Total number of other employees paid over $100,000 .............bullet  

51
Complete this table for the organization's five highest compensated independent contractors who each received more than $100,000 of compensation from the organization. If there is none, enter "None."
(a) Name and business address of each independent contractor (b) Type of service (c) Compensation
 
d
Total number of other independent contractors each receiving over $100,000..........bullet  


52
Did the organization complete Schedule A? NOTE. All section 501(c)(3) organizations must attach a
completed Schedule A ........................................bullet
Under penalties of perjury, I declare that I have examined this return, including accompanying schedules and statements, and to the best of my knowledge and belief, it is true, correct, and complete. Declaration of preparer (other than officer) is based on all information of which preparer has any knowledge.
Sign Here
JumboBullet
Signature of officer Date
JumboBullet
Type or print name and title
Paid Preparer Use Only
Print/Type preparer's name
Preparer's signature
Date
PTIN
Firm's name bullet

Firm's EIN bullet
Firm's address bullet



Phone no.
May the IRS discuss this return with the preparer shown above? See instructions .........bullet
Form 990-EZ (2018)

Additional Data


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Form 990-EZ, Special Condition Description:
Special Condition Description

SCHEDULE O
(Form 990 or 990-EZ)

Department of the Treasury
Internal Revenue Service
Supplemental Information to Form 990 or 990-EZ

Complete to provide information for responses to specific questions on
Form 990 or 990-EZ or to provide any additional information.
MediumBullet Attach to Form 990 or 990-EZ.
MediumBullet Go to www.irs.gov/Form990 for the latest information.
OMB No. 1545-0047
2018
Open to Public
Inspection
Name of the organization
MADISON ADVERTISING FEDERATION INC
DBA AMERICAN ADVERTISING FEDERATION MADI
Employer identification number

39-1390512
Return Reference Explanation
FORM 990-EZ, PART I, LINE 4 - OTHER INVESTMENT INCOME DESCRIPTION: INTEREST INCOME. AMOUNT: 9.
FORM 990-EZ, PART I, LINE 16 - OTHER EXPENSES DESCRIPTION: CONFERENCE, CONVENTIONS, AND MEETINGS. AMOUNT: 25,004. DESCRIPTION: OFFICE EXPENSES. AMOUNT: 7,052. DESCRIPTION: MEMBERSHIP DUES. AMOUNT: 3,240. DESCRIPTION: INFORMATION TECHNOLOGY. AMOUNT: 3,149. DESCRIPTION: TRAVEL. AMOUNT: 2,714. DESCRIPTION: ADVERTISING. AMOUNT: 336. TOTAL TO FORM 990-EZ, LINE 16: 41,495.
FORM 990-EZ, PART II, LINE 24 - OTHER ASSETS DESCRIPTION: ACCOUNTS RECEIVABLE. BEG. OF YEAR AMOUNT: 2,289. END OF YEAR AMOUNT: 148. DESCRIPTION: PREPAID EXPENSES. BEG. OF YEAR AMOUNT: 2,000. END OF YEAR AMOUNT: 3,968.
FORM 990-EZ, PART II, LINE 26 - OTHER LIABILITIES DESCRIPTION: DEFERRED REVENUE. BEG. OF YEAR AMOUNT: 18,420. END OF YEAR AMOUNT: 15,156. DESCRIPTION: ACCOUNTS PAYABLE AND ACCRUED EXPENSES. BEG. OF YEAR AMOUNT: 0. END OF YEAR AMOUNT: 1,758.
For Paperwork Reduction Act Notice, see the Instructions for Form 990 or 990-EZ.
Cat. No. 51056K
Schedule O (Form 990 or 990-EZ) 2018


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