WINNING MESSAGE ACTION FUND INC

NEW YORK, NY · EIN 262118541 · Form 990EZ · FY2024 · Micro (<$100K)

revenue

expenses

$59K

net assets

$-2K

employees

—

mission · from form 990

THE WINNING MESSAGE ACTION FUND (WMAF) WAS CREATED TO ADDRESS GROWING ATTACKS ON WOMEN'S REPRODUCTIVE HEALTH CARE ACCESS. WMAF DEVELOPED ITS MESSAGING OVER MORE THAN A YEAR AND HALF OF FOCUS GROUP TESTING IN SIX STATES AND SEVERAL STATE-WIDE POLLS. THE RESULT IS A PROVEN, HIGHLY EFFECTIVE MESSAGE THAT ENERGIZES AND EDUCATES SOFT PRO-CHOICE FEMALES WHO HAVE ALLOWED THE ISSUE OF CHOICE TO FALL OFF THEIR RADAR. WMAF EDUCATES AND MOTIVATES WOMEN BY PUTTING OPPONENTS OF CHOICE ON THE DEFENSIVE, ILLUMINATING THE PITFALLS OF ANTI-CHOICE POSITIONS. WE BEGAN OUR EFFORTS BY WORKING WITH STATE GROUPS AROUND THE COUNTRY WHO WERE FACING SIGNIFICANT ABORTION BAN LEGISLATION IN THEIR STATES. WMAF LAUNCHED WWW.HOWMUCHTIME.ORG, THE ONLY ON-LINE RESOURCE DEDICATED SOLELY TO PROVIDING INFORMATION ABOUT THE CONSEQUENCES FOR WOMEN IF ABORTION IS OUTLAWED.

profile · synthesized from sources

The Winning Message Action Fund (WMAF) is a nonprofit organization based in New York that focuses on defending and expanding access to reproductive health care. It develops and promotes evidence-based messaging to energize and educate women who support abortion rights but may not be actively engaged. WMAF also operates HowMuchTime.org, an online resource detailing the consequences of abortion bans.

named programs · 1 · from sources

What they call their work

HowMuchTime.org

Online resource providing information about the consequences for women if abortion is outlawed; serves as a public education tool to support reproductive rights advocacy

activities · 2 groups

What they do

Reproductive Health Advocacy & Education 3 activities
- Collaborating with state-based organizations on abortion rights advocacy
  
  Partners with state-based organizations facing significant abortion ban legislation to support coordinated advocacy efforts.
- Conducting advocacy campaigns targeting soft pro-choice women
  
  Runs advocacy campaigns designed to educate and mobilize soft pro-choice women by directly challenging anti-choice positions.
- Operating howmuchtime.org as an informational resource
  
  Launched and maintains howmuchtime.org, an online resource that informs the public about the consequences for women if abortion is outlawed.
Civic Engagement and Voter Mobilization 1 activity
- Developing political messaging through research
  
  Conducted more than a year and a half of focus group testing across six states and multiple statewide polls to develop effective political messaging.

financials · form 990EZ · fy2024

revenue

Total revenue$0

Contributions & grants——

Program service revenue——

Investment income——

Other revenue—

expenses

Total expenses$59K

Program expenses—

Admin / overhead—

Fundraising—

Salaries & benefits—

Grants paid out$58K

balance sheet

Total assets$0

Cash—

Investments—

Liabilities—

Net assets$-2K

6 years on record · 2019–2024

leadership · form 990 part vii · fy2024

Who runs it

board members · 3

JILL LAFER — BOARD MEMBER
RAQUEL LEVIN — BOARD CHAIR
REGINA GLOCKER — BOARD MEMBER

relationships · 1

Who they work with

state groups around the country Partner — Collaborated with state-based organizations facing abortion ban legislation

strategies · 1

How they approach the work

Named approaches extracted from this org’s sources. Where others share an approach, follow it to see the full set of orgs running it.

Reactivation Messaging for Soft Supporters

methodology: messaging_to_reactivate_soft_supporters
By using tested messaging tailored to soft pro-choice women who have deprioritized abortion rights, the organization reactivates their engagement, because resonant communication restores salience of abortion rights as a motivating issue.