Brand Power-Mission Tab

Brand Power

• No. 1 Health Nonprofit Brand of the Year 469 MILLION
(EquiTrend Survey, 2013)
are empowered through our advertising
• One of America’s GREATEST BRANDS
(American Brand Council, 2005) 60.4 MILLION

• 92% of consumers recognize the brand name Connect with us daily through 52 national
(Brand Tracker, 2014) and 436 affiliate social communities

• AHA is ranked among the top 10% of all brands 20,000 PER DAY
for quality (profit and nonprofit) (Harris EquiTrend, 2014)
the amount of times AHA/ASA is mentioned
• One of the TOP FIVE “best liked” causes by consumers through social media
(Chronicle of Philanthropy, 2013)

• Meets ALL 20 STANDARDS
for Charity Accountability

(Better Business Bureau Standard, 2013)

• 68% of consumers like or love the brand
(Brand Tracker, 2014)

• 20% of consumers have interacted with the
brand and 22% have an emotional connection

(Brand Tracker, 2014)

OUR MARKS OUR CORPORATE
SPONSORSHIPS
Not an exhaustive list

71% of consumers recognize the Heart & Torch Alex and Ani NFL

98% of consumers have a favorable Anthem Novartis
reaction to the logo
Aramark P zer

90% of consumers are more likely AstraZeneca Subway
to buy a product with the AHA logo on it
Macy's Walgreens

Medtronic Walmart

The Heart-Check mark is used by 91%

72 million adults (30% of the population) of global consumers are
likely to switch to a
when selecting foods and beverages brand that supports
a good cause
THE AMERICAN HEART 7% 59% 7%
ASSOCIATION IS THE 92%
GROCERY PRODUCT
AUTHORITY RETAILER MANUFACTURER would buy a product
MOST TRUSTED with a social and/or
AMERICAN HEART environmental benefit
BY CONSUMERS TO
DECIDE IF A PRODUCT MAY 45 43ASSOCIATION % Brand Audio and
% Video Experience
DISPLAY A NUTRITION FDA USDA
MESSAGE OR MARK. CLICK TO PLAY

Revised: 02/16 HEALTHY KIDS WOMEN
LIVING

INVESTMENT IMPACT

THE IMPACT OF
YOUR DOLLAR
19.3% 38.8% 15.6% 7.3% 7.7% 11.3%

The American Heart Association funds This chart depicts the financial activities of the American Heart Association,
more cardiovascular and stroke research American Stroke Association, fiscal year ending June 30, 2015.
than any U.S. organization except the
federal government. In all, we spend nearly
80 cents of every dollar on research,
education and community outreach.

38.8% PUBLIC HEALTH EDUCATION 11.3% FUNDRAISING

We help people identify warning signs for heart attack 7.7% Most of the association’s campaigns and events are
and stroke, provide resources to help people reduce a combination of fundraising and health education
risk for cardiovascular diseases and stroke, and activities or materials for soliciting nancial support
embrace healthy behaviors. for the American Heart Association’s mission, plus
related expenses.
• Websites, social media and digital resources
• Consumer publications and call center MANAGEMENT AND GENERAL
• Health initiatives, programs and support materials
• Public service announcements and campaigns Representing general operating expenses for directing
• Health fairs and a speakers bureau the affairs of the American Heart Association.

19.3% RESEARCH • Customer relations management
• Finance
Research dollars support scienti c studies seeking new • Human resources
discoveries related to causes, prevention and treatment • Information technology services
of heart disease and stroke.

15.6% PROFESSIONAL EDUCATION &TRAINING 7.3% COMMUNITY SERVICE

Activities, projects, scienti c conferences, training courses Focused on detection of cardiovascular diseases and
and programs are designed to improve knowledge, skills stroke-related problems; planning and improving
and critical judgment for healthcare providers. community health practices; conducting rehabilitative
programs; and supporting special clinical studies.
• Websites, social media and digital resources
• Public training CPR/AED
• Professional education programs and events • Advocating for policies to improve

• CPR/AED training for professionals health outcomes
• Health screenings and counseling
• Development of scienti c guidelines and standards • Stroke Sharegivers Peer Visitor program

• Systems guidelines for hospitals to improve care
for STEMI and stroke patients and treatments

A complete copy of financial statements audited by KPMG, LLP is available upon request
from the American Heart Association, Inc., 7272 Greenville Ave., Dallas, TX 75231 or on our website at heart.org.

INVAESTTAMGENLTANIMCPEACT

Reduced Reduced Reduced Trained over

CVD MORTALITY 31%CVD MORTALITY 36%STROKE MORTALITY 17 million
by people in
70%by by From 2002–2012 CPR
Since 1968 worldwide annually
From 2002–2012

Funded 670,000 More than
Women’s
LIFESAVING ADVANCEMENTS: 30 million
LIVES SAVED
• Artificial Heart Valve VOLUNTEERS & SUPPORTERS
• Cholesterol-Inhibiting Drugs in 10 years
• Heart Transplant Capabilities
• CPR Techniques & Guidelines

27 STATES More than 800,000
+
30 million kids African-Americans
HIGH SCHO=OL GRADS are eating HEALTHY make a
SCHOOL MEALS
nearly 1.7 million POSITIVE IMPACT
TRAINED IN CPR ANNUALLY as a result of our collaboration with the USDA and
school meals impacted by updated meal standards against STROKE
in their communities

EVIDENCE-BASED LARGEST More than
CARE in
VOLUNTARY ORGANIZATION 600 PRODUCTS
6 million
dedicated to ghting from 100 COMPANIES
patient hospital stays
HEART DISEASE & STROKE carry the Heart-Check mark

13Funded 1.5 million 2,500+ Funded

Nobel Prize Women Standing HOSPITALS $3.m8orbe tihlalnion
Strong to END
WINNERS the No. 1 Killer enrolled in in RESEARCH
of Women
since 1949

INVESTMENT IMPACT

RESEARCH

FUNDED Our research programs have contributed to
many important scienti c advances:
$3.8moBreItLhaLn ION
IN RESEARCH FIRST ARTIFICIAL HEART VALVE
Since 1949
TECHNIQUES AND STANDARDS FOR CPR
Currently FUNDS more than
IMPLANTABLE PACEMAKERS
2,000 SCIENTISTS
TREATMENT FOR INFANT RESPIRATORY
around the United States. DISTRESS SYNDROME

CHOLESTEROL INHIBITORS

MICROSURGERY Although we funded 926 new
DRUG-COATED STENTS research awards in 2014-15, we
didn’t have the additional $189.6
million to cover 1,121 other
highly meritorious grant and
fellowship applications.

STRATEGIC RESEARCH NETWORKS A NETWORK

Current Initiatives is composed of

Funding two Strategically Focused Research Networks (SFRN) 3 TO 4 INSTITUTIONS/CENTERS
each year, every six months.
WORKING ON 3 PROJECTS EACH
The next SFRNs WOMEN focused on one of the following
will focus on STRATEGIC AREAS:
and BASIC SCIENCE DISCOVERY
CLINICAL SCIENCE DISCOVERY
HEART FAILURE. POPULATION SCIENCE DISCOVERY

Scientific exploration of these topics are critical to the AHA's
lifesaving mission of building healthier lives, free of
cardiovascular diseases and stroke.

INVESTMENT IMPACT

WOMEN

1.5 MILLION 90% of women who sign up for Go Red make
at least 1 healthy behavior change
WOMEN STANDING STRONG
33% lose weight
to end the 50% increase their exercise
NO.1 KILLER OF WOMEN 60% change their diets
40%check their cholesterol levels
33% talk to their doctors about

heart-health plans

670,000 LIVES SAVED 1. Awareness has DOUBLED among
Hispanic women
since the launch of GO RED in 2004
2. Awareness has TRIPLED among
285 fewer women die from heart disease African-American women
and stroke each day
Among American women,
34% fewer American women now die SMOKING has decreased by 15%
from heart disease
Among American women, high
23% more Americans know that heart cholesterol has decreased by 18%
disease is the No.1 killer of women

AFRICAN-AMERICANS

800,000 composed of: Power To End Stroke
AFRICAN-AMERICANS NEWSLETTER DISTRIBUTION
make a POSITIVE IMPACT against
40,000 Power To End Stroke
STROKE in their communities AMBASSADORS

Those people impacted by the
thousands of people who
engage with Power To End
Stroke Ambassadors

AMERICAN STROKE ASSOCIATION

Update January, 2016

2020 IMPACT GOAL

REDUCE We are committed to scientific research, government

IMPROVE deaths from cardiovascular support, quality care guidelines and providing information
disease and stroke by
the cardiovascular STROKE GOAL: to enhance the quality of life and reduce disability
health of all americans by 20% effects for stroke survivors and their families. Since
12,233 inception in 1998, the American Stroke Association has
20% With 16.5% decline in stroke lives saved in 2020
death rate as we progress to goal saved more than 189,000 lives through over
hospitals enrolled in GWTG
.

Value SURVIVOR AND PROFESSIONAL
CAREGIVER
Proposition AHA/ASA is a credible
Our Impact AHA/ASA is a trusted source
source for stroke
that will guide and support
research, science and
me to live healthier, longer, quality health care
LQIRUPDWLRQ͘
and better.

BRAND RELEVANCE MAKE A HEALTH SUPPORT THE ENGAGEMENT EXPAND GLOBALLY
IMPACT STROKE
92% aided awareness COMMUNITY 1BAchieved over With the collaboration of
80% of all Americans ASA, the World Stroke
of the AHA/ASA brand In 2015, the $PHULFDQ impressions through the Organization launched the
have access to timely Together to End Stroke
88% view the quality stroke care Stroke Association website initiative since launch in Global Stroke
2013, thanks to our Bill of Rights
AHA/ASA as a trusted • 1,715 GWTG-Stroke 7Mreceived over visits national sponsor Medtronic
and credible source hospitals, 95 CSC, and
1,080 PSC from stroke survivors /
53% likely to turn to
67% know at least caregivers / loved ones, NEW F.A.S.T. Song and on World Stroke Day
AHA/ASA for brain health Videos viewed
information one stroke warning sign and health care Latin America
279K+ times with Summit
Channels 36% recognize the professionals 58M+ social media
• Active participation of 42
F.A.S.T. acronym 178K through Stroke reach key stroke leaders and
MOH representatives
% total Afib Connection digital magazine 79%* Share of Voice
• Launched a reputable
discharges covered 2K through our Stroke 18MEngaged over stroke network across
E\GWTG-Afib hospitals 10 countries
Warmline users across our social
52.3% of Americans media platforms • 22 organizations and 2
11K+ stroke survivors MOHs committed to “La
with hypertension have 400Over faith-based Carta de Santiago”
their blood pressure under and caregivers on our
control Support Network * Compared to NSA and CDC during this
same time period
33% of tobacco users 10K+ TTES organizations and strategic

have,QVXUDQFH coverage for Newsletter registrations alliances are supporting
cessation treatments
23% of all stroke stroke prevention and

survivors and caregivers F.A.S.T. messaging
report to be actively
involved with AHA/ASA through Empowered To

Serve, and driving

awareness and behavior

through outreach and

education

MULTICULTURAL STRATEGIC DIGITAL HEALTHCARE MEDIA
MARKETS ALLIANCES EXPOSURE
StrokeAssociation.org GWTGHospitals
Em3owered To Serve Medtronic Genentech $+$$6$6RFLDO0HGLD TJCAccredited Hospitals and more
Power To End Stroke World Stroke Organization AANN AARP Mayo Clinic
Vida Saludable AARP Brain Attack Coalition 6WURNH&RQQHFWLRQ
AANN The Joint Commission Together to End Stroke Newsletter Cleveland Clinic
Heart.org Support Network Brain Attack Coalition
National Forum for Heart Disease Spot a Stroke F.A.S.T. Mobile App The Joint Commission
and Stroke Prevention
National Alliance for Caregiving F.A.S.T. Digital Quiz Support Groups
Ad Council

Stroke is the No. killer in the U.S.

TOGETHER, WE CAN BEAT STROKE! STROKE IS LARGELY PREVENTABLE, TREATABLE AND BEATABLE.

INVESTMENT IMPACT

KIDS

30 MILLION KIDS AHA worked with the USDA to
UPDATE SCHOOL NUTRITION STANDARDS
are eating and effectively countered attempts

HEALTHIER SCHOOL MEALS by Congress to weaken them.

because of our work with the USDA

27states CPR Nearly

+= 1.7 MILLION
TRAINED IN CPR
HIGH SCHOOL GRADS
A N N U A L LY

thanks to legislation the AHA supported
that requires CPR education in schools

CARDIAC ARREST

Trained Over EACH YEAR, OVER 326,000 CARDIAC ARRESTS Most Americans feel
OCCUR OUTSIDE OF HOSPITALS IN THE U.S. helpless to act during
17 MILLION PEOPLE a cardiac emergency
Survival depends on immediately
IN CPR getting CPR from someone nearby. because they don't
know CPR.
WORLDWIDE ANNUALLY
90% OF PEOPLE WHO SUFFER OUT-OF-HOSPITAL
Giving millions of people the knowledge CARDIAC ARRESTS DIE.
and confidence to help save a life.
CPR, especially if performed immediately,
can double or triple chance of survival.

70% OF CARDIAC ARRESTS OCCUR AT HOME

The life you save is most likely to be a loved one.

INVESTMENT IMPACT

Quality Care in Hospitals

an increase How has Get With The Guidelines
of more than (GWTG) in hospitals transformed care?

3,200% • Hospital participation is linked to rapid and lasting
over since 2005 improvements in research-based care.

5.5 MILLION PATIENTS • Improved patient care attributed to GWTG.

2,500have been treated GWTG • Participating hospitals have demonstrated lower 30-day
at over readmission rates.

PARTICIPATING HOSPITALS • Preventive guidelines on smoking-cessation counseling,
cholesterol-lowering medication and hospital-discharge
of the instructions help reduce future healthcare costs.
NATION'S
HOSPITALS Advances in Care through GWTG results
participate in at least one
Get With The Guidelines • Beta-blocker therapy shortens hospital stays, lowering
QUALITY IMPROVEMENT MODULE 30-day readmissions and reducing mortality rates among
older patients.
Many participate in two or more modules.
• Identifying correlation between lowest
80% post-hospitalization patient follow-up rates and highest
30-day hospital readmission rates.
of the U.S. has
access to a • Demonstrates value of National Institutes of Health's
Stroke Severity Scale in predicting stroke patient
GWTG outcomes after leaving the hospital.
PARTICIPATING
• GWTG revealed signi cant healthcare disparities by
HOSPITAL revealing that implantable cardiac de brillators were
underused in women and African-Americans compared
42% of hospitals admit 76% of patients in the United States, to white patients. This nding is important in our effort to
and more than 80% of the U.S. population is within 20 miles eliminate all health disparities.
of a Get With The Guidelines hospital.

INVESTMENT IMPACT

ADVOCATE FOR LAWS

that PROTECT & IMPROVE the HEALTH of ALL AMERICANS

Advocate for

over 320,000 HEALTHIER
COMMUNITIES
U.S. VOLUNTEERS

American Heart Association 45 states Lifesaving Our advocacy has reduced
PULSE OXIMETRY tobacco use and exposure to
SUPPORTED LEGISLATION now give SCREENING
that ensures secondhand smoke.
to detect congenital
heart defects over 200 million
in newborns.
Americans now live in states or
Petitioned A LEADING ADVOCATE communities with smoke-free

Centers for Medicare & Medicaid Services for the restaurants and bars.

to EXPAND TOBACCO Inspired millions of adults and
CARDIAC REHAB COVERAGE CONTROL ACT adolescents not to smoke
to millions with and improved the average
CHRONIC HEART FAILURE. which granted the FDA authority to health of the population
regulate the manufacturing, by advocating for higher
tobacco excise taxes.
distribution, sale, labeling, advertising
and promotion of tobacco products.

APPENDIX

INVESTMENT IMPACT

RESEARCH – APPENDIX

PUBLIC At least 28 CENTS OF EVERY PUBLICLY DONATED DOLLAR

to our seven affiliates is channeled into research.

RESEARCH 13¢ supports the association’s National Research Program

at least 15¢ supports the Affiliate Research Program

Program 2014 2014 New Continuing Description
New Award Awards
Undergraduate Research Award Three affiliates help students initiate careers in cardiovascular and stroke research.
Fellowship 37 Commitment 6
Medical Student Research in dollars Western States Affiliate encourages promising students to consider an academic
Fellowship 7 185 career in cardiovascular disease and stroke research.
Innovative Science Award 4 $391,500 207
$150,400 29 One-time Western States Affiliate award for initiation of highly innovative, high-
Predoctoral Fellowship 232 $800,000 39 risk, high-reward research that could ultimately lead to critical discoveries or
Postdoctoral Fellowship 232 384 major advancements accelerating cardiovascular and stroke research.
Fellow-to-Faculty Transition 10 $11,330,000 41
Award 35 $21,238,986 18 All affiliates help students initiate careers in cardiovascular and stroke research.
Mentored Clinical and 120 $5,929,943
Population Research Program 43 $5,305,641 193 All affiliates provide training for and encourage the pursuit of research careers.
Scientist Development Grant 14 $36,024,791 32
$6,023,864 National program to provide funding for beginning physician-scientists with
Beginning Grant-in-Aid 194 $2,100,000 outstanding potential for careers in cardiovascular and stroke research.
Innovative Research Grant 10
$30,278,894 All affiliates and the National Research Program encourage early investigators to
Grant-in-Aid 11 $3,999,998 engage in high-quality introductory and pilot clinical and population studies.

Established Investigator 4 $7,248,000 Helps promising beginning scientists move from completion of research training
Award 4 to independent investigators.
16 $2,999,866
Bugher Foundation $180,000 Four affiliates promote the independent status of promising beginning scientists.
Stroke Center $14,836,433
National program to support highly innovative, high-risk, high-reward research that
Collaborative Sciences could ultimately lead to critical discoveries or major advancements that will accelerate
Award the field of cardiovascular and stroke research.
Mentor/AHA Mentee Award
Six affiliates support innovative, highly meritorious cardiovascular and stroke
Strategically Focused research projects from independent investigators.
Research Network
National program to support mid-term investigators with unusual promise, an
established record of accomplishments, and a demonstrated commitment to
cardiovascular or cerebrovascular science.

Collaboration of basic, clinical and population researchers from different
specialties, whose collective efforts will lead to new approaches to prevent and
treat stroke.

National program funds research goals that can only be achieved through
innovative collaboration among disparate disciplines.

National program for qualified mentors to support new research in areas by early-
career scientists, with a special focus on underserved minorities.

National program promotes multi-institutional, multidisciplinary collaboration
directed toward a key strategic issue.

INVESTMENT IMPACT

RESEARCH – APPENDIX

FUNDED

NOBEL PRIZE WINNERS

Peter Agre, M.D. Edwin Krebs, M.D.
Recipient of the 2003 Nobel Prize in Chemistry. Dr. Agre 1992 recipient of the Nobel Prize in Physiology or Medicine.
was awarded the Nobel Prize for his discovery of Dr. Krebs received the Nobel Prize, along with Edmond
aquaporins, proteins that govern the movement of water in Fischer, Ph.D., for their discovery of how proteins are
and out of cells. switched on to perform functions within cells.

Michael Brown, M.D., & Joseph Goldstein, M.D. Robert Lefkowitz, M.D.
Co-recipients of the 1985 Nobel Prize in Physiology or Co-recipient of the 2012 Nobel Prize in Chemistry for
Medicine for their research on the role of low-density studies of G-protein-coupled receptors. Studies of this kind
lipoprotein receptors in controlling blood cholesterol levels. have been instrumental in the development of more
Their research provided new insights into the ways fatty effective drugs to treat cardiovascular disease and other
cholesterol enters body cells and why cholesterol levels illnesses.
may become too high.
Ralph Steinman, M.D.
Mario Capecchi, Ph.D. Recipient of the 2011 Nobel Prize in Physiology or Medicine
Recipient of the 2007 Nobel Prize in Physiology or for his discovery of dendritic cells and their role in adaptive
Medicine, received American Heart Association immunology. The basic insights provided by his work have
Established Investigator Award funding from 1969-73. Dr. also been critical in the eld of cardiac (or organ, including
Capecchi was awarded the Nobel Prize for his discoveries heart and lung) transplantation.
in gene targeting.
Earl Sutherland, M.D.
Martin Chalfie, Ph.D. 1971 recipient of the Nobel Prize in Physiology or Medicine.
Recipient of the 2008 Nobel Prize in Chemistry. Dr. Dr. Sutherland received the Nobel Prize for identifying cyclic
Chal e's AHA-funded work used a green uorescent AMP as the intra-cellular messenger.
protein (GFP), a visualization technique that has had a
huge impact on our understanding of cellular structure and Albert Szent-Gyorgyi, M.D.
function of many cell types, including heart cells. 1937 Nobel Prize recipient in Physiology or Medicine,
received the rst American Heart Association-supported
Carl Cori, M.D., & Bernardo Houssay, M.D. research grant in 1948. The $25,000 grant covered
Recipients of the 1947 Nobel Prize in Physiology or equipment and staff salaries. Szent-Gyorgyi received a
Medicine (along with Gerty Cori, M.D.), received American second American Heart Association grant (for $10,000) in
Heart Association funding in 1959. 1949. Both grants enabled him to do fundamental studies
on muscle energetics.
Robert Furchgott, Ph.D.
1998 recipient of the Nobel Prize in Physiology or
Medicine, received American Heart Association funding
from 1952-54. Dr. Furchgott was awarded the Nobel Prize
for his discovery, along with Louis Ignarro, Ph.D., and Ferid
Murad, M.D., Ph.D., of nitric oxide — a colorless gas that
makes blood vessels dilate by relaxing the vessels'
smooth muscles.

The Heart- 3.5 million
Check Mark
helps 72 million people visit

adults choose healthy Heart.org
food and beverages
each year for
Simple
Cooking with healthy recipes
Heart Demos
encourage 300,000 and nutrition tips

annual participants 11 million TM
to practice healthier
eating habits employees work in AHA

Our tools help worksites Fit-Friendly
bring healthier food and Worksites
beverage options to nearly

People are why. Life is why. You are how.

More than 14 million kids participate in

18 million students are impacted by AHA. Jump Rope For Heart and Hoops For Heart.
That’s more than 1/3 of all schools.

17 million healthier school meals, 27 states now require
including those in pre-school, are being served each day. CPR training in high schools. This increases the
1.7 millionannual number of lifesavers to nearly
.

“Life is Why Family Health Challenge” Over 92,000 youth Our efforts via the
campaign reaches over
engaged in over 69 million enabled us to take
113 million people minutes of physical activity of

during Childhood Obesity through NFL PLAY 60 Challenge out of schools
Month each September. partnership.

Kids are why. Life is why. You are how.

Every February, WOMEN

American Heart Month and have learned their heart-
National Wear Red Day reach disease risk through the

billions of women, building aware- Go Red Heart CheckUp.
ness of heart-healthy lifestyles.
90% of women who sign up for Go Red make
Since Go Red For Women began, at least 1 healthy behavior change
heart-disease deaths have been
33% lose weight
cut by 30%, saving 285 lives every 50% increase their exercise
day and 670,000+ total saved lives. 60% change their diets
40% check their cholesterol levels
33% talk to their doctors about heart-health plans

Go Red For Women has raised $350 million for research

and education, which helped swifter action to improve
heart health.

©2016 American Heart Association DS9282A 2/16