Truth Initiative Foundation
84% goes to programs $16 to raise $100 Strong reserves Declining revenue
Truth Initiative Foundation is a 501(c)(3) organization based in Washington, District of Columbia, registered in 1999, with $52,987,573 in FY2024 revenue. CharityIndex grades it C, and it directs about 84% of spending to programs.
900 G Street Nw 4th Flr, Washington, DC, 20001 EIN 91-1956621 Since 1999
Revenue (FY2024)
$53.0M
▼ 27.6% vs prior year
Mental Health median: $333K
Expenses (FY2024)
$109.7M
Net assets
$576.2M
Employees
204
CharityIndex rating
One independent A+ to F grade from four published criteria, each scored separately from IRS filings and combined by weight.
C
★★★★
Rated on 4 of 4 criteria.
Held down by its weakest criterion — a strong score on one criterion can't hide a weak one.
How the rating works →AProgram efficiency40% of the rating84% to programs · $16 to raise $100
Measures how much of every dollar spent actually reaches programs, plus what it costs to raise $100 of donations. The worse of the two measures sets the letter (85%+ to programs is an A; under $15 to raise $100 is an A), averaged over the three most recent filings. For Truth Initiative Foundation: 84% to programs · $16 to raise $100 earns a A on this criterion. See the exact thresholds →
FFinancial health25% of the rating63 mo reserves · -107% margin
Measures whether the organization is built to last: how many months its reserves would cover expenses (3+ months earns an A-range score, but hoarding 5+ years of budget is capped) and whether it runs a surplus or a deficit. For Truth Initiative Foundation: 63 mo reserves · -107% margin earns a F on this criterion. See the exact thresholds →
A+Governance25% of the rating6 of 6 checks met
Checks how the organization is run, from its own Form 990: an independent board majority, a board of five or more, conflict-of-interest, whistleblower and document-retention policies, and independently audited financials. The share of disclosed checks that pass sets the letter. For Truth Initiative Foundation: 6 of 6 checks met earns a A+ on this criterion. See the exact thresholds →
A+Transparency10% of the rating5 of 5 disclosure signals
Counts five disclosure signals: a recent filing, a mission statement, program descriptions, a listed website, and the full expense breakdown. More disclosure, better letter. For Truth Initiative Foundation: 5 of 5 disclosure signals earns a A+ on this criterion. See the exact thresholds →
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Mission
Truth initiative's mission is to achieve a culture where young people reject smoking, vaping, and nicotine.
What they do
Research policy and practice:truth initiative is a leader in tobacco control research and policy with a strong team of research scientists in our schroeder institute for tobacco research and policy studies and a dedicated team of policy professionals who participate in the ongoing discussion around the best approaches for reducing tobacco related death and disease. schroeder institute scientists produce peer-reviewed papers on issues related to tobacco control and prevention, speak at national and local conferences, and along with our policy team create a suite of resources and guidance on issues from e-cigarettes, to tobacco imagery on screens to tobacco industry marketing tactics for use by tobacco control professionals at both the local and national level. our policy team regularly weighs in on federal regulatory approaches to tobacco control via formal comments and letters to fda and other federal agencies.
Tobacco cessation innovations: truth initiative's innovations center builds and deploys scalable and sustainable digital tobacco cessation interventions. our programs have served millions of tobacco users ages 13+ across the u.s. over the past 15+ years. enterprise versions of our programs extend our public health impact through strategic partnerships with employers, health plans, and health systems and generates revenue to support the mission driven work of the foundation. the innovations center is internationally recognized for its rigorous research on digital interventions for tobacco cessation and its field-leading contributions to the academic literature.
Engagement, activism and partnerships:engagement, activism and partnerships recruits, educates, and mobilizes young people, to take action on smoking, vaping, and nicotine on behalf of truth's policy priorities. we engage high school and college student leaders to educate decision-makers at the community, state, and national level about the impact vaping has on young people.through on-the-ground activism and leadership training programs, truth initiative equips youth to lead change in their communities. on college campuses, we engage students to educate their peers about cessation, advocate for tobacco-free environments, and help ensure their schools remain tobacco-free. truth initiative also partners with colleges, universities, and student leaders to implement sustainable, campus-wide tobacco-free policies.in addition, we work with schools to educate students about the dangers of nicotine, cannabis, and opioid misuse through truth initiative's evidence-based high school and middle school curriculum, vaping: know the truth, as well as the prescription drug safety: know the truth program. these curricula empower young people with the knowledge and skills to resist harmful substances and make informed choices.
Contact & location
- Address
- 900 G Street Nw 4th Flr, Washington, DC, 20001
- City
- Washington
- State
- District of Columbia
- Subcategory
- Substance Abuse Programs
- Phone
- …
- Website
- …
Financial trends
Revenue declined from $117.2M (FY2013) to $53.0M (FY2024) across 12 reported years.
Financial snapshot
Financial health & position (FY2024)
Liabilities $100.1MNet assets $576.2M
Operating margin
-107.1%
Spent more than it raised in the latest fiscal year.
Total assets
$676.3M
Total liabilities
$100.1M
Net assets
$576.2M
Salaries & benefits
$28.7M
26% of expenses
Board members
11
11 independent
Financials by year
| Fiscal year | Revenue | Expenses | Net assets | Total assets | Form |
|---|---|---|---|---|---|
| 2024 | $52,987,573▼27.6% | $109,721,541▲2.2% | $576,190,220▼4.6% | $676,326,896▼5.0% | 990 |
| 2023 | $73,144,611▲23.5% | $107,342,211▼8.2% | $603,750,615▼7.6% | $711,724,975▼6.9% | 990 |
| 2022 | $59,245,878▼47.0% | $116,909,770▼1.0% | $653,716,534▼10.0% | $764,347,458▼8.3% | 990 |
| 2021 | $111,718,749▲21.2% | $118,089,967▲19.6% | $726,154,919▼18.8% | $833,593,516▼17.3% | 990 |
| 2020 | $92,158,475▲59.7% | $98,704,313▼9.7% | $893,994,631▲15.8% | $1,008,096,015▲18.1% | 990 |
| 2019 | $57,705,985▼41.6% | $109,295,633▲4.1% | $771,848,236▼8.2% | $853,605,796▼7.5% | 990 |
| 2018 | $98,736,487▲40.7% | $104,980,089▼10.3% | $840,470,654▼7.0% | $922,385,220▼7.1% | 990 |
| 2017 | $70,169,506▲3.9% | $117,013,813▲2.8% | $903,938,189▼3.5% | $992,475,517▼2.6% | 990 |
| 2016 | $67,533,533▲107% | $113,822,409▼4.5% | $936,604,780▲0.6% | $1,019,042,166▲6.4% | 990 |
| 2015 | $32,680,682▼63.2% | $119,131,077▲10.8% | $931,188,118▼11.1% | $957,381,718▼12.7% | 990 |
| 2014 | $88,775,190▼24.2% | $107,510,970▲65.2% | $1,048,011,046▼5.6% | $1,096,789,302▼4.8% | 990 |
| 2013 | $117,165,393 | $65,065,789▼13.4% | $1,110,546,084▲8.9% | $1,151,506,314▲5.5% | 990 |
| 2012 | — | $75,153,339▲46.6% | $1,019,936,372▲4.7% | $1,091,727,835▲5.1% | 990 |
| 2011 | — | $51,262,428▼23.3% | $974,192,011▼6.3% | $1,038,736,480▼5.6% | 990 |
| 2010 | — | $66,850,986 | $1,039,605,636 | $1,100,583,351 | 990 |
Original Form 990 PDFs (the Form column) are served by ProPublica Nonprofit Explorer, as filed with the IRS. Create a free account to download the CSV report.
Leadership & compensation (FY2024)
Highest-paid: Kathleen Crosby — $626,206 (0.57% of total expenses)
| Name | Title | Hours/week | Compensation |
|---|---|---|---|
| Kathleen Crosby | President & Ceo | 37.5 | $626,206 |
| Anthony T O'toole | Evp/cfio | 37.5 | $624,914 |
| Elizabeth Kenny | Chief Mktg & Strategy Officer | 37.5 | $457,669 |
| Robert Falk | Corp. Sec./chief Legal & Reg. Affairs | 37.5 | $421,855 |
| Amanda Graham | Chief of Innovations | 37.5 | $388,220 |
| Anna Spriggs | Coo | 37.5 | $378,781 |
| Amy Taylor | Chief Dev. & Partnerships Officer | 37.5 | $370,492 |
| Patricia Kenney | Chief Communications Officer | 37.5 | $368,313 |
| Ralph Logan | Senior Vice President, Marketing | 37.5 | $362,969 |
| Barbara Schillo | Chief Research Officer | 37.5 | $353,762 |
| Ambassador Ertharin Cousin | Director | 5 | — |
| Hon Carloyn B Jackson | Director | 5 | — |
| Hon James Dunnigan | Director | 5 | — |
| Hon Martin Jackley | Director | 5 | — |
| Hon Mike Moore | Chair | 6 | — |
| Hon Raul Torrez | Director | 5 | — |
| Hon Spencer J Cox | Treasurer | 6 | — |
| Howard K Koh Md Mph | Director | 5 | — |
| Janet T Mills | Director | 5 | — |
| Mary T Bassett Md Mph | Director | 5 | — |
Top vendors & contractors (FY2024)
| Contractor | Services | Paid |
|---|---|---|
| Mediabrands Worldwide Inc | Marketing | $14,318,544 |
| Gale Partners LLC | Marketing | $6,941,103 |
| Google LLC | Marketing | $6,802,542 |
| Mojo House Holdings LLC | Marketing | $5,928,633 |
| Tiktok Inc | Marketing | $4,979,660 |
Grants received · $9.9M total
33 grants to Truth Initiative Foundation totaling $9.9M, reported by foundations on their Schedule I filings — showing the 15 most recent.
| Grantmaker | Purpose | Year | Amount |
|---|---|---|---|
| George Washington University | Subaward | 2023 | $92,664 |
| National Foundation For the Ctrs For Disease Contr & Prevention Inc | Monitoring the global & domestic tobacco epidemic | 2023 | $36,535 |
| Fred Hutchinson Cancer Center | Research support/subawards | 2023 | $20,697 |
| East Bay Community Foundation | Vaping: know the truth (curriculum), continuation funding | 2022 | $1,000,000 |
| George Washington University | Subaward | 2022 | $93,000 |
| National Foundation For the Ctrs For Disease Contr & Prevention Inc | Monitoring the global & domestic tobacco epidemic | 2022 | $28,630 |
| Fred Hutchinson Cancer Center | Public health sciences | 2022 | $16,557 |
| East Bay Community Foundation | Vaping: know the truth (curriculum) | 2021 | $1,500,000 |
| National Foundation For the Ctrs For Disease Contr & Prevention Inc | Monitoring e-cigarette use among youth | 2021 | $110,779 |
| George Washington University | Subaward | 2021 | $88,000 |
| East Bay Community Foundation | The anti-vaping curriculum | 2020 | $2,600,000 |
| Johns Hopkins University | Sub-award | 2020 | $70,152 |
| George Washington University | Subaward | 2020 | $34,000 |
| National Foundation For the Ctrs For Disease Contr & Prevention Inc | Building ngo capacity to prevent veteran suicide (year 3) | 2020 | $20,000 |
| East Bay Community Foundation | Anti-vaping curriculum truth initiative | 2019 | $3,150,000 |
Grants made · $1.3M in FY2024
24 grants totaling $1.3M in FY2024 — showing the 15 largest. All grants made by Truth Initiative Foundation →
| Recipient | Purpose | Amount |
|---|---|---|
| Campaign For Tobacco-free Kids | Strategic alliance grants | $751,663 |
| Tobacco Free Portfolios Foundation | Strategic alliance grants | $200,000 |
| Capital Pride Alliance Incorporated | World pride sponsorship - human rights conference | $50,000 |
| Family Office University Network | Donation and conference | $40,000 |
| Mindful Philanthropy Inc | 2024 activate summit sponsorship | $25,000 |
| Planned Parenthood Association of Metropolitan Washington D C Inc | Non-federal subawards | $25,000 |
| 1640 Society | Sponsorship | $25,000 |
| Latin American Youth Center Inc | Non-federal subawards | $24,948 |
| National Capital Coalition To Prevent Underage Drinking | Non-federal subawards | $23,331 |
| Rescue the Behavior Change Agency | Agents of change summit | $15,000 |
| Bet Media Group (paramount Global) | Bet black & iconic soiree sponsorship | $15,000 |
| Roger Williams University | Community and youth engagement grants | $14,476 |
| University of California San Francisco | Strategic alliance grants | $13,866 |
| Society For Research On Nicotine and Tobacco | Health equity network event | $12,000 |
| Manhattan University | Community and youth engagement grants | $11,268 |
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Frequently asked questions
- Is Truth Initiative Foundation a legitimate nonprofit?
- Yes. Truth Initiative Foundation is a 501(c)(3) organization registered with the U.S. Internal Revenue Service under EIN 91-1956621, based in Washington, District of Columbia. Donations are tax-deductible.
- What is Truth Initiative Foundation's EIN?
- Truth Initiative Foundation's Employer Identification Number (EIN) is 91-1956621.
- How much revenue does Truth Initiative Foundation report?
- Truth Initiative Foundation reported $52,987,573 in total revenue on its fiscal year 2024 IRS Form 990 filing.
- How much of Truth Initiative Foundation's spending goes to programs?
- Truth Initiative Foundation spends about 84% of its total expenses on programs, based on its latest IRS Form 990.
- What financial grade does Truth Initiative Foundation have?
- CharityIndex grades Truth Initiative Foundation C, based on program efficiency and fundraising cost.
- How much does Truth Initiative Foundation's highest-paid employee make?
- The highest reported compensation on Truth Initiative Foundation's latest Form 990 is $626,206, paid to Kathleen Crosby (President & Ceo).
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Explore more
Data for Truth Initiative Foundation (EIN 91-1956621) comes from the IRS Business Master File and e-filed Form 990 returns, via CharityIndex. Figures reflect what the organization reported to the IRS for each fiscal year.