STRATEGY STUDIO / NONPROFIT PEOPLE SEARCH

ADVERTISING RESEARCH FOUNDATION INC: Form 990, tax year 2024

View the entire original 990 at ProPublica ↗

Organization
ADVERTISING RESEARCH FOUNDATION INC (EIN 13-0417765)
Tax period
2024-01-01 to 2024-12-31
Filed
2025-11-14
IRS object ID
202513189349311816
Schema version
2024v5.2
Source
Download XML · Original 990 at ProPublica

Every field in the e-filed return. Faint text is the IRS element name, for citing.

Return header ReturnHeader

FieldValueIRS element (for citing)
Return2025-11-14T14:47:25-06:00ReturnTs
Tax Period End2024-12-31TaxPeriodEndDt

Preparer Firm PreparerFirmGrp

FieldValueIRS element (for citing)
Preparer Firm EIN222027092PreparerFirmEIN

Preparer Firm Name PreparerFirmName

FieldValueIRS element (for citing)
Business Name Line1WITHUM SMITH & BROWN PCBusinessNameLine1Txt

Preparer US Address PreparerUSAddress

FieldValueIRS element (for citing)
Address Line1424 MAIN STREET SUITE 800AddressLine1Txt
CityBUFFALOCityNm
State AbbreviationNYStateAbbreviationCd
ZIP142023508ZIPCd
FieldValueIRS element (for citing)
Return Type990ReturnTypeCd
Tax Period Begin2024-01-01TaxPeriodBeginDt

Filer Filer

FieldValueIRS element (for citing)
EIN130417765EIN

Business Name BusinessName

FieldValueIRS element (for citing)
Business Name Line1ADVERTISING RESEARCH FOUNDATION INCBusinessNameLine1Txt
FieldValueIRS element (for citing)
Business Name ControlADVEBusinessNameControlTxt
Phone2127515656PhoneNum

US Address USAddress

FieldValueIRS element (for citing)
Address Line1432 PARK AVENUE SOUTHAddressLine1Txt
CityNEW YORKCityNm
State AbbreviationNYStateAbbreviationCd
ZIP10016ZIPCd

Business Officer BusinessOfficerGrp

FieldValueIRS element (for citing)
PersonELYSSA RUBINPersonNm
Person TitleCFOPersonTitleTxt
Phone2127515656PhoneNum
Signature2025-11-15SignatureDt
Discuss With Paid PreparerYes (1)DiscussWithPaidPreparerInd
FieldValueIRS element (for citing)
IRS Responsible Prty Info Curr0IRSResponsiblePrtyInfoCurrInd

Preparer Person PreparerPersonGrp

FieldValueIRS element (for citing)
Preparer PersonMARY MADONIAPreparerPersonNm
PTINP00405803PTIN
Phone7168472651PhoneNum
Preparation2025-11-11PreparationDt
FieldValueIRS element (for citing)
Tax2024TaxYr
Build TS2025-03-06 01:10:19ZBuildTS

Form 990 IRS990

FieldValueIRS element (for citing)
Principal OfficerSCOTT MCDONALDPrincipalOfficerNm

US Address USAddress

FieldValueIRS element (for citing)
Address Line1432 PARK AVENUE SOUTHAddressLine1Txt
CityNEW YORKCityNm
State AbbreviationNYStateAbbreviationCd
ZIP10016ZIPCd
FieldValueIRS element (for citing)
Gross Receipts$12,291,693GrossReceiptsAmt
Group Return For Affiliates0GroupReturnForAffiliatesInd
Organization501cYes (X)Organization501cInd
Website AddressWWW.THEARF.ORGWebsiteAddressTxt
Type Of Organization CorpYes (X)TypeOfOrganizationCorpInd
Formation1936FormationYr
Legal Domicile StateNYLegalDomicileStateCd
Activity Or MissionTHE ARF'S MISSION IS TO FURTHER, THROUGH RESEARCH, THE SCIENTIFIC PRACTICE OF ADVERTISING AND MARKETING. THE ARF IS THE PREEMINENT PROFESSIONAL ORGANIZATION FOCUSED ON CREATING AND CHAMPIONING UNBIASED HIGH-QUALITY RESEARCH ON ADVERTISING, MARKETING, AND MEDIA.ActivityOrMissionDesc
Voting Members Governing Body15VotingMembersGoverningBodyCnt
Voting Members Independent14VotingMembersIndependentCnt
Total Employee53TotalEmployeeCnt
Total Volunteers14TotalVolunteersCnt
Total Gross UBI$0TotalGrossUBIAmt
Net Unrelated Bus Txbl Incm$0NetUnrelatedBusTxblIncmAmt
PY Contributions Grants$894,267PYContributionsGrantsAmt
CY Contributions Grants$609,985CYContributionsGrantsAmt
PY Program Service Revenue$10,076,529PYProgramServiceRevenueAmt
CY Program Service Revenue$9,760,019CYProgramServiceRevenueAmt
PY Investment Income$127,772PYInvestmentIncomeAmt
CY Investment Income$136,961CYInvestmentIncomeAmt
PY Other Revenue$82,442PYOtherRevenueAmt
CY Other Revenue$82,046CYOtherRevenueAmt
PY Total Revenue$11,181,010PYTotalRevenueAmt
CY Total Revenue$10,589,011CYTotalRevenueAmt
PY Grants And Similar Paid$0PYGrantsAndSimilarPaidAmt
CY Grants And Similar Paid$0CYGrantsAndSimilarPaidAmt
PY Benefits Paid To Members$0PYBenefitsPaidToMembersAmt
CY Benefits Paid To Members$0CYBenefitsPaidToMembersAmt
PY Salaries Comp Emp Bnft Paid$6,466,152PYSalariesCompEmpBnftPaidAmt
CY Salaries Comp Emp Bnft Paid$6,286,997CYSalariesCompEmpBnftPaidAmt
PY Total Prof Fndrsng Expns$0PYTotalProfFndrsngExpnsAmt
CY Total Prof Fndrsng Expns$0CYTotalProfFndrsngExpnsAmt
CY Total Fundraising Expense$0CYTotalFundraisingExpenseAmt
PY Other Expenses$4,354,249PYOtherExpensesAmt
CY Other Expenses$4,220,128CYOtherExpensesAmt
PY Total Expenses$10,820,401PYTotalExpensesAmt
CY Total Expenses$10,507,125CYTotalExpensesAmt
PY Revenues Less Expenses$360,609PYRevenuesLessExpensesAmt
CY Revenues Less Expenses$81,886CYRevenuesLessExpensesAmt
Total Assets BOY$9,066,561TotalAssetsBOYAmt
Total Assets EOY$8,822,392TotalAssetsEOYAmt
Total Liabilities BOY$5,244,547TotalLiabilitiesBOYAmt
Total Liabilities EOY$4,805,826TotalLiabilitiesEOYAmt
Net Assets Or Fund Balances BOY$3,822,014NetAssetsOrFundBalancesBOYAmt
Net Assets Or Fund Balances EOY$4,016,566NetAssetsOrFundBalancesEOYAmt
MissionTHE ARF'S MISSION IS TO FURTHER, THROUGH RESEARCH, THE SCIENTIFIC PRACTICE OF ADVERTISING AND MARKETING. THE ARF IS THE PREEMINENT PROFESSIONAL ORGANIZATION FOCUSED ON CREATING AND CHAMPIONING UNBIASED HIGH-QUALITY RESEARCH ON ADVERTISING, MARKETING, AND MEDIA.MissionDesc
Significant New Program Srvc0SignificantNewProgramSrvcInd
Significant Change0SignificantChangeInd
Expense$523,884ExpenseAmt
Revenue$253,285RevenueAmt
DescPUBLISHED THE JOURNAL OF ADVERTISING RESEARCH: THIS JOURNAL REPORTED ADVERTISING INDUSTRY RESEARCH FINDINGS FOR THE USE OF ADVERTISING PRACTITIONERS AND USERS OF ADVERTISING RESEARCH.Desc

Prog Srvc Accom Acty2 ProgSrvcAccomActy2Grp

FieldValueIRS element (for citing)
Expense$2,606,521ExpenseAmt
Revenue$1,612,052RevenueAmt
DescCONDUCTED CONFERENCES, WORKSHOPS AND SYMPOSIUMS. PRINCIPAL MISSION IS TO DEVELOP AND MAINTAIN A CONTINUING PROGRAM OF ACTIVITIES AND PUBLICATIONS FOR THE ADVERTISING RESEARCH INDUSTRY.Desc

Prog Srvc Accom Acty3 ProgSrvcAccomActy3Grp

FieldValueIRS element (for citing)
Expense$3,885,371ExpenseAmt
Revenue$1,362,049RevenueAmt
DescCURATED RESEARCH: THE ADVERTISING RESEARCH FOUNDATION CURATES INDUSTRY RESEARCH AND PERFORMS INDEPENDENT RESEARCH WHICH IS DISTRIBUTED THROUGH PUBLICATIONS, WORKSHOPS, AND CONFERENCES TO ITS MEMBERS AND THE ADVERTISING RESEARCH COMMUNITY AT LARGE.Desc
FieldValueIRS element (for citing)
Total Program Service Expenses$7,015,776TotalProgramServiceExpensesAmt
Described In Section501c30DescribedInSection501c3Ind
Schedule B RequiredYes (1)ScheduleBRequiredInd
Political Campaign Acty0PoliticalCampaignActyInd
Subject To Proxy TaxYes (1)SubjectToProxyTaxInd
Donor Advised Fund0DonorAdvisedFundInd
Conservation Easements0ConservationEasementsInd
Collections Of Art0CollectionsOfArtInd
Credit Counseling0CreditCounselingInd
Donor Rstr Or Quasi Endowments0DonorRstrOrQuasiEndowmentsInd
Report Land Building EquipmentYes (1)ReportLandBuildingEquipmentInd
Report Investments Other SecYes (1)ReportInvestmentsOtherSecInd
Report Program Related Invst0ReportProgramRelatedInvstInd
Report Other AssetsYes (1)ReportOtherAssetsInd
Report Other LiabilitiesYes (1)ReportOtherLiabilitiesInd
Include FIN48 FootnoteYes (1)IncludeFIN48FootnoteInd
Independent Audit Fincl Stmt0IndependentAuditFinclStmtInd
Consolidated Audit Fincl StmtYes (1)ConsolidatedAuditFinclStmtInd
School Operating0SchoolOperatingInd
Foreign Office0ForeignOfficeInd
Foreign Activities0ForeignActivitiesInd
More Than5000 K To Org0MoreThan5000KToOrgInd
More Than5000 K To Individuals0MoreThan5000KToIndividualsInd
Professional Fundraising0ProfessionalFundraisingInd
Fundraising Activities0FundraisingActivitiesInd
Gaming Activities0GamingActivitiesInd
Operate Hospital0OperateHospitalInd
Grants To Organizations0GrantsToOrganizationsInd
Grants To Individuals0GrantsToIndividualsInd
Schedule J RequiredYes (1)ScheduleJRequiredInd
Tax Exempt Bonds0TaxExemptBondsInd
Loan Outstanding0LoanOutstandingInd
Grant To Related Person0GrantToRelatedPersonInd
Business Rln With Org Mem0BusinessRlnWithOrgMemInd
Business Rln With Fam Mem0BusinessRlnWithFamMemInd
Business Rln With35 Ctrl Ent0BusinessRlnWith35CtrlEntInd
Deductible Non Cash Contri0DeductibleNonCashContriInd
Deductible Art Contribution0DeductibleArtContributionInd
Terminate Operations0TerminateOperationsInd
Partial Liquidation0PartialLiquidationInd
Disregarded Entity0DisregardedEntityInd
Related EntityYes (1)RelatedEntityInd
Related Organization Ctrl EntYes (1)RelatedOrganizationCtrlEntInd
Transaction With Control EntYes (1)TransactionWithControlEntInd
Activities Conducted Prtshp0ActivitiesConductedPrtshpInd
Schedule O RequiredYes (1)ScheduleORequiredInd
IRP Document50IRPDocumentCnt
IRP Document W2 G0IRPDocumentW2GCnt
Backup Wthld ComplianceYes (1)BackupWthldComplianceInd
Employee53EmployeeCnt
Employment Tax Returns FiledYes (1)EmploymentTaxReturnsFiledInd
Unrelated Bus Incm Over Limit0UnrelatedBusIncmOverLimitInd
Foreign Financial Account0ForeignFinancialAccountInd
Prohibited Tax Shelter Trans0ProhibitedTaxShelterTransInd
Taxable Party Notification0TaxablePartyNotificationInd
Nondeductible Contributions0NondeductibleContributionsInd
Indoor Tanning Services0IndoorTanningServicesInd
Subj To Tax Rmnrtn Ex Prcht Pymt0SubjToTaxRmnrtnExPrchtPymtInd
Subject To Excs Tax Net Invst Inc0SubjectToExcsTaxNetInvstIncInd
Info In Schedule O Part VIYes (X)InfoInScheduleOPartVIInd
Governing Body Voting Members15GoverningBodyVotingMembersCnt
Independent Voting Member14IndependentVotingMemberCnt
Family Or Business Rln0FamilyOrBusinessRlnInd
Delegation Of Mgmt Duties0DelegationOfMgmtDutiesInd
Change To Org Documents0ChangeToOrgDocumentsInd
Material Diversion Or Misuse0MaterialDiversionOrMisuseInd
Members Or StockholdersYes (1)MembersOrStockholdersInd
Election Of Board MembersYes (1)ElectionOfBoardMembersInd
Decisions Subject To Approva0DecisionsSubjectToApprovaInd
Minutes Of Governing BodyYes (1)MinutesOfGoverningBodyInd
Minutes Of CommitteesYes (1)MinutesOfCommitteesInd
Officer Mailing Address0OfficerMailingAddressInd
Local Chapters0LocalChaptersInd
Form990 Provided To Gvrn BodyYes (1)Form990ProvidedToGvrnBodyInd
Conflict Of Interest PolicyYes (1)ConflictOfInterestPolicyInd
Annual Disclosure Covered PrsnYes (1)AnnualDisclosureCoveredPrsnInd
Regular Monitoring EnfrcYes (1)RegularMonitoringEnfrcInd
Whistleblower PolicyYes (1)WhistleblowerPolicyInd
Document Retention Policy0DocumentRetentionPolicyInd
Compensation Process CEOYes (1)CompensationProcessCEOInd
Compensation Process Other0CompensationProcessOtherInd
Investment In Joint Venture0InvestmentInJointVentureInd
States Where Copy Of Return Is FldNYStatesWhereCopyOfReturnIsFldCd
Other WebsiteYes (X)OtherWebsiteInd
Upon RequestYes (X)UponRequestInd

Books In Care Of Detail BooksInCareOfDetail

Business Name BusinessName

FieldValueIRS element (for citing)
Business Name Line1THE ORGANIZATIONBusinessNameLine1Txt
FieldValueIRS element (for citing)
Phone2127515656PhoneNum

US Address USAddress

FieldValueIRS element (for citing)
Address Line1432 PARK AVENUE SOUTHAddressLine1Txt
CityNEW YORKCityNm
State AbbreviationNYStateAbbreviationCd
ZIP10016ZIPCd
FieldValueIRS element (for citing)
Info In Schedule O Part VIIYes (X)InfoInScheduleOPartVIIInd

Form990 Part VII Section A Form990PartVIISectionAGrp (28 entries)

TitleTitleTxtAverage Hours Per WeekAverageHoursPerWeekRtIndividual Trustee Or DirectorIndividualTrusteeOrDirectorIndOfficerOfficerIndReportable Comp From OrgReportableCompFromOrgAmtReportable Comp From Rltd OrgReportableCompFromRltdOrgAmtOther CompensationOtherCompensationAmtAverage Hours Per Week Rltd OrgAverageHoursPerWeekRltdOrgRtKey EmployeeKeyEmployeeIndHighest Compensated EmployeeHighestCompensatedEmployeeInd
BILL LIVEK
BOARD MEMBER/TREASURER1.00Yes (X)Yes (X)$0$0$0
KIRTI SINGH
BOARD MEMBER1.00Yes (X)$0$0$0
MARK TRUSS
BOARD MEMBER/VICE CHAIR1.00Yes (X)Yes (X)$0$0$0
NISHAT MEHTA
BOARD MEMBER/CHAIR (TO 6/12/24)1.00Yes (X)Yes (X)$0$0$0
RADHA SUBRMANYAM
BOARD MEMBER1.00Yes (X)$0$0$0
SCOTT MCDONALD
BOARD MEMBER/PRES & CEO40.00Yes (X)Yes (X)$538,542$0$12,3544.00
TIM PERZYK
BOARD MEMBER/TREASURER (TO 6/12/24)1.00Yes (X)Yes (X)$0$0$0
CHRIS FOSDICK
BOARD MEMBER1.00Yes (X)$0$0$0
PETE DOE
BOARD MEMBER1.00Yes (X)$0$0$0
ABHILASHA MEHTA
BOARD MEMBER/SECRETARY1.00Yes (X)Yes (X)$0$0$0
CARL MELA
BOARD MEMBER1.00Yes (X)$0$0$0
SEAN BRUICH
BOARD MEMBER (TO 8/15/24)1.00Yes (X)$0$0$0
ANDY SMITH
BOARD MEMBER (TO 6/12/24)1.00Yes (X)$0$0$0
CHRISTINE TURNER
BOARD MEMBER1.00Yes (X)$0$0$0
MARY ANN PACKO
BOARD MEMBER (TO 6/12/24)1.00Yes (X)$0$0$0
NEHA BHARGAVA
BOARD MEMBER1.00Yes (X)$0$0$0
COLLEEN FAHEY RUSH
BOARD MEMBER1.00Yes (X)$0$0$0
STEVEN MILLMAN
BOARD MEMBER1.00Yes (X)$0$0$0
NICOLE WHITLOW
BOARD MEMBER1.00Yes (X)$0$0$0
GREG PHARO
BOARD MEMBER1.00Yes (X)$0$0$0
ELYSSA RUBIN
CFO37.50Yes (X)$248,661$0$26,3202.00
PAUL DONATO
CHIEF RESEARCH OFFICER40.00$298,001$0$21,179Yes (X)
MICHAEL HEITNER
CHIEF GROWTH OFFICER40.00$278,833$0$21,168Yes (X)
GWEN LA FANTASIE
VP, MEMBERSHIP40.00$164,796$0$17,003Yes (X)
JAY MATTLIN
VP, RESEARCH40.00$181,618$0$7,417Yes (X)
RACHAEL FEIGENBAUM
SVP, EVENTS PROGRAM PRODUC40.00$208,533$0$25,132Yes (X)
NIKOLE TENBRINK
VP, MARKETING40.00$190,432$0$23,518Yes (X)
KEITH SMITH
MANAGING DIRECTOR40.00$155,476$0$5,829Yes (X)
FieldValueIRS element (for citing)
Total Reportable Comp From Org$2,264,892TotalReportableCompFromOrgAmt
Tot Reportable Comp Rltd Org$0TotReportableCompRltdOrgAmt
Total Other Compensation$159,920TotalOtherCompensationAmt
Indiv Rcvd Greater Than100 K21IndivRcvdGreaterThan100KCnt
Former Ofcr Employees Listed0FormerOfcrEmployeesListedInd
Total Comp Greater Than150 KYes (1)TotalCompGreaterThan150KInd
Compensation From Other Srcs0CompensationFromOtherSrcsInd

Contractor Compensation ContractorCompensationGrp (5 entries)

Address Line1ContractorAddress/USAddress/AddressLine1TxtCityContractorAddress/USAddress/CityNmState AbbreviationContractorAddress/USAddress/StateAbbreviationCdZIPContractorAddress/USAddress/ZIPCdServicesServicesDescCompensationCompensationAmt
432 PARK SOUTH REALTY CO LLC
116 E 27TH STREET 3RD FLOORNEW YORKNY10016RENT$571,482
GOLDEN SQUARE LLC
73 BRICK SCHOOL RDWARRENCT06754MARKETING CONSULTANT$227,369
BRIDGE BUILDER LLC
569 WASHINGTON STREETWINCHESTERMA01890IT CONSULTANT$164,548
MARCUM LLP
1899 L STREET NW SUITE 850WASHINGTONDC20036HR AND ACCOUNTING SUPPORT SERVICES$137,744
PRECISIONIT GROUP
15 COURT SQUARE SUITE 1050BOSTONMA02109IT SERVICES$133,342
FieldValueIRS element (for citing)
Cntrct Rcvd Greater Than100 K5CntrctRcvdGreaterThan100KCnt
Related Organizations$609,985RelatedOrganizationsAmt
Total Contributions$609,985TotalContributionsAmt

Program Service Revenue ProgramServiceRevenueGrp (4 entries)

DescDescBusinessBusinessCdTotal Revenue ColumnTotalRevenueColumnAmtRelated Or Exempt Func IncomeRelatedOrExemptFuncIncomeAmt
MEMBERSHIP FEES541800$6,532,633$6,532,633
CONFERENCE, WORKSHOPS AND SYMPOSI541800$1,612,052$1,612,052
RESEARCH AND DEVELOPMENT541800$1,362,049$1,362,049
PUBLICATIONS541800$253,285$253,285
FieldValueIRS element (for citing)
Total Program Service Revenue$9,760,019TotalProgramServiceRevenueAmt

Investment Income InvestmentIncomeGrp

FieldValueIRS element (for citing)
Total Revenue Column$128,251TotalRevenueColumnAmt
Exclusion$128,251ExclusionAmt

Gross Amount Sales Assets GrossAmountSalesAssetsGrp

FieldValueIRS element (for citing)
Securities$1,711,392SecuritiesAmt

Less Cost Oth Basis Sales Expnss LessCostOthBasisSalesExpnssGrp

FieldValueIRS element (for citing)
Securities$1,702,682SecuritiesAmt

Gain Or Loss GainOrLossGrp

FieldValueIRS element (for citing)
Securities$8,710SecuritiesAmt

Net Gain Or Loss Investments NetGainOrLossInvestmentsGrp

FieldValueIRS element (for citing)
Total Revenue Column$8,710TotalRevenueColumnAmt
Exclusion$8,710ExclusionAmt

Other Revenue Misc OtherRevenueMiscGrp

FieldValueIRS element (for citing)
DescOTHER REVENUEDesc
Business541800BusinessCd
Total Revenue Column$82,046TotalRevenueColumnAmt
Related Or Exempt Func Income$82,046RelatedOrExemptFuncIncomeAmt
FieldValueIRS element (for citing)
Other Revenue Total$82,046OtherRevenueTotalAmt

Total Revenue TotalRevenueGrp

FieldValueIRS element (for citing)
Total Revenue Column$10,589,011TotalRevenueColumnAmt
Related Or Exempt Func Income$9,842,065RelatedOrExemptFuncIncomeAmt
Unrelated Business Revenue$0UnrelatedBusinessRevenueAmt
Exclusion$136,961ExclusionAmt

Comp Current Ofcr Directors CompCurrentOfcrDirectorsGrp

FieldValueIRS element (for citing)
Total$1,364,037TotalAmt

Other Salaries And Wages OtherSalariesAndWagesGrp

FieldValueIRS element (for citing)
Total$3,861,451TotalAmt

Pension Plan Contributions PensionPlanContributionsGrp

FieldValueIRS element (for citing)
Total$180,397TotalAmt

Other Employee Benefits OtherEmployeeBenefitsGrp

FieldValueIRS element (for citing)
Total$625,260TotalAmt

Payroll Taxes PayrollTaxesGrp

FieldValueIRS element (for citing)
Total$255,852TotalAmt

Fees For Services Legal FeesForServicesLegalGrp

FieldValueIRS element (for citing)
Total$59,217TotalAmt

Fees For Services Accounting FeesForServicesAccountingGrp

FieldValueIRS element (for citing)
Total$41,067TotalAmt

Office Expenses OfficeExpensesGrp

FieldValueIRS element (for citing)
Total$3,268TotalAmt

Occupancy OccupancyGrp

FieldValueIRS element (for citing)
Total$554,157TotalAmt

Travel TravelGrp

FieldValueIRS element (for citing)
Total$150,360TotalAmt

Conferences Meetings ConferencesMeetingsGrp

FieldValueIRS element (for citing)
Total$674,431TotalAmt

Interest InterestGrp

FieldValueIRS element (for citing)
Total$4,212TotalAmt

Depreciation Depletion DepreciationDepletionGrp

FieldValueIRS element (for citing)
Total$164,927TotalAmt

Insurance InsuranceGrp

FieldValueIRS element (for citing)
Total$46,073TotalAmt

Other Expenses OtherExpensesGrp (4 entries)

DescDescTotalTotalAmt
CONSULTING EXPENSES$1,954,849
WEBSITE ADMINISTRATION$251,950
RECRUITING AND TEMPORAR$239,728
SUPPLIES$38,774

All Other Expenses AllOtherExpensesGrp

FieldValueIRS element (for citing)
Total$37,115TotalAmt

Total Functional Expenses TotalFunctionalExpensesGrp

FieldValueIRS element (for citing)
Total$10,507,125TotalAmt

Cash Non Interest Bearing CashNonInterestBearingGrp

FieldValueIRS element (for citing)
BOY$912,765BOYAmt
EOY$950,576EOYAmt

Savings And Temp Cash Invst SavingsAndTempCashInvstGrp

FieldValueIRS element (for citing)
BOY$1,298,599BOYAmt
EOY$1,173,517EOYAmt

Accounts Receivable AccountsReceivableGrp

FieldValueIRS element (for citing)
BOY$583,831BOYAmt
EOY$419,968EOYAmt

Prepaid Expenses Defrd Charges PrepaidExpensesDefrdChargesGrp

FieldValueIRS element (for citing)
BOY$528,861BOYAmt
EOY$641,349EOYAmt
FieldValueIRS element (for citing)
Land Bldg Equip Cost Or Other Bss$2,284,198LandBldgEquipCostOrOtherBssAmt
Land Bldg Equip Accum Deprec$1,489,858LandBldgEquipAccumDeprecAmt

Land Bldg Equip Basis Net LandBldgEquipBasisNetGrp

FieldValueIRS element (for citing)
BOY$769,631BOYAmt
EOY$794,340EOYAmt

Investments Other Securities InvestmentsOtherSecuritiesGrp

FieldValueIRS element (for citing)
BOY$3,007,859BOYAmt
EOY$3,255,663EOYAmt

Other Assets Total OtherAssetsTotalGrp

FieldValueIRS element (for citing)
BOY$1,965,015BOYAmt
EOY$1,586,979EOYAmt

Total Assets TotalAssetsGrp

FieldValueIRS element (for citing)
BOY$9,066,561BOYAmt
EOY$8,822,392EOYAmt

Accounts Payable Accr Expnss AccountsPayableAccrExpnssGrp

FieldValueIRS element (for citing)
BOY$1,240,428BOYAmt
EOY$864,083EOYAmt

Deferred Revenue DeferredRevenueGrp

FieldValueIRS element (for citing)
BOY$2,556,458BOYAmt
EOY$3,039,340EOYAmt

Unsecured Notes Loans Payable UnsecuredNotesLoansPayableGrp

FieldValueIRS element (for citing)
BOY$150,000BOYAmt
EOY$150,000EOYAmt

Other Liabilities OtherLiabilitiesGrp

FieldValueIRS element (for citing)
BOY$1,297,661BOYAmt
EOY$752,403EOYAmt

Total Liabilities TotalLiabilitiesGrp

FieldValueIRS element (for citing)
BOY$5,244,547BOYAmt
EOY$4,805,826EOYAmt
FieldValueIRS element (for citing)
Organization Follows FASB117Yes (X)OrganizationFollowsFASB117Ind

No Donor Restriction Net Assets NoDonorRestrictionNetAssetsGrp

FieldValueIRS element (for citing)
BOY$3,822,014BOYAmt
EOY$4,016,566EOYAmt

Total Net Assets Fund Balance TotalNetAssetsFundBalanceGrp

FieldValueIRS element (for citing)
BOY$3,822,014BOYAmt
EOY$4,016,566EOYAmt

Tot Liab Net Assets Fund Balance TotLiabNetAssetsFundBalanceGrp

FieldValueIRS element (for citing)
BOY$9,066,561BOYAmt
EOY$8,822,392EOYAmt
FieldValueIRS element (for citing)
Reconcilation Revenue Expnss$81,886ReconcilationRevenueExpnssAmt
Net Unrlzd Gains Losses Invst$112,666NetUnrlzdGainsLossesInvstAmt
Other Changes In Net Assets$0OtherChangesInNetAssetsAmt
Info In Schedule O Part XIIYes (X)InfoInScheduleOPartXIIInd
Method Of Accounting AccrualYes (X)MethodOfAccountingAccrualInd
Accountant Compile Or Review0AccountantCompileOrReviewInd
FS AuditedYes (1)FSAuditedInd

FS Audited Basis FSAuditedBasisGrp

FieldValueIRS element (for citing)
Consolidated Basis Fincl StmtYes (X)ConsolidatedBasisFinclStmtInd
FieldValueIRS element (for citing)
Audit CommitteeYes (1)AuditCommitteeInd
Federal Grant Audit Required0FederalGrantAuditRequiredInd

Schedule B IRS990ScheduleB

Contributor Information ContributorInformationGrp

FieldValueIRS element (for citing)
ContributorRESTRICTEDContributorNum

Contributor Business Name ContributorBusinessName

FieldValueIRS element (for citing)
Business Name Line1RESTRICTEDBusinessNameLine1

Contributor US Address ContributorUSAddress

FieldValueIRS element (for citing)
Address Line1RESTRICTEDAddressLine1
Address Line2RESTRICTEDAddressLine2
CityRESTRICTEDCity
StateRESTRICTEDState
ZIP CodeRESTRICTEDZIPCode
FieldValueIRS element (for citing)
Total ContributionsRESTRICTEDTotalContributionsAmt

Schedule C IRS990ScheduleC

FieldValueIRS element (for citing)
Substantially All Dues Nonded0SubstantiallyAllDuesNondedInd
Only In House LobbyingYes (1)OnlyInHouseLobbyingInd
Agree Carryover Prior Year0AgreeCarryoverPriorYearInd

Schedule D IRS990ScheduleD

Leasehold Improvements LeaseholdImprovementsGrp

FieldValueIRS element (for citing)
Other Cost Or Other Basis$715,323OtherCostOrOtherBasisAmt
Depreciation$619,952DepreciationAmt
Book Value$95,371BookValueAmt

Equipment EquipmentGrp

FieldValueIRS element (for citing)
Other Cost Or Other Basis$1,568,875OtherCostOrOtherBasisAmt
Depreciation$869,906DepreciationAmt
Book Value$698,969BookValueAmt
FieldValueIRS element (for citing)
Total Book Value Land Buildings$794,340TotalBookValueLandBuildingsAmt

Other Securities OtherSecuritiesGrp

FieldValueIRS element (for citing)
DescCORPORATE FIXED INCOME BONDSDesc
Book Value$3,255,663BookValueAmt
Method ValuationFMethodValuationCd
FieldValueIRS element (for citing)
Total Book Value Securities$3,255,663TotalBookValueSecuritiesAmt

Other Assets Org OtherAssetsOrgGrp (3 entries)

DescDescBook ValueBookValueAmt
DUE FROM ARF INNOVATION STUDIO, INC.$307,969
DUE FROM ARF CHARITABLE FOUNDATION, INC.$613,580
RIGHT OF USE ASSET$665,430
FieldValueIRS element (for citing)
Total Book Value Other Assets$1,586,979TotalBookValueOtherAssetsAmt

Other Liabilities Org OtherLiabilitiesOrgGrp

FieldValueIRS element (for citing)
DescCAPITAL LEASE OBLIGATIONDesc
Amt$752,403Amt
FieldValueIRS element (for citing)
Total Liability$752,403TotalLiabilityAmt
Footnote TextYes (X)FootnoteTextInd

Supplemental Information Detail SupplementalInformationDetail

FieldValueIRS element (for citing)
Form And Line ReferencePART X, LINE 2:FormAndLineReferenceDesc
ExplanationTHE ORGANIZATION HAS BEEN RECOGNIZED BY THE INTERNAL REVENUE SERVICE ("IRS")AS A NOT-FOR-PROFIT CORPORATION AS DESCRIBED IN SECTION 501(C)(6) OF THE INTERNAL REVENUE CODE (IRC) AND IS EXEMPT FROM FEDERAL INCOME TAXES ON RELATED INCOME PURSUANT TO SECTION 501(A) OF THE IRC. THE ORGANIZATION FOLLOWS GUIDANCE ISSUED BY THE FASB REGARDING ACCOUNTING FOR UNCERTAINTY IN INCOME TAXES. THIS GUIDANCE CLARIFIES THE ACCOUNTING FOR INCOME TAXES BY PRESCRIBING THE MINIMUM RECOGNITION THRESHOLD AN INCOME TAX POSITION IS REQUIRED TO MEET BEFORE BEING RECOGNIZED IN THE FINANCIAL STATEMENTS AND APPLIES TO ALL INCOME TAX POSITIONS. EACH INCOME TAX POSITION IS ASSESSED USING A TWO-STEP PROCESS. A DETERMINATION IS FIRST MADE AS TO WHETHER IT IS MORE-LIKELY-THAN-NOT THAT THE INCOME TAX POSITION WILL BE SUSTAINED, BASED UPON TECHNICAL MERITS, UPON EXAMINATION BY THE TAXING AUTHORITIES. IF THE INCOME TAX POSITION IS EXPECTED TO MEET THE MORE-LIKELY-THAN-NOT CRITERIA, THE BENEFIT RECORDED IN THE FINANCIAL STATEMENTS EQUALS THE LARGEST AMOUNT THAT IS GREATER THAN 50% LIKELY TO BE REALIZED UPON ITS ULTIMATE SETTLEMENT. THE INCOME TAX POSITIONS TAKEN BY THE ORGANIZATION FOR ANY YEARS OPEN UNDER THE VARIOUS STATUTES OF LIMITATIONS ARE (1) THAT THE ORGANIZATION CONTINUES TO BE EXEMPT FROM INCOME TAXES AND (2) THAT THE ORGANIZATION DOES NOT HAVE UNRELATED BUSINESS INCOME THAT WOULD BE SUBJECT TO INCOME TAXES. MANAGEMENT BELIEVES THESE TAX POSITIONS MEET THE MORE-LIKELY-THAN-NOT THRESHOLD AND, ACCORDINGLY, THE TAX BENEFITS OF THESE INCOME TAX POSITIONS (NO INCOME TAX EXPENSE OR LIABILITY) HAVE BEEN RECOGNIZED FOR THE YEARS ENDED ON OR BEFORE DECEMBER 31, 2024 AND 2023. THE ORGANIZATION BELIEVES THAT THERE ARE NO TAX POSITIONS TAKEN OR EXPECTED TO BE TAKEN THAT WOULD SIGNIFICANTLY INCREASE OR DECREASE UNRECOGNIZED TAX BENEFITS WITHIN 12 MONTHS OF THE REPORTING DATE. NONE OF THE ORGANIZATION'S FEDERAL OR STATE INFORMATION RETURNS ARE CURRENTLY UNDER EXAMINATION BY THE INTERNAL REVENUE SERVICE OR STATE AUTHORITIES.ExplanationTxt

Schedule J IRS990ScheduleJ

FieldValueIRS element (for citing)
First Class Or Charter TravelYes (X)FirstClassOrCharterTravelInd
Written Policy Ref T And E ExpnssYes (1)WrittenPolicyRefTAndEExpnssInd
Substantiation RequiredYes (1)SubstantiationRequiredInd
Compensation CommitteeYes (X)CompensationCommitteeInd
Form990 Of Other OrganizationsYes (X)Form990OfOtherOrganizationsInd
Written Employment ContractYes (X)WrittenEmploymentContractInd
Board Or Committee ApprovalYes (X)BoardOrCommitteeApprovalInd
Severance Payment0SeverancePaymentInd
Supplemental Nonqual Rtr Plan0SupplementalNonqualRtrPlanInd
Equity Based Comp Arrngm0EquityBasedCompArrngmInd

Rltd Org Officer Trst Key Empl RltdOrgOfficerTrstKeyEmplGrp (9 entries)

TitleTitleTxtBase Compensation Filing OrgBaseCompensationFilingOrgAmtCompensation Based On Rltd OrgsCompensationBasedOnRltdOrgsAmtBonus Filing OrganizationBonusFilingOrganizationAmountBonus Related OrganizationsBonusRelatedOrganizationsAmtOther Compensation Filing OrgOtherCompensationFilingOrgAmtOther Compensation Rltd OrgsOtherCompensationRltdOrgsAmtDeferred Compensation Flng OrgDeferredCompensationFlngOrgAmtDeferred Comp Rltd OrgsDeferredCompRltdOrgsAmtNontaxable Benefits Filing OrgNontaxableBenefitsFilingOrgAmtNontaxable Benefits Rltd OrgsNontaxableBenefitsRltdOrgsAmtTotal Compensation Filing OrgTotalCompensationFilingOrgAmtTotal Compensation Rltd OrgsTotalCompensationRltdOrgsAmtComp Report Prior990 Filing OrgCompReportPrior990FilingOrgAmtComp Report Prior990 Rltd OrgsCompReportPrior990RltdOrgsAmt
SCOTT MCDONALD
BOARD MEMBER/PRES & CEO$431,458$0$106,250$0$834$0$10,350$0$2,004$0$550,896$0$0$0
PAUL DONATO
CHIEF RESEARCH OFFICER$247,035$0$50,132$0$834$0$9,028$0$12,151$0$319,180$0$0$0
MICHAEL HEITNER
CHIEF GROWTH OFFICER$226,166$0$50,000$0$2,667$0$8,477$0$12,691$0$300,001$0$0$0
ELYSSA RUBIN
CFO$197,758$0$50,000$0$903$0$7,776$0$18,544$0$274,981$0$0$0
RACHAEL FEIGENBAUM
SVP, EVENTS PROGRAM PRODUC$178,050$0$30,000$0$483$0$6,614$0$18,518$0$233,665$0$0$0
NIKOLE TENBRINK
VP, MARKETING$165,117$0$25,000$0$315$0$6,009$0$17,509$0$213,950$0$0$0
JAY MATTLIN
VP, RESEARCH$172,731$0$7,500$0$1,387$0$5,465$0$1,952$0$189,035$0$0$0
GWEN LA FANTASIE
VP, MEMBERSHIP$132,035$0$32,551$0$210$0$5,033$0$11,970$0$181,799$0$0$0
KEITH SMITH
MANAGING DIRECTOR$155,000$0$0$0$476$0$4,664$0$1,165$0$161,305$0$0$0

Schedule O IRS990ScheduleO

Supplemental Information Detail SupplementalInformationDetail (10 entries)

Form And Line ReferenceFormAndLineReferenceDescExplanationExplanationTxt
FORM 990, PART VI, SECTION A, LINE 6THE ORGANIZATION HAS THREE CATEGORIES OF MEMBERSHIP; FOUNDER MEMBERS, REGULAR MEMBERS AND ASSOCIATE MEMBERS, AS OUTLINED BY THE ORGANIZATION BYLAWS. SUCH INFORMATION IS AVAILABLE UPON REQUEST.
FORM 990, PART VI, SECTION A, LINE 7AEACH MEMBER IS PERMITTED TO DESIGNATE ONE REPRESENTATIVE TO PARTICIPATE AND ACT ON THEIR BEHALF IN CONNECTION WITH FOUNDATION MATTERS AND ACTIVITIES AS OUTLINED IN THE ORGANIZATION BYLAWS. SUCH INFORMATION IS AVAILABLE UPON REQUEST.
FORM 990, PART VI, SECTION B, LINE 11BTHE FORM 990 IS PREPARED BY AN OUTSIDE, INDEPENDENT ACCOUNTING FIRM AND REVIEWED BY THE CFO. A COPY OF THE RETURN IS PROVIDED TO THE FINANCE COMMITTEE TO REVIEW AND MAKE RECOMMENDATIONS. ALL BOARD MEMBERS RECEIVE A FINAL COPY OF THE RETURN PRIOR TO FILING.
FORM 990, PART VI, SECTION B, LINE 12CEVERY TRANSACTION ENTERED INTO BY THE ORGANIZATION IS REVIEWED FOR POTENTIAL CONFLICTS OF INTEREST. MANAGEMENT AND MEMBERS OF THE BOARD ARE NOT AWARE OF ANY CONFLICTS OF INTEREST. THE ORGANIZATION HAS UPDATED ITS CONFLICT OF INTEREST POLICY AND REQUIRES ANNUAL CERTIFICATION FROM ITS BOARD MEMBERS AND EMPLOYEES.
FORM 990, PART VI, SECTION B, LINE 15ATHE CEO'S SALARY IS DETERMINED BY AN EXECUTIVE COMMITTEE OF THE BOARD AND IS BASED ON A REVIEW OF COMPARABILITY DATA FROM SIMILAR ORGANIZATIONS.
FORM 990, PART VI, SECTION C, LINE 18THE FORM 990 AND THE IRS STATUS LETTER ARE AVAILABLE TO THE PUBLIC UPON REQUEST AND ON GUIDESTAR.ORG.
FORM 990, PART VI, SECTION C, LINE 19ALL OF THE GOVERNING DOCUMENTS, CONFLICT OF INTEREST POLICY, AND FINANCIAL STATEMENTS ARE AVAILABLE TO THE PUBLIC UPON REQUEST.
990, PART VI, LINE 14THE ORGANIZATION IS CURRENTLY EVALUATING THE IMPLEMENTATION OF A WRITTEN DOCUMENT RETENTION AND DESTRUCTION POLICY.
990, PART VIINO BOARD MEMBERS RECEIVE COMPENSATION FOR THEIR SERVICE. SCOTT MCDONALD RECEIVED THE COMPENSATION REPORTED FOR HIS SERVICES AS THE ORGANIZATION'S PRESIDENT AND CEO.
FORM 990, PART XII, LINE 2CTHE ORGANIZATION'S PROCESS FOR SELECTION OF AN INDEPENDENT ACCOUNTANT AND MONITORING OF THE AUDIT PROCESS HAS NOT CHANGED FROM THE PRIOR YEAR.

Schedule R IRS990ScheduleR

Id Related Tax Exempt Org IdRelatedTaxExemptOrgGrp

Disregarded Entity Name DisregardedEntityName

FieldValueIRS element (for citing)
Business Name Line1ARF CHARITABLE FOUNDATION INCBusinessNameLine1Txt

US Address USAddress

FieldValueIRS element (for citing)
Address Line1432 PARK AVENUE SOUTHAddressLine1Txt
CityNEW YORKCityNm
State AbbreviationNYStateAbbreviationCd
ZIP10016ZIPCd
FieldValueIRS element (for citing)
EIN832786566EIN
Primary ActivitiesFUNDRAISING FOR RELATED ORGANIZATIONSPrimaryActivitiesTxt
Legal Domicile StateNYLegalDomicileStateCd
Exempt Code Section501(C)(3)ExemptCodeSectionTxt
Public Charity StatusLINE 7PublicCharityStatusTxt

Direct Controlling Entity Name DirectControllingEntityName

FieldValueIRS element (for citing)
Business Name Line1ADVERTISING RESEARCH FOUNDATION INCBusinessNameLine1Txt
FieldValueIRS element (for citing)
Controlled OrganizationYes (1)ControlledOrganizationInd
FieldValueIRS element (for citing)
Receipt Of Int Annts Rnts Rylts0ReceiptOfIntAnntsRntsRyltsInd
Gift Grnt Or Cap Contri To Oth Org0GiftGrntOrCapContriToOthOrgInd
Gift Grnt Cap Contri From Oth OrgYes (1)GiftGrntCapContriFromOthOrgInd
Loans Or Guarantees To Other OrgYes (1)LoansOrGuaranteesToOtherOrgInd
Loans Or Guarantees From Oth Org0LoansOrGuaranteesFromOthOrgInd
Div Related Organization0DivRelatedOrganizationInd
Asset Sale To Other Org0AssetSaleToOtherOrgInd
Asset Purchase From Other Org0AssetPurchaseFromOtherOrgInd
Asset Exchange0AssetExchangeInd
Rental Of Facilities To Oth Org0RentalOfFacilitiesToOthOrgInd
Rental Of Fclts From Oth Org0RentalOfFcltsFromOthOrgInd
Perform Of Services For Oth OrgYes (1)PerformOfServicesForOthOrgInd
Perform Of Services By Other Org0PerformOfServicesByOtherOrgInd
Sharing Of FacilitiesYes (1)SharingOfFacilitiesInd
Paid Employees SharingYes (1)PaidEmployeesSharingInd
Reimbursement Paid To Other Org0ReimbursementPaidToOtherOrgInd
Reimbursement Paid By Other OrgYes (1)ReimbursementPaidByOtherOrgInd
Transfer To Other Org0TransferToOtherOrgInd
Transfer From Other OrgYes (1)TransferFromOtherOrgInd

Transactions Related Org TransactionsRelatedOrgGrp (2 entries)

Transaction TypeTransactionTypeTxtInvolvedInvolvedAmtMethod Of Amount DeterminationMethodOfAmountDeterminationTxt
ARF CHARITABLE FOUNDATION INC
C$609,985BOOKS & RECORDS
ARF CHARITABLE FOUNDATION INC
D$613,580BOOKS & RECORDS