2025-11-14T14:47:25-06:00 2024-12-31 222027092 WITHUM SMITH & BROWN PC 424 MAIN STREET SUITE 800 BUFFALO NY 142023508 990 2024-01-01 130417765 ADVERTISING RESEARCH FOUNDATION INC ADVE 2127515656 432 PARK AVENUE SOUTH NEW YORK NY 10016 ELYSSA RUBIN CFO 2127515656 2025-11-15 1 0 MARY MADONIA P00405803 7168472651 2025-11-11 2024 2025-03-06 01:10:19Z SCOTT MCDONALD 432 PARK AVENUE SOUTH NEW YORK NY 10016 12291693 0 X WWW.THEARF.ORG X 1936 NY THE 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. 15 14 53 14 0 0 894267 609985 10076529 9760019 127772 136961 82442 82046 11181010 10589011 0 0 0 0 6466152 6286997 0 0 0 4354249 4220128 10820401 10507125 360609 81886 9066561 8822392 5244547 4805826 3822014 4016566 THE 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. 0 0 523884 253285 PUBLISHED THE JOURNAL OF ADVERTISING RESEARCH: THIS JOURNAL REPORTED ADVERTISING INDUSTRY RESEARCH FINDINGS FOR THE USE OF ADVERTISING PRACTITIONERS AND USERS OF ADVERTISING RESEARCH. 2606521 1612052 CONDUCTED CONFERENCES, WORKSHOPS AND SYMPOSIUMS. PRINCIPAL MISSION IS TO DEVELOP AND MAINTAIN A CONTINUING PROGRAM OF ACTIVITIES AND PUBLICATIONS FOR THE ADVERTISING RESEARCH INDUSTRY. 3885371 1362049 CURATED 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. 7015776 0 1 0 1 0 0 0 0 0 1 1 0 1 1 1 0 1 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 1 1 1 0 1 50 0 1 53 1 0 0 0 0 0 0 0 0 X 15 14 0 0 0 0 1 1 0 1 1 0 0 1 1 1 1 1 0 1 0 0 NY X X THE ORGANIZATION 2127515656 432 PARK AVENUE SOUTH NEW YORK NY 10016 X BILL LIVEK BOARD MEMBER/TREASURER 1.00 X X 0 0 0 KIRTI SINGH BOARD MEMBER 1.00 X 0 0 0 MARK TRUSS BOARD MEMBER/VICE CHAIR 1.00 X X 0 0 0 NISHAT MEHTA BOARD MEMBER/CHAIR (TO 6/12/24) 1.00 X X 0 0 0 RADHA SUBRMANYAM BOARD MEMBER 1.00 X 0 0 0 SCOTT MCDONALD BOARD MEMBER/PRES & CEO 40.00 4.00 X X 538542 0 12354 TIM PERZYK BOARD MEMBER/TREASURER (TO 6/12/24) 1.00 X X 0 0 0 CHRIS FOSDICK BOARD MEMBER 1.00 X 0 0 0 PETE DOE BOARD MEMBER 1.00 X 0 0 0 ABHILASHA MEHTA BOARD MEMBER/SECRETARY 1.00 X X 0 0 0 CARL MELA BOARD MEMBER 1.00 X 0 0 0 SEAN BRUICH BOARD MEMBER (TO 8/15/24) 1.00 X 0 0 0 ANDY SMITH BOARD MEMBER (TO 6/12/24) 1.00 X 0 0 0 CHRISTINE TURNER BOARD MEMBER 1.00 X 0 0 0 MARY ANN PACKO BOARD MEMBER (TO 6/12/24) 1.00 X 0 0 0 NEHA BHARGAVA BOARD MEMBER 1.00 X 0 0 0 COLLEEN FAHEY RUSH BOARD MEMBER 1.00 X 0 0 0 STEVEN MILLMAN BOARD MEMBER 1.00 X 0 0 0 NICOLE WHITLOW BOARD MEMBER 1.00 X 0 0 0 GREG PHARO BOARD MEMBER 1.00 X 0 0 0 ELYSSA RUBIN CFO 37.50 2.00 X 248661 0 26320 PAUL DONATO CHIEF RESEARCH OFFICER 40.00 X 298001 0 21179 MICHAEL HEITNER CHIEF GROWTH OFFICER 40.00 X 278833 0 21168 GWEN LA FANTASIE VP, MEMBERSHIP 40.00 X 164796 0 17003 JAY MATTLIN VP, RESEARCH 40.00 X 181618 0 7417 RACHAEL FEIGENBAUM SVP, EVENTS PROGRAM PRODUC 40.00 X 208533 0 25132 NIKOLE TENBRINK VP, MARKETING 40.00 X 190432 0 23518 KEITH SMITH MANAGING DIRECTOR 40.00 X 155476 0 5829 2264892 0 159920 21 0 1 0 432 PARK SOUTH REALTY CO LLC 116 E 27TH STREET 3RD FLOOR NEW YORK NY 10016 RENT 571482 GOLDEN SQUARE LLC 73 BRICK SCHOOL RD WARREN CT 06754 MARKETING CONSULTANT 227369 BRIDGE BUILDER LLC 569 WASHINGTON STREET WINCHESTER MA 01890 IT CONSULTANT 164548 MARCUM LLP 1899 L STREET NW SUITE 850 WASHINGTON DC 20036 HR AND ACCOUNTING SUPPORT SERVICES 137744 PRECISIONIT GROUP 15 COURT SQUARE SUITE 1050 BOSTON MA 02109 IT SERVICES 133342 5 609985 609985 MEMBERSHIP FEES 541800 6532633 6532633 CONFERENCE, WORKSHOPS AND SYMPOSI 541800 1612052 1612052 RESEARCH AND DEVELOPMENT 541800 1362049 1362049 PUBLICATIONS 541800 253285 253285 9760019 128251 128251 1711392 1702682 8710 8710 8710 OTHER REVENUE 541800 82046 82046 82046 10589011 9842065 0 136961 1364037 3861451 180397 625260 255852 59217 41067 3268 554157 150360 674431 4212 164927 46073 CONSULTING EXPENSES 1954849 WEBSITE ADMINISTRATION 251950 RECRUITING AND TEMPORAR 239728 SUPPLIES 38774 37115 10507125 912765 950576 1298599 1173517 583831 419968 528861 641349 2284198 1489858 769631 794340 3007859 3255663 1965015 1586979 9066561 8822392 1240428 864083 2556458 3039340 150000 150000 1297661 752403 5244547 4805826 X 3822014 4016566 3822014 4016566 9066561 8822392 81886 112666 0 X X 0 1 X 1 0 RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED 0 1 0 715323 619952 95371 1568875 869906 698969 794340 CORPORATE FIXED INCOME BONDS 3255663 F 3255663 DUE FROM ARF INNOVATION STUDIO, INC. 307969 DUE FROM ARF CHARITABLE FOUNDATION, INC. 613580 RIGHT OF USE ASSET 665430 1586979 CAPITAL LEASE OBLIGATION 752403 752403 X PART X, LINE 2: THE 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. X 1 1 X X X X 0 0 0 SCOTT MCDONALD BOARD MEMBER/PRES & CEO 431458 0 106250 0 834 0 10350 0 2004 0 550896 0 0 0 PAUL DONATO CHIEF RESEARCH OFFICER 247035 0 50132 0 834 0 9028 0 12151 0 319180 0 0 0 MICHAEL HEITNER CHIEF GROWTH OFFICER 226166 0 50000 0 2667 0 8477 0 12691 0 300001 0 0 0 ELYSSA RUBIN CFO 197758 0 50000 0 903 0 7776 0 18544 0 274981 0 0 0 RACHAEL FEIGENBAUM SVP, EVENTS PROGRAM PRODUC 178050 0 30000 0 483 0 6614 0 18518 0 233665 0 0 0 NIKOLE TENBRINK VP, MARKETING 165117 0 25000 0 315 0 6009 0 17509 0 213950 0 0 0 JAY MATTLIN VP, RESEARCH 172731 0 7500 0 1387 0 5465 0 1952 0 189035 0 0 0 GWEN LA FANTASIE VP, MEMBERSHIP 132035 0 32551 0 210 0 5033 0 11970 0 181799 0 0 0 KEITH SMITH MANAGING DIRECTOR 155000 0 0 0 476 0 4664 0 1165 0 161305 0 0 0 FORM 990, PART VI, SECTION A, LINE 6 THE 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 7A EACH 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 11B THE 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 12C EVERY 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 15A THE 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 18 THE 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 19 ALL OF THE GOVERNING DOCUMENTS, CONFLICT OF INTEREST POLICY, AND FINANCIAL STATEMENTS ARE AVAILABLE TO THE PUBLIC UPON REQUEST. 990, PART VI, LINE 14 THE ORGANIZATION IS CURRENTLY EVALUATING THE IMPLEMENTATION OF A WRITTEN DOCUMENT RETENTION AND DESTRUCTION POLICY. 990, PART VII NO 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 2C THE ORGANIZATION'S PROCESS FOR SELECTION OF AN INDEPENDENT ACCOUNTANT AND MONITORING OF THE AUDIT PROCESS HAS NOT CHANGED FROM THE PRIOR YEAR. ARF CHARITABLE FOUNDATION INC 432 PARK AVENUE SOUTH NEW YORK NY 10016 832786566 FUNDRAISING FOR RELATED ORGANIZATIONS NY 501(C)(3) LINE 7 ADVERTISING RESEARCH FOUNDATION INC 1 0 0 1 1 0 0 0 0 0 0 0 1 0 1 1 0 1 0 1 ARF CHARITABLE FOUNDATION INC C 609985 BOOKS & RECORDS ARF CHARITABLE FOUNDATION INC D 613580 BOOKS & RECORDS