Is it real?
Yes. Never revoked by the IRS. Latest filing on record: FY2025. IRS ruling in Sep 2008.
IRS Pub. 78 · IRS Auto-Revocation List · IRS Business Master File
Where the money goes
74 cents of each dollar spent went to programs.
Form 990 Part IX, line 25, columns B–D. Every line is in By the numbers.
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Who runs it and what they're paid
15 people listed on the 990; $78K paid to officers and key staff.
Kelli Williams’s $216K as CEO is at the 90th percentile of top reported officer pay among 1552 $1–10M youth development nonprofits. Peer set: organizations in the same NTEE major field of work and revenue-size band, compared on each org’s own highest-paid officer/key-employee, from Form 990 Part VII / 990-PF Part VIII. Descriptive placement, not a verdict on whether the pay is appropriate.
Compensation history total reportable pay by year · 4 named individuals · Part VII
| Name | FY2025 | FY2024 | FY2023 | FY2022 | FY2021 |
|---|---|---|---|---|---|
| Kelli Williams | $216,130 | — | — | — | — |
| Kelli Wililams | — | $161,000 | $48,784 | — | — |
| Maggie McCracken | — | — | $110,577 | $77,859 | — |
| Ellen Walthour | — | — | — | — | $94,154 |
Total reportable compensation (Form 990 Part VII column D / Schedule J column E) by filing year, matched by name within this organization. The Schedule J base / bonus / deferred breakdown is not parsed into this dataset.
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Questions the 990 asks
The form asks each of these directly. These are the filed answers.
- Family or business ties among officersPt VI · Ln 2No
- Top official's pay set by an independent reviewPt VI · Ln 15aYes
Programs and updates
Promotes diversity and inclusion within the marketing industry.
Questions for The Brandlab
Your first name shows with your question. The Brandlab answers here, for everyone.
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College and beyond (cab) the college and beyond program provides year-round programming - from skills training like resume workshops and speed networking events to mentorship for young professionals to connect with an industry leader and financial scholarships of over $30,000 awarded to students who have participated in any of our…
Spark the spark program creates exposure to career pathways for hundreds of high school students each year. The experiential approach combines in-classroom engagement opportunities with career panels and field trips to inspire the next generation of marketing and advertising talent.
Fearless the fearless program aims to support the DEI&B efforts within our agency and corporate partners working to create equity while building more inclusive work, workers, and workplaces. Fearless programming is delivered through the brandlab-facilitated workshops and discussions.
Funders
Who pays for it.
From grant filings on record. Receipts are incomplete: individual donors are never listed.
Grants
By the numbers
The FY2022 990, line by line.
Download 990
| Line | Start FY22 | End FY22 |
|---|---|---|
| Cash and savingsLn 1–2 | $1.4M | $1.7M |
| Land, buildings, equipmentLn 10c | $0 | $20K |
| Total assetsLn 16 | $2.9M | $3.0M |
| LiabilitiesLn 26 | $244K | $279K |
| Net assetsLn 32 | $2.6M | $2.7M |
| Line | Total | Programs | Management | Fundraising |
|---|---|---|---|---|
| Grants to domestic individualsLn 2 | $38K | $38K | ||
| Pay of current officers, directors and key staffLn 5 | $125K | $59K | $50K | $16K |
| Other salaries and wagesLn 7 | $1.3M | $1.1M | $131K | $25K |
| Pension plan contributionsLn 8 | $6K | $4K | $2K | $920 |
| Other employee benefitsLn 9 | $17K | $10K | $5K | $3K |
| Payroll taxesLn 10 | $133K | $117K | $13K | $3K |
| Legal feesLn 11b | $525 | $525 | ||
| Accounting feesLn 11c | $116K | $116K | $100 | |
| Other fees for servicesLn 11g | $169K | $95K | $70K | $5K |
| Advertising and promotionLn 12 | $44K | $7K | $4K | $34K |
| Office expensesLn 13 | $26K | $16K | $5K | $5K |
| Information technologyLn 14 | $26K | $6K | $20K | $136 |
| TravelLn 17 | $23K | $13K | $9K | $1K |
| InsuranceLn 23 | $17K | $9K | $4K | $3K |
| Other expenses (24a–d)Ln 24 | $68K | $48K | $19K | $390 |
| Total functional expensesLn 25 | $2.1M | $1.6M | $448K | $95K |
Filing history
| Year | Money in | Money out | In minus out | Net assets | Download |
|---|---|---|---|---|---|
| FY2025 Latest | $1.6M | $2.0M | −$389K | $326K | 990 PDF |
| FY2024 | $1.8M | $2.5M | −$722K | $715K | 990 PDF |
| FY2023 | $1.5M | $2.8M | −$1.3M | $1.4M | 990 PDF |
| FY2022 Viewing | $2.2M | $2.1M | $99K | $2.7M | 990 PDF |
| FY2021 | $2.8M | $1.3M | $1.5M | $2.6M | 990 PDF |
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Schedules filed Part IV
See the full FY2022 990 (6 parts)
Part I · Summary $2,203,610 revenue, 12 lines filed
Part VI · Governance 14 of 14 board members independent, 1 to look at
Part VIII · Statement of revenue $2,203,610 across 6 lines filed
Part IX · Statement of functional expenses $2,104,292 across 15 lines filed
Part X · Balance sheet $2,985,937 assets, 14 lines filed
Part XI · Reconciliation of net assets $2,707,266 net assets at year end
Form 990 e-file (XML) FY2022 from the IRS · Classification, formation year and address from the IRS Business Master File
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