Truth Initiative Foundation
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Empowers youth to reject tobacco and nicotine through national public education campaigns and scalable digital cessation programs for teens and adults. For fiscal year 2025 it reported $53.0M in revenue, $109.7M in expenses, and $576.2M in net assets.Pt I
Summary of the Filing
Where the work happens
Youth and Young Adult Public Education
Truth initiative's public health education campaign truth has been a leading driver in reducing youth and young adult tobacco use for two decades. The truth campaign seeks to prevent youth and young adults from starting to use nicotine and to help those who become addicted to quit through public service ads, influencers, social media and…
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.
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.
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Identity & Classification
Governance & Policies
Officers, Directors & Key Employees
Kathleen Crosby’s $626K as President & CEO is at the 97th percentile of top reported officer pay among 747 $10–100M mental health 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 · 8 named individuals · Part VII
| Name | FY2025 | FY2024 | FY2023 | FY2021 |
|---|---|---|---|---|
| Robin Koval | — | $929,147 | $1,096,536 | $1,033,491 |
| Anthony T O'Toole | $624,914 | $581,069 | $831,350 | $798,910 |
| Kathleen Crosby | $626,206 | $119,715 | — | — |
| M David Dobbins | — | $177,014 | $527,122 | $563,011 |
| Donna Vallone | — | $165,608 | $561,992 | $509,491 |
| Eric Asche | — | — | — | $521,263 |
| Robert Falk | $421,855 | $370,526 | $476,407 | $361,180 |
| Elizabeth Kenny | $457,669 | $442,674 | $174,895 | — |
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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Statement of Revenue
Statement of Functional Expenses
Balance Sheet
Financial Metrics
Same NTEE category, revenue band, and state where available. Descriptive — not a grade.
| Metric | This org | Peer median | Percentile |
|---|---|---|---|
| Program ratio | 84% | — | — |
| Overhead ratio | 14% | — | — |
| Fundraising cost ratio | 16% | — | — |
| Revenue growth | -28% | — | — |
| Investment management fee ratio | 0% | — | — |
| Legal fee ratio | 0% | — | — |
| Accounting fee ratio | 0% | — | — |
| Fundraising fee ratio | 0% | — | — |
Straight from the Form 990 — descriptive, not an evaluation. A ratio is hidden when its base is zero or too small to be meaningful; the dollars are always shown.
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Filings & Schedule Manifest
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Sources
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