Is it real?
Yes. Never revoked by the IRS. Latest filing on record: FY2025. IRS ruling in Mar 1999.
IRS Pub. 78 · IRS Auto-Revocation List · IRS Business Master File
Where the money goes
84 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
22 people listed on the 990; $4.4M paid to officers and key staff.
Kathleen Crosby’s $626K as President & CEO is at the 97th percentile of top reported officer pay among 746 $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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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
Empowers youth to reject tobacco and nicotine through national public education campaigns and scalable digital cessation programs for teens and adults.
Questions for Truth Initiative Foundation
Your first name shows with your question. Truth Initiative Foundation answers here, for everyone.
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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.
Funders
Who pays for it.
From grant filings on record. Receipts are incomplete: individual donors are never listed.
Grants
By the numbers
The FY2025 990, line by line.
Download 990
| Line | Start FY25 | End FY25 |
|---|---|---|
| Cash and savingsLn 1–2 | $99.4M | $87.4M |
| InvestmentsLn 11–13 | $600.8M | $567.7M |
| Land, buildings, equipmentLn 10c | $1.3M | $3.4M |
| Total assetsLn 16 | $711.7M | $676.3M |
| LiabilitiesLn 26 | $108.0M | $100.1M |
| Net assetsLn 32 | $603.8M | $576.2M |
| Line | Total | Programs | Management | Fundraising |
|---|---|---|---|---|
| Grants to domestic organizationsLn 1 | $1.3M | $1.3M | ||
| Grants to domestic individualsLn 2 | $10K | $10K | ||
| Pay of current officers, directors and key staffLn 5 | $3.1M | $935K | $2.1M | |
| Other salaries and wagesLn 7 | $19.3M | $14.8M | $3.8M | $690K |
| Pension plan contributionsLn 8 | $1.9M | $1.6M | $268K | $69K |
| Other employee benefitsLn 9 | $2.8M | $2.1M | $596K | $93K |
| Payroll taxesLn 10 | $1.6M | $1.1M | $400K | $50K |
| Legal feesLn 11b | $255K | $12K | $242K | |
| Accounting feesLn 11c | $311K | $311K | ||
| Professional fundraising feesLn 11e | $140K | $140K | ||
| Investment management feesLn 11f | $3.0M | $3.0M | ||
| Other fees for servicesLn 11g | $65.7M | $64.5M | $1.0M | $195K |
| Advertising and promotionLn 12 | $162K | $155K | $5K | $1K |
| Office expensesLn 13 | $166K | $65K | $100K | $18 |
| Information technologyLn 14 | $1.9M | $1.7M | $225K | $28K |
| OccupancyLn 16 | $2.0M | $2.0M | ||
| TravelLn 17 | $454K | $338K | $90K | $26K |
| Conferences, conventions and meetingsLn 19 | $491K | $364K | $121K | $6K |
| InterestLn 20 | $2.7M | $2.7M | ||
| Depreciation, depletion and amortizationLn 22 | $586K | $22K | $533K | $31K |
| InsuranceLn 23 | $458K | $85K | $373K | |
| Other expenses (24a–d)Ln 24 | $1.3M | $260K | $1.1M | $3K |
| Total functional expensesLn 25 | $109.7M | $92.5M | $15.8M | $1.5M |
Filing history
| Year | Money in | Money out | In minus out | Net assets | Download |
|---|---|---|---|---|---|
| FY2025 Latest Viewing | $53.0M | $109.7M | −$56.7M | $576.2M | 990 PDF |
| FY2024 | $73.1M | $107.3M | −$34.2M | $603.8M | 990 PDF |
| FY2023 | $59.2M | $116.9M | −$57.7M | $653.7M | 990 PDF |
| FY2022 | $111.7M | $118.1M | −$6.4M | $726.2M | 990 PDF |
| FY2021 | $92.2M | $98.7M | −$6.5M | $894.0M | 990 PDF |
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Schedules filed Part IV
See the full FY2025 990 (6 parts)
Part I · Summary $52,987,573 revenue, 12 lines filed
Part VI · Governance 11 of 11 board members independent, no flags
Part VIII · Statement of revenue $52,987,573 across 8 lines filed
Part IX · Statement of functional expenses $109,721,541 across 22 lines filed
Part X · Balance sheet $676,326,896 assets, 18 lines filed
Part XI · Reconciliation of net assets $576,190,220 net assets at year end
Form 990 e-file (XML) FY2025 from the IRS · Classification, formation year and address from the IRS Business Master File
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