Form 990 for the fiscal year ending June 2021 (IRS tax year 2020).
Status and standing
Where the money goes
Statement of Functional Expenses
Financial health
Summary of the Filing
Balance Sheet
Statement of Revenue
Financial Metrics
Same NTEE category, revenue band, and state where available. Descriptive — not a grade.
| Metric | This org | Peer median | Percentile |
|---|---|---|---|
| Program ratio | 81% | — | — |
| Overhead ratio | 19% | — | — |
| Fundraising cost ratio | 0.05% | — | — |
| Investment management fee ratio | 0.4% | — | — |
| Legal fee ratio | 0.1% | — | — |
| Accounting fee ratio | 0.3% | — | — |
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.
Leadership and pay
Officers, Directors & Key Employees
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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Governance & Policies
Mission and programs
Empowers youth to reject tobacco and nicotine through national public education campaigns and scalable digital cessation programs for teens and adults.
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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 current iteration of the campaign, which was relaunched in 2014, has been shown to be a substantial factor in recent declines in youth tobacco use and has been proven to be both cost…
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 is a group of leading scientists and digital designers working to build scalable and sustainable digital solutions for smokers looking to quit. Through our public program becomeanex and our enterprise product theexprogram, hundreds of thousands of smokers have joined a network of step-by-step…
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Funders
From grant filings on record. Receipts are incomplete: individual donors are never listed.
Grants
Filing history
| Year | Revenue | Expenses | Change | Filing |
|---|---|---|---|---|
| FY2025 Latest | $53.0M | $109.7M | -28% | 990 PDF |
| FY2024 | $73.1M | $107.3M | +23% | 990 PDF |
| FY2023 | $59.2M | $116.9M | -47% | 990 PDF |
| FY2022 | $111.7M | $118.1M | +21% | 990 PDF |
| FY2021 Viewing | $92.2M | $98.7M | 990 PDF |
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Schedules filed Part IV
Not shown yet: ratings, outcomes, and peer benchmarks. A Form 990 doesn’t report them.
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Sources
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