Civic Intelligence

Keep America Beautiful Inc.

990 • Fiscal year 2013 • EIN 13-1761633

Jan 01, 2013 to Dec 31, 2013 • Filed on Jun 23, 2014

1010 Washington BlvdSuiteStamford, CT 06901

(203) 659-3000

Siviq Scores

Precomputed percentiles for this filing year versus similar nonprofits in the same peer cohort.

Liabilities / Assets

27th percentile

0.07x

Higher debt load relative to assets than 27% of similar nonprofits.

2013 filings • 501(c)3 • $10M-$25M nonprofits • Source year 2013

Liabilities / Revenue

17th percentile

0.05x

Higher debt load relative to revenue than 17% of similar nonprofits.

2013 filings • 501(c)3 • $10M-$25M nonprofits • Source year 2013

Net Margin

23rd percentile

-4.0%

Higher net margin than 23% of similar nonprofits.

2013 filings • 501(c)3 • $10M-$25M nonprofits • Source year 2013

Top Officer Pay

67th percentile

$222,251

Higher top officer pay than 67% of similar nonprofits.

Top officer pay equals 2.2% of source-year revenue.

2013 filings • 501(c)3 • $10M-$25M nonprofits • Source year 2013

Asset Growth

13th percentile

-6.0%

Faster asset growth than 13% of similar nonprofits.

2013 filings • 501(c)3 • $10M-$25M nonprofits • Annualized from 2012 to 2013

Revenue Growth

Score unavailable

No value available

No earlier valid filing was available within the previous three public years.

Source year 2013

Assets

Down

$8,023,615

Down $512,149 (-6.0%) from 2012

Net Assets

Up

$7,496,102

Up $128,119 (+1.7%) from 2012

Liabilities

Down

$527,513

Down $640,268 (-55%) from 2012

Revenue

$10,268,897

No earlier filing loaded for comparison.

Expenses

Up

$10,675,871

Up $1,667,560 (+19%) from 2012

Net Income

-$406,974

No earlier filing loaded for comparison.

Historical Trend

Balance Sheet Trend

The highlighted filing sits inside the broader history for assets, liabilities, and net assets.

$10M$5.0M$0Assets 2010: $9,903,266Liabilities 2010: $1,746,325Net Assets 2010: $8,156,9412010Assets 2011: $8,937,371Liabilities 2011: $1,216,382Net Assets 2011: $7,720,9892011Assets 2012: $8,535,764Liabilities 2012: $1,167,781Net Assets 2012: $7,367,9832012Assets 2013: $8,023,615Liabilities 2013: $527,513Net Assets 2013: $7,496,1022013Assets 2014: $8,312,839Liabilities 2014: $823,394Net Assets 2014: $7,489,4452014Assets 2015: $8,084,397Liabilities 2015: $1,078,260Net Assets 2015: $7,006,1372015Assets 2016: $8,939,413Liabilities 2016: $1,545,285Net Assets 2016: $7,394,1282016Assets 2017: $8,004,255Liabilities 2017: $914,953Net Assets 2017: $7,089,3022017Assets 2018: $7,407,383Liabilities 2018: $796,156Net Assets 2018: $6,611,2272018Assets 2019: $8,590,805Liabilities 2019: $594,860Net Assets 2019: $7,995,9452019Assets 2020: $7,408,628Liabilities 2020: $348,482Net Assets 2020: $7,060,1462020Assets 2021: $6,867,452Liabilities 2021: $493,466Net Assets 2021: $6,373,9862021Assets 2022: $6,284,199Liabilities 2022: $2,103,565Net Assets 2022: $4,180,6342022Assets 2023: $6,126,070Liabilities 2023: $2,894,411Net Assets 2023: $3,231,6592023Assets 2024: $4,791,972Liabilities 2024: $942,022Net Assets 2024: $3,849,9502024

Highlighted filing

2013

Assets$8,023,615
Liabilities$527,513
Net Assets$7,496,102

Operations Trend

Revenue, expenses, and net income across loaded years, with this filing highlighted.

$15M$10M$5.0M$0-$5.0MExpenses 2010: $9,119,1802010Expenses 2011: $8,967,5552011Expenses 2012: $9,008,3112012Revenue 2013: $10,268,897Expenses 2013: $10,675,871Net Income 2013: -$406,9742013Revenue 2014: $9,110,574Expenses 2014: $9,056,642Net Income 2014: $53,9322014Revenue 2015: $7,520,427Expenses 2015: $8,035,469Net Income 2015: -$515,0422015Revenue 2016: $8,814,574Expenses 2016: $8,386,663Net Income 2016: $427,9112016Revenue 2017: $7,749,252Expenses 2017: $8,384,406Net Income 2017: -$635,1542017Revenue 2018: $8,216,524Expenses 2018: $8,407,057Net Income 2018: -$190,5332018Revenue 2019: $8,754,371Expenses 2019: $7,813,611Net Income 2019: $940,7602019Revenue 2020: $6,754,643Expenses 2020: $8,171,881Net Income 2020: -$1,417,2382020Revenue 2021: $5,357,757Expenses 2021: $6,619,043Net Income 2021: -$1,261,2862021Revenue 2022: $6,265,998Expenses 2022: $7,296,051Net Income 2022: -$1,030,0532022Revenue 2023: $7,005,000Expenses 2023: $8,195,549Net Income 2023: -$1,190,5492023Revenue 2024: $7,716,814Expenses 2024: $7,348,586Net Income 2024: $368,2282024

Highlighted filing

2013

Revenue$10,268,897
Expenses$10,675,871
Net Income-$406,974
Jump To
Filing Snapshot
Filing Period
Jan 1, 2013 to Dec 31, 2013
Signed
Jun 23, 2014
Return Version
2013v3.1
Gross Receipts
$16,509,181
Mission and Program Overview

Mission

A leading national nonprofit, keep america beautiful inspires and educates people to take action every day that improves and beautifies their community's environment. At keep america beautiful, we want to ensure that beauty is our lasting signature. Driven by the work and passion of more than 600 community-based affiliates, millions of volunteers, and the generosity of corporate partners, municipalities and individuals, keep america beautiful believes we all must play a role in creating clean, green and beautiful communities that are environmentally healthy, socially connected and economically sound. Keep america beautiful provides the expertise, programs and resources to help people reduce waste and litter, recycle right, and protect the natural areas in which we live. Established in 1953, keep america beautiful continues to bring people together to transform public spaces into beautiful places.

Kab's mission is to engage individuals in taking greater responsibility for improving their community's environments.

Balance Sheet Detail
LineBeginningEndChange
Assets
Investments in Publicly Traded Securities$5,687,796$3,294,713▼ $2,393,083
Savings and Temporary Cash Investments$1,146,128$1,695,292▲ $549,164
Pledges and Grants Receivable$220,500$1,431,441▲ $1,210,941
Cash and Non-Interest-Bearing Accounts$1,056,746$1,287,382▲ $230,636
Prepaid Expenses and Deferred Charges$330,942$261,884▼ $69,058
Land, Buildings, and Equipment, Net$93,652$52,903▼ $40,749
Accounts Receivable$0$0→ $0
Other Notes and Loans Receivable, Net$0$0→ $0
Receivable From Disqualified Prsn$0$0→ $0
Receivables From Officers Etc$0$0→ $0
Investments Other Securities$0$0→ $0
Investments Program Related$0$0→ $0
Intangible Assets$0$0→ $0
Inventories for Sale or Use$0$0→ $0
Loans From Officers Directors$0$0→ $0
Total Assets$8,535,764$8,023,615▼ $512,149
Other Assets Total$0$0→ $0
Liabilities
Accounts Payable and Accrued Expenses$798,240$433,397▼ $364,843
Deferred Revenue$334,541$79,533▼ $255,008
Other Liabilities$35,000$14,583▼ $20,417
Grants Payable$0$0→ $0
Mortgage Notes Payable Secured by Investment Property$0$0→ $0
Unsecured Notes Loans Payable$0$0→ $0
Escrow Account Liability$0$0→ $0
Tax Exempt Bond Liabilities$0$0→ $0
Total Liabilities$1,167,781$527,513▼ $640,268
Net Assets / Fund Balance
Unrestricted Net Assets$3,571,666$3,944,543▲ $372,877
Temporarily Rstr Net Assets$3,796,317$3,551,559▼ $244,758
Permanently Rstr Net Assets$0$0→ $0
Total Net Assets Fund Balance$7,367,983$7,496,102▲ $128,119
Total Liabilities and Net Assets / Fund Balance$8,535,764$8,023,615▼ $512,149

Asset Categories

AssetBook ValueDepreciationBasis
Equipment$52,903$288,914$341,817

Endowment Activity

PeriodBeginningContrib.Gain/LossOther UsesEnd
2013$2,448,455-▲ $415,689-$2,841,038
2012$2,192,792$4,941▲ $271,567-$2,448,455
2011$2,220,461-▼ $7,856-$2,192,792
2010$2,066,584-▲ $172,475-$2,220,461
2009$1,679,766-▲ $400,274-$2,066,584
Compensation and Service Providers

Employees

NameTitleFull / Part TimeBaseOtherTotal
Susan FosterSenior Vice PresidentFT$167,161$55,090$222,251
Rebecca LyonsChief Operating OfficerFT$151,684$65,072$216,756
Matthew M MckennaPresident & CEOFT$114,506$101,305$215,811
Gail CunninghamSenior Vice PresidentFT$144,335$52,237$196,572
Ann MarkleySenior Vice PresidentFT$143,672$32,178$175,850
Brenda PulleySenior Vice PresidentFT$127,382$37,651$165,033

Board Members and Trustees

Highest Paid Contractors

ContractorServicesLocationCompensation
Cone Communications LLCPublic Relations-$181,119
Snap Marketing LLCPublic Relations-$154,026
Revenue and Support

Revenue Composition

Contributions and Grants
$9,327,816
Program Service Revenue
$789,746
Investment Income
$152,529
Other Revenue
$-1,194
All Other Contributions
$8,873,566
Change in Net Assets
$-406,974

Audited Revenue Reconciliation

Revenue per Audited Statements
$10,268,897
Revenue Not Reported on Form 990
$406,544
Total Revenue per Audited Statements
$10,675,441
Total Revenue per Form 990
$10,268,897
Expenses and Functional Allocation

Major Expense Lines

Line ItemAmount
Other Expenses$3,688,428
Grants and Similar Amounts Paid$3,678,806
Salaries, Compensation, and Employee Benefits$3,308,637
Total Fundraising Expense$715,331
Professional Fundraising Fees$0

Functional Expense Allocation

Line ItemProgramManagementFundraisingTotal
Grants to Domestic Orgs$3,678,806--$3,678,806
Other Salaries and Wages$1,020,111$257,001$284,585$1,561,697
Current Officers, Directors, Trustees, and Key Employees$788,668$230,459$173,146$1,192,273
Occupancy$401,237$46,153$53,376$500,766
Other Employee Benefits$220,243$46,009$42,655$308,907
Travel$212,380$49,835$32,289$294,504
Payroll Taxes$114,066$40,152$30,010$184,228
Advertising$170,619$500$5,716$176,835
Information Technology$132,620$14,175$10,506$157,301
Fees for Services Accounting$87,542$16,473$19,620$123,635
All Other Expenses$87,527$18,487$12,112$118,126
Office Expenses$70,464$16,930$13,352$100,746
Conferences and Meetings$30,001$36,929$3,990$70,920
Pension Plan Contributions$42,331$11,800$7,401$61,532
Other Expenses$36,698$14,317$6,028$57,043
Depreciation Depletion$40,288$6,477$6,064$52,829
Insurance$31,524$5,277$9,093$45,894
Fees for Services Legal$26,828$4,710$3,379$34,917
Fees for Service Investment Mgmnt Fees$0$33,154$0$33,154
Fees for Services Other$7,789$3,045$1,688$12,522
Total Functional Expenses$8,990,658$969,882$715,331$10,675,871

Audited Expense Reconciliation

Line ItemAmount
Expenses per Audited Statements$10,675,871
Total Expenses per Form 990$10,675,871
Total Expenses per Audited Statements$10,547,322
Expenses Not Reported on Form 990$-128,549
International Activity

Grant and Assistance Recipients

RecipientLocationCategoryPurposeAmount
25-1645291-501(c)(3)Various$33,000
38-2885952-501(c)(3)Various$27,000
54-0831204-501(c)(3)Various$24,000
59-2977558-501(c)(3)Various$23,000
20-3253257-501(c)(3)Various$23,000
36-3529780-501(c)(3)Bin Grant$20,000
06-6079591-501(c)(3)Lowes Grant$18,000
43-1610645-501(c)(3)Lowes Grant$18,000
45-0402868-501(c)(3)Lowes Grant$18,000
58-1959421-501(c)(3)Lowes Grant$18,000
20-8375561-501(c)(3)Lowes Grant$18,000
26-2216581-501(c)(3)Lowes Grant$18,000
22-2882549-501(c)(3)Lowes Grant$18,000
61-0600439-501(c)(3)Lowes Grant$18,000
26-3822165-501(c)(3)Lowes Grant$18,000
34-1341298-501(c)(3)Lowes Grant$18,000
63-0736502-501(c)(3)Lowes Grant$18,000
30-0384879-501(c)(3)Lowes Grant$18,000
58-6000789-501(c)(3)Lowes Grant$18,000
31-0948219-501(c)(3)Lowes Grant$18,000
38-1359516-501(c)(3)Lowes Grant$18,000
26-0253365-501(c)(3)Lowes Grant$18,000
75-3251895-501(c)(3)Lowes Grant$18,000
57-1091636-501(c)(3)Lowes Grant$18,000
31-1005792-501(c)(3)Lowes Grant$18,000
43-1610645-501(c)(3)Lowes Grant$18,000
74-2690768-501(c)(3)Lowes Grant$18,000
75-2254312-501(c)(3)Lowes Grant$18,000
27-2294945-501(c)(3)Lowes Grant$18,000
59-3156012-501(c)(3)Lowes Grant$18,000
68-0507302-501(c)(3)Lowes Grant$18,000
74-7055759-501(c)(3)Lowes Grant$18,000
64-6001140-501(c)(3)Lowes Grant$18,000
58-1394451-501(c)(3)WM Think Green Grant$18,000
74-6001255-501(c)(3)Lowes Grant$18,000
33-0847892-501(c)(3)Lowes Grant$18,000
72-0970610-501(c)(3)Lowes Grant$18,000
94-2750152-501(c)(3)Various$14,000
13-6400434-501(c)(3)Various$14,000
02-0535999-501(c)(3)Lowes Grant$13,500
54-1156448-501(c)(3)Clpp$10,000
71-6018462-501(c)(3)UPS Community Tree Planting Grant$10,000
38-1842114-501(c)(3)Clpp$10,000
31-1775229-501(c)(3)Various$10,000
14-0001849-501(c)(3)GAC Grant$10,000
59-0000531-501(c)(3)WM Think Green Grant$9,000
56-6000221-501(c)(3)WM Think Green Grant$9,000
64-6000260-501(c)(3)WM Think Green Grant$9,000
22-2694769-501(c)(3)WM Think Green Grant$9,000
02-0667694-501(c)(3)WM Think Green Grant$9,000
45-2772614-501(c)(3)Support Grant$7,500
20-4254904-501(c)(3)Clpp$6,000
56-6001323-501(c)(3)Clpp$6,000
74-2387512-501(c)(3)Special Pass Through Grant (SXSW Grant)$6,000
Fundraising, Events, and Gaming
Fundraising activities
Yes
Gaming activities
No
Professional fundraiser used
No

Fundraising and Gaming Totals

Line ItemAmount
Fundraising Direct Expenses$103,031
Fundraising Gross Income$87,500
Professional Fundraising Fees$0

Fundraising Events

EventGross ReceiptsGross RevenueDirect ExpensesNet Income
Event 1$541,750$87,500$47,017$40,483
Total Events$541,750$87,500$103,031$-15,531
Political and Lobbying Activity
Political campaign activity
No
Lobbying activity
No
Insider Transactions and Loans

Loans and Receivables

Line ItemBeginningEndChange
Loans from Officers, Directors, Trustees, and Key Employees$0$0→ $0
Receivables from Disqualified Persons$0$0→ $0
Receivables from Officers, Directors, Trustees, and Key Employees$0$0→ $0
Debt and Bond Financing

Other Reported Liabilities

LiabilityAmount
Deferred Compensation$14,583
Governance and Compliance

Governance Checklist

Compiled or reviewed by an accountant
No
Annual disclosure for covered persons
Yes
Audit committee
Yes
Backup withholding compliance
Yes
Business relationship with family members
No
Business relationship with organization members
No
Material changes to governing documents
No
Compensation from other sources disclosed
No
CEO compensation reviewed
Yes
Other officer compensation reviewed
Yes
Conflict-of-interest policy
Yes
Audited financial statements prepared
No
Key decisions subject to board approval
No
Management duties delegated
No

Governance Explanations

Form 990, Part VI, Line 15

THE PROCESS FOR DETERMINING COMPENSATION INCLUDES A RECOMMENDATION THAT IS PROPOSED BY THE PRESIDENT AND THE CHIEF OPERATING OFFICER. THOSE RECOMMENDATIONS ARE REVIEWED BY THE COMPENSATION COMMITTEE OF THE BOARD OF DIRECTORS AND EITHER APPROVED OR REVISED. THE COMPENSATION COMMITTEE REVIEWS COMPARABLE DATA ON OTHER NON-PROFIT ORGANIZATIONS IN THE TRI-STATE AREA. THIS PROCESS WAS LAST UNDERTAKEN IN FEBRUARY 2014. AT THAT TIME, THE COMPENSATION COMMITTEE APPROVED THE RECOMMENDED SALARY INCREASES THAT THE PRESIDENT PROPOSED FOR KEY OFFICERS AND EMPLOYEES. The former President & CEO declined salary increases in each year of his term.

Form 990, Part VI, Line 19

Audited financial statements are provided to the public as requested and are also available on kab's website as well as via specific non-profit databases. Governing documents and the conflict of interest policy would be available as requested.

Form 990, Part VI, Line 11A

The form 990 is reviewed by kab's chief operating officer, president, finance director and accountant prior to its filing. Before the president of kab signs the return and prior to its filing, the form 990 is shared with the full board of directors.

Form 990, Part VI, Line 10B

THE LOCAL AFFILIATES ARE SEPARATE NONPROFIT ENTITIES AND/OR AGENCIES OF LOCAL GOVERNMENTS THAT ARE NOT CONTROLLED BY KAB AND, THEREFORE, KAB DOES NOT HAVE WRITTEN POLICIES AND PROCEDURES IN PLACE TO GOVERN THE ACTIVITIES OF THESE AfFILIATES.

Form 990, Part VI, Line 12C

if any conflict were to arise, those conflicts would be reviewed with the internal Management Committee and the Board of Directors.

Filing and Contact Details

Filer

EIN
13-1761633
In Care Of
% REBECCA LYONS
Phone
2036593000

Signing Officer

Name
Rebecca Lyons
Title
Chief Operating Officer
Phone
2036593006
Signed
2014-06-23
Discuss with paid preparer
Yes

Organization Details

Principal Officer
Jennifer Jehn
Formed
1953
Legal Domicile
Ct
Voting Board Members
26
Independent Board Members
24
Employees
55

Preparer

Preparer
Bernadette Schopfer
Phone
9146449200
Supplemental Narrative

Additional Explanations

Form 990, Part XI, Line 9

$250,000 relates to reversal of deferred revenue that was included in revenue on Form 990 in 2009 but not included in revenue on the audited financial statements until 2013.

Form 990, Part III, Line 2

Game Day Challenge: Encouraging collegiate recycling events during the 2013 collegiate football season, more than 85 schools across the nation took on the challenge to collect cans and bottles, cardboard, food scraps and more from the tailgate areas, stadium seating and concessions during at least one home game. Schools measured and reported their results along with game attendance for ranking in five categories. The winners of the 2013 Game Day Recycling Challenge were: * Waste Minimization Champion (least amount of waste generated per attendee) - Central Connecticut State University * Diversion Rate Champion (greatest combined recycling and composting rate)-Ohio State University * Greenhouse Gas Reduction Champion (greenhouse gas emissions prevented by diverting waste) - Franklin College * Recycling Champion (greatest recycling per attendee) - Franklin College * Organics Reduction Champion (greatest organics recovery per attendee) - University of Akron More than just a competition, Game Day Challenge was an opportunity for participating schools to demonstrate to students and team supporters that recycling and reducing waste are not activities limited to the home or office. Many participating schools deployed teams of volunteers to collect cans and bottles from pre-game tailgaters. Other schools engaged their mascots, set up zero-waste stations inside the stadiums to collect food scraps and more, or arranged for special recycling messages to be announced during the game. Still others used the opportunity to celebrate and raise awareness of America Recycles Day, which takes place on Nov. 15. Encouraging collegiate sporting events can save energy and reduce greenhouse gas emissions. During this year's competition, 6.4 million fans at 88 participating schools kept nearly 1.5 million pounds of game-day waste out of landfills, which prevented approximately 1,980 metric tons of carbon dioxide from being released. That's equivalent to removing 413 cars from the road for a year. The 2013 Game Day Challenge was administered by the College & University Recycling Coalition (CURC), Keep America Beautiful and RecycleMania, Inc., with support from the U.S. Environmental Protection Agency (EPA). Recycling @ Work: Just one year after Recycling @ Work launched, nearly 550 pledge partners have committed to increase recycling at their businesses, schools, universities and government entities. Part of Keep America Beautiful's joint Clinton Global Initiative with Alcoa Foundation, the Recycling @ Work program focuses on providing practical tools, resources, and best practices techniques to support office green teams in engaging with their colleagues to recycle more. To simplify the process, the Recycling @ Work website includes a 10-step action plan to help pledge partners plan their approach. Recycling at Work's pledge campaign objectives include: * Increase awareness and commitment level among businesses, government and institutional workplaces to increase recycling over two years for common office generated recyclables (e.g. paper, cardboard, beverage containers, batteries, electronics, and, optionally, food waste) * Engage employees to recycle more at work * Demonstrate support and momentum among the business community for increasing recycling at work * Report the results of the combined efforts, including the economic, environmental and social benefits of recycling at work Development of the program in 2014 will include a monthly e-newsletter and quarterly webinars for all pledge partners as well as other enhanced online resources, including an interactive Recycling Mythbusters presentation and a tool for making custom recycling bin signs. Furthermore, KAB will be working with its network to invite businesses and organizations across the country to become pledge partners. Keep America Beautiful will compile data and issue a comprehensive report in 2015, fulfilling its 2012 Clinton Global Initiative commitment made in partnership with Alcoa a

Form 990, Part III, Line 4D

SOME OF THE OTHER MAJOR PROGRAM SERVICES INCLUDE THE FOLLOWING: "I Want to be Recylced" Ad Council Campaign Alcoa Public Space Recycling Bin Grant Program America Recycles Day National Planting Day Coca Cola College Public Space Recycling Bin Grant Program Coca Cola Public Space Recycling Bin Grant Program Graffiti Hurts Littering is Wrong Too Advertising Campaign Recyclebowl Recyclemania UPS Community Tree Planting Grant Program Waste Management Think Green Grant Program Wrigley Foundation Waste in Place Program Cigarette Litter Prevention Program Great American Clean Up

Financial Statement Notes

Schedule D, Part X, Line 2

The organization follows the fasb's guidance on uncertain tax positions that may require financial statement recognition. The organization analyzed its tax filing positions in all jurisdictions it is required to file tax returns, as well as open tax years in these jurisdictions. Based on this review, no reserves for uncertain tax positions were required to have been recorded in accordance with gaap in either 2013 or 2012. In addition, the organization determined that it did not need to record any tax-related interest or penalties in either year. The organization will continue to review the relevant authoritative guidance as such relates to its financial statements and conclusions reached regarding uncertain tax positions, which may be subject to review and adjustment at a later date based on ongoing analyses of tax laws, regulations, and interpretaions thereof. To the extent that the assessment of the conclusions reached regarding uncertain tax position changes, such change in estimate will be recorded in the period in which such determination is made.

SCHEDULE D, PART V, LINE #4

The purpose of the fund is to help ensure the long-term continuity of kab and its future ability to carry out its charitable mission. The fund is administered by the executive committee of the board in accordance with policies adopted by the board. As the fund is board designated, the amounts are included in unrestricted net assets. All interest and dividend earnings are reinvested into the fund as they are earned.

Form 990, Sch D, Part XI, Line 2D & Part XII, Line 2D

$250,000 relates to reversal of deferred revenue that was included in revenue on Form 990 in 2009 but not included in revenue on the audited financial statements until 2013. $128,549 relates to amounts that were allocated to the benefit dinner on the audited financial statements that are not direct expenses of the dinner. this amount has been moved to the fundraising expense column in part ix of the 990. The net amount is $121,451

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IRS990/Desc0I Want To Be Recycled Campaign For the first time in 40 years, Keep America Beautiful (KAB) and the Ad Council partnered to launch a breakthrough public service advertising (PSA) campaign designed to raise awareness about a critical social issue: recycling. Despite heightened visibility of public recycling bins and more curbside programs, national recycling rates continue to hover at 34.5 percent. On average, Americans recycle 1.5 pounds out of the 4.4 pounds of trash they generate daily. Clearly, there's an urgent need for consistent messaging and education to raise recycling rates. The "I Want To Be Recycled" campaign aims to motivate Americans to recycle every day. Created by San Francisco-based ad agency Pereira & O'Dell, the campaign illustrates that recyclable materials can be given another life when someone chooses to recycle. This landmark campaign is the only national bilingual multimedia campaign that is raising awareness about the benefits of recycling while providing educational tools and resources on how to recycle and recycle right. The campaign targets sporadic recyclers with the goal to make recycling a daily social norm. Sporadic recyclers are people who recycle the easy stuff, but require more tangible benefits and emotional motivations to make it a habit. The barriers to recycling - lack of convenience; lack of infrastructure; or lack of understanding about what, when and how to recycle right - is readily understood. After exhaustive secondary research and expert interviews, motivation to recycle was identified as the thread tying all the barriers and solutions together. This campaign: makes recycling easier to understand; makes recycling more enjoyable; makes recycling "cool"; makes recycling easier to do; and, as important, makes recycling count on a personal level. Add it all up and it's about making recycling matter on an emotional level, striking that emotional chord - providing the motivation of "let's not be wasteful." When talking with consumers about the barriers and solutions to recycling, the most motivating concept was the actual lifecycle of a product, if recycled. Or said differently: "The Potential of Trash." For example, when you recycle a steel can, it can become a bike. When you recycle a plastic bottle, it can become a bench. This "Potential of Trash" concept appealed to consumers' rational need for facts, while opening their hearts through the emotional and imaginative representation of the product lifecycle. We took this strategic concept of "Potential of Trash" and paired it with a comprehensive educational and informational component - akin to a Recycling 101 course filled with facts and figures. Based on our research, it was evident that there is a strong need for a central, organized destination for recycling information - information about the general process, as well as directions by materials (what to recycle) and location (where to recycle). With this expert knowledge and research in hand, we are well equipped to tackle an old challenge in a new way by revitalizing the "recycling" brand. The campaign's objective is to educate and motivate people to recycle more -- turning recycling into a daily social norm. And the critical call to action: Give Your Garbage Another Life. The campaign artfully shows that recyclable materials can be given another life and become something new when someone chooses to recycle. Showing that a bottle or a can or other materials have dreams to become something new is a very powerful yet simple way to deliver the message. The campaign is called "I Want To Be Recycled," and includes TV, radio, outdoor, online, social and mobile. We have TV and radio spots in both English and Spanish. The English-language campaign directs audiences to IWantToBeRecycled.org, while the new Spanish PSAs drive to Quieroserreciclado.org. Here, people can find information about recycling, including a localized search tool showing nearby recycling locations either at their curbsi
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IRS990/InvestmentsOtherSecuritiesGrp/BOYAmt00
IRS990/InvestmentsOtherSecuritiesGrp/EOYAmt00
IRS990/InvestmentsProgramRelatedGrp/BOYAmt00
IRS990/InvestmentsProgramRelatedGrp/EOYAmt00
IRS990/InvestmentsPubTradedSecGrp/BOYAmt05687796

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Filings

Balance SheetOperations
YearAssetsLiabilitiesNet AssetsRevenueExpensesNet Income
2024Facts available. Structured filing facts are available, but richer extracted sections are limited.$4.79$0.94$3.85$7.72$7.35$0.37
2023Detailed filing. Detailed filing data is available for this year.$6.13$2.89$3.23$7.01$8.20$1.19
2022Detailed filing. Detailed filing data is available for this year.$6.28$2.10$4.18$6.27$7.30$1.03
2021Detailed filing. Detailed filing data is available for this year.$6.87$0.49$6.37$5.36$6.62$1.26
2020Detailed filing. Detailed filing data is available for this year.$7.41$0.35$7.06$6.75$8.17$1.42
2019Detailed filing. Detailed filing data is available for this year.$8.59$0.59$8.00$8.75$7.81$0.94
2018Detailed filing. Detailed filing data is available for this year.$7.41$0.80$6.61$8.22$8.41$0.19
2017Detailed filing. Detailed filing data is available for this year.$8.00$0.91$7.09$7.75$8.38$0.64
2016Detailed filing. Detailed filing data is available for this year.$8.94$1.55$7.39$8.81$8.39$0.43
2015Detailed filing. Detailed filing data is available for this year.$8.08$1.08$7.01$7.52$8.04$0.52
2014Detailed filing. Detailed filing data is available for this year.$8.31$0.82$7.49$9.11$9.06$0.05
2013Detailed filing. Detailed filing data is available for this year.$8.02$0.53$7.50$10.3$10.7$0.41
2012Facts available. Structured filing facts are available, but richer extracted sections are limited.$8.54$1.17$7.37$9.01
2011Facts available. Structured filing facts are available, but richer extracted sections are limited.$8.94$1.22$7.72$8.97
2010Facts available. Structured filing facts are available, but richer extracted sections are limited.$9.90$1.75$8.16$9.12