Liabilities / Assets
73rd percentile
Higher debt load relative to assets than 73% of similar nonprofits.
Precomputed percentiles for this filing year versus similar nonprofits in the same peer cohort.
Liabilities / Assets
73rd percentile
Higher debt load relative to assets than 73% of similar nonprofits.
Liabilities / Revenue
41st percentile
Higher debt load relative to revenue than 41% of similar nonprofits.
Net Margin
40th percentile
Higher net margin than 40% of similar nonprofits.
Top Officer Pay
87th percentile
Higher top officer pay than 87% of similar nonprofits.
Top officer pay equals 7.2% of source-year revenue.
Asset Growth
2nd percentile
Faster asset growth than 2% of similar nonprofits.
Revenue Growth
46th percentile
Faster revenue growth than 46% of similar nonprofits.
Assets
Down$385,668
Down $370,056 (-49%) from 2023
Net Assets
Down$282,024
Down $10,565 (-3.6%) from 2023
Liabilities
Down$103,644
Down $359,491 (-78%) from 2023
Revenue
Up$2,433,020
Up $138,515 (+6.0%) from 2023
Expenses
Down$2,423,577
Down $410,932 (-14%) from 2023
Net Income
Up$9,443
Up $549,447 (+102%) from 2023
To encourage greater respect for life and promote positive life-affirming values through internet marketing campaigns.
Heroic Medias mission is to reach and connect Americans to resources that empower them to save lives from abortion.
| Line | Beginning | End | Change |
|---|---|---|---|
| Assets | |||
| Cash and Non-Interest-Bearing Accounts | $158,895 | $249,790 | ▲ $90,895 |
| Accounts Receivable | $20,000 | $67,877 | ▲ $47,877 |
| Pledges and Grants Receivable | $572,458 | $40,000 | ▼ $532,458 |
| Prepaid Expenses and Deferred Charges | $2,550 | $25,238 | ▲ $22,688 |
| Investments in Publicly Traded Securities | $1,821 | $2,763 | ▲ $942 |
| Savings and Temporary Cash Investments | - | $0 | - |
| Other Notes and Loans Receivable, Net | - | $0 | - |
| Receivable From Disqualified Prsn | - | $0 | - |
| Receivables From Officers Etc | - | $0 | - |
| Investments Other Securities | - | $0 | - |
| Investments Program Related | - | $0 | - |
| Land, Buildings, and Equipment, Net | - | $0 | - |
| Intangible Assets | - | $0 | - |
| Inventories for Sale or Use | - | $0 | - |
| Total Assets | $755,724 | $385,668 | ▼ $370,056 |
| Other Assets Total | - | $0 | - |
| Liabilities | |||
| Accounts Payable and Accrued Expenses | $463,135 | $103,644 | ▼ $359,491 |
| Total Liabilities | $463,135 | $103,644 | ▼ $359,491 |
| Net Assets / Fund Balance | |||
| Net Assets Without Donor Restrictions | $292,589 | $282,024 | ▼ $10,565 |
| Total Net Assets Fund Balance | $292,589 | $282,024 | ▼ $10,565 |
| Total Liabilities and Net Assets / Fund Balance | $755,724 | $385,668 | ▼ $370,056 |
| Asset | Book Value | Depreciation | Basis |
|---|---|---|---|
| Equipment | - | $10,478 | $10,478 |
| Other Land Buildings | - | $5,746 | $5,746 |
| Name | Title | Full / Part Time | Base | Total |
|---|---|---|---|---|
| Mike Murray | President | FT | $174,593 | $174,593 |
| Brett Attebery | CEO | FT | $150,000 | $150,000 |
| Evan Woolsoncroft | VP-philanthropy | FT | $122,800 | $122,800 |
| Karen Garnett | VP-Culture | FT | $110,171 | $110,171 |
| Name | Title |
|---|---|
| Pierre Koshakji | Chairman |
| David Bender | Member |
| Dr Monique Ruberu | Member |
| Line Item | Amount |
|---|---|
| Salaries, Compensation, and Employee Benefits | $1,170,124 |
| Other Expenses | $1,149,642 |
| Total Fundraising Expense | $772,786 |
| Grants and Similar Amounts Paid | $103,811 |
| Professional Fundraising Fees | $0 |
| Line Item | Program | Management | Fundraising | Total |
|---|---|---|---|---|
| Other Salaries and Wages | $59,087 | $98,522 | $403,044 | $560,653 |
| Current Officers, Directors, Trustees, and Key Employees | $335,000 | - | - | $335,000 |
| Other Employee Benefits | $90,930 | $22,732 | $92,996 | $206,658 |
| Grants to Domestic Orgs | $103,811 | - | - | $103,811 |
| Payroll Taxes | $29,838 | $7,459 | $30,516 | $67,813 |
| Advertising | - | - | $63,399 | $63,399 |
| Fees for Services Accounting | - | $62,784 | - | $62,784 |
| Information Technology | $11,009 | $27,762 | $9,094 | $47,865 |
| Travel | $11,653 | $4,661 | $30,297 | $46,611 |
| Fees for Services Other | $19,632 | $1,257 | $21,248 | $42,137 |
| All Other Expenses | $6,589 | $4,926 | $11,557 | $23,072 |
| Office Expenses | $230 | $6,895 | $15,857 | $22,982 |
| Occupancy | - | $18,393 | - | $18,393 |
| Conferences and Meetings | $150 | $150 | $14,722 | $15,022 |
| Other Expenses | $3,784 | $5,046 | $3,784 | $12,614 |
| Interest | - | $6,790 | - | $6,790 |
| Fees for Services Legal | - | $4,563 | - | $4,563 |
| Total Functional Expenses | $1,277,155 | $373,636 | $772,786 | $2,423,577 |
| Recipient | Location | Category | Purpose | Amount |
|---|---|---|---|---|
| Thrive | St Louis, MO | 501(c)(3) | General Operations | $103,811 |
| Line Item | Amount |
|---|---|
| Professional Fundraising Fees | $0 |
| Line Item | Beginning | End | Change |
|---|---|---|---|
| Receivables from Disqualified Persons | - | $0 | - |
| Receivables from Officers, Directors, Trustees, and Key Employees | - | $0 | - |
“The organization doesn't have a committee with an authority to act on behalf of the governing body.”
“Heroic media's ceo will review the 990, then submit to the board of directors for their review.”
“The organization's financial statements and governing documents are available upon written or oral request.”
“Yes, Her First Womens Health. A telehealth business that connects women facing unexpected pregnancies to support resources.”
“Yes. Ended our partnership with ThriVe St Louis in March 2024. Ended our NPLL program and Pro-Life Magazine program in October 2023.”
This appendix keeps the raw XML leaves available for debugging and edge-case review. The human report above is the primary experience.
| Path | # | Value |
|---|---|---|
| IRS990/AccountantCompileOrReviewInd | 0 | false |
| IRS990/AccountsPayableAccrExpnssGrp/BOYAmt | 0 | 463135 |
| IRS990/AccountsPayableAccrExpnssGrp/EOYAmt | 0 | 103644 |
| IRS990/AccountsReceivableGrp/BOYAmt | 0 | 20000 |
| IRS990/AccountsReceivableGrp/EOYAmt | 0 | 67877 |
| IRS990/ActivitiesConductedPrtshpInd | 0 | false |
| IRS990/ActivityOrMissionDesc | 0 | Heroic Medias mission is to reach and connect Americans to resources that empower them to save lives from abortion. |
| IRS990/AdvertisingGrp/FundraisingAmt | 0 | 63399 |
| IRS990/AdvertisingGrp/TotalAmt | 0 | 63399 |
| IRS990/AllOtherContributionsAmt | 0 | 2358388 |
| IRS990/AllOtherExpensesGrp/FundraisingAmt | 0 | 11557 |
| IRS990/AllOtherExpensesGrp/ManagementAndGeneralAmt | 0 | 4926 |
| IRS990/AllOtherExpensesGrp/ProgramServicesAmt | 0 | 6589 |
| IRS990/AllOtherExpensesGrp/TotalAmt | 0 | 23072 |
| IRS990/BackupWthldComplianceInd | 0 | true |
| IRS990/BenefitsToMembersGrp/TotalAmt | 0 | 0 |
| IRS990/BooksInCareOfDetail/PersonNm | 0 | CLIFTONLARSONALLEN LLP |
| IRS990/BooksInCareOfDetail/PhoneNum | 0 | 9723835767 |
| IRS990/BooksInCareOfDetail/USAddress/AddressLine1Txt | 0 | 5001 SPRING VALLEY RD |
| IRS990/BooksInCareOfDetail/USAddress/CityNm | 0 | DALLAS |
| IRS990/BooksInCareOfDetail/USAddress/StateAbbreviationCd | 0 | TX |
| IRS990/BooksInCareOfDetail/USAddress/ZIPCd | 0 | 75244 |
| IRS990/BusinessRlnWith35CtrlEntInd | 0 | false |
| IRS990/BusinessRlnWithFamMemInd | 0 | false |
| IRS990/BusinessRlnWithOrgMemInd | 0 | false |
| IRS990/CashNonInterestBearingGrp/BOYAmt | 0 | 158895 |
| IRS990/CashNonInterestBearingGrp/EOYAmt | 0 | 249790 |
| IRS990/ChangeToOrgDocumentsInd | 0 | false |
| IRS990/CntrctRcvdGreaterThan100KCnt | 0 | 0 |
| IRS990/CollectionsOfArtInd | 0 | false |
| IRS990/CompCurrentOfcrDirectorsGrp/ProgramServicesAmt | 0 | 335000 |
| IRS990/CompCurrentOfcrDirectorsGrp/TotalAmt | 0 | 335000 |
| IRS990/CompDisqualPersonsGrp/TotalAmt | 0 | 0 |
| IRS990/CompensationFromOtherSrcsInd | 0 | false |
| IRS990/CompensationProcessCEOInd | 0 | false |
| IRS990/CompensationProcessOtherInd | 0 | false |
| IRS990/ConferencesMeetingsGrp/FundraisingAmt | 0 | 14722 |
| IRS990/ConferencesMeetingsGrp/ManagementAndGeneralAmt | 0 | 150 |
| IRS990/ConferencesMeetingsGrp/ProgramServicesAmt | 0 | 150 |
| IRS990/ConferencesMeetingsGrp/TotalAmt | 0 | 15022 |
| IRS990/ConflictOfInterestPolicyInd | 0 | false |
| IRS990/ConservationEasementsInd | 0 | false |
| IRS990/ConsolidatedAuditFinclStmtInd | 0 | false |
| IRS990/CreditCounselingInd | 0 | false |
| IRS990/CYBenefitsPaidToMembersAmt | 0 | 0 |
| IRS990/CYContributionsGrantsAmt | 0 | 2358388 |
| IRS990/CYGrantsAndSimilarPaidAmt | 0 | 103811 |
| IRS990/CYInvestmentIncomeAmt | 0 | 558 |
| IRS990/CYOtherExpensesAmt | 0 | 1149642 |
| IRS990/CYOtherRevenueAmt | 0 | 0 |
| IRS990/CYProgramServiceRevenueAmt | 0 | 74074 |
| IRS990/CYRevenuesLessExpensesAmt | 0 | 9443 |
| IRS990/CYSalariesCompEmpBnftPaidAmt | 0 | 1170124 |
| IRS990/CYTotalExpensesAmt | 0 | 2423577 |
| IRS990/CYTotalFundraisingExpenseAmt | 0 | 772786 |
| IRS990/CYTotalProfFndrsngExpnsAmt | 0 | 0 |
| IRS990/CYTotalRevenueAmt | 0 | 2433020 |
| IRS990/DecisionsSubjectToApprovaInd | 0 | false |
| IRS990/DeductibleArtContributionInd | 0 | false |
| IRS990/DeductibleNonCashContriInd | 0 | false |
| IRS990/DelegationOfMgmtDutiesInd | 0 | false |
| IRS990/DepreciationDepletionGrp/TotalAmt | 0 | 0 |
| IRS990/Desc | 0 | OAASYS (On-Demand Alternatives to Abortion SYStem) Using direct response internet advertising, primarily using Google and Bing search engine marketing, to reach abortion-determined women and connect them to local life-affirming clinics.ThriVe+ - A telehealth business partnership with ThriVe St. Louis to test the viability of a business approach to life-affirming telehealthcare.Her First Womens Health A telehealth business that connects women facing unexpected pregnancies to medical care and resources they need. |
| IRS990/DescribedInSection501c3Ind | 0 | true |
| IRS990/DisregardedEntityInd | 0 | false |
| IRS990/DocumentRetentionPolicyInd | 0 | true |
| IRS990/DonorAdvisedFundInd | 0 | false |
| IRS990/DonorRstrOrQuasiEndowmentsInd | 0 | false |
| IRS990/ElectionOfBoardMembersInd | 0 | false |
| IRS990/EmployeeCnt | 0 | 11 |
| IRS990/EmploymentTaxReturnsFiledInd | 0 | true |
| IRS990/EngagedInExcessBenefitTransInd | 0 | false |
| IRS990/ExpenseAmt | 0 | 1277155 |
| IRS990/FamilyOrBusinessRlnInd | 0 | false |
| IRS990/FederalGrantAuditRequiredInd | 0 | false |
| IRS990/FeesForServicesAccountingGrp/ManagementAndGeneralAmt | 0 | 62784 |
| IRS990/FeesForServicesAccountingGrp/TotalAmt | 0 | 62784 |
| IRS990/FeesForServicesLegalGrp/ManagementAndGeneralAmt | 0 | 4563 |
| IRS990/FeesForServicesLegalGrp/TotalAmt | 0 | 4563 |
| IRS990/FeesForServicesLobbyingGrp/TotalAmt | 0 | 0 |
| IRS990/FeesForServicesManagementGrp/TotalAmt | 0 | 0 |
| IRS990/FeesForServicesOtherGrp/FundraisingAmt | 0 | 21248 |
| IRS990/FeesForServicesOtherGrp/ManagementAndGeneralAmt | 0 | 1257 |
| IRS990/FeesForServicesOtherGrp/ProgramServicesAmt | 0 | 19632 |
| IRS990/FeesForServicesOtherGrp/TotalAmt | 0 | 42137 |
| IRS990/FeesForServicesProfFundraising/TotalAmt | 0 | 0 |
| IRS990/FeesForSrvcInvstMgmntFeesGrp/TotalAmt | 0 | 0 |
| IRS990/ForeignActivitiesInd | 0 | false |
| IRS990/ForeignFinancialAccountInd | 0 | false |
| IRS990/ForeignGrantsGrp/TotalAmt | 0 | 0 |
| IRS990/ForeignOfficeInd | 0 | false |
| IRS990/Form1098CFiledInd | 0 | false |
| IRS990/Form8282FiledCnt | 0 | 0 |
| IRS990/Form8282PropertyDisposedOfInd | 0 | false |
| IRS990/Form8899Filedind | 0 | false |
| IRS990/Form990PartVIISectionAGrp/AverageHoursPerWeekRltdOrgRt | 0 | 0.00 |
| IRS990/Form990PartVIISectionAGrp/AverageHoursPerWeekRltdOrgRt | 1 | 0.00 |
| IRS990/Form990PartVIISectionAGrp/AverageHoursPerWeekRltdOrgRt | 2 | 0.00 |
| IRS990/Form990PartVIISectionAGrp/AverageHoursPerWeekRltdOrgRt | 3 | 0.00 |
| IRS990/Form990PartVIISectionAGrp/AverageHoursPerWeekRltdOrgRt | 4 | 0.00 |
| IRS990/Form990PartVIISectionAGrp/AverageHoursPerWeekRltdOrgRt | 5 | 0.00 |
| IRS990/Form990PartVIISectionAGrp/AverageHoursPerWeekRltdOrgRt | 6 | 0.00 |
| IRS990/Form990PartVIISectionAGrp/AverageHoursPerWeekRt | 0 | 40.00 |
| IRS990/Form990PartVIISectionAGrp/AverageHoursPerWeekRt | 1 | 40.00 |
| IRS990/Form990PartVIISectionAGrp/AverageHoursPerWeekRt | 2 | 40.00 |
| IRS990/Form990PartVIISectionAGrp/AverageHoursPerWeekRt | 3 | 40.00 |
| IRS990/Form990PartVIISectionAGrp/AverageHoursPerWeekRt | 4 | 1.00 |
| IRS990/Form990PartVIISectionAGrp/AverageHoursPerWeekRt | 5 | 1.00 |
| IRS990/Form990PartVIISectionAGrp/AverageHoursPerWeekRt | 6 | 1.00 |
| IRS990/Form990PartVIISectionAGrp/IndividualTrusteeOrDirectorInd | 0 | X |
| IRS990/Form990PartVIISectionAGrp/IndividualTrusteeOrDirectorInd | 1 | X |
| IRS990/Form990PartVIISectionAGrp/IndividualTrusteeOrDirectorInd | 2 | X |
| IRS990/Form990PartVIISectionAGrp/IndividualTrusteeOrDirectorInd | 3 | X |
| IRS990/Form990PartVIISectionAGrp/OfficerInd | 0 | X |
| IRS990/Form990PartVIISectionAGrp/OfficerInd | 1 | X |
| IRS990/Form990PartVIISectionAGrp/OfficerInd | 2 | X |
| IRS990/Form990PartVIISectionAGrp/OfficerInd | 3 | X |
| IRS990/Form990PartVIISectionAGrp/OtherCompensationAmt | 0 | 0 |
| IRS990/Form990PartVIISectionAGrp/OtherCompensationAmt | 1 | 0 |
| IRS990/Form990PartVIISectionAGrp/OtherCompensationAmt | 2 | 0 |
| IRS990/Form990PartVIISectionAGrp/OtherCompensationAmt | 3 | 0 |
| IRS990/Form990PartVIISectionAGrp/OtherCompensationAmt | 4 | 0 |
| IRS990/Form990PartVIISectionAGrp/OtherCompensationAmt | 5 | 0 |
| IRS990/Form990PartVIISectionAGrp/OtherCompensationAmt | 6 | 0 |
| IRS990/Form990PartVIISectionAGrp/PersonNm | 0 | MIKE MURRAY |
| IRS990/Form990PartVIISectionAGrp/PersonNm | 1 | BRETT ATTEBERY |
| IRS990/Form990PartVIISectionAGrp/PersonNm | 2 | EVAN WOOLSONCROFT |
| IRS990/Form990PartVIISectionAGrp/PersonNm | 3 | KAREN GARNETT |
| IRS990/Form990PartVIISectionAGrp/PersonNm | 4 | DR MONIQUE RUBERU |
| IRS990/Form990PartVIISectionAGrp/PersonNm | 5 | PIERRE KOSHAKJI |
| IRS990/Form990PartVIISectionAGrp/PersonNm | 6 | DAVID BENDER |
| IRS990/Form990PartVIISectionAGrp/ReportableCompFromOrgAmt | 0 | 174593 |
| IRS990/Form990PartVIISectionAGrp/ReportableCompFromOrgAmt | 1 | 150000 |
| IRS990/Form990PartVIISectionAGrp/ReportableCompFromOrgAmt | 2 | 122800 |
| IRS990/Form990PartVIISectionAGrp/ReportableCompFromOrgAmt | 3 | 110171 |
| IRS990/Form990PartVIISectionAGrp/ReportableCompFromOrgAmt | 4 | 0 |
| IRS990/Form990PartVIISectionAGrp/ReportableCompFromOrgAmt | 5 | 0 |
| IRS990/Form990PartVIISectionAGrp/ReportableCompFromOrgAmt | 6 | 0 |
| IRS990/Form990PartVIISectionAGrp/ReportableCompFromRltdOrgAmt | 0 | 0 |
| IRS990/Form990PartVIISectionAGrp/ReportableCompFromRltdOrgAmt | 1 | 0 |
| IRS990/Form990PartVIISectionAGrp/ReportableCompFromRltdOrgAmt | 2 | 0 |
| IRS990/Form990PartVIISectionAGrp/ReportableCompFromRltdOrgAmt | 3 | 0 |
| IRS990/Form990PartVIISectionAGrp/ReportableCompFromRltdOrgAmt | 4 | 0 |
| IRS990/Form990PartVIISectionAGrp/ReportableCompFromRltdOrgAmt | 5 | 0 |
| IRS990/Form990PartVIISectionAGrp/ReportableCompFromRltdOrgAmt | 6 | 0 |
| IRS990/Form990PartVIISectionAGrp/TitleTxt | 0 | President |
| IRS990/Form990PartVIISectionAGrp/TitleTxt | 1 | CEO |
| IRS990/Form990PartVIISectionAGrp/TitleTxt | 2 | VP-PHILANTHROPY |
| IRS990/Form990PartVIISectionAGrp/TitleTxt | 3 | VP-Culture |
| IRS990/Form990PartVIISectionAGrp/TitleTxt | 4 | MEMBER |
| IRS990/Form990PartVIISectionAGrp/TitleTxt | 5 | Chairman |
| IRS990/Form990PartVIISectionAGrp/TitleTxt | 6 | MEMBER |
| IRS990/Form990ProvidedToGvrnBodyInd | 0 | true |
| IRS990/FormationYr | 0 | 2004 |
| IRS990/FormerOfcrEmployeesListedInd | 0 | false |
| IRS990/FSAuditedInd | 0 | false |
| IRS990/FundraisingActivitiesInd | 0 | false |
| IRS990/GamingActivitiesInd | 0 | false |
| IRS990/GoverningBodyVotingMembersCnt | 0 | 4 |
| IRS990/GrantAmt | 0 | 103811 |
| IRS990/GrantsToDomesticIndividualsGrp/TotalAmt | 0 | 0 |
| IRS990/GrantsToDomesticOrgsGrp/ProgramServicesAmt | 0 | 103811 |
| IRS990/GrantsToDomesticOrgsGrp/TotalAmt | 0 | 103811 |
| IRS990/GrantsToIndividualsInd | 0 | false |
| IRS990/GrantsToOrganizationsInd | 0 | true |
| IRS990/GrantToRelatedPersonInd | 0 | false |
| IRS990/GrossReceiptsAmt | 0 | 2433020 |
| IRS990/GroupReturnForAffiliatesInd | 0 | false |
| IRS990/IncludeFIN48FootnoteInd | 0 | false |
| IRS990/IncmFromInvestBondProceedsGrp/TotalRevenueColumnAmt | 0 | 0 |
| IRS990/IndependentAuditFinclStmtInd | 0 | false |
| IRS990/IndependentVotingMemberCnt | 0 | 3 |
| IRS990/IndivRcvdGreaterThan100KCnt | 0 | 4 |
| IRS990/IndoorTanningServicesInd | 0 | false |
| IRS990/InfoInScheduleOPartIIIInd | 0 | X |
| IRS990/InfoInScheduleOPartVIInd | 0 | X |
| IRS990/InformationTechnologyGrp/FundraisingAmt | 0 | 9094 |
| IRS990/InformationTechnologyGrp/ManagementAndGeneralAmt | 0 | 27762 |
| IRS990/InformationTechnologyGrp/ProgramServicesAmt | 0 | 11009 |
| IRS990/InformationTechnologyGrp/TotalAmt | 0 | 47865 |
| IRS990/InsuranceGrp/TotalAmt | 0 | 0 |
| IRS990/IntangibleAssetsGrp/EOYAmt | 0 | 0 |
| IRS990/InterestGrp/ManagementAndGeneralAmt | 0 | 6790 |
| IRS990/InterestGrp/TotalAmt | 0 | 6790 |
| IRS990/InventoriesForSaleOrUseGrp/EOYAmt | 0 | 0 |
| IRS990/InvestmentIncomeGrp/ExclusionAmt | 0 | 558 |
| IRS990/InvestmentIncomeGrp/TotalRevenueColumnAmt | 0 | 558 |
| IRS990/InvestmentInJointVentureInd | 0 | false |
| IRS990/InvestmentsOtherSecuritiesGrp/EOYAmt | 0 | 0 |
| IRS990/InvestmentsProgramRelatedGrp/EOYAmt | 0 | 0 |
| IRS990/InvestmentsPubTradedSecGrp/BOYAmt | 0 | 1821 |
| IRS990/InvestmentsPubTradedSecGrp/EOYAmt | 0 | 2763 |
| IRS990/IRPDocumentCnt | 0 | 11 |
| IRS990/IRPDocumentW2GCnt | 0 | 0 |
| IRS990/LandBldgEquipAccumDeprecAmt | 0 | 16224 |
| IRS990/LandBldgEquipBasisNetGrp/EOYAmt | 0 | 0 |
| IRS990/LandBldgEquipCostOrOtherBssAmt | 0 | 16224 |
| IRS990/LegalDomicileStateCd | 0 | TX |
| IRS990/LoanOutstandingInd | 0 | false |
| IRS990/LobbyingActivitiesInd | 0 | false |
| IRS990/LocalChaptersInd | 0 | false |
| IRS990/MaterialDiversionOrMisuseInd | 0 | false |
| IRS990/MembersOrStockholdersInd | 0 | false |
| IRS990/MethodOfAccountingAccrualInd | 0 | X |
| IRS990/MinutesOfCommitteesInd | 0 | false |
| IRS990/MinutesOfGoverningBodyInd | 0 | true |
| IRS990/MissionDesc | 0 | Heroic Medias mission is to reach and connect Americans to resources that empower them to save lives from abortion. |
| IRS990/MoreThan5000KToIndividualsInd | 0 | false |
| IRS990/MoreThan5000KToOrgInd | 0 | false |
| IRS990/NetAssetsOrFundBalancesBOYAmt | 0 | 292589 |
| IRS990/NetAssetsOrFundBalancesEOYAmt | 0 | 282024 |
| IRS990/NetGainOrLossInvestmentsGrp/TotalRevenueColumnAmt | 0 | 0 |
| IRS990/NetIncmFromFundraisingEvtGrp/TotalRevenueColumnAmt | 0 | 0 |
| IRS990/NetIncomeFromGamingGrp/TotalRevenueColumnAmt | 0 | 0 |
| IRS990/NetIncomeOrLossGrp/TotalRevenueColumnAmt | 0 | 0 |
| IRS990/NetRentalIncomeOrLossGrp/TotalRevenueColumnAmt | 0 | 0 |
| IRS990/NetUnrlzdGainsLossesInvstAmt | 0 | -1605 |
| IRS990/NoDonorRestrictionNetAssetsGrp/BOYAmt | 0 | 292589 |
| IRS990/NoDonorRestrictionNetAssetsGrp/EOYAmt | 0 | 282024 |
| IRS990/NondeductibleContributionsInd | 0 | false |
| IRS990/OccupancyGrp/ManagementAndGeneralAmt | 0 | 18393 |
| IRS990/OccupancyGrp/TotalAmt | 0 | 18393 |
| IRS990/OfficeExpensesGrp/FundraisingAmt | 0 | 15857 |
| IRS990/OfficeExpensesGrp/ManagementAndGeneralAmt | 0 | 6895 |
| IRS990/OfficeExpensesGrp/ProgramServicesAmt | 0 | 230 |
| IRS990/OfficeExpensesGrp/TotalAmt | 0 | 22982 |
| IRS990/OfficerMailingAddressInd | 0 | false |
| IRS990/OperateHospitalInd | 0 | false |
| IRS990/Organization501c3Ind | 0 | X |
| IRS990/OrganizationFollowsFASB117Ind | 0 | X |
| IRS990/OtherAssetsTotalGrp/EOYAmt | 0 | 0 |
| IRS990/OtherEmployeeBenefitsGrp/FundraisingAmt | 0 | 92996 |
| IRS990/OtherEmployeeBenefitsGrp/ManagementAndGeneralAmt | 0 | 22732 |
| IRS990/OtherEmployeeBenefitsGrp/ProgramServicesAmt | 0 | 90930 |
| IRS990/OtherEmployeeBenefitsGrp/TotalAmt | 0 | 206658 |
| IRS990/OtherExpensesGrp/Desc | 0 | production & Placement |
| IRS990/OtherExpensesGrp/Desc | 1 | DUES & SUBSCRIPTIONS |
| IRS990/OtherExpensesGrp/Desc | 2 | Printing and Publications |
| IRS990/OtherExpensesGrp/Desc | 3 | DESIGN & PRODUCTION |
| IRS990/OtherExpensesGrp/FundraisingAmt | 0 | 59358 |
| IRS990/OtherExpensesGrp/FundraisingAmt | 1 | 16914 |
| IRS990/OtherExpensesGrp/FundraisingAmt | 2 | 3784 |
| IRS990/OtherExpensesGrp/ManagementAndGeneralAmt | 0 | 79144 |
| IRS990/OtherExpensesGrp/ManagementAndGeneralAmt | 1 | 22552 |
| IRS990/OtherExpensesGrp/ManagementAndGeneralAmt | 2 | 5046 |
| IRS990/OtherExpensesGrp/ProgramServicesAmt | 0 | 529170 |
| IRS990/OtherExpensesGrp/ProgramServicesAmt | 1 | 59358 |
| IRS990/OtherExpensesGrp/ProgramServicesAmt | 2 | 16914 |
| IRS990/OtherExpensesGrp/ProgramServicesAmt | 3 | 3784 |
| IRS990/OtherExpensesGrp/TotalAmt | 0 | 529170 |
| IRS990/OtherExpensesGrp/TotalAmt | 1 | 197860 |
| IRS990/OtherExpensesGrp/TotalAmt | 2 | 56380 |
| IRS990/OtherExpensesGrp/TotalAmt | 3 | 12614 |
| IRS990/OtherRevenueTotalAmt | 0 | 0 |
| IRS990/OtherSalariesAndWagesGrp/FundraisingAmt | 0 | 403044 |
| IRS990/OtherSalariesAndWagesGrp/ManagementAndGeneralAmt | 0 | 98522 |
| IRS990/OtherSalariesAndWagesGrp/ProgramServicesAmt | 0 | 59087 |
| IRS990/OtherSalariesAndWagesGrp/TotalAmt | 0 | 560653 |
| IRS990/OthNotesLoansReceivableNetGrp/EOYAmt | 0 | 0 |
| IRS990/PartialLiquidationInd | 0 | false |
| IRS990/PaymentsToAffiliatesGrp/TotalAmt | 0 | 0 |
| IRS990/PayPremiumsPrsnlBnftCntrctInd | 0 | false |
| IRS990/PayrollTaxesGrp/FundraisingAmt | 0 | 30516 |
| IRS990/PayrollTaxesGrp/ManagementAndGeneralAmt | 0 | 7459 |
| IRS990/PayrollTaxesGrp/ProgramServicesAmt | 0 | 29838 |
| IRS990/PayrollTaxesGrp/TotalAmt | 0 | 67813 |
| IRS990/PensionPlanContributionsGrp/TotalAmt | 0 | 0 |
| IRS990/PledgesAndGrantsReceivableGrp/BOYAmt | 0 | 572458 |
| IRS990/PledgesAndGrantsReceivableGrp/EOYAmt | 0 | 40000 |
| IRS990/PoliticalCampaignActyInd | 0 | false |
| IRS990/PrepaidExpensesDefrdChargesGrp/BOYAmt | 0 | 2550 |
| IRS990/PrepaidExpensesDefrdChargesGrp/EOYAmt | 0 | 25238 |
| IRS990/PrincipalOfficerNm | 0 | BRETT ATTEBERY |
| IRS990/PriorPeriodAdjustmentsAmt | 0 | -18403 |
| IRS990/ProfessionalFundraisingInd | 0 | false |
| IRS990/ProgramServiceRevenueGrp/BusinessCd | 0 | 519200 |
| IRS990/ProgramServiceRevenueGrp/Desc | 0 | PARTNERSHIP/CLIENT REVENU |
| IRS990/ProgramServiceRevenueGrp/RelatedOrExemptFuncIncomeAmt | 0 | 74074 |
| IRS990/ProgramServiceRevenueGrp/TotalRevenueColumnAmt | 0 | 74074 |
| IRS990/ProhibitedTaxShelterTransInd | 0 | false |
| IRS990/PYContributionsGrantsAmt | 0 | 2174920 |
| IRS990/PYExcessBenefitTransInd | 0 | false |
| IRS990/PYGrantsAndSimilarPaidAmt | 0 | 335978 |
| IRS990/PYInvestmentIncomeAmt | 0 | 34970 |
| IRS990/PymtTravelEntrtnmntPubOfclGrp/TotalAmt | 0 | 0 |
| IRS990/PYOtherExpensesAmt | 0 | 1504166 |
| IRS990/PYProgramServiceRevenueAmt | 0 | 84615 |
| IRS990/PYRevenuesLessExpensesAmt | 0 | -540004 |
| IRS990/PYSalariesCompEmpBnftPaidAmt | 0 | 994365 |
| IRS990/PYTotalExpensesAmt | 0 | 2834509 |
| IRS990/PYTotalRevenueAmt | 0 | 2294505 |
| IRS990/QuidProQuoContributionsInd | 0 | false |
| IRS990/RcvblFromDisqualifiedPrsnGrp/EOYAmt | 0 | 0 |
| IRS990/RcvFndsToPayPrsnlBnftCntrctInd | 0 | false |
| IRS990/ReceivablesFromOfficersEtcGrp/EOYAmt | 0 | 0 |
| IRS990/ReconcilationRevenueExpnssAmt | 0 | 9443 |
| IRS990/RelatedEntityInd | 0 | false |
| IRS990/RelatedOrganizationCtrlEntInd | 0 | false |
| IRS990/ReportInvestmentsOtherSecInd | 0 | false |
| IRS990/ReportLandBuildingEquipmentInd | 0 | true |
| IRS990/ReportOtherAssetsInd | 0 | false |
| IRS990/ReportOtherLiabilitiesInd | 0 | false |
| IRS990/ReportProgramRelatedInvstInd | 0 | false |
| IRS990/RevenueAmt | 0 | 74074 |
| IRS990/RoyaltiesGrp/TotalAmt | 0 | 0 |
| IRS990/RoyaltiesRevenueGrp/TotalRevenueColumnAmt | 0 | 0 |
| IRS990/SavingsAndTempCashInvstGrp/EOYAmt | 0 | 0 |
| IRS990ScheduleA/GiftsGrantsContriRcvd170Grp/CurrentTaxYearAmt | 0 | 2358388 |
| IRS990ScheduleA/GiftsGrantsContriRcvd170Grp/CurrentTaxYearMinus1YearAmt | 0 | 2174920 |
| IRS990ScheduleA/GiftsGrantsContriRcvd170Grp/CurrentTaxYearMinus2YearsAmt | 0 | 1986895 |
| IRS990ScheduleA/GiftsGrantsContriRcvd170Grp/CurrentTaxYearMinus3YearsAmt | 0 | 2122462 |
| IRS990ScheduleA/GiftsGrantsContriRcvd170Grp/CurrentTaxYearMinus4YearsAmt | 0 | 1995164 |
| IRS990ScheduleA/GiftsGrantsContriRcvd170Grp/TotalAmt | 0 | 10637829 |
| IRS990ScheduleA/GovtFurnSrvcFcltsVl170Grp/TotalAmt | 0 | 0 |
| IRS990ScheduleA/GrossInvestmentIncome170Grp/CurrentTaxYearAmt | 0 | 558 |
| IRS990ScheduleA/GrossInvestmentIncome170Grp/CurrentTaxYearMinus1YearAmt | 0 | 1042 |
| IRS990ScheduleA/GrossInvestmentIncome170Grp/CurrentTaxYearMinus2YearsAmt | 0 | 312 |
| IRS990ScheduleA/GrossInvestmentIncome170Grp/CurrentTaxYearMinus3YearsAmt | 0 | 246 |
| IRS990ScheduleA/GrossInvestmentIncome170Grp/CurrentTaxYearMinus4YearsAmt | 0 | 10296 |
| IRS990ScheduleA/GrossInvestmentIncome170Grp/TotalAmt | 0 | 12454 |
| IRS990ScheduleA/OtherIncome170Grp/CurrentTaxYearMinus4YearsAmt | 0 | 534 |
| IRS990ScheduleA/OtherIncome170Grp/TotalAmt | 0 | 534 |
| IRS990ScheduleA/PublicOrganization170Ind | 0 | X |
| IRS990ScheduleA/PublicSupportCY170Pct | 0 | 0.84340 |
| IRS990ScheduleA/PublicSupportPY170Pct | 0 | 0.96320 |
| IRS990ScheduleA/PublicSupportTotal170Amt | 0 | 8982886 |
| IRS990ScheduleA/SubstantialContributorsTotAmt | 0 | 1654943 |
| IRS990ScheduleA/TaxRevLeviedOrgnztnlBnft170Grp/TotalAmt | 0 | 0 |
| IRS990ScheduleA/ThirtyThrPctSuprtTestsCY170Ind | 0 | X |
| IRS990ScheduleA/TotalCalendarYear170Grp/CurrentTaxYearAmt | 0 | 2358388 |
| IRS990ScheduleA/TotalCalendarYear170Grp/CurrentTaxYearMinus1YearAmt | 0 | 2174920 |
| IRS990ScheduleA/TotalCalendarYear170Grp/CurrentTaxYearMinus2YearsAmt | 0 | 1986895 |
| IRS990ScheduleA/TotalCalendarYear170Grp/CurrentTaxYearMinus3YearsAmt | 0 | 2122462 |
| IRS990ScheduleA/TotalCalendarYear170Grp/CurrentTaxYearMinus4YearsAmt | 0 | 1995164 |
| IRS990ScheduleA/TotalCalendarYear170Grp/TotalAmt | 0 | 10637829 |
| IRS990ScheduleA/TotalSupportAmt | 0 | 10650817 |
| IRS990ScheduleA/UnrelatedBusinessNetIncm170Grp/TotalAmt | 0 | 0 |
| IRS990ScheduleB/ContributorInformationGrp/ContributorBusinessName/BusinessNameLine1 | 0 | RESTRICTED |
| IRS990ScheduleB/ContributorInformationGrp/ContributorNum | 0 | RESTRICTED |
| IRS990ScheduleB/ContributorInformationGrp/ContributorUSAddress/AddressLine1 | 0 | RESTRICTED |
| IRS990ScheduleB/ContributorInformationGrp/ContributorUSAddress/AddressLine2 | 0 | RESTRICTED |
| IRS990ScheduleB/ContributorInformationGrp/ContributorUSAddress/City | 0 | RESTRICTED |
| IRS990ScheduleB/ContributorInformationGrp/ContributorUSAddress/State | 0 | RESTRICTED |
| IRS990ScheduleB/ContributorInformationGrp/ContributorUSAddress/ZIPCode | 0 | RESTRICTED |
| IRS990ScheduleB/ContributorInformationGrp/TotalContributionsAmt | 0 | RESTRICTED |
| IRS990/ScheduleBRequiredInd | 0 | true |
| IRS990ScheduleD/EquipmentGrp/DepreciationAmt | 0 | 10478 |
| IRS990ScheduleD/EquipmentGrp/OtherCostOrOtherBasisAmt | 0 | 10478 |
| IRS990ScheduleD/OtherLandBuildingsGrp/DepreciationAmt | 0 | 5746 |
| IRS990ScheduleD/OtherLandBuildingsGrp/OtherCostOrOtherBasisAmt | 0 | 5746 |
| IRS990ScheduleI/GrantRecordsMaintainedInd | 0 | true |
| IRS990ScheduleI/RecipientTable/CashGrantAmt | 0 | 103811 |
| IRS990ScheduleI/RecipientTable/IRCSectionDesc | 0 | 501(c)(3) |
| IRS990ScheduleI/RecipientTable/NonCashAssistanceAmt | 0 | 0 |
| IRS990ScheduleI/RecipientTable/PurposeOfGrantTxt | 0 | GENERAL OPERATIONS |
| IRS990ScheduleI/RecipientTable/RecipientBusinessName/BusinessNameLine1Txt | 0 | THRIVE |
| IRS990ScheduleI/RecipientTable/RecipientEIN | 0 | 431304395 |
| IRS990ScheduleI/RecipientTable/USAddress/AddressLine1Txt | 0 | 4331 LINDELL BLVD |
| IRS990ScheduleI/RecipientTable/USAddress/CityNm | 0 | ST LOUIS |
| IRS990ScheduleI/RecipientTable/USAddress/StateAbbreviationCd | 0 | MO |
| IRS990ScheduleI/RecipientTable/USAddress/ZIPCd | 0 | 63108 |
| IRS990ScheduleI/RecipientTable/ValuationMethodUsedDesc | 0 | CASH |
| IRS990ScheduleI/SupplementalInformationDetail/ExplanationTxt | 0 | THE SIX FINALIST NOMINEES FOR THE 2023 PRO-LIFE IMPACT AWARD AND GRANTS WERE SELECTED BY HEROIC MEDIA (DBA NATIONAL PRAYER LUNCHEON FOR LIFE) VETTING 70 NOMINATIONS SUBMITTED ONLINE FROM NOMINATORS ACROSS THE COUNTRY BETWEEN NOVEMBER 11-DECEMBER 15, 2022. FOR THE DETERMINATION OF THE GRANT LEVELS, HEROIC MEDIA (DBA NATIONAL PRAYER LUNCHEON FOR LIFE) CONDUCTED A NATIONWIDE VOTING SURVEY AND AWARDED AMOUNTS BASED ON TOTAL NUMBER OF VOTES CAST FOR EACH NOMINATED FINALIST ORGANIZATION.REGARDING THRIVE, A PRIMARY NEW PROGRAM STRATEGY OF HEROIC MEDIAS IS TO ASSIST THRIVE IN ITS NATIONAL EXPANSION AS THE COUNTRYS PREMIER LIFE-EMPOWERING WOMENS HEALTHCARE PROVIDER AND ALTERNATIVE TO ABORTION. GRANTS TO THRIVE ARE ISSUED BASED ON DETAILED REPORTS RECEIVED. |
| IRS990ScheduleI/SupplementalInformationDetail/FormAndLineReferenceDesc | 0 | Grantmaker's Description of How Grants are Used |
| IRS990ScheduleI/Total501c3OrgCnt | 0 | 1 |
| IRS990ScheduleI/TotalOtherOrgCnt | 0 | 0 |
| IRS990ScheduleJ/AnyNonFixedPaymentsInd | 0 | false |
| IRS990ScheduleJ/BoardOrCommitteeApprovalInd | 0 | X |
| IRS990ScheduleJ/CompBasedOnRevenueOfFlngOrgInd | 0 | false |
| IRS990ScheduleJ/CompBsdNetEarnsFlngOrgInd | 0 | false |
| IRS990ScheduleJ/CompBsdNetEarnsRltdOrgsInd | 0 | false |
| IRS990ScheduleJ/CompBsdOnRevRelatedOrgsInd | 0 | false |
| IRS990ScheduleJ/EquityBasedCompArrngmInd | 0 | false |
| IRS990ScheduleJ/InitialContractExceptionInd | 0 | false |
| IRS990/ScheduleJRequiredInd | 0 | true |
| IRS990ScheduleJ/RltdOrgOfficerTrstKeyEmplGrp/BaseCompensationFilingOrgAmt | 0 | 174593 |
| IRS990ScheduleJ/RltdOrgOfficerTrstKeyEmplGrp/PersonNm | 0 | MIKE MURRAY |
| IRS990ScheduleJ/RltdOrgOfficerTrstKeyEmplGrp/TitleTxt | 0 | President |
| IRS990ScheduleJ/RltdOrgOfficerTrstKeyEmplGrp/TotalCompensationFilingOrgAmt | 0 | 174593 |
| IRS990ScheduleJ/SeverancePaymentInd | 0 | false |
| IRS990ScheduleJ/SupplementalNonqualRtrPlanInd | 0 | false |
| IRS990/ScheduleORequiredInd | 0 | true |
| IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt | 0 | Yes, Her First Womens Health. A telehealth business that connects women facing unexpected pregnancies to support resources. |
| IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt | 1 | Yes. Ended our partnership with ThriVe St Louis in March 2024. Ended our NPLL program and Pro-Life Magazine program in October 2023. |
| IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt | 2 | THE ORGANIZATION DOESN'T HAVE A COMMITTEE WITH AN AUTHORITY TO ACT ON BEHALF OF THE GOVERNING BODY. |
| IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt | 3 | HEROIC MEDIA'S CEO WILL REVIEW THE 990, THEN SUBMIT TO THE BOARD OF DIRECTORS FOR THEIR REVIEW. |
| IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt | 4 | THE ORGANIZATION'S FINANCIAL STATEMENTS AND GOVERNING DOCUMENTS ARE AVAILABLE UPON WRITTEN OR ORAL REQUEST. |
| IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc | 0 | Form 990, Part III, Line 2 |
| IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc | 1 | Form 990, Part III, Line 3 |
| IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc | 2 | Form 990, Part VI, Section A, Line 8b |
| IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc | 3 | Form 990, Part VI, Section B, Line 11b |
| IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc | 4 | Form 990, Part VI, Section C, Line 19 |
| IRS990/SchoolOperatingInd | 0 | false |
| IRS990/SignificantChangeInd | 0 | true |
| IRS990/SignificantNewProgramSrvcInd | 0 | true |
| IRS990/SubjectToExcsTaxNetInvstIncInd | 0 | false |
| IRS990/SubjectToProxyTaxInd | 0 | false |
| IRS990/SubjToTaxRmnrtnExPrchtPymtInd | 0 | false |
| IRS990/TaxablePartyNotificationInd | 0 | false |
| IRS990/TaxExemptBondsInd | 0 | false |
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Displayed year
2024 • Form 990Detailed filing. Detailed filing data is available for this year.