Civic Intelligence

Liberty Memorial Association DBA National World War I Museum and Memorial

990 • Fiscal year 2019 • EIN 43-6052673

Jan 01, 2019 to Dec 31, 2019 • Filed on Jul 16, 2020

2 Memorial DriveKansas City, MO 64108

(816) 888-8100

Siviq Scores

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

Liabilities / Assets

19th percentile

0.02x

Higher debt load relative to assets than 19% of similar nonprofits.

2019 filings • 501(c)3 • $10M-$25M nonprofits • Source year 2019

Liabilities / Revenue

18th percentile

0.05x

Higher debt load relative to revenue than 18% of similar nonprofits.

2019 filings • 501(c)3 • $10M-$25M nonprofits • Source year 2019

Net Margin

61st percentile

6.8%

Higher net margin than 61% of similar nonprofits.

2019 filings • 501(c)3 • $10M-$25M nonprofits • Source year 2019

Top Officer Pay

84th percentile

$356,133

Higher top officer pay than 84% of similar nonprofits.

Top officer pay equals 3.6% of source-year revenue.

2019 filings • 501(c)3 • $10M-$25M nonprofits • Source year 2019

Asset Growth

55th percentile

5.1%

Faster asset growth than 55% of similar nonprofits.

2019 filings • 501(c)3 • $10M-$25M nonprofits • Annualized from 2018 to 2019

Revenue Growth

30th percentile

-2.7%

Faster revenue growth than 30% of similar nonprofits.

2019 filings • 501(c)3 • $10M-$25M nonprofits • Annualized from 2018 to 2019

Assets

Up

$23,180,201

Up $1,130,317 (+5.1%) from 2018

Net Assets

Up

$22,655,690

Up $1,148,522 (+5.3%) from 2018

Liabilities

Down

$524,511

Down $18,205 (-3.4%) from 2018

Revenue

Down

$9,799,097

Down $269,067 (-2.7%) from 2018

Expenses

Up

$9,131,965

Up $126,419 (+1.4%) from 2018

Net Income

Down

$667,132

Down $395,486 (-37%) from 2018

Historical Trend

Balance Sheet Trend

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

$60M$40M$20M$0Assets 2011: $10,483,662Liabilities 2011: $3,357,357Net Assets 2011: $7,126,3052011Assets 2012: $10,030,156Liabilities 2012: $736,741Net Assets 2012: $9,293,4152012Assets 2013: $10,120,273Liabilities 2013: $544,808Net Assets 2013: $9,575,4652013Assets 2014: $10,725,524Liabilities 2014: $629,971Net Assets 2014: $10,095,5532014Assets 2015: $15,723,957Liabilities 2015: $399,494Net Assets 2015: $15,324,4632015Assets 2016: $20,369,847Liabilities 2016: $510,046Net Assets 2016: $19,859,8012016Assets 2017: $21,452,359Liabilities 2017: $593,133Net Assets 2017: $20,859,2262017Assets 2018: $22,049,884Liabilities 2018: $542,716Net Assets 2018: $21,507,1682018Assets 2019: $23,180,201Liabilities 2019: $524,511Net Assets 2019: $22,655,6902019Assets 2020: $31,923,843Liabilities 2020: $1,141,310Net Assets 2020: $30,782,5332020Assets 2021: $35,751,544Liabilities 2021: $617,357Net Assets 2021: $35,134,1872021Assets 2022: $36,123,322Liabilities 2022: $1,405,540Net Assets 2022: $34,717,7822022Assets 2023: $45,665,082Liabilities 2023: $982,418Net Assets 2023: $44,682,6642023Assets 2024: $58,444,166Liabilities 2024: $1,400,180Net Assets 2024: $57,043,9862024

Highlighted filing

2019

Assets$23,180,201
Liabilities$524,511
Net Assets$22,655,690

Operations Trend

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

$30M$20M$10M$0-$10MRevenue 2011: $3,365,412Expenses 2011: $4,407,257Net Income 2011: -$1,041,8452011Revenue 2012: $6,498,631Expenses 2012: $4,522,615Net Income 2012: $1,976,0162012Revenue 2013: $4,391,206Expenses 2013: $4,306,938Net Income 2013: $84,2682013Revenue 2014: $5,018,800Expenses 2014: $4,464,514Net Income 2014: $554,2862014Revenue 2015: $10,561,910Expenses 2015: $5,194,414Net Income 2015: $5,367,4962015Revenue 2016: $9,973,623Expenses 2016: $5,596,712Net Income 2016: $4,376,9112016Revenue 2017: $7,467,413Expenses 2017: $6,797,043Net Income 2017: $670,3702017Revenue 2018: $10,068,164Expenses 2018: $9,005,546Net Income 2018: $1,062,6182018Revenue 2019: $9,799,097Expenses 2019: $9,131,965Net Income 2019: $667,1322019Revenue 2020: $14,925,261Expenses 2020: $7,139,097Net Income 2020: $7,786,1642020Revenue 2021: $14,461,883Expenses 2021: $10,179,836Net Income 2021: $4,282,0472021Revenue 2022: $10,608,562Expenses 2022: $9,781,307Net Income 2022: $827,2552022Revenue 2023: $19,283,766Expenses 2023: $10,194,949Net Income 2023: $9,088,8172023Revenue 2024: $24,407,999Expenses 2024: $12,735,223Net Income 2024: $11,672,7762024

Highlighted filing

2019

Revenue$9,799,097
Expenses$9,131,965
Net Income$667,132
Jump To
Filing Snapshot
Filing Period
Jan 1, 2019 to Dec 31, 2019
Signed
Jul 16, 2020
Return Version
2019v5.1
Gross Receipts
$12,289,768
Mission and Program Overview

Mission

The National World War I Museum and Memorial (NWWIMM) is America's museum dedicated to remembering, interpreting, and understanding the Great War and its enduring impact on the global community, by: establishing the Museum as the foremost interpreter and resource for insight into the Great War and its enduring impact; providing first-class visitor and virtual experience, and delivering increasingly engaging and accessible activities and experiences to diverse audiences; developing and enriching philanthropic relationships and programs necessary to ensure long-term sustainability; establishing the Museum as a 'must-see' destination, and source of civic pride; and engaging and inspiring key constituents to contribute to the excellence of the Museum and Memorial.

The National WWI Museum and Memorial (NWWIMM) is America's leading institution dedicated to remembering, interpreting, and understanding the Great War and its enduring impact on the global community. The Museum and Memorial fulfills this mission by: establishing the Museum and Memorial as the foremost interpreter and resource for insight into the Great War and its enduring impact; providing first-class visitor and virtual experience, and delivering increasingly engaging and accessible activities and experiences to diverse audiences; developing and enriching philanthropic relationships and programs necessary to ensure long-term sustainability; establishing the Museum and Memorial as a 'must-see' destination, and source of civic pride; and engaging and inspiring key constituents to contribute to the excellence of the National WWI Museum and Memorial.

Balance Sheet Detail
LineBeginningEndChange
Assets
Land, Buildings, and Equipment, Net$9,856,754$9,773,602▼ $83,152
Investments in Publicly Traded Securities$3,658,460$5,168,906▲ $1,510,446
Savings and Temporary Cash Investments$4,609,892$4,633,260▲ $23,368
Pledges and Grants Receivable$2,698,717$1,761,293▼ $937,424
Cash and Non-Interest-Bearing Accounts$674,492$1,483,324▲ $808,832
Inventories for Sale or Use$155,075$167,210▲ $12,135
Accounts Receivable$316,814$141,097▼ $175,717
Prepaid Expenses and Deferred Charges$79,680$51,509▼ $28,171
Total Assets$22,049,884$23,180,201▲ $1,130,317
Liabilities
Accounts Payable and Accrued Expenses$320,913$301,403▼ $19,510
Deferred Revenue$221,803$223,108▲ $1,305
Total Liabilities$542,716$524,511▼ $18,205
Net Assets / Fund Balance
Net Assets Without Donor Restrictions$14,001,147$15,125,421▲ $1,124,274
Net Assets With Donor Restrictions$7,506,021$7,530,269▲ $24,248
Total Net Assets Fund Balance$21,507,168$22,655,690▲ $1,148,522
Total Liabilities and Net Assets / Fund Balance$22,049,884$23,180,201▲ $1,130,317

Asset Categories

AssetBook ValueDepreciationBasis
Leasehold Improvements$8,078,293$5,191,780$13,270,073
Equipment$1,545,309$982,029$2,527,338
Other Land Buildings$150,000-$150,000

Endowment Activity

PeriodBeginningContrib.Gain/LossOther UsesEnd
2019$2,971,852$3,073▲ $460,115$123,067$3,311,973
2018$3,120,316$264,970▼ $161,277$252,157$2,971,852
2017$2,639,389$273,596▲ $331,426$124,095$3,120,316
2016$2,598,737$10,000▲ $153,107$122,455$2,639,389
2015$2,729,729-▼ $21,150$109,842$2,598,737
Compensation and Service Providers

Employees

NameTitleFull / Part TimeBaseOtherTotal
Matthew C NaylorPresident/CEOFT$260,000$96,133$356,133
Michael L HouseSenior Vice PresidentFT$154,500$23,216$177,716
Debra L BassVice President DevelopmentFT$121,336$8,238$129,574
Paige D PerlikVice President Corporate EFT$114,001$14,706$128,707
Chris T WycheVice President FacilitiesFT$101,985$14,642$116,627

Board Members and Trustees

NameTitle
Mark HendersonChair/Board Member
Elaine Drodge KochVice Chair/Board Member
Andrea HendricksBoard Member
Brad BergmanBoard Member
Christopher E GoodeBoard Member
Dan CrumbBoard Member
Dave EbbrechtBoard Member
Emanuel Cleaver IIBoard Member
Gordon LansfordBoard Member
Jack HollandBoard Member
James DyerBoard Member
John ShermanBoard Member
Julie WilsonBoard Member
Mark JorgensonBoard Member
Marty NevshemalBoard Member
Mary Jane JudyBoard Member
Peter J deSilvaBoard Member
Richard B Young JrBoard Member
Scott Van GenderenBoard Member
Tim KristlBoard Member
Teresa RynardDirector/Kansas City Parks
Ram ShankarSecretary/Board Member
Kevin J RooneyTreasurer/Board Member

Highest Paid Contractors

ContractorServicesLocationCompensation
Alex Hitz IncPublic program expense715 Park Avenue Ste 7E, New York, NY 10021$653,874
Allied Universal Security Services LLCSecurity servicesPO Box 828854, Philadelphia, PA 19182$286,657
JE Dunn ConstructionConstruction services1001 Locust Street, Kansas City, MO 64106$266,783
American Food & VendingCatering124 metropolitan Park Drive, Syracuse, NY 13088$247,264
Ralph Applebaum Associates IncExhibition design88 Pine Street 29th FL, New York, NY 10005$158,664
Revenue and Support

Revenue Composition

Contributions and Grants
$5,328,181
Program Service Revenue
$3,332,662
Investment Income
$255,843
Other Revenue
$882,411
All Other Contributions
$3,489,511
Change in Net Assets
$667,132

Noncash Contribution Practices

Property subject to holding requirements
No
Reviewed unusual noncash gifts
Yes
Third parties used for noncash contributions
No

Audited Revenue Reconciliation

Revenue per Audited Statements
$8,879,046
Revenue Not Reported on Financial Statements
$920,051
Revenue Not Reported on Form 990
$822,412
Other Revenue Adjustments
$898,662
Total Revenue per Audited Statements
$9,701,458
Total Revenue per Form 990
$9,799,097
Expenses and Functional Allocation

Major Expense Lines

Line ItemAmount
Other Expenses$4,623,545
Salaries, Compensation, and Employee Benefits$3,437,228
Total Fundraising Expense$634,888
Professional Fundraising Fees$172,530
Grants and Similar Amounts Paid$0

Functional Expense Allocation

Line ItemProgramManagementFundraisingTotal
Other Salaries and Wages$1,441,092$377,911$157,406$1,976,409
Benefits to Members$898,662--$898,662
Fees for Services Other$562,515$124,397$71,182$758,094
Depreciation Depletion$742,354--$742,354
Current Officers, Directors, Trustees, and Key Employees$585,012$41,214$104,996$731,222
Occupancy$618,455--$618,455
Other Employee Benefits$274,716$72,393$27,447$374,556
All Other Expenses$289,336$44,001$33,998$367,335
Information Technology$246,386$1,457$82$247,925
Advertising$199,718$2,056$16,650$218,424
Payroll Taxes$146,193$26,460$18,482$191,135
Fees for Services Professional Fundraising--$172,530$172,530
Pension Plan Contributions$120,216$31,679$12,011$163,906
Other Expenses$125,217$3,644$8,447$137,308
Insurance$62,453$4,315$2,306$69,074
Travel$38,562$25,935$109$64,606
Office Expenses$45,390$10,563$1,200$57,153
Fees for Services Legal$892$26,040-$26,932
Conferences and Meetings$8,647$7,844$7,957$24,448
Fees for Service Investment Mgmnt Fees-$21,389-$21,389
Fees for Services Accounting-$17,500-$17,500
Total Functional Expenses$7,633,066$864,011$634,888$9,131,965

Audited Expense Reconciliation

Line ItemAmount
Total Expenses per Form 990$9,131,965
Total Expenses per Audited Statements$8,513,534
Expenses per Audited Statements$8,172,512
Expenses Not Reported on Financial Statements$959,453
Other Expense Adjustments$938,064
Expenses Not Reported on Form 990$341,022
Fundraising, Events, and Gaming
Fundraising activities
Yes
Gaming activities
No
Professional fundraiser used
Yes

Fundraising and Gaming Totals

Line ItemAmount
Fundraising Gross Income$648,310
Fundraising Direct Expenses$184,066
Professional Fundraising Fees$172,530

Fundraising Events

EventGross ReceiptsGross RevenueDirect ExpensesNet Income
Versailles$897,067$601,231$23,784$577,447
Night at the Tower$502,838$27,140$7,507$19,633
Total Events$1,399,905$628,371$184,066$444,305
Political and Lobbying Activity
Political campaign activity
No
Lobbying activity
No
Subject to proxy tax
No
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 35% controlled entity
No
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, Section B, line 11B

The Form 990 is reviewed and approved by the Finance Committee prior to filing. A copy of the Form 990 is also made available to the Board of Trustees prior to filing.

Form 990, Part VI, Section B, line 12C

The organization regularly and consistently monitors and enforces compliance with the written conflict of interest policy by obtaining a disclosure form from board members and employees on an annual basis. Any potential conflict of interest for a board member or the President/CEO is referred to the Governance Committee for review. A recommendation of action, if warranted, is presented to the Executive Committee for a final determination. For employees, the President/CEO performs the review and is responsible for determining the appropriate action to be taken.

Form 990, Part VI, Section B, line 15

The organization determines the amount of compensation for the President/CEO during an annual review by the Executive Committee. Other key employees of the organization undergo an annual review as directed by the President/CEO. A revised performance review process was implemented. Compensation was evaluated using a number of factors, including comparison to similar positions at comparative organzations (comparative based on annual budget, number of employees, industry and geographical location). Compensation was adjusted at certain positions based on this evaluation and merit. Cost of Living Adjustments (COLA) were considered for most positions.

Form 990, Part VI, Section C, line 19

The organization makes its governing documents, conflict of interest policy and financial statements available to the public upon request.

Filing and Contact Details

Filer

Filer Name
Liberty Memorial Association dba
EIN
43-6052673
Phone
8168888100
Address
2 Memorial Drive, Kansas City, MO 64108

Signing Officer

Name
Matthew Naylor
Title
President/CEO
Phone
8168888100
Signed
2020-07-16
Discuss with paid preparer
Yes

Organization Details

Principal Officer
Matthew Naylor
Formed
1919
Legal Domicile
Mo
Voting Board Members
22
Independent Board Members
22
Employees
52
Volunteers
532

Preparer

Firm
House Park Dobratz & Wiebler PC
Address
605 W 47th Street Suite 301, Kansas City, MO 64112
Preparer
Stanley H House CPA
Phone
8169313393
Supplemental Narrative

Financial Statement Notes

Part X, Line 2:

The NWWIMM is exempt from Federal income taxes under Section 501(c)(3) of the Internal Revenue Code. The NWWIMM follows GAAP related to uncertain tax positions. The Organization's accounting policy is to provide liabilities for uncertain income tax provisions when a liability is probable and estimable. The NWWIMM had no uncertain income tax positions for the year ended December 31, 2019, and is not aware of any violation of its tax status as an organization exempt from income taxes. The NWWIMM is no longer subject to audits for Federal or state purposes for years prior to 2016.

Part XI, Line 2D - Other Adjustments:

NWWIMM store cost of goods sold

Part XI, Line 4B - Other Adjustments:

Direct donor benefits expenses

Part XII, Line 2D - Other Adjustments:

NWWIMM store cost of goods sold

Part XII, Line 4B - Other Adjustments:

Collection purchases Direct donor benefits expenses

Part III, Line 1A:

The grand opening of the expanded NWWIMM, designated by the United States Congress as the National World War I Museum in 2004, took place on December 2, 2006. The expanded Museum houses and displays a significant portion of the Museum's collection of objects and artifacts. This rich collection has grown to more than 342,000 artifacts as of December 31, 2019. Pursuant to the guidelines of the American Association for State and Local History (AASLH), the collection has not been capitalized because the AASLH believes that collections are not financial assets, but constitute a separate category of resource directly fulfilling institutional missions, legal responsibilities and fiduciary obligations. The NWWIMM has agreed to follow the AASLH's "Statement of Professional Standards and Ethics", which specifically concludes that collections shall not be capitalized nor treated as financial assets. Accessions to the collection, which often include multiple artifacts, totaled 172 and 197 in 2019 and 2018, respectively.

Part III, Line 4:

The NWWIMM's collection of over 342,000 objects and artifacts, including vehicles, uniforms, firearms, photographs and military records promote and cultivate the history of World War I through public exhibition, educational programming and scholarly research.

Part V, Line 4:

The NWWIMM's permanently restricted net assets consist of a permanent endowment fund established in connection with the award of a $500,000 National Endowment for the Humanities (NEH) Challenge Grant to the NWWIMM and related matching contributions of $1,500,000. The income from the $2,000,000 endowment is to be used 90% for educational programming and 10% for artifact acquisition. The NWWIMM seeks to create various endowed funds to support all aspects of Museum operations, care and upkeep of the Memorial and upkeep of the grounds. A comprehensive fundraising campaign "Call to Duty" is supporting these initiatives. Board-designated endowment consists of an endowment fund established in 2009 to provide resources to support the NWWIMM's operations.

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This appendix keeps the raw XML leaves available for debugging and edge-case review. The human report above is the primary experience.

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IRS990/Desc0Museum & Memorial Operations: Shortly after World War I ended, a group of Kansas City leaders formed a group to create a lasting memorial to those who served. In 1919, a fundraising campaign resulted in 83,000 residents contributing $2.5 million in 10 days (more than $35 million in current dollars). In 1921, a site dedication featured more than 100,000 people, including the five major Allied commanders the first time these individuals were in the same place at the same time. Following years of planning and construction, the facility opened in 1926 to a crowd of more than 150,000 people, including U.S. President Calvin Coolidge. At the time, it was the largest audience a U.S. president had ever addressed at one time. After decades of unaddressed deferred maintenance, the facility temporarily closed in 1994. Once again, Kansas City area residents rose to the challenge at this critical juncture and raised $102 million for renovations coupled with a major expansion. After achieving National Historic Landmark status and designation from Congress as America's official WWI museum, the expanded facility opened to the public in December 2006. Congress added a second designation in 2014, effectively renaming the organization the National WWI Museum and Memorial. Millions of people from all 50 states and all six inhabited continents around the world have visited to see the world's most comprehensive World War I collection. An institution of the people, by the people and for the people, the Museum and Memorial is Kansas City's gift to the world. As of December 31, 2019, the NWWIMM currently employs 39 full-time and 7 part-time staff. Additionally, in 2019 532 volunteers provided over 67,350 hours of service. Volunteers greet guests, provide expert tours, provide guidance, support special projects, assist with promotion, answer all questions, and help to lend a warm, human dimension to multifaceted stories of war and world history. The NWWIMM receives financial support from local, national and international sources. Donors include a wide array of individuals, corporations, and foundations whose support has helped to build enhanced programming and fund operational support for the Museum and Memorial. Admissions, facility rentals, retail, the Over There Cafe, and other initiatives are also successful revenue generating sources. The NWWIMM is proud to be ranked by national sources as follows:- among the top 12 military museums in the world by CNN- among the top 5 museums in the U.S. by Yelp- among the top 10 military museums in the country by USA Today- among the top 25 museums in the U.S. and the "Number One Attraction in Kansas City" by Trip AdvisorIn 2019, attendance at the NWWIMM, including events held in the Museum as well as the surrounding Memorial Hill parklands was more than 560,000 (an increase of 65% over fiscal year 2013), including more than 217,000 paid admissions. In 2019 guests from the six inhabited continents, 92 countries and 50 states visited the NWWIMM.
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IRS990/MissionDesc0The National World War I Museum and Memorial (NWWIMM) is America's museum dedicated to remembering, interpreting, and understanding the Great War and its enduring impact on the global community, by: establishing the Museum as the foremost interpreter and resource for insight into the Great War and its enduring impact; providing first-class visitor and virtual experience, and delivering increasingly engaging and accessible activities and experiences to diverse audiences; developing and enriching philanthropic relationships and programs necessary to ensure long-term sustainability; establishing the Museum as a 'must-see' destination, and source of civic pride; and engaging and inspiring key constituents to contribute to the excellence of the Museum and Memorial.

Document Assets

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Filings

Balance SheetOperations
YearAssetsLiabilitiesNet AssetsRevenueExpensesNet Income
2024Facts available. Structured filing facts are available, but richer extracted sections are limited.$58.4$1.40$57.0$24.4$12.7$11.7
2023XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$45.7$0.98$44.7$19.3$10.2$9.09
2022Facts available. Structured filing facts are available, but richer extracted sections are limited.$36.1$1.41$34.7$10.6$9.78$0.83
2021Facts available. Structured filing facts are available, but richer extracted sections are limited.$35.8$0.62$35.1$14.5$10.2$4.28
2020XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$31.9$1.14$30.8$14.9$7.14$7.79
2019Detailed filing. Detailed filing data is available for this year.$23.2$0.52$22.7$9.80$9.13$0.67
2018Facts available. Structured filing facts are available, but richer extracted sections are limited.$22.0$0.54$21.5$10.1$9.01$1.06
2017XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$21.5$0.59$20.9$7.47$6.80$0.67
2016Facts available. Structured filing facts are available, but richer extracted sections are limited.$20.4$0.51$19.9$9.97$5.60$4.38
2015Detailed filing. Detailed filing data is available for this year.$15.7$0.40$15.3$10.6$5.19$5.37
2014Summary only. Only limited summary data is available for this year.$10.7$0.63$10.1$5.02$4.46$0.55
2013Summary only. Only limited summary data is available for this year.$10.1$0.54$9.58$4.39$4.31$0.08
2012Summary only. Only limited summary data is available for this year.$10.0$0.74$9.29$6.50$4.52$1.98
2011Summary only. Only limited summary data is available for this year.$10.5$3.36$7.13$3.37$4.41$1.04
Peer Organizations

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