Civic Intelligence

Counter Tools

990 • Fiscal year 2025 • EIN 45-5599373

Jul 01, 2024 to Jun 30, 2025 • Filed on Aug 25, 2025

Organization ProfileWWW.COUNTERTOOLS.ORG

View Organization Page

11312 US 15-501 North Ste 107-144Chapel Hill, NC 27517

(919) 694-3066

Siviq Scores

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

Liabilities / Assets

19th percentile

0.00x

Tied with the lowest-debt nonprofits in its peer group.

2025 filings • 501(c)3 • $1M-$5M nonprofits • Source year 2025

Liabilities / Revenue

19th percentile

0.00x

Tied with the lowest-debt nonprofits in its peer group.

2025 filings • 501(c)3 • $1M-$5M nonprofits • Source year 2025

Net Margin

39th percentile

0.7%

Higher net margin than 39% of similar nonprofits.

2025 filings • 501(c)3 • $1M-$5M nonprofits • Source year 2025

Top Officer Pay

82nd percentile

$142,480

Higher top officer pay than 82% of similar nonprofits.

Top officer pay equals 9.7% of source-year revenue.

2025 filings • 501(c)3 • $1M-$5M nonprofits • Source year 2025

Asset Growth

44th percentile

2.1%

Faster asset growth than 44% of similar nonprofits.

2025 filings • 501(c)3 • $1M-$5M nonprofits • Annualized from 2024 to 2025

Revenue Growth

56th percentile

9.3%

Faster revenue growth than 56% of similar nonprofits.

2025 filings • 501(c)3 • $1M-$5M nonprofits • Annualized from 2024 to 2025

Balance Sheet
Liabilities / Assets19th percentile

Assets

Up

$482,810

Up $10,125 (+2.1%) from 2024

Net Assets

Up

$482,810

Up $10,125 (+2.1%) from 2024

Liabilities

Flat

$0

Flat from 2024

Revenue And Expenses
Liabilities / Revenue19th percentileNet Margin39th percentile

Revenue

Up

$1,465,348

Up $124,452 (+9.3%) from 2024

Expenses

Up

$1,455,223

Up $251,982 (+21%) from 2024

Net Income

Down

$10,125

Down $127,530 (-93%) from 2024

Historical Trend

Balance Sheet Trend

Asset Growth44th percentile

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

$600K$400K$200K$0Assets 2013: $10,079Liabilities 2013: $2,6452013Assets 2014: $87,782Liabilities 2014: $7,684Net Assets 2014: $80,0982014Assets 2016: $144,845Liabilities 2016: $0Net Assets 2016: $144,8452016Assets 2017: $331,999Liabilities 2017: $20,000Net Assets 2017: $311,9992017Assets 2018: $259,581Liabilities 2018: $0Net Assets 2018: $259,5812018Assets 2019: $319,359Liabilities 2019: $0Net Assets 2019: $319,3592019Assets 2020: $225,794Liabilities 2020: $100,000Net Assets 2020: $125,7942020Assets 2021: $33,118Liabilities 2021: $4,303Net Assets 2021: $28,8152021Assets 2022: $190,593Liabilities 2022: $0Net Assets 2022: $190,5932022Assets 2023: $335,030Liabilities 2023: $0Net Assets 2023: $335,0302023Assets 2024: $472,685Liabilities 2024: $0Net Assets 2024: $472,6852024Assets 2025: $482,810Liabilities 2025: $0Net Assets 2025: $482,8102025

Highlighted filing

2025

Assets$482,810
Liabilities$0
Net Assets$482,810
Open 2025 Filing

Operations Trend

Revenue Growth56th percentile

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

$2.0M$1.0M$0-$1.0MRevenue 2013: $107,998Expenses 2013: $113,842Net Income 2013: -$5,8442013Revenue 2014: $409,153Expenses 2014: $336,488Net Income 2014: $72,6652014Revenue 2016: $1,117,410Expenses 2016: $1,161,569Net Income 2016: -$44,1592016Revenue 2017: $1,855,532Expenses 2017: $1,688,378Net Income 2017: $167,1542017Revenue 2018: $1,579,940Expenses 2018: $1,493,923Net Income 2018: $86,0172018Revenue 2019: $1,215,439Expenses 2019: $1,139,719Net Income 2019: $75,7202019Revenue 2020: $969,453Expenses 2020: $1,163,018Net Income 2020: -$193,5652020Revenue 2021: $1,733,599Expenses 2021: $1,830,578Net Income 2021: -$96,9792021Revenue 2022: $1,686,175Expenses 2022: $1,598,870Net Income 2022: $87,3052022Revenue 2023: $1,251,176Expenses 2023: $1,106,739Net Income 2023: $144,4372023Revenue 2024: $1,340,896Expenses 2024: $1,203,241Net Income 2024: $137,6552024Revenue 2025: $1,465,348Expenses 2025: $1,455,223Net Income 2025: $10,1252025

Highlighted filing

2025

Revenue$1,465,348
Expenses$1,455,223
Net Income$10,125
Open 2025 Filing
Jump To
Filing Snapshot
Filing Period
Jul 1, 2024 to Jun 30, 2025
Signed
Aug 25, 2025
Return Version
2024v5.0
Gross Receipts
$1,465,348
Mission and Program Overview

Mission

Counter tools is a nonprofit provider of proprietary software tools, training, and technical assistance to facilitate local- and state-level public health policy changes affcting the retail environment.

Counter tools is a nonprofit provider of proprietary software tools, training, and technical assistance to facilitate local- and state-level public health policy changes affecting the retail environment.

Balance Sheet Detail
LineBeginningEndChange
Assets
Cash and Non-Interest-Bearing Accounts$472,685$482,810▲ $10,125
Total Assets$472,685$482,810▲ $10,125
Liabilities
Total Liabilities$0$0→ $0
Net Assets / Fund Balance
Net Assets Without Donor Restrictions$472,685$482,810▲ $10,125
Total Net Assets Fund Balance$472,685$482,810▲ $10,125
Total Liabilities and Net Assets / Fund Balance$472,685$482,810▲ $10,125
Compensation and Service Providers
Top Officer Pay82nd percentile

Employees

NameTitleFull / Part TimeBaseOtherTotal
Ernie HudsonSr Director ProduFT$124,939$17,541$142,480
Maria JulianExecutive DiFT$118,996$5,377$124,373
Peter RubenackerDeputy DirecFT$89,019$16,850$105,869

Board Members and Trustees

NameTitle
Ben SpoerBoard Member
Chris FrostBoard Member
Dan KortenBoard Member
Denise SmithBoard Member
Elaine De LeonBoard Member
Hiba AbousleimanBoard Member
Jabari SullenBoard Member
Megan JacobsBoard Member
Mischael MetelusBoard Member

Highest Paid Contractors

ContractorServicesLocationCompensation
WesoftyouSoftware Develo701 BRAZOS ST SUITE 550, Austin, TX 78701$191,000
Revenue and Support

Revenue Composition

Contributions and Grants
$0
Program Service Revenue
$1,453,420
Investment Income
$11,928
Other Revenue
$0
Change in Net Assets
$10,125
Expenses and Functional Allocation

Major Expense Lines

Line ItemAmount
Salaries, Compensation, and Employee Benefits$950,444
Other Expenses$504,779
Grants and Similar Amounts Paid$0
Professional Fundraising Fees$0
Total Fundraising Expense$0

Functional Expense Allocation

Line ItemProgramManagementFundraisingTotal
Other Salaries and Wages$638,469$22,967-$661,436
Fees for Services Other$427,450--$427,450
Current Officers, Directors, Trustees, and Key Employees$97,222$32,407-$129,629
Other Employee Benefits$61,127$4,601-$65,728
Payroll Taxes$57,873$4,356-$62,229
Pension Plan Contributions$29,222$2,200-$31,422
Office Expenses$27,331--$27,331
Travel$20,894--$20,894
Insurance$11,892$895-$12,787
Conferences and Meetings$7,282$548-$7,830
Royalties$5,000--$5,000
Other Expenses$3,487--$3,487
Total Functional Expenses$1,387,249$67,974$0$1,455,223
Fundraising, Events, and Gaming
Fundraising activities
No
Gaming activities
No
Professional fundraiser used
No

Fundraising and Gaming Totals

Line ItemAmount
Professional Fundraising Fees$0
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
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, Page 6, Part VI, Line 11B

“The executive director and deputy director will review form 990 prior to filing.”

Form 990, Page 6, Part VI, Line 12C

“Each director, corporate officer, top management official, employee, and volunteer shall annually sign a statement that they have received a copy of the conflict of interest policy, have read and understand the policy, have agreed to comply with the policy, and disclose any existing conflict of interest.”

Form 990, Page 6, Part VI, Line 15A

“The salaries are determined by a vote of the board based on comparable information available.”

Form 990, Page 6, Part VI, Line 15B

“Key employee salaries are based on annual performance reviews.”

Form 990, Page 6, Part VI, Line 19

“All documents required per internal revenue code to be made available to the public upon request.”

Filing and Contact Details

Filer

Filer Name
Counter Tools
EIN
45-5599373
Phone
9196943066
Address
11312 US 15-501 NORTH STE 107-144, CHAPEL HILL, NC 27517

Signing Officer

Name
Maria Julian
Title
Executive Director
Phone
9196943066
Signed
2025-08-25
Discuss with paid preparer
Yes

Organization Details

Principal Officer
Maria Julian
Formed
2012
Legal Domicile
Nc
Voting Board Members
9
Independent Board Members
9
Employees
11

Preparer

Firm
Langdon & Company Llp
Address
223 US HIGHWAY 70 EAST SUITE 100, GARNER, NC 27529-4051
Preparer
Jessica Dupree
Phone
9196621001
Supplemental Narrative

Additional Explanations

Form 990, Part IX, Line 11G

“Professional fees 29,003 0 0 it subcontractor 398,447 0 0 total 427,450 0 0”

Raw XML Appendix386 raw XML fields

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/ReportOtherAssetsInd0false
IRS990/ReportOtherLiabilitiesInd0false
IRS990/ReportProgramRelatedInvstInd0false
IRS990/RevenueAmt01453420
IRS990/RoyaltiesGrp/ProgramServicesAmt05000
IRS990/RoyaltiesGrp/TotalAmt05000
IRS990ScheduleA/Form990ScheduleAPartVIGrp/ExplanationTxt0OTHER INCOME 2,533
IRS990ScheduleA/Form990ScheduleAPartVIGrp/FormAndLineReferenceDesc0PART III, LINE 12
IRS990ScheduleA/GrossInvestmentIncome509Grp/CurrentTaxYearAmt011928
IRS990ScheduleA/GrossInvestmentIncome509Grp/CurrentTaxYearMinus1YearAmt06929
IRS990ScheduleA/GrossInvestmentIncome509Grp/TotalAmt018857
IRS990ScheduleA/GrossReceiptsAdmissionsGrp/CurrentTaxYearAmt01453420
IRS990ScheduleA/GrossReceiptsAdmissionsGrp/CurrentTaxYearMinus1YearAmt01333967
IRS990ScheduleA/GrossReceiptsAdmissionsGrp/CurrentTaxYearMinus2YearsAmt01251176
IRS990ScheduleA/GrossReceiptsAdmissionsGrp/CurrentTaxYearMinus3YearsAmt01686175
IRS990ScheduleA/GrossReceiptsAdmissionsGrp/CurrentTaxYearMinus4YearsAmt01731066
IRS990ScheduleA/GrossReceiptsAdmissionsGrp/TotalAmt07455804
IRS990ScheduleA/InvestmentIncomeAndUBTIGrp/CurrentTaxYearAmt011928
IRS990ScheduleA/InvestmentIncomeAndUBTIGrp/CurrentTaxYearMinus1YearAmt06929
IRS990ScheduleA/InvestmentIncomeAndUBTIGrp/TotalAmt018857
IRS990ScheduleA/InvestmentIncomeCYPct00.00000
IRS990ScheduleA/InvestmentIncomePYPct00.00000
IRS990ScheduleA/OtherIncome509Grp/CurrentTaxYearMinus4YearsAmt02533
IRS990ScheduleA/OtherIncome509Grp/TotalAmt02533
IRS990ScheduleA/PubliclySupportedOrg509a2Ind0X
IRS990ScheduleA/PublicSupportCY509Pct00.99710
IRS990ScheduleA/PublicSupportPY509Pct00.97810
IRS990ScheduleA/PublicSupportTotal509Amt07455804
IRS990ScheduleA/ThirtyThrPctSuprtTestsCY509Ind0X
IRS990ScheduleA/Total509Grp/CurrentTaxYearAmt01453420
IRS990ScheduleA/Total509Grp/CurrentTaxYearMinus1YearAmt01333967
IRS990ScheduleA/Total509Grp/CurrentTaxYearMinus2YearsAmt01251176
IRS990ScheduleA/Total509Grp/CurrentTaxYearMinus3YearsAmt01686175
IRS990ScheduleA/Total509Grp/CurrentTaxYearMinus4YearsAmt01731066
IRS990ScheduleA/Total509Grp/TotalAmt07455804
IRS990ScheduleA/TotalSupportCalendarYearGrp/CurrentTaxYearAmt01465348
IRS990ScheduleA/TotalSupportCalendarYearGrp/CurrentTaxYearMinus1YearAmt01340896
IRS990ScheduleA/TotalSupportCalendarYearGrp/CurrentTaxYearMinus2YearsAmt01251176
IRS990ScheduleA/TotalSupportCalendarYearGrp/CurrentTaxYearMinus3YearsAmt01686175
IRS990ScheduleA/TotalSupportCalendarYearGrp/CurrentTaxYearMinus4YearsAmt01733599
IRS990ScheduleA/TotalSupportCalendarYearGrp/TotalAmt07477194
IRS990/ScheduleBRequiredInd0false
IRS990/ScheduleJRequiredInd0false
IRS990/ScheduleORequiredInd0true
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt0THE EXECUTIVE DIRECTOR AND DEPUTY DIRECTOR WILL REVIEW FORM 990 PRIOR TO FILING.
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt1EACH DIRECTOR, CORPORATE OFFICER, TOP MANAGEMENT OFFICIAL, EMPLOYEE, AND VOLUNTEER SHALL ANNUALLY SIGN A STATEMENT THAT THEY HAVE RECEIVED A COPY OF THE CONFLICT OF INTEREST POLICY, HAVE READ AND UNDERSTAND THE POLICY, HAVE AGREED TO COMPLY WITH THE POLICY, AND DISCLOSE ANY EXISTING CONFLICT OF INTEREST.
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt2THE SALARIES ARE DETERMINED BY A VOTE OF THE BOARD BASED ON COMPARABLE INFORMATION AVAILABLE.
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt3KEY EMPLOYEE SALARIES ARE BASED ON ANNUAL PERFORMANCE REVIEWS.
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt4ALL DOCUMENTS REQUIRED PER INTERNAL REVENUE CODE TO BE MADE AVAILABLE TO THE PUBLIC UPON REQUEST.
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt5PROFESSIONAL FEES 29,003 0 0 IT SUBCONTRACTOR 398,447 0 0 TOTAL 427,450 0 0
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc0FORM 990, PAGE 6, PART VI, LINE 11B
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc1FORM 990, PAGE 6, PART VI, LINE 12C
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc2FORM 990, PAGE 6, PART VI, LINE 15A
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc3FORM 990, PAGE 6, PART VI, LINE 15B
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc4FORM 990, PAGE 6, PART VI, LINE 19
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc5FORM 990, PART IX, LINE 11G
IRS990/SchoolOperatingInd0false
IRS990/SignificantChangeInd0false
IRS990/SignificantNewProgramSrvcInd0false
IRS990/StatesWhereCopyOfReturnIsFldCd0NC
IRS990/SubjectToExcsTaxNetInvstIncInd0false
IRS990/SubjectToProxyTaxInd0false
IRS990/SubjToTaxRmnrtnExPrchtPymtInd0false
IRS990/TaxablePartyNotificationInd0false
IRS990/TaxExemptBondsInd0false
IRS990/TerminateOperationsInd0false
IRS990/TotalAssetsBOYAmt0472685
IRS990/TotalAssetsEOYAmt0482810
IRS990/TotalAssetsGrp/BOYAmt0472685
IRS990/TotalAssetsGrp/EOYAmt0482810
IRS990/TotalCompGreaterThan150KInd0false
IRS990/TotalEmployeeCnt011
IRS990/TotalFunctionalExpensesGrp/FundraisingAmt00
IRS990/TotalFunctionalExpensesGrp/ManagementAndGeneralAmt067974
IRS990/TotalFunctionalExpensesGrp/ProgramServicesAmt01387249
IRS990/TotalFunctionalExpensesGrp/TotalAmt01455223
IRS990/TotalGrossUBIAmt00
IRS990/TotalLiabilitiesEOYAmt00
IRS990/TotalLiabilitiesGrp/BOYAmt00
IRS990/TotalLiabilitiesGrp/EOYAmt00
IRS990/TotalNetAssetsFundBalanceGrp/BOYAmt0472685
IRS990/TotalNetAssetsFundBalanceGrp/EOYAmt0482810
IRS990/TotalOtherCompensationAmt039768
IRS990/TotalProgramServiceExpensesAmt01387249
IRS990/TotalProgramServiceRevenueAmt01453420
IRS990/TotalReportableCompFromOrgAmt0332954
IRS990/TotalRevenueGrp/ExclusionAmt011928
IRS990/TotalRevenueGrp/RelatedOrExemptFuncIncomeAmt01453420
IRS990/TotalRevenueGrp/TotalRevenueColumnAmt01465348
IRS990/TotLiabNetAssetsFundBalanceGrp/BOYAmt0472685
IRS990/TotLiabNetAssetsFundBalanceGrp/EOYAmt0482810
IRS990/TravelGrp/ProgramServicesAmt020894
IRS990/TravelGrp/TotalAmt020894
IRS990/TrnsfrExmptNonChrtblRltdOrgInd0false
IRS990/TypeOfOrganizationCorpInd0X
IRS990/UnrelatedBusIncmOverLimitInd0false
IRS990/USAddress/AddressLine1Txt011312 US 15-501 NORTH SUITE 107-14
IRS990/USAddress/CityNm0CHAPEL HILL
IRS990/USAddress/StateAbbreviationCd0NC
IRS990/USAddress/ZIPCd027517
IRS990/VotingMembersGoverningBodyCnt09
IRS990/VotingMembersIndependentCnt09
IRS990/WebsiteAddressTxt0WWW.COUNTERTOOLS.ORG
IRS990/WhistleblowerPolicyInd0true
ReturnHeader/BuildTS02025-03-06 01:10:19Z
ReturnHeader/BusinessOfficerGrp/DiscussWithPaidPreparerInd0true
ReturnHeader/BusinessOfficerGrp/PersonNm0MARIA JULIAN
ReturnHeader/BusinessOfficerGrp/PersonTitleTxt0EXECUTIVE DIRECTOR
ReturnHeader/BusinessOfficerGrp/PhoneNum09196943066
ReturnHeader/BusinessOfficerGrp/SignatureDt02025-08-25
ReturnHeader/Filer/BusinessName/BusinessNameLine1Txt0COUNTER TOOLS
ReturnHeader/Filer/BusinessNameControlTxt0COUN
ReturnHeader/Filer/EIN0455599373
ReturnHeader/Filer/PhoneNum09196943066
ReturnHeader/Filer/USAddress/AddressLine1Txt011312 US 15-501 NORTH STE 107-144
ReturnHeader/Filer/USAddress/CityNm0CHAPEL HILL
ReturnHeader/Filer/USAddress/StateAbbreviationCd0NC
ReturnHeader/Filer/USAddress/ZIPCd027517
ReturnHeader/IRSResponsiblePrtyInfoCurrInd0true
ReturnHeader/PreparerFirmGrp/PreparerFirmEIN0561743537
ReturnHeader/PreparerFirmGrp/PreparerFirmName/BusinessNameLine1Txt0LANGDON & COMPANY LLP
ReturnHeader/PreparerFirmGrp/PreparerUSAddress/AddressLine1Txt0223 US HIGHWAY 70 EAST SUITE 100
ReturnHeader/PreparerFirmGrp/PreparerUSAddress/CityNm0GARNER
ReturnHeader/PreparerFirmGrp/PreparerUSAddress/StateAbbreviationCd0NC
ReturnHeader/PreparerFirmGrp/PreparerUSAddress/ZIPCd0275294051
ReturnHeader/PreparerPersonGrp/PhoneNum09196621001
ReturnHeader/PreparerPersonGrp/PreparationDt02025-08-25
ReturnHeader/PreparerPersonGrp/PreparerPersonNm0JESSICA DUPREE
ReturnHeader/ReturnTs02025-09-10T09:24:28-04:00
ReturnHeader/ReturnTypeCd0990
ReturnHeader/TaxPeriodBeginDt02024-07-01
ReturnHeader/TaxPeriodEndDt02025-06-30
ReturnHeader/TaxYr02024

Document Assets

No mirrored PDF or thumbnail assets are attached yet.

Filings

Displayed year

2025 • Form 990Facts available. Structured filing facts are available, but richer extracted sections are limited.

Open filing
Assets
$482,810
Liabilities
$0
Net assets
$482,810
Revenue
$1,465,348
Expenses
$1,455,223
Net income
$10,125
Balance SheetOperations
YearAssetsLiabilitiesNet AssetsRevenueExpensesNet Income
2025Facts available. Structured filing facts are available, but richer extracted sections are limited.$0.48$0.00$0.48$1.47$1.46$0.01
2024Detailed filing. Detailed filing data is available for this year.$0.47$0.00$0.47$1.34$1.20$0.14
2023Detailed filing. Detailed filing data is available for this year.$0.34$0.00$0.34$1.25$1.11$0.14
2022Detailed filing. Detailed filing data is available for this year.$0.19$0.00$0.19$1.69$1.60$0.09
2021Detailed filing. Detailed filing data is available for this year.$0.03$0.00$0.03$1.73$1.83$0.10
2020Detailed filing. Detailed filing data is available for this year.$0.23$0.10$0.13$0.97$1.16$0.19
2019Detailed filing. Detailed filing data is available for this year.$0.32$0.00$0.32$1.22$1.14$0.08
2018Detailed filing. Detailed filing data is available for this year.$0.26$0.00$0.26$1.58$1.49$0.09
2017Detailed filing. Detailed filing data is available for this year.$0.33$0.02$0.31$1.86$1.69$0.17
2016Detailed filing. Detailed filing data is available for this year.$0.14$0.00$0.14$1.12$1.16$0.04
2014Detailed filing. Detailed filing data is available for this year.$0.09$0.01$0.08$0.41$0.34$0.07
2013Summary only. Only limited summary data is available for this year.$0.01$0.00$0.11$0.11$0.01