Civic Intelligence

Family First Inc

EIN 59-3043408 • 501(c)3 • Tampa, FL

Profile

The mission of family first is to provide parenting, marriage and relational truth that helps people love their family well and gives them greater hope for the future.

5509 W Gray Street 100Tampa, FL 33609

www.familyfirst.net

Siviq Scores

Precomputed percentiles relative to similar nonprofits. These scores are descriptive rather than judgmental.

Liabilities / Assets

41st percentile

0.11x

Higher debt load relative to assets than 41% of similar nonprofits.

501(c)3 • $10M-$25M nonprofits • Source year 2024

Liabilities / Revenue

28th percentile

0.08x

Higher debt load relative to revenue than 28% of similar nonprofits.

501(c)3 • $10M-$25M nonprofits • Source year 2024

Net Margin

68th percentile

14%

Higher net margin than 68% of similar nonprofits.

501(c)3 • $10M-$25M nonprofits • Source year 2024

Top Officer Pay

Score unavailable

No value available

No filing with officer rows is available for this organization yet.

Asset Growth

80th percentile

20%

Faster asset growth than 80% of similar nonprofits.

501(c)3 • $10M-$25M nonprofits • Annualized from 2023 to 2024

Revenue Growth

46th percentile

5.3%

Faster revenue growth than 46% of similar nonprofits.

501(c)3 • $10M-$25M nonprofits • Annualized from 2023 to 2024

Assets

Up

$15,689,274

Up $2,569,776 (+20%) from 2023

Liabilities

Down

$1,758,660

Down $480,958 (-21%) from 2023

Net Assets

Up

$13,930,614

Up $3,050,734 (+28%) from 2023

Revenue

Up

$21,225,816

Up $1,069,724 (+5.3%) from 2023

Expenses

Up

$18,219,970

Up $2,962,893 (+19%) from 2023

Net Income

Down

$3,005,846

Down $1,893,169 (-39%) from 2023

Trend Graphs

Balance Sheet Trend

Grouped bars show assets, liabilities, and net assets across loaded filings.

$20M$15M$10M$5.0M$0Assets 2011: $912,569Liabilities 2011: $27,316Net Assets 2011: $885,2532011Assets 2012: $681,298Liabilities 2012: $81,480Net Assets 2012: $599,8182012Assets 2013: $684,538Liabilities 2013: $61,737Net Assets 2013: $622,8012013Assets 2014: $521,542Liabilities 2014: $58,772Net Assets 2014: $462,7702014Assets 2015: $1,078,269Liabilities 2015: $119,983Net Assets 2015: $958,2862015Assets 2016: $870,657Liabilities 2016: $227,599Net Assets 2016: $643,0582016Assets 2017: $841,415Liabilities 2017: $197,956Net Assets 2017: $643,4592017Assets 2018: $1,393,661Liabilities 2018: $324,897Net Assets 2018: $1,068,7642018Assets 2019: $1,807,951Liabilities 2019: $126,354Net Assets 2019: $1,681,5972019Assets 2020: $2,447,926Liabilities 2020: $23,198Net Assets 2020: $2,424,7282020Assets 2021: $2,972,465Liabilities 2021: $6,506Net Assets 2021: $2,965,9592021Assets 2022: $6,837,722Liabilities 2022: $911,602Net Assets 2022: $5,926,1202022Assets 2023: $13,119,498Liabilities 2023: $2,239,618Net Assets 2023: $10,879,8802023Assets 2024: $15,689,274Liabilities 2024: $1,758,660Net Assets 2024: $13,930,6142024

Highlighted filing

2024

Assets$15,689,274
Liabilities$1,758,660
Net Assets$13,930,614

Operations Trend

Revenue, expenses, and net income by year, with the latest filing highlighted.

$30M$20M$10M$0-$10MRevenue 2011: $2,619,081Expenses 2011: $2,856,211Net Income 2011: -$237,1302011Revenue 2012: $2,870,540Expenses 2012: $3,155,975Net Income 2012: -$285,4352012Revenue 2013: $2,635,527Expenses 2013: $2,612,544Net Income 2013: $22,9832013Revenue 2014: $3,088,389Expenses 2014: $3,248,420Net Income 2014: -$160,0312014Revenue 2015: $3,702,660Expenses 2015: $3,351,607Net Income 2015: $351,0532015Revenue 2016: $3,775,674Expenses 2016: $4,090,902Net Income 2016: -$315,2282016Revenue 2017: $4,003,468Expenses 2017: $4,003,067Net Income 2017: $4012017Revenue 2018: $4,399,269Expenses 2018: $3,973,964Net Income 2018: $425,3052018Revenue 2019: $4,746,242Expenses 2019: $4,142,170Net Income 2019: $604,0722019Revenue 2020: $4,691,332Expenses 2020: $3,948,201Net Income 2020: $743,1312020Revenue 2021: $5,250,838Expenses 2021: $4,709,607Net Income 2021: $541,2312021Revenue 2022: $10,591,645Expenses 2022: $7,631,484Net Income 2022: $2,960,1612022Revenue 2023: $20,156,092Expenses 2023: $15,257,077Net Income 2023: $4,899,0152023Revenue 2024: $21,225,816Expenses 2024: $18,219,970Net Income 2024: $3,005,8462024

Highlighted filing

2024

Revenue$21,225,816
Expenses$18,219,970
Net Income$3,005,846

Filings

Balance SheetOperations
YearAssetsLiabilitiesNet AssetsRevenueExpensesNet Income
2024Detailed filing. Detailed filing data is available for this year.$15.7$1.76$13.9$21.2$18.2$3.01
2023Detailed filing. Detailed filing data is available for this year.$13.1$2.24$10.9$20.2$15.3$4.90
2022Detailed filing. Detailed filing data is available for this year.$6.84$0.91$5.93$10.6$7.63$2.96
2021Detailed filing. Detailed filing data is available for this year.$2.97$0.01$2.97$5.25$4.71$0.54
2020Detailed filing. Detailed filing data is available for this year.$2.45$0.02$2.42$4.69$3.95$0.74
2019Detailed filing. Detailed filing data is available for this year.$1.81$0.13$1.68$4.75$4.14$0.60
2018Detailed filing. Detailed filing data is available for this year.$1.39$0.32$1.07$4.40$3.97$0.43
2017Detailed filing. Detailed filing data is available for this year.$0.84$0.20$0.64$4.00$4.00$0.00
2016Detailed filing. Detailed filing data is available for this year.$0.87$0.23$0.64$3.78$4.09$0.32
2015Detailed filing. Detailed filing data is available for this year.$1.08$0.12$0.96$3.70$3.35$0.35
2014Detailed filing. Detailed filing data is available for this year.$0.52$0.06$0.46$3.09$3.25$0.16
2013Summary only. Only limited summary data is available for this year.$0.68$0.06$0.62$2.64$2.61$0.02
2012Summary only. Only limited summary data is available for this year.$0.68$0.08$0.60$2.87$3.16$0.29
2011Summary only. Only limited summary data is available for this year.$0.91$0.03$0.89$2.62$2.86$0.24
Latest Filing Detail
Jump To
Filing Snapshot
Filing Period
Jan 1, 2024 to Dec 31, 2024
Signed
May 14, 2025
Return Version
2024v5.1
Gross Receipts
$21,254,512
Mission and Program Overview

Mission

The mission of family first is to provide parenting, marriage and relational truth that helps people love their family well and gives them greater hope for the future.

To provide parenting, marriage and relational truth that helps people love their family well.

Balance Sheet Detail
LineBeginningEndChange
Assets
Savings and Temporary Cash Investments$6,252,465$10,057,943▲ $3,805,478
Cash and Non-Interest-Bearing Accounts$3,889,843$3,963,398▲ $73,555
Accounts Receivable$2,391,439$1,116,911▼ $1,274,528
Land, Buildings, and Equipment, Net$124,907$166,451▲ $41,544
Inventories for Sale or Use$61,987$59,557▼ $2,430
Prepaid Expenses and Deferred Charges$33,640$54,338▲ $20,698
Total Assets$13,119,498$15,689,274▲ $2,569,776
Other Assets Total$365,217$270,676▼ $94,541
Liabilities
Accounts Payable and Accrued Expenses$1,019,943$1,337,190▲ $317,247
Other Liabilities$365,217$270,676▼ $94,541
Deferred Revenue$854,458$150,794▼ $703,664
Total Liabilities$2,239,618$1,758,660▼ $480,958
Net Assets / Fund Balance
Net Assets Without Donor Restrictions$10,879,880$13,930,614▲ $3,050,734
Total Net Assets Fund Balance$10,879,880$13,930,614▲ $3,050,734
Total Liabilities and Net Assets / Fund Balance$13,119,498$15,689,274▲ $2,569,776

Asset Categories

AssetBook ValueDepreciationBasis
Equipment$127,626$162,400$290,026
Leasehold Improvements$38,825$86,554$125,379
Compensation and Service Providers

Employees

NameTitleFull / Part TimeBaseOtherTotal
Mark MerrillPresidentFT$189,055$455,153$644,208
Susan MerrillChief Marketing & Program OfficerFT$140,191$109,034$249,225
Daniel FarraChief Operating OfficerFT$162,254$79,030$241,284
Ted LoweContent Creator and CommunicatorFT$113,105$61,350$174,455
Jason HoodAll Pro Dad Chapters DirectorFT$98,702$57,639$156,341
Lesley BatemanDirector of Partner ServicesFT$144,862$4,327$149,189
Angela BishopDirector of OperationsFT$141,210$4,210$145,420
Brian BurridgeSenior Web DeveloperFT$117,909$21,906$139,815

Board Members and Trustees

NameTitle
Mark JohnsonChairman Starting Sept 2024
S Cary GaylordChairman Until Sept, Director
Ann GaylordDirector
Becki CarmichaelDirector
Bridgette CahillDirector
Bryant Skinner JrDirector
Chad CahillDirector
Christina JohnsonDirector
Kendall SpencerDirector
Michael CarmichaelDirector
Sylvia SpencerDirector
Drew WeatherfordDirector Until April 2024
Morgan WeatherfordDirector Until April 2024
Porter SmithDirector Until April 2024
Susan SmithDirector Until April 2024
Joan SkinnerDirector Until November 2024

Highest Paid Contractors

ContractorServicesLocationCompensation
Daniel Brian AdvertisingAdvertising222 S MAIN STREET, Rochester, MI 48307$3,116,126
GoogleAdvertising1600 AMPHITHEATRE PARKWAY, Mountain View, CA 94043$2,117,997
Further Worldwide LLCData Strategy271 17TH STREET NW SUITE 1700, Atlanta, GA 30363$1,310,299
MetaAdvertising1601 WILLOW ROAD, Menlo Park, CA 94025$1,090,394
Adp Total SourcePayroll Services4900 W LEMON STREET, Tampa, FL 33509$840,500
Revenue and Support

Revenue Composition

Contributions and Grants
$20,271,004
Program Service Revenue
$313,069
Investment Income
$339,828
Other Revenue
$301,915
All Other Contributions
$8,602,037
Change in Net Assets
$3,005,846

Audited Revenue Reconciliation

Revenue per Audited Statements
$21,225,816
Revenue Not Reported on Financial Statements
$0
Revenue Not Reported on Form 990
$5,136,901
Total Revenue per Audited Statements
$26,362,717
Total Revenue per Form 990
$21,225,816
Expenses and Functional Allocation

Major Expense Lines

Line ItemAmount
Other Expenses$12,607,989
Salaries, Compensation, and Employee Benefits$5,611,981
Total Fundraising Expense$1,386,243
Grants and Similar Amounts Paid$0
Professional Fundraising Fees$0

Functional Expense Allocation

Line ItemProgramManagementFundraisingTotal
Advertising$7,981,727-$16,144$7,997,871
Other Salaries and Wages$2,882,945$243,122$469,822$3,595,889
Fees for Services Other$2,737,424$9,018$212,472$2,958,914
Current Officers, Directors, Trustees, and Key Employees$909,703$76,706$148,308$1,134,717
Other Employee Benefits$312,052$26,315$50,859$389,226
Information Technology$237,107$9,168$112,467$358,742
Payroll Taxes$278,274$23,466$45,354$347,094
Fees for Services Lobbying$196,771$14,691$32,580$244,042
Travel$61,989$2,305$128,829$193,123
Conferences and Meetings$95,721$1,306$64,856$161,883
Pension Plan Contributions$116,294$9,807$18,954$145,055
Occupancy$104,633$5,708$12,656$122,997
Office Expenses$64,584$1,562$36,924$103,070
Depreciation Depletion$39,016$2,748$8,147$49,911
Other Expenses$32,778$1,027$2,802$36,607
All Other Expenses$25,960$753$4,194$30,907
Insurance$18,989$1,418$3,144$23,551
Fees for Services Accounting$11,825$831$1,844$14,500
Fees for Services Legal$3,268$244$541$4,053
Total Functional Expenses$16,401,445$432,282$1,386,243$18,219,970

Audited Expense Reconciliation

Line ItemAmount
Total Expenses per Audited Statements$23,311,983
Expenses per Audited Statements$18,219,970
Total Expenses per Form 990$18,219,970
Expenses Not Reported on Form 990$5,092,013
Expenses Not Reported on Financial Statements$0
Fundraising, Events, and Gaming
Fundraising activities
Yes
Gaming activities
No
Professional fundraiser used
No

Fundraising and Gaming Totals

Line ItemAmount
Fundraising Direct Expenses$4,961
Fundraising Gross Income$4,566
Professional Fundraising Fees$0

Fundraising Events

EventGross ReceiptsGross RevenueDirect ExpensesNet Income
Jacksonville Dinne$27,950$3,148$395$2,753
Nashville Dinner$28,850$1,418-$1,418
Total Events$56,800$4,566$4,961$-395
Political and Lobbying Activity
Political campaign activity
No
Lobbying activity
Yes
Subject to proxy tax
No
Insider Transactions and Loans

Interested-Person Transactions

Interested PartyRelationshipDescriptionShared RevenueAmount
Mark MerrillEmployee Married to Susan Merrill, Family First Board MemberPresident Is Paid as an EmployeeNo$590,670
Susan MerrillEmployee Married to Mark Merrill, First Family PresidentDirector Paid as an EmployeeNo$220,941
Megan TignorDaughter of Susan and Mark Merrill, Family First Board Member and PresidentPaid as an EmployeeNo$109,202
Debt and Bond Financing

Other Reported Liabilities

LiabilityAmount
Lease Liabilities$270,676
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
Yes
Business relationship with organization members
Yes
Material changes to governing documents
No
Compensation from other sources disclosed
No
CEO compensation reviewed
Yes
Other officer compensation reviewed
No
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 A, Line 2

Chad cahill and bridgette cahill are directors on the board of directors and are married. Porter smith and susan smith are directors on the board of directors and are married. Michael carmichael and becki carmichael are directors on the board of directors and are married. S. Cary gaylord and ann k. Gaylord are directors on the board of directors and are married. Mark johnson and christina johnson are directors on the board of directors and are married. Bryant skinner and joan skinner are directors on the board of directors and are married. Kendall spencer and sylvia spencer are directors on the board of directors and are married. Mark merrill and susan merrill are directors on the board of directors and are married. Drew weatherford and morgan weatherford are directors on the board and are married.

Form 990, Part VI, Section B, Line 11B

A draft copy of the 990 tax return is provided to the president, accounting manager and all board members by the cpa firm that prepares the return. If any changes are necessary, the cpa makes the necessary changes and then a new draft is provided to ensure all changes were accurately made. The president then approves form 990 and the return is electronically filed with the irs.

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

Any director, principal officer, key employees, or member of a committe with governing board delegated powers (interested persons) with a financial interest must disclose the existence of the financial interest and be given the opportunity to disclose all material facts to the board or executive committee. After disclosure, the interested person must recuse himself or herself from discussing or voting on the matter. After exercising due diligence, the remaining board or executive committee shall determine by a majority vote of the disinterested directors whether the transaction or arrangement is in family first's best interest, and shall made its decision as to whether to entere into the transaction or arrangement. If the board or executive committee has reasonable cause to believe a member has failed to disclose actual or possible conflicts of interest, it shall inform the member of the basis for such belief and afford the member an opportunity to explain the alleged failure to disclose. If, after hearing the member's response and after making further investigation as warranted by the circumstances, the board or executive committee determines the member has failed to disclose an actual or possible conflict of interest, it shall take appropriate disciplinary and corrective action.

Form 990, Part VI, Section B, Line 15A

The board annually reviews and approves the compensation of the president. During the deliberations, the board will utilize comparability data and contemporaneously substantiate the decision. Information from various independent sources will be used along with performing a compensation analysis to make sure that the president's salary is competitive and comparable with other non-profits in our particular industry, while also allowing for years of experience. The process was last undertaken in 2024.

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 by providing them on the organiztion's website, or upon request.

Filing and Contact Details

Filer

Filer Name
Family First Inc
EIN
59-3043408
Phone
8132228300
Address
5509 W GRAY STREET 100, TAMPA, FL 33609

Signing Officer

Name
Mark Merrill
Title
President
Phone
8132228300
Signed
2025-05-14
Discuss with paid preparer
Yes

Organization Details

Principal Officer
Mark Merrill
Formed
1991
Legal Domicile
Fl
Voting Board Members
13
Independent Board Members
11
Employees
59
Volunteers
1,450

Preparer

Firm
Schafer Tschopp Whitcomb Et Al
Address
541 S ORLANDO AVENUE SUITE 312, MAITLAND, FL 32751
Preparer
Thomas Tschopp
Phone
4078752760
Supplemental Narrative

Additional Explanations

Form 990, Part IX, Line 11G

Other professional fees: program service expenses 2,615,144. Management and general expenses 863. Fundraising expenses 196,711. Total expenses 2,812,718. Fflp fees: program service expenses 25,577. Management and general expenses 0. Fundraising expenses 0. Total expenses 25,577. Employee leasing fees: program service expenses 96,703. Management and general expenses 8,155. Fundraising expenses 15,761. Total expenses 120,619.

Financial Statement Notes

PART X, LINE 2:

The organization follows the provisions of fasb asc (accounting codification) no. 740, accounting for uncertainty in income taxes. The organization has not recognized any respective liability for unrecognized tax benefits as it has no known tax positions that would subject the organization to any material income tax exposure. A reconciliation of the beginning and ending amount of unrecognized tax benefits is not included, nor is there any interest accrued related to unrecognized tax benefits in interest expense and penalties in operating expenses as there are no unrecognized tax benefits. The organization is exempt from federal income tax under provision of section 501(c)(3) of the internal revenue code. In addition, the organization has been determined by the internal revenue service not to be a private foundation within the meaning of section 509(a) of the code. Consequently, no provision for income taxes has been included in the accompanying financial statements. Under financial accounting standards board's (the "fasb") accounting standards codification 740, an entity's income tax returns are subject to examination by the applicable taxing authorities. The time period during which a return may be selected by a taxing authority for examination generally ends at the later of three years after the initial due date of the return or three years after the return is filed. At december 31, 2024, the organization's tax years that remain subject to examination are 2021-2023.

PART XI, LINE 2D - OTHER ADJUSTMENTS:

Product sales cogs 23,885.

PART XII, LINE 2D - OTHER ADJUSTMENTS:

Product sales cogs 23,885.

Raw XML AppendixShowing 400 of 813 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/Desc0FATHERHOOD PROGRAM:ALL PRO DAD IS OUR INNOVATIVE FATHERHOOD PROGRAM HELPING MEN TO BE BETTER DADS. OUR SPOKESMEN, EVENTS, ALL PRO DAD CHAPTERS BASED PROGRAM, DAILY EMAILS AND ALLPRODAD.COM WEBSITE INSPIRE AND EQUIP FATHERS TO BE ACTIVELY INVOLVED IN THEIR CHILDREN'S LIVES. ALLPRODAD.COM HAD 8,471,156 PAGEVIEWS AND 4,093,560 USERS DURING 2024.
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IRS990/Form990PartVIISectionAGrp/TitleTxt0CHAIRMAN STARTING SEPT 2024
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IRS990/Form990PartVIISectionAGrp/TitleTxt4DIRECTOR UNTIL APRIL 2024
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IRS990/Form990PartVIISectionAGrp/TitleTxt17DIRECTOR UNTIL APRIL 2024
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