Civic Intelligence

The Brandlab

EIN 80-0199088 • 501(c)3 • Minneapolis, MN

Profile

To change the face and voice of the marketing and advertising profession.

PO Box 8159Minneapolis, MN 55408

www.thebrandlab.org

Siviq Scores

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

Liabilities / Assets

73rd percentile

0.29x

Higher debt load relative to assets than 73% of similar nonprofits.

501(c)3 • $1M-$5M nonprofits • Source year 2024

Liabilities / Revenue

62nd percentile

0.16x

Higher debt load relative to revenue than 62% of similar nonprofits.

501(c)3 • $1M-$5M nonprofits • Source year 2024

Net Margin

8th percentile

-41%

Higher net margin than 8% of similar nonprofits.

501(c)3 • $1M-$5M 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

4th percentile

-45%

Faster asset growth than 4% of similar nonprofits.

501(c)3 • $1M-$5M nonprofits • Annualized from 2023 to 2024

Revenue Growth

67th percentile

19%

Faster revenue growth than 67% of similar nonprofits.

501(c)3 • $1M-$5M nonprofits • Annualized from 2023 to 2024

Balance Sheet
Liabilities / Assets73rd percentile

Assets

Down

$1,004,516

Down $811,831 (-45%) from 2023

Liabilities

Down

$289,245

Down $90,295 (-24%) from 2023

Net Assets

Down

$715,271

Down $721,536 (-50%) from 2023

Operations
Liabilities / Revenue62nd percentileNet Margin8th percentile

Revenue

Up

$1,769,549

Up $276,749 (+19%) from 2023

Expenses

Down

$2,491,085

Down $272,174 (-9.8%) from 2023

Net Income

Up

-$721,536

Up $548,923 (+43%) from 2023

Trend Graphs

Balance Sheet Trend

Asset Growth4th percentile

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

$3.0M$2.0M$1.0M$0Assets 2011: $129,217Liabilities 2011: $45,942Net Assets 2011: $83,2752011Assets 2012: $125,021Liabilities 2012: $61,852Net Assets 2012: $63,1692012Assets 2013: $188,514Liabilities 2013: $81,775Net Assets 2013: $106,7392013Assets 2014: $197,591Liabilities 2014: $65,745Net Assets 2014: $131,8462014Assets 2015: $229,198Liabilities 2015: $81,595Net Assets 2015: $147,6032015Assets 2016: $294,844Liabilities 2016: $82,203Net Assets 2016: $212,6412016Assets 2017: $591,191Liabilities 2017: $75,515Net Assets 2017: $515,6762017Assets 2018: $974,408Liabilities 2018: $71,327Net Assets 2018: $903,0812018Assets 2019: $867,490Liabilities 2019: $80,748Net Assets 2019: $786,7422019Assets 2020: $1,325,940Liabilities 2020: $233,118Net Assets 2020: $1,092,8222020Assets 2021: $2,852,295Liabilities 2021: $244,347Net Assets 2021: $2,607,9482021Assets 2022: $2,985,937Liabilities 2022: $278,671Net Assets 2022: $2,707,2662022Assets 2023: $1,816,347Liabilities 2023: $379,540Net Assets 2023: $1,436,8072023Assets 2024: $1,004,516Liabilities 2024: $289,245Net Assets 2024: $715,2712024

Highlighted filing

2024

Assets$1,004,516
Liabilities$289,245
Net Assets$715,271
Open 2024 Filing

Operations Trend

Revenue Growth67th percentile

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

$4.0M$2.0M$0-$2.0MRevenue 2011: $262,733Expenses 2011: $252,682Net Income 2011: $10,0512011Revenue 2012: $261,019Expenses 2012: $281,125Net Income 2012: -$20,1062012Revenue 2013: $359,718Expenses 2013: $316,148Net Income 2013: $43,5702013Revenue 2014: $341,529Expenses 2014: $316,422Net Income 2014: $25,1072014Revenue 2015: $453,138Expenses 2015: $437,381Net Income 2015: $15,7572015Revenue 2016: $544,790Expenses 2016: $479,752Net Income 2016: $65,0382016Revenue 2017: $881,850Expenses 2017: $594,020Net Income 2017: $287,8302017Revenue 2018: $1,101,166Expenses 2018: $713,761Net Income 2018: $387,4052018Revenue 2019: $813,177Expenses 2019: $949,516Net Income 2019: -$136,3392019Revenue 2020: $1,289,495Expenses 2020: $983,415Net Income 2020: $306,0802020Revenue 2021: $2,799,167Expenses 2021: $1,284,041Net Income 2021: $1,515,1262021Revenue 2022: $2,203,610Expenses 2022: $2,104,292Net Income 2022: $99,3182022Revenue 2023: $1,492,800Expenses 2023: $2,763,259Net Income 2023: -$1,270,4592023Revenue 2024: $1,769,549Expenses 2024: $2,491,085Net Income 2024: -$721,5362024

Highlighted filing

2024

Revenue$1,769,549
Expenses$2,491,085
Net Income-$721,536
Open 2024 Filing

Filings

Most recent year

2024 • Form 990Detailed filing. Detailed filing data is available for this year.

Open filing
Assets
$1,004,516
Liabilities
$289,245
Net assets
$715,271
Revenue
$1,769,549
Expenses
$2,491,085
Net income
-$721,536
Balance SheetOperations
YearAssetsLiabilitiesNet AssetsRevenueExpensesNet Income
2024Detailed filing. Detailed filing data is available for this year.$1.00$0.29$0.72$1.77$2.49$0.72
2023Detailed filing. Detailed filing data is available for this year.$1.82$0.38$1.44$1.49$2.76$1.27
2022Detailed filing. Detailed filing data is available for this year.$2.99$0.28$2.71$2.20$2.10$0.10
2021Detailed filing. Detailed filing data is available for this year.$2.85$0.24$2.61$2.80$1.28$1.52
2020Detailed filing. Detailed filing data is available for this year.$1.33$0.23$1.09$1.29$0.98$0.31
2019Detailed filing. Detailed filing data is available for this year.$0.87$0.08$0.79$0.81$0.95$0.14
2018Detailed filing. Detailed filing data is available for this year.$0.97$0.07$0.90$1.10$0.71$0.39
2017Detailed filing. Detailed filing data is available for this year.$0.59$0.08$0.52$0.88$0.59$0.29
2016Detailed filing. Detailed filing data is available for this year.$0.29$0.08$0.21$0.54$0.48$0.07
2015Detailed filing. Detailed filing data is available for this year.$0.23$0.08$0.15$0.45$0.44$0.02
2014Summary only. Only limited summary data is available for this year.$0.20$0.07$0.13$0.34$0.32$0.03
2013Summary only. Only limited summary data is available for this year.$0.19$0.08$0.11$0.36$0.32$0.04
2012Summary only. Only limited summary data is available for this year.$0.13$0.06$0.06$0.26$0.28$0.02
2011Summary only. Only limited summary data is available for this year.$0.13$0.05$0.08$0.26$0.25$0.01
Latest Filing Detail
Jump To
Filing Snapshot
Filing Period
Jul 1, 2023 to Jun 30, 2024
Signed
Nov 25, 2024
Return Version
2023v5.1
Gross Receipts
$1,813,546
Mission and Program Overview

Mission

To change the face and voice of the marketing industry.

To change the face and voice of the marketing and advertising profession

Balance Sheet Detail
LineBeginningEndChange
Assets
Savings and Temporary Cash Investments$540,356$438,002▼ $102,354
Pledges and Grants Receivable$401,467$248,854▼ $152,613
Cash and Non-Interest-Bearing Accounts$776,585$213,158▼ $563,427
Accounts Receivable$42,134$65,500▲ $23,366
Prepaid Expenses and Deferred Charges$41,686$31,399▼ $10,287
Land, Buildings, and Equipment, Net$14,119$7,603▼ $6,516
Total Assets$1,816,347$1,004,516▼ $811,831
Liabilities
Accounts Payable and Accrued Expenses$275,317$152,689▼ $122,628
Grants Payable$57,556$71,556▲ $14,000
Deferred Revenue$46,667$65,000▲ $18,333
Total Liabilities$379,540$289,245▼ $90,295
Net Assets / Fund Balance
Net Assets With Donor Restrictions$758,428$531,453▼ $226,975
Net Assets Without Donor Restrictions$678,379$183,818▼ $494,561
Total Net Assets Fund Balance$1,436,807$715,271▼ $721,536
Total Liabilities and Net Assets / Fund Balance$1,816,347$1,004,516▼ $811,831

Asset Categories

AssetBook ValueDepreciationBasis
Equipment$7,603$6,516$14,119
Compensation and Service Providers
Top Officer PayScore unavailable

Employees

NameTitleFull / Part TimeBaseOtherTotal
Kelli WililamsCEOFT$161,000$15,970$176,970

Board Members and Trustees

NameTitle
Mary Beth GeorgeChair
Thomas JeffersonVice Chair
Alyssa AbiloBoard Member
Anthony RomanoBoard Member
Delphanie DanielsBoard Member
Eric AshworthBoard Member
Frank CrowsonBoard Member
Jeff KingBoard Member
Kathy MccuskeyBoard Member
Lynn FranzBoard Member
Milena OliveiraBoard Member
Myron KingBoard Member
Travon SellersBoard Member
Taylor HarrisSecretary
Lorenz EsguerraTreasurer

Highest Paid Contractors

ContractorServicesLocationCompensation
Cliftonlarsonallen LLPAccounting & Human Resources220 SOUTH 6TH STREET SUITE 300, Minneapolis, MN 55402$210,373
Revenue and Support

Revenue Composition

Contributions and Grants
$1,286,285
Program Service Revenue
$355,976
Investment Income
$17,035
Other Revenue
$110,253
All Other Contributions
$1,279,785
Change in Net Assets
$-721,536

Noncash Contribution Practices

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

Noncash Contributions

Contribution TypeContribution CountReported AmountValuation Method
Other Non Cash Contri Table35$27,390Fair Market Value (FMV)
Total Noncash Contributions35$27,390-

Audited Revenue Reconciliation

Revenue per Audited Statements
$1,769,549
Revenue Not Reported on Financial Statements
$0
Revenue Not Reported on Form 990
$308,568
Total Revenue per Audited Statements
$2,078,117
Total Revenue per Form 990
$1,769,549
Expenses and Functional Allocation

Major Expense Lines

Line ItemAmount
Salaries, Compensation, and Employee Benefits$1,855,879
Other Expenses$600,031
Total Fundraising Expense$249,545
Grants and Similar Amounts Paid$29,001
Professional Fundraising Fees$6,174

Functional Expense Allocation

Line ItemProgramManagementFundraisingTotal
Other Salaries and Wages$1,239,648$69,435$166,791$1,475,874
Fees for Services Accounting-$230,092-$230,092
Current Officers, Directors, Trustees, and Key Employees$87,122$87,122$33,189$207,433
Fees for Services Other$95,015$35,923$8,791$139,729
Payroll Taxes$102,128$21,598$15,145$138,871
Office Expenses$7,928$24,634$9,002$41,564
Information Technology$3,990$26,212$1,170$31,372
Grants to Domestic Individuals$29,001--$29,001
Other Employee Benefits$957$25,318-$26,275
Travel$5,655$16,209$1,065$22,929
Insurance-$17,040-$17,040
Pension Plan Contributions$741$6,545$140$7,426
Depreciation Depletion-$6,516-$6,516
Fees for Services Professional Fundraising--$6,174$6,174
Advertising$816$1,057$3,483$5,356
Fees for Services Legal$159$1,365-$1,524
Other Expenses$625$666$85$1,376
Occupancy$225$373-$598
Total Functional Expenses$1,667,584$573,956$249,545$2,491,085

Audited Expense Reconciliation

Line ItemAmount
Total Expenses per Audited Statements$2,799,653
Expenses per Audited Statements$2,491,085
Total Expenses per Form 990$2,491,085
Expenses Not Reported on Form 990$308,568
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 Gross Income$154,250
Fundraising Direct Expenses$43,997
Professional Fundraising Fees$6,174

Fundraising Events

EventGross ReceiptsGross RevenueDirect ExpensesNet Income
Ignite Gala$160,750$154,250$1,459$152,791
Total Events$160,750$154,250$43,997$110,253
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
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 B, Line 11B

“An independent accounting firm prepares the 990. The treasurer and executive director verify the amounts and other information on the form 990. The board chair completes the review and signs off. The full board of directors is provided a copy of the form 990 prior to filing with the irs.”

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

“The organization's conflict of interest policy applies to directors, officers, and members of a committee with governing board delegated powers. Conflicts are determined by the board shall determine whether a conflict exists. In connection with any actual or possible conflict of interest, an interested person must disclose the existence of the financial interest and be given the opportunity to disclose all material facts to the directors and members of committees with governing board delegated powers considering the proposed transaction or arrangement. After disclosure of the financial interest and all material facts, and after any discussion with the interested person, he/she shall leave the governing board or committee meeting while the determination of a conflict of interest is discussed and voted upon. The remaining board or committee members shall decide if a conflict of interest exists. The interested director may be present for discussion to answer questions, but may not advocate for the action to be taken, cannot be included to establish a quorum for the meeting, and must leave the room while a vote is taken. The minutes of all actions taken on such matters shall clearly reflect that these requirements have been met.”

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

“The board of directors review and approve the compensation of the executive director based on the proposed budget and salaries of similar roles of comparable nonprofits.”

Form 990, Part VI, Section C, Line 19

“AVAILABLE UPON REQUEST.”

Filing and Contact Details

Filer

Filer Name
The Brandlab
EIN
80-0199088
Phone
6124830167
Address
PO BOX 8159, MINNEAPOLIS, MN 55408

Signing Officer

Name
Kelli Williams
Title
Cheif Executive Officer
Phone
6124830167
Signed
2024-11-25
Discuss with paid preparer
Yes

Organization Details

Principal Officer
Kelli Williams
Formed
2008
Legal Domicile
Mn
Voting Board Members
15
Independent Board Members
15
Employees
150
Volunteers
150

Preparer

Firm
Mahoney Ulbrich Christiansen & Russ Pa
Address
10 RIVER PARK PLAZA SUITE 800, SAINT PAUL, MN 55107
Preparer
Marc a Kotsonas
Phone
6512276695
Supplemental Narrative

Financial Statement Notes

PART X, LINE 2:

“The brandlab has a tax-exempt status under section 501(c)(3) of the internal revenue code and minnesota statute 290.05. It has been classified as an organization that is not a private foundation under section 509(a)(2) of the internal revenue code and contributions by donors are tax deductible. The brandlab did not have any unrelated business income in 2024 or 2023. The brandlab believes that it has appropriate support for any tax positions taken, and accordingly, does not have any uncertain tax positions that are material to the financial statements.”

Raw XML AppendixShowing 400 of 581 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/Form990PartVIISectionAGrp/PersonNm11DELPHANIE DANIELS
IRS990/Form990PartVIISectionAGrp/PersonNm12LYNN FRANZ
IRS990/Form990PartVIISectionAGrp/PersonNm13MYRON KING
IRS990/Form990PartVIISectionAGrp/PersonNm14ANTHONY ROMANO
IRS990/Form990PartVIISectionAGrp/PersonNm15KELLI WILILAMS
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IRS990/Form990PartVIISectionAGrp/ReportableCompFromOrgAmt60
IRS990/Form990PartVIISectionAGrp/ReportableCompFromOrgAmt70
IRS990/Form990PartVIISectionAGrp/ReportableCompFromOrgAmt80
IRS990/Form990PartVIISectionAGrp/ReportableCompFromOrgAmt90
IRS990/Form990PartVIISectionAGrp/ReportableCompFromOrgAmt100
IRS990/Form990PartVIISectionAGrp/ReportableCompFromOrgAmt110
IRS990/Form990PartVIISectionAGrp/ReportableCompFromOrgAmt120
IRS990/Form990PartVIISectionAGrp/ReportableCompFromOrgAmt130
IRS990/Form990PartVIISectionAGrp/ReportableCompFromOrgAmt140
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IRS990/Form990PartVIISectionAGrp/ReportableCompFromRltdOrgAmt140
IRS990/Form990PartVIISectionAGrp/ReportableCompFromRltdOrgAmt150
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IRS990/Form990PartVIISectionAGrp/TitleTxt2TREASURER
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IRS990/Form990PartVIISectionAGrp/TitleTxt4BOARD MEMBER
IRS990/Form990PartVIISectionAGrp/TitleTxt5BOARD MEMBER
IRS990/Form990PartVIISectionAGrp/TitleTxt6BOARD MEMBER
IRS990/Form990PartVIISectionAGrp/TitleTxt7BOARD MEMBER
IRS990/Form990PartVIISectionAGrp/TitleTxt8BOARD MEMBER
IRS990/Form990PartVIISectionAGrp/TitleTxt9BOARD MEMBER
IRS990/Form990PartVIISectionAGrp/TitleTxt10BOARD MEMBER
IRS990/Form990PartVIISectionAGrp/TitleTxt11BOARD MEMBER
IRS990/Form990PartVIISectionAGrp/TitleTxt12BOARD MEMBER
IRS990/Form990PartVIISectionAGrp/TitleTxt13BOARD MEMBER
IRS990/Form990PartVIISectionAGrp/TitleTxt14BOARD MEMBER
IRS990/Form990PartVIISectionAGrp/TitleTxt15CEO
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IRS990/FormationYr02008
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IRS990/FSAuditedInd01
IRS990/FundraisingActivitiesInd01
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IRS990/GrantsToOrganizationsInd00
IRS990/GrantToRelatedPersonInd00
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IRS990/GroupReturnForAffiliatesInd00
IRS990/IncludeFIN48FootnoteInd01
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IRS990/InfoInScheduleOPartVIInd0X
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IRS990/InformationTechnologyGrp/ManagementAndGeneralAmt026212
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IRS990/LocalChaptersInd00
IRS990/MaterialDiversionOrMisuseInd00
IRS990/MembersOrStockholdersInd00
IRS990/MethodOfAccountingAccrualInd0X
IRS990/MinutesOfCommitteesInd01
IRS990/MinutesOfGoverningBodyInd01
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IRS990/MoreThan5000KToIndividualsInd00
IRS990/MoreThan5000KToOrgInd00
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IRS990/OfficeExpensesGrp/ProgramServicesAmt07928
IRS990/OfficeExpensesGrp/TotalAmt041564
IRS990/OfficerMailingAddressInd00
IRS990/OperateHospitalInd00
IRS990/Organization501c3Ind0X
IRS990/OrganizationFollowsFASB117Ind0X
IRS990/OtherChangesInNetAssetsAmt00
IRS990/OtherEmployeeBenefitsGrp/ManagementAndGeneralAmt025318
IRS990/OtherEmployeeBenefitsGrp/ProgramServicesAmt0957
IRS990/OtherEmployeeBenefitsGrp/TotalAmt026275
IRS990/OtherExpensesGrp/Desc0MEALS AND ENTERTAINMENT
IRS990/OtherExpensesGrp/Desc1MISCELLANEOUS
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IRS990/OtherExpensesGrp/FundraisingAmt185
IRS990/OtherExpensesGrp/ManagementAndGeneralAmt03851
IRS990/OtherExpensesGrp/ManagementAndGeneralAmt1666
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IRS990/OtherExpensesGrp/ProgramServicesAmt1625
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IRS990/OtherExpensesGrp/TotalAmt11376
IRS990/OtherSalariesAndWagesGrp/FundraisingAmt0166791
IRS990/OtherSalariesAndWagesGrp/ManagementAndGeneralAmt069435
IRS990/OtherSalariesAndWagesGrp/ProgramServicesAmt01239648
IRS990/OtherSalariesAndWagesGrp/TotalAmt01475874
IRS990/PartialLiquidationInd00
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IRS990/ProgSrvcAccomActy3Grp/Desc0EQUITY - OVER 350 PARTICIPANTS ATTENDED OUR FEARLESS CONFERENCE, WITH 98% RATING IT AS ONE OF THE BEST THEY'VEEVER EXPERIENCED.
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IRS990/ProgSrvcAccomActy3Grp/RevenueAmt0198976
IRS990/ProgSrvcAccomActyOtherGrp/Desc0OPPORTUNITY - AWARDED NEARLY $100,000 IN SCHOLARSHIPS, CREATING LONG-TERM OPPORTUNITIES FOR FUTURE LEADERS.
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IRS990/ProgSrvcAccomActyOtherGrp/GrantAmt029001
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IRS990/PYTotalExpensesAmt02763259
IRS990/PYTotalProfFndrsngExpnsAmt022500
IRS990/PYTotalRevenueAmt01492800
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IRS990/SavingsAndTempCashInvstGrp/EOYAmt0438002
IRS990ScheduleA/GiftsGrantsContriRcvd170Grp/CurrentTaxYearAmt01286285
IRS990ScheduleA/GiftsGrantsContriRcvd170Grp/CurrentTaxYearMinus1YearAmt01024313
IRS990ScheduleA/GiftsGrantsContriRcvd170Grp/CurrentTaxYearMinus2YearsAmt02073398
IRS990ScheduleA/GiftsGrantsContriRcvd170Grp/CurrentTaxYearMinus3YearsAmt02610864
IRS990ScheduleA/GiftsGrantsContriRcvd170Grp/CurrentTaxYearMinus4YearsAmt01289358
IRS990ScheduleA/GiftsGrantsContriRcvd170Grp/TotalAmt08284218
IRS990ScheduleA/GrossInvestmentIncome170Grp/CurrentTaxYearAmt017035
IRS990ScheduleA/GrossInvestmentIncome170Grp/CurrentTaxYearMinus1YearAmt015118
IRS990ScheduleA/GrossInvestmentIncome170Grp/CurrentTaxYearMinus2YearsAmt01724
IRS990ScheduleA/GrossInvestmentIncome170Grp/CurrentTaxYearMinus3YearsAmt02612
IRS990ScheduleA/GrossInvestmentIncome170Grp/CurrentTaxYearMinus4YearsAmt0137
IRS990ScheduleA/GrossInvestmentIncome170Grp/TotalAmt036626
IRS990ScheduleA/GrossReceiptsRltdActivitiesAmt01283027
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IRS990ScheduleA/PublicSupportCY170Pct00.74420
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IRS990ScheduleA/SubstantialContributorsTotAmt02009487
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IRS990ScheduleA/TotalCalendarYear170Grp/CurrentTaxYearMinus3YearsAmt02610864
IRS990ScheduleA/TotalCalendarYear170Grp/CurrentTaxYearMinus4YearsAmt01289358
IRS990ScheduleA/TotalCalendarYear170Grp/TotalAmt08284218
IRS990ScheduleA/TotalSupportAmt08431097
IRS990ScheduleA/UnrelatedBusinessNetIncm170Grp/CurrentTaxYearAmt0110253
IRS990ScheduleA/UnrelatedBusinessNetIncm170Grp/TotalAmt0110253

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