Civic Intelligence

New Rural Project

EIN 86-3220083 • 501(c)4 • Charlotte, NC

Profile

New Rural Project engages young and marginalized residents in rural communities to amplify their voices through increased civic and electoral engagement. The organization works to eliminate barriers to engagement by listening to rural stakeholders and working together to develop community-driven solutions.

PO Box 77424Charlotte, NC 28271

newruralproject.org

Siviq Scores

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

Liabilities / Assets

36th percentile

0.00x

Higher debt load relative to assets than 36% of similar nonprofits.

501(c)4 • $1M-$5M nonprofits • Source year 2024

Liabilities / Revenue

32nd percentile

0.00x

Higher debt load relative to revenue than 32% of similar nonprofits.

501(c)4 • $1M-$5M nonprofits • Source year 2024

Net Margin

20th percentile

-8.0%

Higher net margin than 20% of similar nonprofits.

501(c)4 • $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

9th percentile

-18%

Faster asset growth than 9% of similar nonprofits.

501(c)4 • $1M-$5M nonprofits • Annualized from 2023 to 2024

Revenue Growth

85th percentile

50%

Faster revenue growth than 85% of similar nonprofits.

501(c)4 • $1M-$5M nonprofits • Annualized from 2023 to 2024

Balance Sheet
Liabilities / Assets36th percentile

Assets

Down

$403,243

Down $88,489 (-18%) from 2023

Liabilities

Up

$1,643

Up $1,643 from 2023

Net Assets

Down

$401,600

Down $90,132 (-18%) from 2023

Operations
Liabilities / Revenue32nd percentileNet Margin20th percentile

Revenue

Up

$1,132,522

Up $379,602 (+50%) from 2023

Expenses

Up

$1,222,654

Up $656,086 (+116%) from 2023

Net Income

Down

-$90,132

Down $276,484 (-148%) from 2023

Trend Graphs

Balance Sheet Trend

Asset Growth9th percentile

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

$600K$400K$200K$0Assets 2021: $127,280Liabilities 2021: $0Net Assets 2021: $127,2802021Assets 2022: $305,380Liabilities 2022: $0Net Assets 2022: $305,3802022Assets 2023: $491,732Liabilities 2023: $0Net Assets 2023: $491,7322023Assets 2024: $403,243Liabilities 2024: $1,643Net Assets 2024: $401,6002024

Highlighted filing

2024

Assets$403,243
Liabilities$1,643
Net Assets$401,600
Open 2024 Filing

Operations Trend

Revenue Growth85th percentile

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

$1.5M$1.0M$500K$0-$500KRevenue 2021: $263,008Expenses 2021: $135,728Net Income 2021: $127,2802021Revenue 2022: $807,671Expenses 2022: $629,571Net Income 2022: $178,1002022Revenue 2023: $752,920Expenses 2023: $566,568Net Income 2023: $186,3522023Revenue 2024: $1,132,522Expenses 2024: $1,222,654Net Income 2024: -$90,1322024

Highlighted filing

2024

Revenue$1,132,522
Expenses$1,222,654
Net Income-$90,132
Open 2024 Filing

Filings

Most recent year

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

Open filing
Assets
$403,243
Liabilities
$1,643
Net assets
$401,600
Revenue
$1,132,522
Expenses
$1,222,654
Net income
-$90,132
Balance SheetOperations
YearAssetsLiabilitiesNet AssetsRevenueExpensesNet Income
2024Detailed filing. Detailed filing data is available for this year.$0.40$0.00$0.40$1.13$1.22$0.09
2023Detailed filing. Detailed filing data is available for this year.$0.49$0.00$0.49$0.75$0.57$0.19
2022Detailed filing. Detailed filing data is available for this year.$0.31$0.00$0.31$0.81$0.63$0.18
2021Detailed filing. Detailed filing data is available for this year.$0.13$0.00$0.13$0.26$0.14$0.13
Latest Filing Detail
Jump To
Filing Snapshot
Filing Period
Jan 1, 2024 to Dec 31, 2024
Signed
Nov 13, 2025
Return Version
2024v5.0
Gross Receipts
$1,132,522
Mission and Program Overview

Mission

New Rural Project engages young and marginalized residents in rural communities to amplify their voices through increased civic and electoral engagement. The organization works to eliminate barriers to engagement by listening to rural stakeholders and working together to develop community-driven solutions.

To engage rural communities on issues that affect their everyday lives, including education, health, and economy, as well as other needs and issues identified by rural citizens.

Balance Sheet Detail
LineBeginningEndChange
Assets
Cash and Non-Interest-Bearing Accounts$491,732$299,156▼ $192,576
Savings and Temporary Cash Investments-$101,056-
Prepaid Expenses and Deferred Charges-$3,031-
Total Assets$491,732$403,243▼ $88,489
Liabilities
Accounts Payable and Accrued Expenses-$1,315-
Other Liabilities-$328-
Total Liabilities$0$1,643▲ $1,643
Net Assets / Fund Balance
Net Assets Without Donor Restrictions$416,732$326,600▼ $90,132
Net Assets With Donor Restrictions$75,000$75,000→ $0
Total Net Assets Fund Balance$491,732$401,600▼ $90,132
Total Liabilities and Net Assets / Fund Balance$491,732$403,243▼ $88,489
Compensation and Service Providers
Top Officer PayScore unavailable

Employees

NameTitleFull / Part TimeBaseTotal
Cynthia WallaceExecutive DirectorFT$81,949$81,949

Board Members and Trustees

NameTitle
Douglas WilsonBoard Chair
Helen Probst MillsVice Chair
Jamie HildredthBoard Member
Melvin IngramBoard Member
Kristin HeidkampSecretary
Christina Davis McCoyTreasurer
Revenue and Support

Revenue Composition

Contributions and Grants
$1,130,429
Program Service Revenue
$0
Investment Income
$1,079
Other Revenue
$1,014
All Other Contributions
$1,109,307
Change in Net Assets
$-90,132
Expenses and Functional Allocation

Major Expense Lines

Line ItemAmount
Other Expenses$730,438
Salaries, Compensation, and Employee Benefits$488,716
Total Fundraising Expense$30,676
Professional Fundraising Fees$3,500
Grants and Similar Amounts Paid$0

Functional Expense Allocation

Line ItemProgramManagementFundraisingTotal
Other Salaries and Wages$262,270$66,398$3,320$331,988
Other Expenses$177,364$31,300$0$208,664
All Other Expenses$63,194$42,129$1,096$106,419
Advertising$90,158$15,910$84$106,152
Current Officers, Directors, Trustees, and Key Employees$45,072$29,502$7,375$81,949
Fees for Services Other$59,625--$59,625
Travel$37,045$8,132$1,097$46,274
Other Employee Benefits$31,638$9,212$1,256$42,106
Fees for Services Accounting-$40,318-$40,318
Payroll Taxes$24,178$7,515$980$32,673
Occupancy$12,162$3,041-$15,203
Fees for Services Legal--$11,512$11,512
Information Technology$5,506$3,670-$9,176
Insurance$2,627$3,629-$6,256
Conferences and Meetings$3,347$214-$3,561
Fees for Services Professional Fundraising--$3,500$3,500
Office Expenses$1,569$1,046-$2,615
Total Functional Expenses$907,668$284,310$30,676$1,222,654
Fundraising, Events, and Gaming
Fundraising activities
Yes
Gaming activities
No
Professional fundraiser used
No

Fundraising and Gaming Totals

Line ItemAmount
Professional Fundraising Fees$3,500

Fundraising Events

EventGross ReceiptsGross RevenueDirect ExpensesNet Income
Mecklenburg 4/29/2024$21,122$21,122$4,737$16,385
Total Events$21,122$21,122$6,233$14,889
Political and Lobbying Activity
Political campaign activity
Yes
Subject to proxy tax
No

Reported Spending and Taxes

Line ItemAmount
Political Expenditures$471,813
Section 527 Activity Spending$471,813
Total Exempt Function Spending$471,813
Debt and Bond Financing

Other Reported Liabilities

LiabilityAmount
Payroll taxes withheld$328
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, Part VI, Section B, Line 11B

“The Form 990 is prepared after an internal review of the organization's books and records for the year. The draft Form is then sent to the Treasurer and the organization's Finance Committee for their comments and suggested changes. After completion of that review and any revisions, the Form is sent to the full Board for their comments and suggested changes, if any. After the completion of that review, the revised Form is sent to the Full Board, the Board's Finance Committee, and the preparer to finalize and file the return.”

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

“The organization monitors this policy at each Board Meeting.”

Form 990, Part VI, Section B, Line 15

“New Rural Project used independent compensation statistics for entities of similar size and purpose to determine appropriate compensation levels for officers in 2024.”

Form 990, Part VI, Section C, Line 19

“The organization's governing documents are available online through the State of North Carolina's online access to corporate records. In addition, the organization's governing documents and financial statements are available upon request by submitting a written request to the organization's address.”

Filing and Contact Details

Filer

Filer Name
New Rural Project
EIN
86-3220083
Phone
9802022649
Address
PO Box 77424, Charlotte, NC 28271

Signing Officer

Name
Cynthia Wallace
Title
Executive Director
Phone
9802970689
Signed
2025-11-13
Discuss with paid preparer
Yes

Organization Details

Principal Officer
Cynthia Wallace
Formed
2021
Legal Domicile
Nc
Voting Board Members
6
Independent Board Members
6
Employees
25
Volunteers
250

Preparer

Firm
Wallace and Nordan LLP
Address
3737 Glenwood Ave Suite 260, Raleigh, NC 27612
Preparer
Richard Nordan
Phone
9197829322
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IRS990/Desc0Listening is at the core of our approach-amplifying voices and understanding community concerns begins with active listening. Through surveys, focus groups, and local platforms, we ensure diverse voices-including underserved communities, individuals under 40, and Faith Leaders-guide our work. This year, we re-engaged Barbershop Conversations members as volunteers and partners and expanded our Beauty Salon Conversation program to two additional NRP rural focus counties. Like the Barbershop Conversations, this three-week series engages women ages 18-40 to boost civic participation through discussions on health, civics, and entrepreneurship.
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IRS990/MissionDesc0New Rural Project engages young and marginalized residents in rural communities to amplify their voices through increased civic and electoral engagement. The organization works to eliminate barriers to engagement by listening to rural stakeholders and working together to develop community-driven solutions.
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IRS990/ProgSrvcAccomActy2Grp/Desc0Civic Engagement - We work to connect civic engagement - voting, advocacy, and service - with everyday life by identifying meaningful links and encouraging active participation. Our efforts center on healthcare, public safety, education, voting rights, and civic education. NRP led and joined in rural health fairs to share Medicaid expansion information, partnered with organizations for nonpartisan voter events, and engaged communities and college students in conversations about civic participation and access to public programs. After Hurricane Helene, NRP collaborated with North Carolina partners to deliver essential supplies to affected residents.
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IRS990/ProgSrvcAccomActy3Grp/Desc0Electoral Engagement - Our goal is to build strong connections with voters to understand and address barriers to electoral participation. Through staff, volunteers, and paid canvassers, we educated communities on how, when, and where to vote, and created opportunities to meet candidates and elected officials. We implemented a multifaceted campaign across four focus counties, including canvassing, live phone and text outreach, direct mail, weekly phone banking, and targeted radio and social media efforts. For this year's General Election, we conducted a nonpartisan endorsement process, inviting all candidates in our focus races to participate. Those endorsed demonstrated a clear commitment to our core focus areas of public safety, education, voting rights, and civic education. NRP had independent expenditures, as defined by Federal and North Carolina campaign finance laws, which are set forth on Schedule C.
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IRS990ScheduleC/SupplementalInformationDetail/ExplanationTxt0The organization expended $471,813 on billboards, design work, direct mail, canvassing materials, payroll, consultants, printing, radio and social media advertising, vendor paid canvassing, and vendor paid phone banking. These expenditures were independent expenditures under Federal and North Carolina campaign finance law. These expenditures were to support/oppose candidates for public office at the Federal, State, and local level. These expenditures include an allocation of administrative expenses to the political activity.
IRS990ScheduleC/SupplementalInformationDetail/ExplanationTxt1The organization expended $471,813 on billboards, design work, direct mail, canvassing materials, payroll, consultants, printing, radio and social media advertising, vendor paid canvassing, and vendor paid phone banking. These expenditures were independent expenditures under Federal and North Carolina campaign finance law. These expenditures were to support/oppose candidates for public office at the Federal, State, and local level. These expenditures include an allocation of administrative expenses to the political activity.
IRS990ScheduleC/SupplementalInformationDetail/FormAndLineReferenceDesc0Schedule C, Part I-A, Line 1
IRS990ScheduleC/SupplementalInformationDetail/FormAndLineReferenceDesc1Schedule C, Part I-C, Line 3
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IRS990ScheduleD/OtherLiabilitiesOrgGrp/Desc0Payroll taxes withheld
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IRS990ScheduleG/FundraisingEventInformationGrp/Event1Nm0Mecklenburg 4/29/2024
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IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt0The Form 990 is prepared after an internal review of the organization's books and records for the year. The draft Form is then sent to the Treasurer and the organization's Finance Committee for their comments and suggested changes. After completion of that review and any revisions, the Form is sent to the full Board for their comments and suggested changes, if any. After the completion of that review, the revised Form is sent to the Full Board, the Board's Finance Committee, and the preparer to finalize and file the return.
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt1The organization monitors this policy at each Board Meeting.
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt2New Rural Project used independent compensation statistics for entities of similar size and purpose to determine appropriate compensation levels for officers in 2024.
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt3The organization's governing documents are available online through the State of North Carolina's online access to corporate records. In addition, the organization's governing documents and financial statements are available upon request by submitting a written request to the organization's address.
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc0Form 990, Part VI, Section B, Line 11b
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc1Form 990, Part VI, Section B, Line 12c
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc2Form 990, Part VI, Section B, Line 15
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc3Form 990, Part VI, Section C, Line 19
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IRS990/USAddress/AddressLine1Txt0PO Box 77424
IRS990/USAddress/CityNm0Charlotte
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IRS990/WebsiteAddressTxt0newruralproject.org
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ReturnHeader/BuildTS02025-03-06 01:10:19Z
ReturnHeader/BusinessOfficerGrp/DiscussWithPaidPreparerInd01
ReturnHeader/BusinessOfficerGrp/PersonNm0Cynthia Wallace

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