DIRECT MARKETING ASSOCIATION INC (EIN 131810859) - Form 990 Financial Analysis & Trantor Score

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Financial Vulnerability Assessment (Tuckman-Chang)

4 risk indicators measuring financial stability and operational resilience

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Financial Trends

Organization Details

Formation Year

1940

Legal Domicile

Principal Officer

CHRISTINE MANNA

Phone

2127687277

Tax Period

2018-01-01 to 2018-12-31

DIRECT MARKETING ASSOCIATION INC, founded in 1940, is a community nonprofit that reported $5.1M in total revenue in fiscal year 2018. Revenue fell 65% from the prior year — a significant decline worth monitoring. Expenses of $7.5M exceeded revenue, resulting in a 48% operating deficit.

Mission

THE DATA & MARKETING ASSOCIATION (THE "ASSOCIATION") IS THE WORLD'S LARGEST TRADE ASSOCIATION DEDICATED TO ADVANCING AND PROTECTING RESPONSIBLE DATA-DRIVEN MARKETING.

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Trantor Score

Financial Health Score (300–850) · Liquidity · Solvency · Sustainability · Efficiency

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Liquidity (40%) • Solvency (30%) • Sustainability (20%) • Efficiency (10%)

Financial Overview (2018)

Revenue Breakdown

Contributions & Grants $0

Program Service Revenue $4,248,044

Investment Income $833,342

Other Revenue $0

TOTAL REVENUE $5,081,386

Expense Breakdown

Grants Paid $0

Salaries & Benefits $3,022,212

Fundraising Expenses $0

Other Expenses $4,515,077

TOTAL EXPENSES $7,537,289

Year-over-Year Comparison

	2018	2017	Change
Revenue	$5,081,386	$14,588,121	-0.7%
Expenses	$7,537,289	$15,562,633	-0.5%
Net Income	$-2,455,903	$-974,512	+1.5%

Key Indicators

✗ Grants to Organizations ✗ Grants to Individuals ✗ Lobbying ✗ Political Activity ✗ Foreign Activities ✗ Donor Advised Fund ✗ Schedule B Required

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Financial Health Indicators

Comprehensive financial analysis: Altman Z-Score, liquidity, solvency, sustainability, efficiency, and growth metrics

Financial Distress Indicator

Liquidity & Cash Position

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Altman Z-Score • Liquidity Ratios • Solvency Analysis • Growth Indicators • Efficiency Metrics

Governance

Voting Members

N/A

Independent Members

N/A

Employees

Volunteers

Governance Policies

✓ Conflict of Interest Policy

✓ Whistleblower Policy

✓ Document Retention Policy

Special Practices & Reported Activities

✗ Operated a School

✗ Operated a Hospital

✗ Provided First Class Travel

✗ Reported Conflict of Interest

✗ Reported Asset Diversion

✗ Excess Benefit Transaction

✗ Made Political Expenditures

✗ Engaged in Lobbying

✗ Operated Donor Advised Fund

✗ Maintained Art Collections

✗ Filed Form 720

Compensation of Officers, Directors & Key Employees

Total Officers

$449,486

Total Directors

Key Employees

Highest Compensated

reported

Name	Title	Hours/Week	Role	Reportable Comp	Other Comp	Total
MICHAEL MCLAREN	CHAIRMAN UNTIL 6/30	3.00	Officer Director	$0	$0	$0
JENNIFER BARRET GLASGOW	VICE CHAIRMAN UNTIL 6/30	3.00	Officer Director	$0	$0	$0
STEVE FROEHLICH	TREASURER UNTIL 6/30	3.00	Officer Director	$0	$0	$0
STEVE WAGNER	SECRETARY UNTIL 6/30	3.00	Officer Director	$0	$0	$0
GUNTHER SCHUMACHER	FORMER CHAIR UNTIL 6/30	3.00	Officer Director	$0	$0	$0
ALISA BERGMAN	DIRECTOR UNTIL 6/30	3.00	Director	$0	$0	$0
LUCI RAINEY	DIRECTOR UNTIL 6/30	3.00	Director	$0	$0	$0
BRIAN COWART	DIRECTOR UNTIL 6/30	3.00	Director	$0	$0	$0
CORY TREFFILETTI	DIRECTOR UNTIL 6/30	3.00	Director	$0	$0	$0
CHRISTINE AGUILERA	DIRECTOR UNTIL 6/30	3.00	Director	$0	$0	$0
ERICH WASSERMAN	DIRECTOR UNTIL 6/30	3.00	Director	$0	$0	$0
STUART INGIS	DIRECTOR UNTIL 6/30	3.00	Director	$0	$0	$0
TOM BENTON	DIRECTOR UNTIL 6/30	3.00	Director	$0	$0	$0
JOHN PRINCIOTTA	DIRECTOR UNTIL 6/30	3.00	Director	$0	$0	$0
MARK ALLEN	DIRECTOR UNTIL 6/30	3.00	Director	$0	$0	$0
JENNIFER MARCOU	DIRECTOR UNTIL 6/30	3.00	Director	$0	$0	$0
JAY SCHWEDELSON	DIRECTOR UNTIL 6/30	3.00	Director	$0	$0	$0
EVA REDA	DIRECTOR UNTIL 6/30	3.00	Director	$0	$0	$0
SUSAN CANAVARI	DIRECTOR UNTIL 6/30	3.00	Director	$0	$0	$0
ANDY FRAWLEY	DIRECTOR UNTIL 6/30	3.00	Director	$0	$0	$0
JOANNE MONFRADI DUNN	DIRECTOR UNTIL 6/30	3.00	Director	$0	$0	$0
MONICA RAY	DIRECTOR UNTIL 6/30	3.00	Director	$0	$0	$0
NATE SIMMONS	DIRECTOR UNTIL 6/30	3.00	Director	$0	$0	$0
BUELL DUNCAN	DIRECTOR UNTIL 6/30	3.00	Director	$0	$0	$0
JULIE BERNARD	DIRECTOR UNTIL 6/30	3.00	Director	$0	$0	$0
STACEY HAWES	DIRECTOR UNTIL 6/30	3.00	Director	$0	$0	$0
MIKE NAZZARO	DIRECTOR UNTIL 6/30	3.00	Director	$0	$0	$0
KEIRA KRAUSZ	DIRECTOR UNTIL 6/30	3.00	Director	$0	$0	$0
JUDY MCCOOL	DIRECTOR UNTIL 6/30	3.00	Director	$0	$0	$0
JOHN MCDONALD	DIRECTOR UNTIL 6/30	3.00	Director	$0	$0	$0
THOMAS BENTON	CHIEF EXECUTIVE OFFICER	40.00	Officer	$377,719	$71,767	$449,486
XENIA BOONE	GENERAL COUNSEL	40.00	Highest	$104,753	$19,903	$124,656
ROBERT GRECO	SR VP FINANCE, OPS & EVENT	40.00	Highest	$117,773	$22,377	$140,150
IAN PARMITER	SR VP MEMBERSHIP ENGAGEMENT	40.00	Highest	$289,639	$55,031	$344,670
NEIL O'KEEFE	SVP, CRM/MEMBER ENGAGEMENT	40.00	Highest	$103,452	$19,656	$123,108

Note: Compensation data is self-reported by the organization on their Form 990. "Reportable Comp" includes salary, bonuses, and other reportable compensation from the organization and related organizations. "Other Comp" includes benefits, deferred compensation, and non-taxable benefits.

Historical Data

Year	Revenue	Expenses	Assets	Net Income
2018	$5,081,386	$7,537,289	No data	$-2,455,903

DIRECT MARKETING ASSOCIATION INC