SOCIETY OF AMERICAN FLORISTS AND O… - Form 990 Financial Data

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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

1901

Legal Domicile

Principal Officer

KATE PENN

Phone

7038368700

Tax Period

2023-01-01 to 2023-12-31

SOCIETY OF AMERICAN FLORISTS AND ORNAMENTAL HORTICULTURISTS, founded in 1901, is a community nonprofit that reported $3.3M in total revenue in fiscal year 2023.

Mission

TO CONNECT AND CULTIVATE A THRIVING FLORAL COMMUNITY.

Program Service Accomplishments

Program 1

CONNECTION - CULTIVATED CONNECTION ACROSS THE INDUSTRY TO SHARE IDEAS AND SOLVE PROBLEMS. KEY STRATEGIES INCLUDED CREATING NEW AND EXPANDING EXISTING MEETINGS AND EVENTS, ENHANCING MEETINGS AND...

CONNECTION - CULTIVATED CONNECTION ACROSS THE INDUSTRY TO SHARE IDEAS AND SOLVE PROBLEMS. KEY STRATEGIES INCLUDED CREATING NEW AND EXPANDING EXISTING MEETINGS AND EVENTS, ENHANCING MEETINGS AND EVENTS TO FACILITATE MORE ORGANIC CONNECTIONS, ESTABLISHING SAF AS THE LEADER IN CULTIVATING NEXT-GEN CONNECTION, AND FACILITATING PEER GROUPS. HOSTED 5 TOTAL LIVE/IN-PERSON AND 16 VIRTUAL EVENTS.

Program 2

CAREER DEVELOPMENT - EQUIPPED GROWTH-MINDED PROFESSIONALS WITH RESOURCES TO CREATE FULFILLING CAREERS. KEY STRATEGIES INCLUDED LAUNCHING AN ONLINE TRAINING PLATFORM, PARTNERING WITH CONTENT...

CAREER DEVELOPMENT - EQUIPPED GROWTH-MINDED PROFESSIONALS WITH RESOURCES TO CREATE FULFILLING CAREERS. KEY STRATEGIES INCLUDED LAUNCHING AN ONLINE TRAINING PLATFORM, PARTNERING WITH CONTENT PROVIDERS, DEVELOPING CERTIFICATIONS, AND CULTIVATING INTEREST IN FLORICULTURE CAREERS.

Program 3

THE FUTURE - INDUSTRY RESOURCE FOR RELEVANT DATA AND KNOWLEDGE ABOUT THE FUTURE. KEY STRATEGIES INCLUDED: IDENTIFYING KEY DATA TO HELP INDUSTRY MEMBERS NAVIGATE CHANGES; ENHANCING EXISTING CONTENT...

THE FUTURE - INDUSTRY RESOURCE FOR RELEVANT DATA AND KNOWLEDGE ABOUT THE FUTURE. KEY STRATEGIES INCLUDED: IDENTIFYING KEY DATA TO HELP INDUSTRY MEMBERS NAVIGATE CHANGES; ENHANCING EXISTING CONTENT THAT ACCENTUATES INDUSTRY, CONSUMER AND BUSINESS TRENDS AND CELEBRATES ENTREPRENEURIAL THINKING; AND CURATING RELEVANT INFORMATION TO HELP THE INDUSTRY CHOOSE TECHNOLOGY SOLUTIONS. IN 2023, FEATURED KEY STRATEGIC TOPICS ACROSS ALL CONTENT CHANNELS (BI-MONTHLY MAGAZINE, WEEKLY E-NEWSLETTER, AND ONGOING WEBSITE UPDATES), INCLUDING DRIVING GROWTH, STREAMLINING OPERATIONS, STAFF COMPENSATION, LEVERAGING TECHNOLOGY, DRIVING ONLINE SALES AND MANAGING SUPPLY CHAIN LOGISTICS.

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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 (2023)

Revenue Breakdown

Contributions & Grants $89,971

Program Service Revenue $3,061,108

Investment Income $65,457

Other Revenue $128,949

TOTAL REVENUE $3,345,485

Expense Breakdown

Grants Paid $0

Salaries & Benefits $1,610,284

Fundraising Expenses $0

Other Expenses $1,863,436

TOTAL EXPENSES $3,473,720

Year-over-Year Comparison

	2023	2022	Change
Revenue	$3,345,485	$3,326,202	+0.0%
Expenses	$3,473,720	$3,356,123	+0.0%
Net Income	$-128,235	$-29,921	+3.3%

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

Independent Members

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

$563,446

Total Directors

Key Employees

Highest Compensated

reported

Name	Title	Hours/Week	Role	Reportable Comp	Other Comp	Total
MICHELLE CASTELLANO KEELER AAF	PRESIDENT	2.00	Officer Director	$0	$0	$0
OSCAR FERNANDEZ	PRESIDENT - ELECT	1.00	Officer Director	$0	$0	$0
MICHAEL R PUGH AAF	TREASURER	1.00	Officer Director	$0	$0	$0
CHRIS DRUMMOND	IMMEDIATE PAST PRESIDENT	1.00	Officer Director	$0	$0	$0
ANNE STEWART	DIRECTOR	1.00	Director	$0	$0	$0
BRIAN KUSUDA	DIRECTOR	1.00	Director	$0	$0	$0
JENNIFER BARNARD	DIRECTOR	1.00	Director	$0	$0	$0
AUSTIN BRYANT	DIRECTOR	1.00	Director	$0	$0	$0
RODI GROOT	DIRECTOR	1.00	Director	$0	$0	$0
FJ TRZUSKOWSKI	DIRECTOR	1.00	Director	$0	$0	$0
JOAQUIN DE LA TORRE BALL	DIRECTOR	1.00	Director	$0	$0	$0
DAVE LEGGE	DIRECTOR	1.00	Director	$0	$0	$0
KATE PENN	CEO	38.00	Officer	$269,872	$26,274	$296,146
MARY ANASTACIO	DIRECTOR OF FINANCE & ADMI	38.00	Officer	$92,000	$4,783	$96,783
KATIE BUTLER	SENIOR VICE PRESIDENT	38.00	Officer	$162,318	$8,199	$170,517

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
2024	No data	No data	No data	No data
2023	$3,345,485	$3,473,720	$6,676,010	$-128,235
2022	$3,326,202	$3,356,123	$6,619,674	$-29,921
2021	$3,727,460	$2,889,125	$7,283,396	$838,335
2020	$3,021,708	$2,703,114	$6,268,289	$318,594
2019	$3,546,844	$3,971,670	$5,641,024	$-424,826
2018	$3,701,938	$4,021,136	$5,685,327	$-319,198

SOCIETY OF AMERICAN FLORISTS AND ORNAMENTAL HORTICULTURISTS