HISPANIC MARKETING COUNCIL

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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

1996

Legal Domicile

Principal Officer

HORACIO GAVILAN

Phone

7037455531

Tax Period

2025-01-01 to 2025-12-31

HISPANIC MARKETING COUNCIL, founded in 1996, is a small nonprofit that reported $656K in total revenue in fiscal year 2025. Expenses of $619K left a modest 6% surplus.

Mission

THE MISSION OF HMC IS "TO GROW, STRENGTHEN AND PROTECT THE HISPANIC MARKETING AND ADVERTISING INDUSTRY BY PROVIDING LEADERSHIP IN RAISING AWARENESS OF THE VALUE OF THE HISPANIC MARKET OPPORTUNITIES AND ENHANCING THE PROFESSIONALISM OF THE INDUSTRY."

Program Service Accomplishments

Program 1

MEMBER SERVICES: HMC'S MEMBERSHIP SERVICES ASSIST ITS MEMBERS IN ADVANCING LEADERSHIP AND PROFESSIONALISM IN THE HISPANIC ADVERTISING AND MARKETING INDUSTRY. HMC PROVIDES SUPPORTIVE PUBLICATIONS SUCH AS HMC MARKET GUIDE, A WEEKLY NEWSLETTER, WEBINARS, INDUSTRY-WIDE RESEARCH, AND MARKET INFORMATION AND SUPPORT SERVICES.

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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 (2025)

Revenue Breakdown

Contributions & Grants $0

Program Service Revenue $604,458

Investment Income $0

Other Revenue $51,056

TOTAL REVENUE $655,514

Expense Breakdown

Grants Paid $12,005

Salaries & Benefits $0

Fundraising Expenses $0

Other Expenses $606,859

TOTAL EXPENSES $618,864

Year-over-Year Comparison

	2025	2024	Change
Revenue	$655,514	$620,268	+0.1%
Expenses	$618,864	$639,961	0.0%
Net Income	$36,650	$-19,693	-2.9%

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

N/A

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

Total Directors

Key Employees

Highest Compensated

reported

Name	Title	Hours/Week	Role	Reportable Comp	Other Comp	Total
JOSE VILLA	CHAIR	5.00	Officer Director	$0	$0	$0
ISABELLA SANCHEZ	IMMEDIATE PAST CHAIR	5.00	Officer Director	$0	$0	$0
GIAN PABLO KATES	TREASURER	5.00	Officer Director	$0	$0	$0
FRANCO CABALLERO	DIRECTOR	5.00	Director	$0	$0	$0
GLORIA CONTANZA	DIRECTOR	5.00	Director	$0	$0	$0
MARINA FILLIPPELI	DIRECTOR	5.00	Director	$0	$0	$0
BRIAN FISHER	DIRECTOR	5.00	Director	$0	$0	$0
GREG KNIPP	DIRECTOR	5.00	Director	$0	$0	$0
ROY EDUARDO KOKOYACHUK	DIRECTOR	5.00	Director	$0	$0	$0
PEDRO LERMA	DIRECTOR	5.00	Director	$0	$0	$0
LONNIE LIMON	DIRECTOR	5.00	Director	$0	$0	$0
RONALD MENDEZ	DIRECTOR	5.00	Director	$0	$0	$0
LUIS MIGUEL MESSINAU	DIRECTOR	5.00	Director	$0	$0	$0
ALEX LOPEZ NEGRETE	DIRECTOR	5.00	Director	$0	$0	$0
VICTOR PAREDES	DIRECTOR	5.00	Director	$0	$0	$0
AMILCAR PEREZ	DIRECTOR	5.00	Director	$0	$0	$0
NESTOR PERINOT	DIRECTOR	5.00	Director	$0	$0	$0
ALDO QUEVEDO	DIRECTOR	5.00	Director	$0	$0	$0
MICHAEL ROCA	DIRECTOR	5.00	Director	$0	$0	$0
ANGELA RODRIGUEZ	DIRECTOR	5.00	Director	$0	$0	$0
INGRID OTERO SMART	DIRECTOR	5.00	Director	$0	$0	$0
DONNA SPECIALE	DIRECTOR	5.00	Director	$0	$0	$0
MARCO VEGA	DIRECTOR	5.00	Director	$0	$0	$0

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
2025	$655,514	$618,864	$175,146	$36,650
2024	$620,268	$639,961	$154,252	$-19,693
2023	$717,563	$646,547	$197,054	$71,016
2022	$407,813	$365,601	$163,104	$42,212
2021	$358,937	$351,394	$91,459	$7,543
2020	$417,179	$381,938	$58,237	$35,241
2019	$610,925	$631,625	$45,806	$-20,700
2018	$601,162	$619,124	$40,461	$-17,962