Direct Marketing Association Inc
Direct Marketing Association Inc. faces declining revenue and operational losses in recent years.
EIN: 131810859 · New York, NY · NTEE: S41Z · Updated: 2026-03-28
| Metric | Value |
|---|---|
| Total Revenue | $16.7M |
| Total Expenses | $7.5M |
| Program Spending | 70% |
| Transparency Score | 55/100 |
Is Direct Marketing Association Inc Legit?
Some Concerns
Assessment based on IRS 990 filings, spending patterns, and AI analysis. Not a guarantee of legitimacy. Full charity check →
Direct Marketing Association Inc directs 70% of its spending to programs. This meets the industry benchmark of 65% for efficient nonprofits.
About Direct Marketing Association Inc
Direct Marketing Association Inc (EIN: 131810859) is a nonprofit organization based in New York, NY, classified under NTEE code S41Z. The organization reported total revenue of $16.7M and total assets of $0 according to its most recent IRS 990 filing. This transparency report provides an AI-powered analysis of Direct Marketing Association Inc's financial health, spending patterns, executive compensation, and overall mission effectiveness based on publicly available IRS data.
Organization Overview
Direct Marketing Association Inc is a large nonprofit that has been operating for 82 years, with 9 years of IRS 990 filings on record (2011–2018).
Key Financial Metrics (2018)
From the most recent IRS 990 filing on record:
| Total Revenue | $5.1M |
| Total Expenses | $7.5M |
| Surplus / Deficit | $-2,455,903 |
| Total Assets | $0 |
| Net Assets | $0 |
| Operating Margin | -48.3% |
| Months of Reserves | 0.0 months |
Financial Health Grade: C
In 2018, Direct Marketing Association Inc reported a deficit of $2.5M with expenses exceeding revenue, holds 0.0 months of operating reserves (limited).
Financial Trends
| Year | Revenue Change | Expense Change | Asset Change |
|---|---|---|---|
| 2018 | -65.2% | -51.6% | -100.0% |
| 2017 | +24.9% | +40.1% | -11.3% |
| 2016 | -34.4% | -40.6% | -9.9% |
| 2016 | -9.8% | -10.5% | +3.5% |
| 2015 | -3.3% | +6.7% | -8.2% |
IRS Tax-Exempt Classification
| IRS Classification Codes | 2000 |
| IRS Ruling Date | 1944 |
Classification data from ProPublica Nonprofit Explorer. Additional BMF data may be available after enrichment.
AI Transparency Report
Mission Effectiveness Score
NonprofitSpending's AI analysis rates Direct Marketing Association Inc with a Mission Score of 55 out of 100 (Fair). This score reflects the organization's overall financial transparency, program spending efficiency, and governance indicators derived from IRS 990 public filings.
Spending Breakdown
- admin: 20%
- programs: 70%
- fundraising: 10%
According to IRS 990 filings, Direct Marketing Association Inc allocates its expenses as follows: admin: 20%, programs: 70%, fundraising: 10%. Approximately 70% goes to programs, indicating moderate mission focus.
Key Financial Metrics (2018)
From the most recent IRS 990 filing on record:
- The organization reported a deficit of $2.5M, with expenses exceeding revenue.
Executive Compensation Analysis
Executive compensation is consistently reported as 0% across all available filings, indicating a high level of transparency and potentially a volunteer-led or externally compensated leadership structure, which is unusual for an organization of this revenue size.
Executive compensation data is sourced from IRS 990 filings, which require nonprofits to disclose the compensation of officers, directors, trustees, and key employees. NonprofitSpending analyzes this data relative to the organization's total revenue and sector benchmarks to assess whether executive pay is reasonable.
Red Flags
The following concerns were identified during AI analysis of Direct Marketing Association Inc's IRS 990 filings:
- Significant and consistent decline in revenue over several years, from $23.6M in 2012 to $5.0M in 2018.
- Reported $0 assets in the latest filing and 2018, after reporting substantial assets in prior years (e.g., $13.6M in 2017).
- Expenses ($7,537,289) significantly exceeded revenue ($5,081,386) in 2018, indicating operational losses.
- Inconsistent financial performance with periods of both surplus and deficit.
- Lack of detailed expense breakdown (program, admin, fundraising) in the provided data, hindering efficiency assessment.
Strengths
The following positive indicators were identified for Direct Marketing Association Inc:
- Consistent reporting of 0% officer compensation, indicating high transparency in this area.
- History of substantial revenue generation in earlier periods (e.g., over $20M annually from 2012-2015).
- NTEE code S41Z suggests a focus on professional societies and associations, which can have stable membership models.
Frequently Asked Questions about Direct Marketing Association Inc
Is Direct Marketing Association Inc a legitimate charity?
Based on AI analysis of IRS 990 filings, Direct Marketing Association Inc (EIN: 131810859) some concerns. Mission Score: 55/100. 5 red flags identified, 3 strengths noted.
How does Direct Marketing Association Inc spend its money?
Direct Marketing Association Inc directs 70% of its spending to programs and services. The remaining budget covers administration and fundraising costs.
Are donations to Direct Marketing Association Inc tax-deductible?
Direct Marketing Association Inc is registered as a tax-exempt nonprofit (EIN: 131810859). Donations to most 501(c)(3) organizations are tax-deductible. Consult a tax professional for your specific situation.
What percentage of Direct Marketing Association Inc's spending goes to programs?
Direct Marketing Association Inc directs 70% to programs, 10% to fundraising. This meets the 65% industry benchmark for efficient nonprofits.
How does Direct Marketing Association Inc compare to similar nonprofits?
With a transparency score of 55/100 (Fair), Direct Marketing Association Inc is near average for NTEE category S41Z nonprofits. The score reflects financial transparency, program spending efficiency, and governance quality based on IRS 990 data.
Where is Direct Marketing Association Inc located?
Direct Marketing Association Inc is headquartered in New York, New York and files with the IRS under EIN 131810859. It is classified under NTEE code S41Z.
How many years of IRS 990 filings does Direct Marketing Association Inc have?
Direct Marketing Association Inc has 9 years of IRS 990 filings on record at NonprofitSpending. This extensive filing history provides a strong basis for evaluating long-term financial trends. The most recent filing shows $16.7M in total revenue.
Why are assets reported as $0 in the latest filing and 2018, after being substantial in prior years?
The sudden disappearance of reported assets from $13,656,668 in 2017 to $0 in 2018 and the latest filing is a significant financial event that requires clarification. It could indicate a major restructuring, asset transfer, or a change in reporting methodology.
What caused the substantial decline in revenue from $23,680,113 in 2012 to $5,081,386 in 2018?
The consistent downward trend in revenue suggests a fundamental shift in the organization's funding sources or operational model, which could impact its long-term viability.
How does the organization sustain operations with 0% reported officer compensation?
While transparent, the absence of officer compensation raises questions about how leadership is compensated, if at all, and whether this model is sustainable for an organization of this scale.
What is the detailed breakdown of expenses (program, admin, fundraising) for the latest period?
Without a detailed breakdown, it's challenging to assess the efficiency of spending and ensure that the majority of funds are directed towards programmatic activities.
What is the plan to address the recurring periods where expenses exceed revenue, such as in 2018?
Operating at a deficit, as seen in 2018 where expenses ($7,537,289) significantly outstripped revenue ($5,081,386), is unsustainable and indicates a need for strategic financial planning.
Filing History
IRS 990 filing history for Direct Marketing Association Inc showing financial trends over 9 years of public records:
In its most recent filing year (2018), Direct Marketing Association Inc reported a deficit of $2.5M, with expenses exceeding revenue.
| Year | Revenue | Expenses | Assets | Liabilities | Officer Comp. % | |
|---|---|---|---|---|---|---|
| 2018 | $5.1M | $7.5M | $0 | $0 | — | View 990 |
| 2017 | $14.6M | $15.6M | $13.7M | $10.7M | — | View 990 |
| 2016 | $11.7M | $11.1M | $15.4M | $12.1M | — | — |
| 2016 | $17.8M | $18.7M | $17.1M | $14.8M | — | View 990 |
| 2015 | $19.7M | $20.9M | $16.5M | $12.7M | — | View 990 |
| 2014 | $20.4M | $19.6M | $18.0M | $12.4M | — | View 990 |
| 2013 | $22.3M | $20.5M | $17.5M | $13.1M | — | View 990 |
| 2012 | $23.7M | $23.3M | $16.7M | $12.1M | — | View 990 |
| 2011 | $0 | $0 | $0 | $0 | — | View 990 |
Year-by-Year Financial Summary
- 2018: Revenue of $5.1M, expenses of $7.5M, and assets of $0 (revenue -65.2% year-over-year).
- 2017: Revenue of $14.6M, expenses of $15.6M, and assets of $13.7M (revenue +24.9% year-over-year).
- 2016: Revenue of $11.7M, expenses of $11.1M, and assets of $15.4M (revenue -34.4% year-over-year).
- 2016: Revenue of $17.8M, expenses of $18.7M, and assets of $17.1M (revenue -9.8% year-over-year).
- 2015: Revenue of $19.7M, expenses of $20.9M, and assets of $16.5M (revenue -3.3% year-over-year).
- 2014: Revenue of $20.4M, expenses of $19.6M, and assets of $18.0M (revenue -8.5% year-over-year).
- 2013: Revenue of $22.3M, expenses of $20.5M, and assets of $17.5M (revenue -5.8% year-over-year).
- 2012: Revenue of $23.7M, expenses of $23.3M, and assets of $16.7M.
- 2011: Revenue of $0, expenses of $0, and assets of $0.
View Individual Filing Years
Explore detailed financial data from each IRS 990 filing year for Direct Marketing Association Inc:
Data Sources and Methodology
This transparency report for Direct Marketing Association Inc is generated by NonprofitSpending's AI analysis engine. The data is sourced from publicly available IRS 990 filings accessed through the ProPublica Nonprofit Explorer API and IRS electronic filing records. The Mission Score, spending breakdown, and other analytical insights are produced by artificial intelligence and should be used as one of multiple factors when evaluating a nonprofit organization.
IRS 990 forms are annual information returns that most tax-exempt organizations must file with the IRS. These forms provide detailed financial information including revenue, expenses, assets, liabilities, and compensation of officers. NonprofitSpending processes this data to provide accessible transparency reports for donors, researchers, and the general public.
Disclaimer
AI-generated analysis based on IRS public records. Not financial or legal advice. Verify information directly with the organization.