Finger Lakes Wine Country Tourism Marketing Association Inc

Nonprofit profile at a glance

EIN
753090966
IRS 990 coverage
2011–2025
Forms available
Form 990 2025
Location
Corning, NY, USA
Phone
6079360703
Rating confidence
Limited
Sector
Chambers of Commerce & Business Leagues

Official website

Reported finances

Revenue
$679,788
Expenses
$731,377
Assets
$254,072
Liabilities
$51,292

Source: IRS Form 990. Selected filing: tax year 2025. Amounts in USD.

Leadership & pay

21 people listed

Executive titles in this filing

  • LAURY ELLEN WARD (PRESIDENT)

Highest reported compensation

  • LAURY ELLEN WARD (PRESIDENT): $135,812 total reported compensation

Source: IRS Form 990. Selected filing: tax year 2025. Names and roles reflect this filing, not necessarily current officeholders.

Overview

Mission

The mission of the organization is to establish finger lakes wine country as the top-of-mind brand with a vision that the potential visitor will have a clear image of finger lakes wine country, what it offers, and how to participate in its experiences.

What it reported doing in 2025

The organization administered a targeted media buy to build awareness of the finger lakes wine country brand in 2025. The campaign ran from april through august in the target markets of philadelphia, harrisburg, and buffalo. The goal of the campaign was to drive traffic to the finger lakes wine country website (www.fingerlakeswinecountry.com). Cumulative across all channels, the campaign generated over 30.3 million impressions. Website traffic in 2025 totaled 277,020 sessions, reflecting a strategic shift toward higher-quality, intent-driven visitation despite lower overall volume. The organization's email marketing program continued to perform strongly, with an average open rate of 34.4% and a 3.0% click-through rate, and total clicks increased by 31% year over year, indicating increased engagement and travel planning interest among subscribers.

Operating model

Revenue model
Donor-supported. 100% of the money available for current operations came from contributions and gifts.
Distribution model
Cannot be determined from the filing. The filing does not provide enough consistent spending detail to tell whether the nonprofit works directly or through others.

The verdict

- The available evidence is not sufficient to produce an overall rating for this filing. This is not a warning sign.

Rating breakdown

  • Financial Efficiency: NotEnoughData
  • Transparency & Controls: 92
  • Accountability: 97
  • Sustainability: 18
  • Growth: 20

Detailed rating inputs

Financial Efficiency

  • Mission deployment rate: Limited
  • Program expense ratio: Limited
  • Fundraising efficiency: Limited

Transparency & Controls

  • Consistency checks: 100%; rating input score 100; 63rd percentile among comparable filings
  • Pay-setting controls: Limited
  • Foreign activity oversight: Limited
  • Grant itemization coverage: Limited
  • Major donor itemization: Yes; rating input score 100
  • Related-party transparency: Limited

Accountability

  • Independent voting board: 95%; rating input score 95; 28th percentile among comparable filings
  • Governance controls: 8 of 8 controls in place; rating input score 100
    • Conflict-of-interest policy: Pass
    • Whistleblower policy: Pass
    • Document-retention policy: Pass
    • CEO compensation review process: Pass
    • Other executive compensation review process: NotApplicable
    • Form 990 shared with the board: Pass
    • Board meeting minutes documented: Pass
    • Audit committee oversight: Pass
    • Independent financial-statement audit: Pass

Sustainability

  • Operating margin: -7.6%; rating input score 16; 16th percentile among comparable filings
  • Total-asset coverage ratio: 0.35; rating input score 18; 18th percentile among comparable filings
  • Liabilities to assets ratio: 0.2; rating input score 25; 25th percentile among comparable filings
  • Officer compensation ratio: 18.6%; rating input score 18; 18th percentile among comparable filings

Growth

  • Program expense growth: Limited
  • Revenue growth: -2.7% per year; rating input score 0; 6th percentile among comparable filings
  • Asset growth: 10.2% per year; rating input score 100; 56th percentile among comparable filings

Details

  • Where the money goes: Financial trends and filed revenue, expense, asset, and liability detail
  • Governance: 19 of 20 board members independent · 8 of 8 filing controls reported
  • Programs: 3 filed program accomplishments
  • Leadership: top reported pay $136K · 21 people listed
  • Highest-paid contractors: 1 contractor listed · $164K reported
  • Consistency: 11 of 11 current checks pass
  • Schedules: 3 filed schedules · includes major donors
  • Filing history: 15 filing years from 2011 to 2025
  • Contacts: How to reach this organization
  • Money network: 1 filed money-flow record
  • Grant readiness: Federal tax and exclusion status, award history, and grant-maker relationships.
  • People: Everyone the filings name, and which of them the filings identify by more than a name.
  • Staff and benefit plans: Retirement and health plans the organization files with the Department of Labor, and the people in them.

Key Signals

Signals prioritize questions for review. They are not findings of misconduct.

  • High — Growth: Revenue growth scored 0/100.
  • High — Sustainability: Operating margin scored 16/100.
  • High — Sustainability: Total-asset coverage ratio scored 18/100.
  • High — Sustainability: Officer compensation ratio scored 18/100.
  • High — Sustainability: Liabilities to assets ratio scored 25/100.