Healthy Birth Day Inc
Nonprofit profile at a glance
- EIN
- 263998964
- IRS 990 coverage
- 2012–2025
- Forms available
- Form 990 2025, Form 990-N 2011
- Location
- Clive, IA, USA
- Phone
- 5156508685
- Rating
- 85
- Verdict
- STRONG
- Rating confidence
- Moderate
- Sector
- Reproductive Health Care Facilities and Allied Services
Reported finances
- Revenue
- $2,417,602
- Expenses
- $2,457,561
- Assets
- $1,229,140
- Liabilities
- $688,290
Source: IRS Form 990. Selected filing: tax year 2025. Amounts in USD.
Leadership & pay
14 people listed
Executive titles in this filing
- LISA HOLTORF (PRESIDENT)
- ROSE HORTON (VICE-PRESIDENT)
- EMILY PRICE (CHIEF EXECUTIVE OFFICER)
Highest reported compensation
- EMILY PRICE (CHIEF EXECUTIVE OFFICER): $146,519 total reported compensation
Source: IRS Form 990. Selected filing: tax year 2025. Names and roles reflect this filing, not necessarily current officeholders.
Overview
Mission
Count the kicks is an evidence-based campaign that teaches expectant parents about the importance of tracking fetal movements.
What it reported doing in 2025
Count the kicks is an evidence-based stillbirth prevention program that teaches expectant parents the method for and importance of monitoring their baby's movements daily during the third trimester of pregnancy, with the goal of lowering the country's stillbirth rate and saving babies across the nation. Count the kicks helps expectant parents get to know their baby's normal movement patterns and empowers them to contact their health care provider right away if there is a change in what's normal for their baby.evidence shows that expectant parents who utilize count the kicks have better birth outcomes. Bjog: an international journal of obstetrics and gynaecology published research in 2023 that demonstrated the effectiveness of our work. The results have led researchers to call for urgent action to address the stillbirth crisis in the u.s. And to study count the kicks on a national level. More than 180 families across the globe credit count the kicks with helping their baby have a safe arrival.
Operating model
- Revenue model
- Donor-supported. 68% of the money available for current operations came from contributions and gifts.
- Distribution model
- Direct operator. The filing allocates 100% of reported program-service expenses outside its grant, affiliate-payment, and member-benefit lines. This expense classification does not rule out separately announced grant awards.
- Includes noncash contributions: Reported contributions include donated property or goods.
The verdict
STRONG - A large share of available resources goes toward mission work and the filed numbers largely add up. Expenses are high relative to revenue and fundraising costs are high for each dollar raised.
Rating breakdown
- Financial Efficiency: 81
- Transparency & Controls: 92
- Accountability: 95
- Sustainability: 22
- Growth: 100
Detailed rating inputs
Financial Efficiency
- Mission deployment rate: 83.6%; rating input score 84
- Program expense ratio: 82%; rating input score 82
- Fundraising efficiency: $19.82 raised per $1 spent on fundraising; rating input score 59; 59th percentile among comparable filings
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: 100%; rating input score 100; 63rd percentile among comparable filings
- Governance controls: 7 of 8 controls in place; rating input score 88
- Conflict-of-interest policy: Pass
- Whistleblower policy: Pass
- Document-retention policy: Pass
- CEO compensation review process: Fail
- 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: -1.7%; rating input score 21; 21st percentile among comparable filings
- Total-asset coverage ratio: 0.5; rating input score 16; 16th percentile among comparable filings
- Liabilities to assets ratio: 0.56; rating input score 14; 14th percentile among comparable filings
- Officer compensation ratio: 6%; rating input score 51; 51st percentile among comparable filings
Growth
- Program expense growth: 25.5% per year; rating input score 100; 89th percentile among comparable filings
- Revenue growth: 23.4% per year; rating input score 100; 90th percentile among comparable filings
- Asset growth: 19.7% per year; rating input score 100; 84th percentile among comparable filings
Details
- Where the money goes: 83.6% of revenue deployed · 82% of spending went to programs
- Governance: 13 of 13 board members independent · 7 of 8 filing controls reported
- Programs: 1 filed program accomplishment · $2M in reported program spending
- Leadership: top reported pay $147K · 14 people listed
- Consistency: 33 of 33 current checks pass
- Schedules: 7 filed schedules · includes major donors
- Filing history: 13 filing years from 2012 to 2025
- Contacts: How to reach this organization
- Money network: 1 filed money-flow record
- Related organizations: Filed and resolved organization relationships.
- 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.
Key Signals
Signals prioritize questions for review. They are not findings of misconduct.
- High — Sustainability: Operating margin scored 21/100.
- Review — Financial Efficiency: Fundraising efficiency scored 59/100.
- High — Sustainability: Total-asset coverage ratio scored 16/100.
- Review — Accountability: Governance controls: CEO compensation review process not reported.
- High — Sustainability: Liabilities to assets ratio scored 14/100.
- Review — Sustainability: Officer compensation ratio scored 51/100.