Heartland Crisis Pregnancy Center

Nonprofit profile at a glance

EIN
611384944
IRS 990 coverage
2015–2025
Forms available
Form 990 2025
Location
Elizabethtown, KY, USA
Phone
2702341122
Rating
74
Verdict
SUPPORTED
Rating confidence
Moderate
Sector
Reproductive Health Care Facilities and Allied Services

Reported finances

Revenue
$1,761,552
Expenses
$1,138,743
Assets
$1,881,908
Liabilities
$11,519

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

Leadership & pay

12 people listed

Executive titles in this filing

  • MARQUITA BALL (CEO)

Highest reported compensation

  • MARQUITA BALL (CEO): $84,000 total reported compensation

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

Overview

Mission

To serve those who find themselves affected by an unwanted or unexpected pregnancy by offering an alternative to abortion.

What it reported doing in 2025

To meet the physical, emotional and spiritual needs of clients by giving them the encouragement and support that is needed during a crisis pregnancy.

Operating model

Revenue model
Donor-supported. 72% of the money available for current operations came from contributions and gifts.
Distribution model
Direct operator. The filing allocates 97% 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

SUPPORTED - The filed numbers largely add up and most voting board members are independent. A relatively small share of available resources goes toward mission work and some filing-based governance responses are negative or unanswered.

Rating breakdown

  • Financial Efficiency: 54
  • Transparency & Controls: 86
  • Accountability: 90
  • Sustainability: 70
  • Growth: 100

Detailed rating inputs

Financial Efficiency

  • Mission deployment rate: 50.6%; rating input score 51
  • Program expense ratio: 77.5%; rating input score 78
  • Fundraising efficiency: Limited

Transparency & Controls

  • Consistency checks: 93.8%; rating input score 94; 25th percentile among comparable filings
  • Pay-setting controls: Limited
  • Foreign activity oversight: Limited
  • Grant itemization coverage: 82.9%; rating input score 83; 39th percentile among comparable filings
  • Major donor itemization: Yes; rating input score 100
  • Related-party transparency: Limited

Accountability

  • Independent voting board: 100%; rating input score 100; 64th percentile among comparable filings
  • Governance controls: 6 of 8 controls in place; rating input score 75
    • 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: Missing
    • Independent financial-statement audit: Fail

Sustainability

  • Operating margin: 35.4%; rating input score 85; 85th percentile among comparable filings
  • Total-asset coverage ratio: 1.65; rating input score 58; 58th percentile among comparable filings
  • Liabilities to assets ratio: 0.01; rating input score 64; 64th percentile among comparable filings
  • Officer compensation ratio: 7.4%; rating input score 45; 45th percentile among comparable filings

Growth

  • Program expense growth: 13% per year; rating input score 100; 67th percentile among comparable filings
  • Revenue growth: 14.4% per year; rating input score 100; 73rd percentile among comparable filings
  • Asset growth: 11.2% per year; rating input score 100; 59th percentile among comparable filings

Details

  • Where the money goes: 50.6% of revenue deployed · 77.5% of spending went to programs
  • Governance: 12 of 12 board members independent · 6 of 8 filing controls reported
  • Programs: 1 filed program accomplishment · $883K in reported program spending
  • Leadership: top reported pay $84K · 12 people listed
  • Consistency: 31 of 32 current checks pass · 1 finding to review
  • Schedules: 7 filed schedules · includes major donors and grants
  • Filing history: 11 filing years from 2015 to 2025
  • Contacts: How to reach this organization
  • Money network: 2 filed money-flow records
  • Related organizations: 1 filed related-organization link
  • 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.

  • Review — Financial Efficiency: Mission deployment rate scored 51/100.
  • Review — Accountability: Governance controls: Independent financial-statement audit not reported.
  • Review — Sustainability: Total-asset coverage ratio scored 58/100.
  • Review — Transparency & Controls: Domestic grant itemization did not reconcile in the filed values.
  • Moderate — Sustainability: Officer compensation ratio scored 45/100.