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Nonprofiteer
← POTENTIAL ENERGY COALITION INC

Form 990 for tax year 2025

Filed by POTENTIAL ENERGY COALITION INC.

Totals

Total revenue
$42,610,622
Total expenses
$24,413,870
Contributions and grants received
$37,649,218
Grants paid
$2,006,183
Program service revenue
$3,649,942
Investment income
$1,304,189
Other revenue
$7,273
Total assets, end of year
$40,343,437
Total liabilities, end of year
$2,081,380
Net assets or fund balances, end of year
$38,262,057
Program services expenses (Part IX)
$20,876,181
Management and general expenses
$3,033,545
Fundraising expenses
$504,144
Program service expenses (Part III)
$20,876,181

Program services were 85.5% of total expenses calculated — Part IX's program-services column over total expenses, both as filed.

Line items

Every line the filer filed in Parts VIII, IX and X, as filed and in filed order. Blank columns are left out, and the lines are not forced to add up to the totals above.

Revenue

Part VIII, the statement of revenue.

  • 1f · All other contributions, gifts and grants

    $37,649,218

  • 1g · Noncash contributions included above

    $10,000,000

  • 2a · Program service revenue: SERVICE INCOME

    total $3,649,942 · related or exempt $3,649,942

  • 3 · Investment income

    total $1,267,559 · excluded $1,267,559

  • 4 · Income from investment of tax-exempt bond proceeds

    total $0

  • 5 · Royalties

    total $0

  • 6c · Rental income or loss

    real property $0 · personal property $0

  • 6d · Net rental income or loss

    total $0

  • 7a · Gross sales of assets other than inventory

    securities $36,415,031

  • 7b · Less cost or other basis and sales expenses

    securities $36,378,401

  • 7c · Gain or loss

    securities $36,630

  • 7d · Net gain or loss

    total $36,630 · excluded $36,630

  • 8a · Fundraising events: gross income

    $0

  • 8b · Fundraising events: direct expenses

    $0

  • 8c · Net income from fundraising events

    total $0

  • 9a · Gaming: gross income

    $0

  • 9b · Gaming: direct expenses

    $0

  • 9c · Net income from gaming

    total $0

  • 10a · Gross sales of inventory

    $0

  • 10b · Cost of goods sold

    $0

  • 10c · Net income from sales of inventory

    total $0

  • 11a · Other revenue: OTHER INCOME

    total $7,273 · related or exempt $7,273

  • 11e · Other revenue, total

    $7,273

Functional expenses

Part IX, the statement of functional expenses.

  • 1 · Grants to domestic organizations and governments

    total $1,869,131 · program services $1,869,131

  • 2 · Grants to domestic individuals

    total $0

  • 3 · Grants to foreign organizations and individuals

    total $137,052 · program services $137,052

  • 4 · Benefits paid to or for members

    total $0

  • 5 · Compensation of officers, directors and key employees

    total $1,230,720 · program services $878,992 · management and general $279,481 · fundraising $72,247

  • 6 · Compensation of disqualified persons

    total $0

  • 7 · Other salaries and wages

    total $4,635,295 · program services $3,247,888 · management and general $1,102,427 · fundraising $284,980

  • 8 · Pension plan contributions

    total $0

  • 9 · Other employee benefits

    total $863,518 · program services $588,412 · management and general $218,598 · fundraising $56,508

  • 10 · Payroll taxes

    total $371,772 · program services $260,495 · management and general $88,420 · fundraising $22,857

  • 11a · Fees: management

    total $0

  • 11b · Fees: legal

    total $83,844 · program services $7,306 · management and general $76,538

  • 11c · Fees: accounting

    total $46,371 · management and general $46,371

  • 11d · Fees: lobbying

    total $64,449 · program services $64,449

  • 11e · Fees: professional fundraising services

    total $0

  • 11f · Fees: investment management

    total $66,841 · management and general $66,841

  • 11g · Fees: other

    total $2,686,500 · program services $2,029,096 · management and general $643,608 · fundraising $13,796

  • 12 · Advertising and promotion

    total $0

  • 13 · Office expenses

    total $51,283 · management and general $47,161 · fundraising $4,122

  • 14 · Information technology

    total $346,399 · program services $228,524 · management and general $77,568 · fundraising $40,307

  • 15 · Royalties

    total $0

  • 16 · Occupancy

    total $34,713 · management and general $33,437 · fundraising $1,276

  • 17 · Travel

    total $250,060 · program services $33,786 · management and general $208,523 · fundraising $7,751

  • 18 · Travel or entertainment for public officials

    total $0

  • 19 · Conferences, conventions and meetings

    total $0

  • 20 · Interest

    total $0

  • 21 · Payments to affiliates

    total $0

  • 22 · Depreciation, depletion and amortization

    total $36,573 · management and general $36,573

  • 23 · Insurance

    total $133,614 · program services $93,622 · management and general $39,992

  • 24a · Other expenses: MEDIA EXPENSES

    total $8,500,671 · program services $8,500,671

  • 24b · Other expenses: DATA ANALYTICS

    total $1,824,613 · program services $1,824,613

  • 24c · Other expenses: PRODUCTION EXPENSES

    total $1,101,084 · program services $1,100,983 · management and general $101

  • 24d · Other expenses: IN-KIND EXPENSE

    total $79,018 · program services $11,112 · management and general $67,906

  • 24e · All other expenses

    total $349 · program services $49 · fundraising $300

Balance sheet

Part X, book values.

  • 1 · Cash, non-interest-bearing

    beginning of year $1,784,323 · end of year $3,881,130

  • 2 · Savings and temporary cash investments

    beginning of year $0 · end of year $0

  • 3 · Pledges and grants receivable

    beginning of year $7,593,563 · end of year $10,530,559

  • 4 · Accounts receivable

    beginning of year $0 · end of year $0

  • 5 · Loans and receivables from officers and key people

    beginning of year $0 · end of year $0

  • 6 · Loans and receivables from disqualified persons

    beginning of year $0 · end of year $0

  • 7 · Other notes and loans receivable

    beginning of year $0 · end of year $0

  • 8 · Inventories for sale or use

    beginning of year $0 · end of year $0

  • 9 · Prepaid expenses and deferred charges

    beginning of year $2,233,026 · end of year $2,585,390

  • 10a · Land, buildings and equipment: cost or other basis

    $109,717

  • 10b · Land, buildings and equipment: accumulated depreciation

    $54,365

  • 10c · Land, buildings and equipment, net

    beginning of year $91,924 · end of year $55,352

  • 11 · Investments: publicly traded securities

    beginning of year $14,222,005 · end of year $23,291,006

  • 12 · Investments: other securities

    beginning of year $0 · end of year $0

  • 13 · Investments: program-related

    beginning of year $0 · end of year $0

  • 14 · Intangible assets

    beginning of year $0 · end of year $0

  • 15 · Other assets

    beginning of year $0 · end of year $0

  • 17 · Accounts payable and accrued expenses

    beginning of year $3,757,100 · end of year $2,076,248

  • 18 · Grants payable

    beginning of year $0 · end of year $0

  • 19 · Deferred revenue

    beginning of year $1,775,000 · end of year $0

  • 20 · Tax-exempt bond liabilities

    beginning of year $0 · end of year $0

  • 21 · Escrow or custodial account liability

    beginning of year $0 · end of year $0

  • 22 · Loans and payables to officers and key people

    beginning of year $0 · end of year $0

  • 23 · Secured mortgages and notes payable

    beginning of year $0 · end of year $0

  • 24 · Unsecured notes and loans payable

    beginning of year $0 · end of year $0

  • 25 · Other liabilities

    beginning of year $5,132 · end of year $5,132

  • 27 · Net assets without donor restrictions

    beginning of year $9,511,696 · end of year $23,015,691

  • 28 · Net assets with donor restrictions

    beginning of year $10,875,913 · end of year $15,246,366

Mission and programs · 2025

Mission

Potential Energy Coalition, Inc. (the "Organization") was founded in 2018 to educate the public and help create broad public demand for clean energy and climate solutions through evidence-based communications. The Organization uses research, strategic communications, narrative development, and proven marketing strategies to carry out public education campaigns that increase understanding of climate issues and drive public demand for policies that can accelerate the energy transition.

Activities or mission (Part I)

POTENTIAL ENERGY'S MISSION IS TO EDUCATE the PUBLIC REGARDING CLIMATE CHANGE THROUGH THE DEPLOYMENT of PUBLIC EDUCATION CAMPAIGNS.

  • CAMPAIGN: The Organization develops and implements research-driven, human-centered campaigns that shift public understanding of climate change and clean energy through communications. Its campaigns apply research, strategic messaging, and proven marketing approaches to increase public awareness and understanding of climate solutions.

    Expenses $17,867,568 · Grants $2,006,183 · Revenue $3,657,215

  • KNOWLEDGE: THE ORGANIZATION CONDUCTS DEEP RESEARCH AND ADVANCED DATA ANALYTICS TO DETERMINE THE MOST EFFECTIVE APPROACHES TO EDUCATE THE PUBLIC ON ACCELERATING THE ENERGY TRANSITION, AND SHARES ITS FINDINGS WITH A BROAD RANGE OF GROUPS THROUGH PUBLICATIONS, BRIEFINGS AND OTHER EDUCATIONAL MATERIALS.

    Expenses $3,008,613

As filed on the 2025 return. The filer continues this part on Schedule O, which is not shown here.

Listed in Part VII

  • John F Marshall

    Chief Executive Officer

    Total calculated
    $718,702
    From this org
    $672,600
    From related orgs
    $0
    Other
    $46,102
    Hours/week
    40 + 1 related

    Schedule J breakdown matched by us

    Base
    $563,160
    Bonus
    $109,440
    Other
    $0
    Deferred
    $21,000
    Nontaxable benefits
    $25,102
    Filer's total
    $718,702

  • Eric Todd Asche

    President

    Total calculated
    $512,020
    From this org
    $456,417
    From related orgs
    $0
    Other
    $55,603
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $397,917
    Bonus
    $58,500
    Other
    $0
    Deferred
    $21,000
    Nontaxable benefits
    $34,603
    Filer's total
    $512,020

  • Sergio Velazquez-Rose

    HEAD OF STRATEGY AND ANALYTICS

    Total calculated
    $336,295
    From this org
    $299,750
    From related orgs
    $0
    Other
    $36,545
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $272,500
    Bonus
    $27,250
    Other
    $0
    Deferred
    $17,732
    Nontaxable benefits
    $18,813
    Filer's total
    $336,295

  • Nicole Christina Lemond

    HEAD OF MARKETING

    Total calculated
    $318,909
    From this org
    $273,800
    From related orgs
    $0
    Other
    $45,109
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $248,800
    Bonus
    $25,000
    Other
    $0
    Deferred
    $15,750
    Nontaxable benefits
    $29,359
    Filer's total
    $318,909

  • William Howard Turner

    HEAD OF INSIGHTS& ADVISORY svc

    Total calculated
    $286,376
    From this org
    $261,320
    From related orgs
    $0
    Other
    $25,056
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $261,320
    Bonus
    $0
    Other
    $0
    Deferred
    $15,679
    Nontaxable benefits
    $9,377
    Filer's total
    $286,376

  • Elan Potts Strait

    HEAD OF POLICY AND IMPACT

    Total calculated
    $258,118
    From this org
    $210,206
    From related orgs
    $0
    Other
    $47,912
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $182,956
    Bonus
    $27,250
    Other
    $0
    Deferred
    $12,612
    Nontaxable benefits
    $35,300
    Filer's total
    $258,118

  • Forest Boleyn

    EXECUTIVE CREATIVE DIRECTOR

    Total calculated
    $255,967
    From this org
    $215,970
    From related orgs
    $0
    Other
    $39,997
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $204,720
    Bonus
    $11,250
    Other
    $0
    Deferred
    $9,420
    Nontaxable benefits
    $30,577
    Filer's total
    $255,967

  • Daniel P Schrag

    CO-FOUNDER & BOARD MEMBER

    Total calculated
    $0
    Hours/week
    5

  • Matthew Freeman

    BOARD MEMBER

    Total calculated
    $0
    Hours/week
    5

  • Susan Canavari

    BOARD MEMBER

    Total calculated
    $0
    Hours/week
    5

  • Margaret Boasberg

    BOARD MEMBER

    Total calculated
    $0
    Hours/week
    5

  • Anthony Leiserowitz

    BOARD MEMBER

    Total calculated
    $0
    Hours/week
    5

  • Mark Tercek

    BOARD MEMBER

    Total calculated
    $0
    Hours/week
    5

Compensation is as filed in Part VII: reportable pay from this organization and from related organizations, other compensation, and hours per week. The total, marked calculated, is our sum of the three dollar columns, with a blank column counted as $0; the form itself has no total. On a Form 990-EZ the columns are Part IV's instead, and on a Form 990-PF Part VIII's — compensation, contributions to benefit plans, and expense account — and the total sums those. A Schedule J breakdown is as filed: base pay, bonus, other, deferred compensation and nontaxable benefits from this organization, with any from related organizations beside each, and the filer's own total. It is shown with the Part VII listing of the same name on the same return. The form gives no key between the two, so that pairing is ours, and is marked matched by us.

Schedule J

Answered yes

  • 3 · Compensation committee
  • 3 · Form 990 of other organizations
  • 3 · Written employment contract
  • 3 · Compensation survey or study
  • 3 · Approval by the board or compensation committee

Answered no

  • 4a · Severance or change-of-control payment
  • 4b · Supplemental nonqualified retirement plan
  • 4c · Equity-based compensation arrangement
  • 5a · Pay contingent on this organization's revenues
  • 5b · Pay contingent on a related organization's revenues
  • 6a · Pay contingent on this organization's net earnings
  • 6b · Pay contingent on a related organization's net earnings
  • 7 · Other non-fixed payments
  • 8 · Paid under the initial-contract exception

The filer's explanations (Part III)

SCHEDULE J, PART II EXPLANATION:
Salaries for the Chief Executive officer and the leadership tier are reviewed by the Human resource and compensation committees of the board of directors annually. A compensation study was performed for all employee positions within the organization in the Summer and Fall of 2022 which was used as one of the criteria for determination of compensation levels. Additionally, compensation information from comparable nonprofit organization was used for benchmarking in the review and approval of all compensation by the committees.

Part I's answers as filed. A line not listed was left unanswered; on lines 1a and 3 that means the box was not checked.

Grants on this return

Related organizations on this return

Schedule R Part II: tax-exempt organizations related to the filer by control. It does not record shared board members or money.

Taxable family on this return

Schedule R Parts I, III and IV, as filed. These record ownership and control, not shared board members or money moved.

Disregarded entities

Part I: entities that legally are the filer and file no return of their own.

  • Insurance Education Alliance LLC

    Education · NY · income $0 · assets $166,000

    Directly controlled by PEC

Provenance

Return type
form_990
Tax year
2025
Filed
20 August 2026
IRS schema version
2025v4.2
Source object
202632379349301248

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