- Revenue 2023
- $2,433,020
- Expenses 2023
- $2,423,577
Program services were 52.7% of total expenses calculated — Part IX's program-services column over total expenses, both as filed.
As filed
- Subsection
- 03
- NTEE code
- P40
- Classification
- 1200
- Street
- PO BOX 802021
These codes are the IRS's own and are shown exactly as filed. What each one means is in the Business Master File documentation (opens in a new tab).
Mission and programs · 2023
Mission
Heroic Medias mission is to reach and connect Americans to resources that empower them to save lives from abortion.
-
OAASYS (On-Demand Alternatives to Abortion SYStem) Using direct response internet advertising, primarily using Google and Bing search engine marketing, to reach abortion-determined women and connect them to local life-affirming clinics.ThriVe+ - A telehealth business partnership with ThriVe St. Louis to test the viability of a business approach to life-affirming telehealthcare.Her First Womens Health A telehealth business that connects women facing unexpected pregnancies to medical care and resources they need.
Expenses $1,277,155 · Grants $103,811 · Revenue $74,074
As filed on the 2023 return. The filer continues this part on Schedule O, which is not shown here.
Officers and directors · 2023
As listed in Part VII of the 2023 return, in the order the filer printed them. Each return names its own; this is not a roster the organization keeps with us.
-
MIKE MURRAY
President
- Total calculated
- $174,593
- From this org
- $174,593
- From related orgs
- $0
- Other
- $0
- Hours/week
- 40
Schedule J breakdown matched by us
- Base
- $174,593
- Bonus
- not reported
- Other
- not reported
- Deferred
- not reported
- Nontaxable benefits
- not reported
- Filer's total
- $174,593
-
BRETT ATTEBERY
CEO
- Total calculated
- $150,000
- From this org
- $150,000
- From related orgs
- $0
- Other
- $0
- Hours/week
- 40
-
EVAN WOOLSONCROFT
VP-PHILANTHROPY
- Total calculated
- $122,800
- From this org
- $122,800
- From related orgs
- $0
- Other
- $0
- Hours/week
- 40
-
KAREN GARNETT
VP-Culture
- Total calculated
- $110,171
- From this org
- $110,171
- From related orgs
- $0
- Other
- $0
- Hours/week
- 40
-
DR MONIQUE RUBERU
MEMBER
- Total calculated
- $0
- Hours/week
- 1
-
PIERRE KOSHAKJI
Chairman
- Total calculated
- $0
- Hours/week
- 1
-
DAVID BENDER
MEMBER
- Total calculated
- $0
- Hours/week
- 1
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. Earlier years are each on their own filing page.
Filings
-
2023
- Revenue
- $2,433,020
- Expenses
- $2,423,577
- Contributions
- $2,358,388
- Grants paid
- $103,811
-
2022
- Revenue
- $2,294,505
- Expenses
- $2,834,509
- Contributions
- $2,174,920
- Grants paid
- $335,978
The four totals the IRS asks for on Part I of the Form 990, as filed. A dash means the figure was not present on the return — not that it was zero.
Other returns filed
-
2021 · 990
- Revenue
- $2,142,845
- Expenses
- $2,082,315
- Assets (EOY)
- $972,168
-
2020 · 990
- Revenue
- $2,249,948
- Expenses
- $2,162,203
- Assets (EOY)
- $1,195,076
-
2019 · 990
- Revenue
- $1,973,817
- Expenses
- $2,569,975
- Assets (EOY)
- $980,241
-
2018 · 990
- Revenue
- $2,541,407
- Expenses
- $2,513,424
- Assets (EOY)
- $1,555,102
-
2018 · 990
- Revenue
- $2,541,407
- Expenses
- $2,411,822
- Assets (EOY)
- $1,555,102
-
2017 · 990
- Revenue
- $1,918,587
- Expenses
- $2,002,027
- Assets (EOY)
- $1,853,972
-
2016 · 990
- Revenue
- $1,938,810
- Expenses
- $1,596,743
- Assets (EOY)
- $2,221,450
-
2015 · 990
- Revenue
- $1,850,032
- Expenses
- $1,535,435
- Assets (EOY)
- $1,811,492
Nonprofiteer parses Forms 990, 990-EZ and 990-PF, in a window of recent tax years. These returns are recorded from the IRS e-file index, so their figures were extracted by that index rather than read from the return here — treat them as a different source from the filings above, not as more of the same record. A dash means the index carries no figure; Form 990-T listings carry none at all.
Grants made
-
$250,978
2022 GENERAL OPERATIONS
-
$103,811
2023 GENERAL OPERATIONS
-
$50,000
2022 2023 IMPACT LUNCHEON GRANTEE WINNER
-
$20,000
2022 2023 IMPACT LUNCHEON GRANTEE WINNER
Grants received
-
$700,000
2023 GENERAL OPERATING SUPPORT.
-
CALIFORNIA COMMUNITY FOUNDATION
$600,000
2022 RELIGION
-
2023 GROWTH
-
2024 MEDIA AND PUBLISHING
-
2022 GROWTH
-
2024 For grant recipient's exempt purposes
-
$100,000
2024 GENERAL OPERATIONS
-
2024 COMMUNITY & HUMAN SERVICES
-
2023 COMMUNITY & HUMAN SERVICES
-
2022 For grant recipient's exempt purposes
The 10 largest by cash amount. The API serves every itemized grant.
Other IRS files
Auto-Revocation List
Not listed. The IRS publishes this list for organizations whose exemption was automatically revoked for failing to file for three consecutive years.
Publication 78
Listed as of 13 October 2026, under deductibility PC.
These are two separate IRS files on two separate schedules, shown as published and not reconciled with each other. Neither is a statement about whether a contribution is deductible today: 19,245 organizations appear in Publication 78 while the IRS's own revocation file lists them as currently revoked, more than half of those revoked before 2019. Absence from Publication 78 is evidence of nothing, and presence is not evidence either. Verify current status with the IRS before relying on it.
What this page reflects
The registration facts above come from the IRS Business Master File published 13 October 2026 and read 29 October 2026, for every organization at once. Returns through tax year 2023, the newest we have parsed for this organization.