Dramatic IRS Shift for Nonprofits
Complex new forms focus less on finances, more on how groups operate and prevent corruption.
"The 990 is such a important marketing tool," she said. "Donors look at it to see how your organization stacks up against other organizations. You want to put your best foot forward."
The value of 990s as a marketing tool can be measured by Web sites such as Charity Navigator and Guidestar, which post 990s online.
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