Do you toot your own horn? You should -- on your Form 990, that is. Your 990 can be one of your best PR tools, if you let it. Here's how.
The current Form 990, in Part III, requires you to describe your "program service accomplishments" -- in other words, the activities that you carry on that advance your exempt purpose. While some organizations give these descriptions short shrift (I hope yours is not one of them), others make it a point to fully describe their operations. The IRS wants details: how many people were served by the activity? How many books or magazines did you publish? What did you do that was not concretely measurable, but still important? This narrative is important, not only for IRS reporting, but to provide an accurate picture of your organization and its activities. You never know who may be looking at your 990 on Guidestar: prospective members? Potential sponsors? Possible donors? Give them the big picture; let them know what you're about.
The new form 990 preserves and somewhat amplifies this requirement. You'll still be reporting on your top three activities (renamed "exempt purpose achievements"), and you'll also describe your organization's mission or most significant activities, smack in the middle of Page 1. While we don't have instructions yet, you don't need instructions to know that this is an important question, and one you should give some thought to. You want to be brief, but concise. It may be a good idea to keep your response short enough so that it fits completely within the space provided. There no doubt will be overflow space available, and that may come in handy for the new Part III, where you will (re)state your organization's mission and describe your achievements in further detail. But for Page 1: keep it simple, keep it accurate, keep it positive. It's part of your overall Page 1 "snapshot" . . . and you know what they say about first impressions.
Debbie