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Truth Initiative Foundation

Annual Giving
$1.6M
Grant Range
$20K - $0.0M
Decision Time
9mo

Truth Initiative Foundation

Quick Stats

  • Annual Giving: $1,563,187 (2023)
  • Success Rate: Not publicly disclosed
  • Decision Time: Approximately 8-9 months (application deadline to notification)
  • Grant Range: Up to $20,000 per grant (two-year grants)
  • Geographic Focus: National (United States)
  • Grants Awarded: 26 awards (2023), 235+ colleges funded since 2015

Contact Details

Website: https://truthinitiative.org
Phone: 202-454-5555
Address: 900 G Street NW, Fourth Floor, Washington, DC 20001
Program Contact: For grant inquiries, visit https://truthinitiative.org/tobacco-vape-free-college-program

Overview

Truth Initiative Foundation (EIN: 91-1956621) is the nation's largest nonprofit public health organization dedicated to achieving a culture where all young people reject smoking, vaping, and nicotine. Established in March 1999 as the American Legacy Foundation as a result of the 1998 Tobacco Master Settlement Agreement between state attorneys general and the tobacco industry, the organization has transformed into a leading force in youth tobacco control. With over $957 million in assets (as of 2016), Truth Initiative's mission is to support the study of and programs to reduce youth tobacco product usage and youth substance abuse, as well as educational programs to prevent diseases associated with the use of tobacco products. Under former CEO Robin Koval's leadership (2013-2023), the organization helped drive youth smoking rates to historic lows of less than 2%. In October 2023, Kathy Crosby became CEO and President, bringing 25 years of experience in public health communications, including 12 years as Director of the Office of Health Communication and Education at the FDA's Center for Tobacco Products. Truth Initiative has received recognition from Advertising Age as one of the most influential campaigns of the 21st century and a Four-Star rating from Charity Navigator for its accountability and financial transparency.

Funding Priorities

Grant Programs

Tobacco/Nicotine-Free College Program
The primary grant program offers two-year grants of up to $20,000 total to colleges and universities. The program supports both:

  • Adoption Track: Institutions seeking to adopt a 100% tobacco/nicotine-free campus policy
  • Implementation Track: Institutions with existing policies needing support for implementation and enforcement

Since 2015, the program has funded over 235 colleges, universities, and college systems, contributing to the growth of tobacco-free campuses from 774 in 2012 to 2,587 in 2024.

Application Method: Online application portal (opens approximately every two years). The most recent cohort (Cohort 9) had an application deadline of April 24, 2025, with the next application period opening in January 2027.

Priority Areas

  • Youth and young adult tobacco/nicotine prevention and cessation
  • Campus-based tobacco/nicotine-free policy adoption and implementation
  • Student-led engagement and education initiatives
  • Quitting resources and support for students, faculty, and staff
  • Health equity in tobacco control
  • Reducing tobacco-related health disparities
  • Community colleges and institutions serving diverse populations

What They Don't Fund

While specific exclusions are not detailed in public materials, the foundation's grant-making is highly focused on:

  • Institutions of higher education only (colleges and universities)
  • Tobacco/nicotine control initiatives specifically
  • Campus policy-related projects (not broader public health initiatives outside this scope)

Governance and Leadership

Executive Leadership

Kathy Crosby, CEO and President (October 2023-present)
Kathy Crosby leads all aspects of Truth Initiative's work, including public education campaigns, research initiatives, community and youth engagement programs, and nicotine cessation tools. She stated: "I've dedicated the last 25 years to using public education communications as a means of creating behavior changes that will help people live healthier lives – a passion that began when I worked on the first truth campaign." Her background at the FDA included formulating health warnings for cigarette packages, conducting groundbreaking health equity research, and developing regulations for emerging tobacco products.

Robin Koval, Former CEO and President (2013-2023)
Under Koval's leadership, Truth Initiative expanded its reach to combat the youth e-cigarette crisis. She called on the FDA to ban menthol cigarettes, citing "the overwhelming evidence against menthol, combined with the terrible inequities in its toll on the African-American community and other vulnerable populations – especially our youth."

Board of Directors

Board Chair: Mike Moore

The board of directors is an independent body that oversees Truth Initiative's work to prevent youth and young adult nicotine addiction. As part of the 1998 Tobacco Master Settlement Agreement, the National Conference of State Legislatures (NCSL), the National Association of Attorneys General (NAAG), and the National Governors Association (NGA) appoint members to serve on the bipartisan board. The board follows strong governance practices including formal written assessments of leadership, conflict-of-interest policies, inclusive recruitment processes, and regular self-assessments.

Application Process & Timeline

How to Apply

The Tobacco/Nicotine-Free College Program accepts applications through an online application system. Applicants must create a username and password to access the portal.

Eligibility: Any official entity within a college or university may apply with authorization from college administration. This includes:

  • College president's office
  • Academic departments (e.g., nursing, public health)
  • College health centers
  • Facilities management departments
  • Student government organizations
  • Sanctioned student groups or clubs

Required Materials:

  1. Completed online application (with character limitations for all questions)
  2. Project name and description
  3. Institutional information including total enrollment numbers and racial/ethnic makeup of student population
  4. Number of faculty and staff employed
  5. One letter of support from an authorized college administrator (acceptable positions include college president, board of trustees member, vice president of student affairs or academic affairs, or similar senior-level officials)

Application Cycle: The program operates on approximately a two-year cycle. The most recent cohort (Cohort 9) had an application deadline of April 24, 2025 at 5:00 p.m. Eastern time. The next application period will open in January 2027.

Decision Timeline

Notification: All applicants are notified by email. For the most recent cycle, notifications were sent in early January following the April deadline, suggesting approximately 8-9 months from submission to decision.

Grant Period: Awards are two-year grants with funding of up to $20,000 total.

Success Rates

In 2023, Truth Initiative awarded 26 grants totaling $1,563,187. The most recent cohort announcement mentioned 15 colleges and universities receiving awards. With over 235 institutions funded since 2015 and the program operating on a biennial cycle, competition is significant, though specific acceptance rates are not publicly disclosed.

Reapplication Policy

Information about reapplication policies for unsuccessful applicants is not publicly available. Prospective applicants should contact the program directly for guidance on reapplying in future cycles.

Application Success Factors

Truth Initiative has provided specific guidance on what makes applications successful:

Selection Criteria

Adherence to Requirements: "Grantees are selected based on how well each application adheres to the requirements and addresses the application questions included in the guidelines."

Organizational Capacity: Organizational capacity is explicitly considered in the selection process. This includes the ability to execute the proposed project and sustain policy changes.

Administrative Support: Strong institutional backing is critical. The requirement for a letter of support from senior college leadership (president, vice president, or board member) signals the importance of top-level commitment.

Student Engagement: "Student engagement is the heart of the grant." Successful applications demonstrate plans for selecting and supporting 2-4 student leaders who will create events and activities to educate and engage the campus community about the need for a 100% tobacco/vape-free campus policy.

Executive Approval

All applications require approval by Truth Initiative's executive management, indicating a thorough review process beyond initial screening.

Examples of Funded Projects

Knox College: Hosted a "Pathways to Wellness" event in April featuring carnival games and health resources, and announced adoption of a 100% tobacco/nicotine-free policy the same week.

Grand Valley State University: Received grant support for adoption and implementation of an updated smoke-free policy in 2024.

Community Colleges: Truth Initiative has made a specific effort to support community colleges, recognizing their role in reaching diverse student populations. The program has emphasized helping community colleges "kick their tobacco-free campus efforts into gear."

Program Evolution

The program has expanded beyond just policy adoption to include implementation and enforcement support, recognizing that sustainable change requires ongoing resources and commitment. Over 830,000 young people have been helped through Truth Initiative's free anonymous text messaging quit program between 2019 and 2024, demonstrating the organization's comprehensive approach to cessation support.

Key Takeaways for Grant Writers

  • Student leadership is paramount: Applications must demonstrate a clear plan for recruiting and empowering 2-4 student leaders to drive campus engagement. This is described as "the heart of the grant."

  • Administrative buy-in is essential: The required letter of support must come from a senior-level administrator (president, vice president, or board trustee), indicating that successful applications show institutional commitment at the highest levels.

  • Answer the guidelines precisely: Truth Initiative explicitly states that selection is based on "how well each application adheres to the requirements and addresses the application questions," so careful attention to all application prompts is critical.

  • Demonstrate organizational capacity: Beyond vision, applications need to show the institution has the infrastructure, personnel, and commitment to execute the proposed activities and sustain policy changes.

  • Plan ahead for biennial cycles: With applications opening approximately every two years (next cycle: January 2027), institutions should begin planning and building internal support well in advance.

  • Emphasize diversity and equity: Truth Initiative prioritizes health equity, particularly addressing disparities affecting African-American communities and other vulnerable populations. Applications serving diverse student bodies should highlight this.

  • Focus on implementation, not just adoption: The program now supports both policy adoption and implementation/enforcement, recognizing that passing a policy is only the first step. Strong applications will address sustainability and compliance strategies.

References

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