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PeerBasis
Compensation Comparability Determination

Naturally San Diego Inc

Executive Director / CEO

EIN 843156190
CA · NTEE S40
FY ending 2024-12-31
June 9, 2026

This analysis benchmarks the total compensation of Kierstin Reilly, Executive Director / CEO ($107,980) against every comparable organization that fit the selection criteria — 79 in total — drawn systematically from IRS Form 990 filings, not a hand-picked subset.

Compensation sits at approximately the 62nd percentile of comparable organizationswithin the typical range

Benchmarked executive: Kierstin Reilly — reported title “Executive Director”, a direct title match to the Executive Director / CEO role.

How comparable organizations were selected

79 organizations qualified on sector, size, and geography 79 within the band form the benchmarked peer set.

Distribution of comparable compensation

$6,000 total compensation of comparable organizations → $378,902 $107,980
$34,98610th
$72,40925th
$89,030Median
$125,75575th
$210,66890th
$107,980This org · 62nd
p10$34,986
p25$72,409
p50$89,030
p75$125,755
p90$210,668
$107,980

Comparable organizations

Each figure is Form 990 Part VII columns D + F (reportable pay plus other compensation and benefits; column F may include amounts from related organizations), normalized to CA cost of living (BEA RPP, 2023) and to its filing year (CPI-U); the reported amount is on each linked 990.

OrganizationStateRevenueMatched titleComp
(reported)
Comp
(adjusted)
FY
Startup Runway Foundation GA$282,700 Executive Director $30,129 $36,119 2023
Southeast Oil And Gas Association MS$285,666 President $84,000 $108,344 2024
Womens Innovation Group IL$285,984 President $49,043 $55,837 2024
Nc Captive Insurance Association NC$277,996 President & $119,969 $147,796 2023
Central Virginia Business Coalition VA$277,072 Secretary/executive Director $83,046 $92,860 2024
Association Of Chartered Accountants In The United Statesltd NY$274,471 Chief Executive $110,000 $118,511 2023
Personalized Arthoplasty Society Inc GA$273,201 Executive Director $45,900 $53,447 2024
Colorado Prestressers Association CO$292,703 Executive Dir. $163,400 $186,807 2023
The Cyber Guild Inc VA$293,920 Executive Director $102,349 $117,824 2023
Etma AZ$270,266 Managing/director $109,800 $125,902 2023
National Truck And Heavy Equipment CA$267,893 Director $6,000 $6,000 2024
Oklahoma Citys Adventure District OK$266,306 Director $65,385 $81,230 2025
Auto Body Association Of Texas TX$303,287 Executive Dir. $72,048 $83,463 2024
Construction Builders Association OH$304,251 Executive Director $98,500 $124,386 2023
Dbl Equity Partners ND$304,896 President, Ceo, And Secret $48,437 $61,558 2024
Asphalt Pavement Association Of New NM$258,966 Executive Di $149,200 $185,840 2024
Central Texas Angel Network TX$306,410 Executive Director $128,792 $149,197 2024
Florida Society For Health Care Risk Mgmt & Patient Safety FL$257,972 Executive Director $84,000 $89,030 2025
Carolina Loggers Association Inc NC$257,542 Executive Director $79,788 $95,474 2024
Cybersecurity Association Inc MD$256,137 Executive Dir. $85,648 $95,470 2023
Sheet Metal Contractors Association PA$255,785 Executive Director $97,500 $112,600 2024
Kansas Independent Electrical KS$309,646 Executive Di $70,833 $91,237 2023
National Cooperative Procurement MN$311,046 Executive Director $140,400 $160,661 2024
National Tribal Gaming Commissioners WI$252,445 Executive Director $60,000 $74,710 2023
Massachusetts Brewers Guild Inc MA$251,223 Clerk/executive Director $133,656 $139,091 2024

Comp (reported) is the figure on each organization's Form 990 (columns D + F); Comp (adjusted) normalizes it to CA cost of living and 2024 dollars. Click any organization to verify the figure on ProPublica.

Methodology

Comparable organizations were drawn from electronically filed IRS Form 990 returns and matched on sector (NTEE code), budget (a size-adaptive revenue band that tightens as the organization grows), and geography (same-state first, broadening only when too few peers qualify); every organization within the band forms the peer set. To compare fairly across regions and years, peer compensation is normalized to CA cost of living (BEA Regional Price Parities, 2023) and to the subject's filing year (CPI-U). The figure benchmarked is Form 990 Part VII, Section A, columns D + F — reportable pay plus other compensation, benefits, and deferred amounts (column F may include amounts from related organizations) — with the chief executive matched by role. Related-organization amounts (column E) and institutional trustees are excluded. Full methodology: peerbasis.org/methodology.

Sample, role match & sensitivity

Sensitivity — the subject's percentile under alternative compensation definitions:

BasisSubject percentile
Total compensation (D + F), cost-of-living + inflation adjusted — the PeerBasis default62nd
Total compensation (D + F), as reported (no adjustments)71st
Reportable pay only (column D), adjusted63rd
All sources (D + E + F), adjusted56th

If the percentile moves materially across these definitions, the result is sensitive to methodology choices, and the board should weigh which basis best fits its facts.

Rebuttable presumption of reasonableness · 26 CFR 53.4958-6

Compensation paid by a tax-exempt organization is presumed reasonable — shifting the burden to the IRS — when three requirements are met. This report supplies the comparability data for the second. The board should record the following in its minutes concurrently with its decision:

Draft board minutes — executive compensation

  1. The compensation of the Executive Director / CEO (Kierstin Reilly) was approved in advance by [the Board / Compensation Committee], composed of members with no conflict of interest with respect to the arrangement.
  2. Prior to its determination, the authorized body obtained and relied upon appropriate comparability data, namely the PeerBasis Compensation Comparability Determination dated June 9, 2026, comparing compensation against 79 similarly situated organizations (Same NTEE sector (S40), nationwide + budget 0.67–1.5× revenue).
  3. The authorized body determined that total compensation of $107,980 is reasonable (approximately the 62nd percentile of comparable organizations) and documented the basis for this determination concurrently, on [date], by a vote of [__ for / __ against].

Sources: IRS Form 990 e-file data (apps.irs.gov); IRS Business Master File (NTEE classification). Every figure traces to an original public filing — click any organization above to verify it on ProPublica. PeerBasis is a service of Prismind Analytics; its methodology is published, was commissioned for independent adversarial review, and discloses its own limitations. This report is comparability data to support a board's good-faith determination under IRC 4958; it is not legal or tax advice. Generated by PeerBasis on June 9, 2026.