New Day Foundations

What New Day Foundations does

New Day Foundation for Families is a 501(c)(3) nonprofit organization founded in 2007 and headquartered in Rochester Hills, Michigan, that provides financial and emotional support to Michigan families affected by cancer. The organization operates four integrated core programs: Financial Assistance (direct payments to creditors for mortgage/rent, utilities, insurance, transportation, and childcare), Grocery and Gas Support (food and fuel cards), Emotional Support Services (1:1 access to a curated network of licensed counselors), and Resource Navigation (warm hand-offs to complementary cancer support organizations). A fifth program, the Employee Cancer Resource Program, packages these services as a workplace benefit for corporate partners. Intake is referral-only: oncology social workers and financial navigators at 120+ partner hospitals across Michigan submit applications on New Day's Social Worker Portal, which creates a pre-crisis interception channel rather than a self-serve model. To date the organization reports serving 14,669 Michigan families, supporting 6,572 children, providing 112,000+ meals, and paying $10M+ directly to creditors on behalf of households.

The underlying technology stack is intentionally minimal — standard third-party nonprofit CRM and donation processing systems, with no proprietary platform, API, or AI/ML capabilities. Revenue is exclusively donation-based, drawn from individual giving (including the recurring Bridge Builder program and tribute/memorial gifts), corporate sponsorships, planned giving (via the Petoskey Stone Circle society covering bequests, charitable gift annuities, CRATs, and beneficiary designations), alternative asset donations (appreciated securities, QCDs, cryptocurrency, life insurance), and foundation grants. Signature annual fundraising events (Celebrity Lip Sync Battle, Golf Classic, 5K runs, Face Off Against Cancer hockey game) and third-party hosted events drive top-of-funnel donor acquisition. Major disclosed institutional support includes a $2.5M grant from the A. A. Van Elslander Foundation in December 2024 and sustaining sponsorship from the Wayne & Joan Webber Foundation. The organization employs 1–10 staff (plus an Executive Team, Board of Directors, and West Michigan Advisory Council), reports a program expense ratio above 80%, and carries top nonprofit transparency ratings (Charity Navigator Four-Star, Candid Platinum Transparency 2025, GreatNonprofits Top-Rated).

The go-to-market motion is community-led and ecosystem-mediated: hospital referral relationships, advocacy coalition memberships (Michigan Coalition for Affordable Prescriptions, Michigan Cancer Consortium, Health Can't Wait Coalition), and complementary partnerships (Camp Kesem, Gilda's Club, Bright Spot Network, Alliance for Children of Parents with Cancer) form a two-sided network connecting cancer families to direct financial relief. Geographic scope is deliberately limited to Michigan, with a dedicated West Michigan regional office serving 22 additional hospitals. The co-founders' origin story — published as a NYT bestselling memoir and adapted into Hallmark Channel's highest-rated original movie in network history per Nielsen — functions as a durable brand asset supporting donor pipeline development.

Name

New Day Foundations

Legal name

New Day Foundation for Families

Website

https://foundationforfamilies.org

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

New Day Foundation for Families is a Michigan-based 501(c)(3) nonprofit that provides financial assistance, grocery and gas support, licensed counseling, and resource navigation to Michigan families facing cancer, accessed via referral through 120+ partner hospitals and an Employee Cancer Resource Program for corporate partners.

Ownership category

akta.pro rank

Product category

Nonprofit Cancer Family Support Services

NAICS

Voluntary Health Organizations (813212), Other Individual and Family Services (624190), Individual and Family Services (6241), Child and Youth Services (62411)

SIC

Services-Social Services (8300), Services-Health Services (8000)

akta.pro primary industry

Maternal, Child & Family Health Organizations (BPAGACAF)

akta.pro secondary industries

Community Foundations (BPAGAKAB), Family Resource Centers & Wraparound Support Services (EDACALAH), Parent Mental Health, Stress Management & Wellness Programs (EDACALAJ)

Keywords

• Cancer financial assistance
• Emotional support services
• Nonprofit family services
• Charitable direct payments
• Cancer resource navigation

Headquarters

HQ city

Rochester Hills

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Individual Donations: One-time and recurring donations from individuals, including monthly Bridge Builder program, memorial and tribute giving, and crowdfunding fundraisers.
2. Corporate Sponsorships & Partnerships: Business partnerships including event sponsorships, corporate giving, employee referral programs, and cause marketing campaigns.
3. Planned Giving: Bequests through wills/trusts, charitable gift annuities, charitable remainder trusts, beneficiary designations on life insurance and retirement accounts, and membership in Petoskey Stone Circle.
4. Alternative Asset Donations: Gifts of appreciated stock and securities, Qualified Charitable Distributions (QCDs) from IRAs for donors 70.5+, cryptocurrency donations, and life insurance policy donations.
5. Foundation Grants: Major grants from foundations such as the A.A. Van Elslander Foundation ($2.5 million grant).

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

New Day Foundation for Families is a 501(c)(3) nonprofit that provides financial assistance, grocery and gas support, emotional support through licensed counselors, and resource navigation to Michigan families facing cancer. Financial Assistance funds are paid directly to creditors for critical living expenses such as mortgage/rent, utilities, insurance, and transportation. Applications are submitted by oncology social workers at 117 partner hospitals statewide, and all services are provided free of charge to qualifying families.

Product overview

New Day Foundation for Families is a nonprofit organization offering a unified set of support services for Michigan families facing cancer. The organization provides four integrated core programs: Financial Assistance (direct payments to creditors for living expenses), Grocery and Gas Support, Emotional Support Services (licensed counselor network), and Resource Navigation. An Employee Cancer Resource Program extends these services to businesses as an employer benefit. The organization operates in partnership with over 120 Michigan hospitals and cancer centers to reach families before they hit critical financial breaking points.

Differentiator

Problem solved

Functional benefit

Brands

• New Day NEXT: A group of accomplished and motivated young professionals looking to give back through events, fundraising opportunities, advocacy, and volunteering while growing their professional network.
• Petoskey Stone Circle

Products and services

• Financial Assistance Program New Day pays critical everyday living expenses for families with a pediatric or adult cancer patient in active treatment. Payments are made directly to creditors for mortgage/rent, utilities, insurance, transportation, fuel, childcare, and more. Available to qualifying Michigan families via hospital social workers.
• Grocery and Gas Support Provides food and gas assistance to ensure families have healthy food on the table and gas in the tank to get to treatment. Open to all Michigan cancer patients with a demonstrated need. Has delivered 112,000+ meals to households with children.
• Emotional Support Services Provides access to a curated network of licensed counselors who offer 1:1 mental health support to patients and immediate family members facing cancer.
• Resource Navigation Helps families access resources to provide continuation of support that goes beyond links to websites, connecting families to meaningful resources through established partnerships with allied organizations such as Camp Kesem, Gilda's Club, MATIO/Kids Kicking Cancer, Bright Spot Network, and Cassie Hines Shoes Cancer Foundation.
• Employee Cancer Resource Program A workplace benefit program that provides cancer support resources to employees and their immediate family members when faced with a cancer diagnosis, helping achieve the best possible treatment outcomes. Sold to businesses as an employer-offered benefit.

Quantifiable outcome

• 14,669 people served in Michigan over 19 years
• +3 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• 117 Michigan Hospitals and Cancer CenterscoreStrategic or Co-development PartnerNew Day partners with hospitals across Michigan including Bronson Healthcare, Corewell Health, Covenant HealthCare, DMC, Henry Ford Health System, McLaren/Karmanos, Munson Healthcare, Trinity Health, U of M Health, and many more. Hospital social workers submit applications on behalf of qualifying families.
• Michigan Coalition for Affordable Prescriptions (MCAP)coreStrategic or Co-development PartnerNew Day supports MCAP, a group of advocates dedicated to ensuring Michigan's public policies keep prescriptions accessible and affordable for all patients.
• Michigan Cancer ConsortiumcoreStrategic or Co-development PartnerNew Day is a member of this statewide, inclusive, broad-based partnership of public and private organizations that provides a forum for collaboration to reduce the human and economic burden of cancer among Michigan citizens.
• Health Can't Wait CoalitionminorStrategic or Co-development PartnerCoalition of patients, healthcare providers, and associations dedicated to putting Michigan patients first and ending delays in patients' access to healthcare through prior authorization reform.
• Patients for Safer Nuclear MedicineminorStrategic or Co-development PartnerCoalition of patient advocacy groups and corporate partners demanding that patients get information about extravasations for accurate diagnosis and treatment.
• The Alliance for Children of Parents with CancercoreStrategic or Co-development PartnerNew Day is a member of this alliance focused on supporting children affected by their parents' cancer diagnosis.
• Camp KesemcoreStrategic or Co-development PartnerCollaboration with Camp Kesem which offers week-long summer camps for children (ages 6-18) with a parent affected by cancer. Local chapters at Grand Valley State University, Michigan State University, and University of Michigan.
• Gilda's ClubcoreStrategic or Co-development PartnerCollaboration with Gilda's Club for cancer support groups, education lectures, workshops, children/teen activities, and bereavement support.
• Cassie Hines Shoes Cancer FoundationminorStrategic or Co-development PartnerSupports young adults (16-39) during cancer diagnosis, treatment, and beyond through advocacy and programming.
• Bright Spot NetworkcoreStrategic or Co-development PartnerProvides young cancer survivors who are parents of small children with a safe space for individual and familial healing, recovery, and reconnection.
• MATIO (Kids Kicking Cancer)coreStrategic or Co-development PartnerOffers support to children affected by cancer through martial arts mind-body techniques, restoring confidence and building resilience.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Peers

• Lazarex Cancer Foundation:

Direct peers

• Family Reach: National nonprofit that provides financial support to families facing cancer, covering treatment-related costs like housing, utilities, and food. Most direct peer — same mission, similar direct-payment model, but operating nationally rather than state-limited.
• Pink Fund: Nonprofit that provides financial assistance to breast cancer patients in active treatment for non-medical cost-of-living expenses. Closely comparable mission (financial toxicity) and direct-payment model, focused on a cancer subtype.
• Angel Foundation: Minnesota-based nonprofit providing financial assistance and education to families facing cancer. Highly comparable single-state operating model, similar programs (financial assistance, emotional support), and hospital-partner distribution.
• Joe Andruzzi Foundation: New England-based nonprofit providing financial assistance and emotional support to cancer patients and their families. Directly comparable mission, regional single-state operating model, and direct-payment service model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights2 records

Customer concentration

• YouTubeyoutube.com/@NewDayFoundationforFamilies
• Facebookfacebook.com/FoundationForFamilies
• LinkedInlinkedin.com/company/newdayff
• Instagraminstagram.com/newdayfoundation
• Xx.com/newdayfamilies

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles26 records

Funding overview

Funding rounds3 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New Day Foundations