Moving Forward Coalition

What Moving Forward Coalition does

The Moving Forward Coalition (legally "Moving Forward Nursing Home Quality Coalition") is a Washington, DC-based nonprofit coalition founded in June 2022 to translate the 2022 National Academies of Sciences, Engineering, and Medicine report on nursing home quality into actionable implementation. Its stated mission is to ensure that "every assisted living facility will be a place where people desire to work," serving the more than 1.2 million older adults and people with disabilities living in U.S. nursing homes along with the direct-care workforce, providers, families, advocates, researchers, and policymakers connected to long-term care. Founding partners include LeadingAge (convenor), The John A. Hartford Foundation (primary funder), the Institute for Healthcare Improvement (senior leadership), and Johns Hopkins University School of Nursing.

The Coalition's "products" are implementation guides, toolkits, and policy resources rather than technology platforms. Core offerings include the Resident Goals, Preferences, and Priorities (GPP) Guide for person-centered care planning; the Strengthening Resident Councils Guide; the CNA Career Pathways Program (supporting 24 Geriatric Workforce Enhancement Programs in apprenticeship design); the Nursing Home Leadership and QAPI Readiness suite (including the NurseLEAD curriculum); and the Medicaid Matters policy repository. Supporting resources cover HIT readiness, surveyor training, and small-household-model research. Implementation is delivered through structured pilot cohorts — currently 22 nursing homes across five states on GPP and four Michigan homes on QAPI — with Kansas State University, the Connecticut Long-Term Care Ombudsman Program, and other state partners providing field coaching.

The Coalition is a free, grant-funded membership organization with no commercial pricing. Revenue is sourced from foundation grants, principally two awards from The John A. Hartford Foundation ($1.0M in 2022, $1.69M in 2024 over three years) along with Michigan Health Endowment Fund support and a minor Mayer-Rothschild Foundation gift. Staff is small (1-10 employees), and the Coalition relies heavily on its 60+ organization Steering Committee and partner network to disseminate tools and influence federal and state nursing-home policy.

Name

Moving Forward Coalition

Legal name

Moving Forward Coalition

Website

https://movingforwardcoalition.org

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

The Moving Forward Coalition is a Washington, DC-based nonprofit, founded in 2022, that convenes residents, families, direct-care workers, providers, and policymakers to translate the 2022 NASEM nursing home quality report into practical implementation guides, workforce programs, and federal/state policy advocacy.

Ownership category

akta.pro rank

Product category

Healthcare Quality Improvement

NAICS

Civic and Social Organizations (813410), Social Advocacy Organizations (8133), Other Individual and Family Services (624190)

SIC

Services-Membership Organizations (8600), Services-Facilities Support Management Services (8744), Services-Management Consulting Services (8742)

akta.pro primary industry

Nonprofit / Faith-Based CCRCs (HLADAEAC)

akta.pro secondary industry

Care Management & Care Coordination (Home & Community-Based) (HLAFAEAL)

Keywords

• Nursing home quality improvement
• Long-term care advocacy
• Person-centered care
• CNA workforce development
• Healthcare policy research

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Foundation Grants: The Coalition operates as a nonprofit and receives funding primarily through foundation grants. Major grants include $1.69 million from The John A. Hartford Foundation (2024) over three years, prior $1 million grant (2022) from the same foundation, and funding from the Michigan Health Endowment Fund for state-based initiatives. Additional support comes from The Mayer-Rothschild Foundation ($5,000 gift in 2025).

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

The Moving Forward Coalition is a national nonprofit coalition that develops and disseminates practical guides, implementation toolkits, educational resources, and policy frameworks aimed at improving nursing home quality. Its core offerings include person-centered care planning resources (the Resident Goals, Preferences, and Priorities Guide), resident council strengthening tools, Certified Nursing Assistant (CNA) career pathway and registered apprenticeship programs, and nursing home leadership/QAPI readiness curricula. Resources are provided free of charge to nursing home residents, families, direct care workers, providers, advocates, researchers, and policymakers, with implementation delivered through state-level pilot partnerships and a 60+ organization Steering Committee.

Product overview

Moving Forward Coalition is a national coalition focused on nursing home quality improvement, offering a portfolio of implementation initiatives, practical guides, and policy resources. The core offerings include the GPP Guide (Goals, Preferences, and Priorities) for person-centered care planning, the Strengthening Resident Councils Guide, CNA Career Pathways Program with apprenticeship support, and Nursing Home Leadership/QAPI Readiness Resources including the NurseLEAD program. Supporting resources include the Medicaid Matters Repository for policy advocacy, HIT Readiness Guide, Surveyor Training curriculum, and Small Household Model research. These products work together to translate the 2022 NASEM Nursing Home Report recommendations into actionable practice changes.

Differentiator

Problem solved

Functional benefit

Products and services

• Resident Goals, Preferences, and Priorities (GPP) Guide A practical guide and implementation process that helps nursing home staff consistently identify, document, and honor residents' individual goals, preferences, and priorities within care planning and daily care, centered on person-centered "What Matters to Me" conversations. Used by nursing home operators and direct care teams.
• Strengthening Resident Councils Guide A practical guide with tools and structures that help nursing home resident councils elevate concerns, organize priorities, and strengthen follow-through to action, embedding resident leadership in nursing home governance. Used by nursing home residents, resident councils, and Long-Term Care Ombudsman programs.
• CNA Career Pathways Program A national initiative supporting the design, testing, and implementation of CNA registered apprenticeship programs and career advancement models. Worked with 24 Geriatric Workforce Enhancement Programs across diverse nursing home settings to develop employer readiness, training delivery, and CNA advancement frameworks. Used by workforce training organizations, nursing home employers, and apprenticeship sponsors.
• Nursing Home Leadership and QAPI Readiness Resources A suite of resources — including the NurseLEAD leadership program, a QAPI Workbook, an Advanced QAPI Resource Guide, educational slide decks, and Performance Improvement Project (PIP) tools — that strengthen nursing home leadership and Quality Assurance and Performance Improvement (QAPI) readiness. Used by nursing home leaders and quality improvement teams.
• Medicaid Matters Repository A collection of fact sheets, videos, policy letters, and resources that demonstrate how Medicaid policy decisions affect nursing home quality and the daily lives of residents, workers, providers, and caregivers. Used by advocates, policymakers, providers, and family caregivers to inform Medicaid policy advocacy.
• HIT Readiness Guide for Nursing Homes A guide supporting nursing homes in adopting health information technology, developed in partnership with Columbia University School of Nursing. Used by nursing home operators and IT leads evaluating HIT readiness.
• Surveyor Training on Person-Centered Care A one-day curriculum for training state surveyors on identifying and encouraging person-centered care within a quality improvement framework. Piloted in Michigan and targeted at state surveyor training programs.
• Small Household Model Resources Research and resources exploring the small household model as an alternative to traditional nursing homes, prioritizing small living units with private bedrooms and residential features. Used by nursing home designers, operators, and policy planners exploring alternatives to traditional nursing home models.

Quantifiable outcome

• 22 nursing homes implementing GPP practices across 5 states with Kansas State University support
• +3 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered core, major and minor.

• Kansas State UniversitycoreStrategic or Co-development Partner · 1 January 2023Currently leads implementation of the Resident Goals, Preferences, and Priorities (GPP) initiative, providing hands-on coaching and learning support to help nursing homes embed GPP practice recommendations into care planning and daily practice. Implementation expanded to 22 nursing homes across 5 states.
• LeadingAgecoreStrategic or Co-development PartnerActing as the Coalition's convenor. LeadingAge brings a legacy of integrity, expertise, and collaboration in aging services and policy. The Coalition updated the LeadingAge NurseLEAD leadership program and produces content in partnership. LeadingAge members include providers, researchers, and advocates engaged in the Coalition's work.
• Institute for Healthcare Improvement (IHI)coreStrategic or Co-development PartnerProvides senior leadership for the Coalition and networks with national organizations to design and implement action plans. Alice Bonner, Coalition Chair, serves as Senior Advisor for Aging at IHI.
• The Johns Hopkins University School of NursingcoreStrategic or Co-development PartnerFounding organization of the Coalition. Brought leaders in academia, research, service, and policy who promote older adult health. Faculty and students address individual and public health issues in state, national, and global settings.
• Connecticut Long-Term Care Ombudsman ProgramcoreStrategic or Co-development PartnerLeads implementation of the Strengthening Resident Councils initiative by providing training, coordination, and ongoing support to strengthen resident councils and embed the resident voice as a core component of nursing home life across Connecticut.
• Michigan State Long-Term Care Leadership TeammajorStrategic or Co-development PartnerPartnership with the Coalition's Michigan initiative to strengthen leadership and QAPI readiness in four Michigan nursing homes over two years (2023-2025).
• Superior Health Quality AlliancemajorImplementation/ SI/ Consulting PartnerCo-developed QAPI materials with the Coalition for the Michigan leadership initiative. Supporter organization providing quality improvement expertise.
• Geriatric Workforce Enhancement Programs (GWEPs)coreStrategic or Co-development Partner24 GWEPs supported by the Coalition in developing, refining, and implementing CNA registered apprenticeship programs and related career advancement models. These programs are testing approaches to apprenticeship design, employer readiness, training delivery, and CNA advancement across diverse nursing home settings.
• National Consumer Voice for Quality Long-Term CaremajorStrategic or Co-development PartnerSteering Committee member and supporting organization. Lori Smetanka, Executive Director, represents this leading national nonprofit advocacy organization for consumers receiving long-term care.
• LeadingAge (Steering Committee)majorStrategic or Co-development PartnerJodi Eyigor, Vice President for Health Policy, represents LeadingAge on the Steering Committee. LeadingAge represents providers, researchers, and advocates working to transform aging services.
• Service Employees International Union (SEIU)majorStrategic or Co-development PartnerSarah Nolan, Deputy Policy Director for Healthcare, represents SEIU on the Steering Committee, bringing the perspective of healthcare workers and their union.
• Post-Acute and Long Term Care Medical Association (PALTMed)majorStrategic or Co-development PartnerDr. Milta Oyola Little, Associate Professor of Geriatric Medicine at Duke University and medical director at The Forest at Duke, represents PALTMed on the Steering Committee.
• PHImajorStrategic or Co-development PartnerKezia Scales, Vice President of Research & Evaluation, represents PHI on the Steering Committee. PHI is a national organization promoting quality direct care jobs as the foundation of quality care.
• Alzheimer's AssociationmajorStrategic or Co-development PartnerLaura Thornhill, Director of Regulatory Affairs, represents the Alzheimer's Association on the Steering Committee.
• A.G. RhodesmajorStrategic or Co-development PartnerDeke Cateau, CEO, represents A.G. Rhodes on the Steering Committee. A nonprofit organization providing therapy, rehabilitation, and long-term care at three Atlanta locations with approximately 400+ residents.
• National Association of State Long-Term Care Ombudsman Programs (NASOP)majorStrategic or Co-development PartnerPatty Ducayet (Texas State Ombudsman) and Mark C. Miller (formerly NASOP President, D.C. LTC Ombudsman) represent ombudsman programs on the Steering Committee.
• Michigan-based CoachesmajorImplementation/ SI/ Consulting PartnerLocal coaches worked directly with Michigan nursing home leadership teams throughout the 2023-2025 leadership and QAPI initiative, meeting regularly to review progress, troubleshoot barriers, and help teams implement resources.
• Columbia University School of NursingminorStrategic or Co-development PartnerDonated staff time and resources in March 2023 to analyze data describing the goals, preferences, and priorities of people across the United States, driving development of an interoperable GPP collection tool.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pioneer Network: A national nonprofit coalition dedicated to person-centered, relationship-based elder care and culture change in nursing homes. Direct peer - both organizations build communities of practice among providers, residents, and advocates to transform nursing home culture and have overlapping Steering Committee members.
• The Eden Alternative: A nonprofit focused on eliminating loneliness, helplessness, and boredom in nursing homes through culture change and person-directed care. Closely aligned mission; both focus on resident voice, quality of life, and workforce empowerment in long-term care settings.
• National Consumer Voice for Quality Long-Term Care: A national advocacy organization for residents receiving long-term care and their families. Steering Committee member of Moving Forward; both organizations advocate for quality standards, resident rights, and federal policy reform in the nursing home sector.
• Long-Term Care Community Coalition: A nonprofit watchdog organization focused on improving care quality, dignity, and enforcement in nursing homes. Direct peer in the resident-advocacy and policy monitoring space, often submitting data and recommendations to federal and state regulators.
• PHI (Paraprofessional Healthcare Institute): A national organization promoting quality direct-care jobs as the foundation of quality care. Steering Committee member of Moving Forward and a closely aligned peer on CNA career pathways, workforce policy, and long-term care quality advocacy.

Broad incumbents

• LeadingAge: The national association of nonprofit aging services providers - acts as Moving Forward's convening organization and offers a wider portfolio (NurseLEAD leadership program, policy advocacy, provider member services). Broader incumbent that partners with the coalition rather than competing.
• American Health Care Association / National Center for Assisted Living (AHCA/NCAL): The largest national trade association representing for-profit and nonprofit nursing home and assisted living providers. Operates at industry scale on quality, workforce, Medicaid, and regulatory issues - a broad incumbent whose agenda overlaps with the coalition's reform priorities.
• Institute for Healthcare Improvement (IHI): A globally recognized healthcare quality improvement organization whose Senior Advisor for Aging (Alice Bonner) chairs Moving Forward. IHI operates adjacent improvement initiatives across hospitals and long-term care, providing the QI methodology scaffolding behind the coalition's implementation work.
• The John A. Hartford Foundation: A national philanthropy exclusively dedicated to improving the care of older adults and the primary funder of Moving Forward. Operates an adjacent grantmaking portfolio in aging services research, workforce, and policy - effectively the upstream patron rather than a competitor.

Emerging players

• Center for Medicare Advocacy: A nonprofit legal organization that provides education, advocacy, and legal assistance on Medicare and long-term care issues. Adjacent peer focused on rights-based policy reform and beneficiary representation - aligned population but more litigation/regulation oriented than Moving Forward's implementation approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@MovingForwardCoalition
• LinkedInlinkedin.com/company/movingforwardcoalition

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

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M&A

Investments

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Frequently asked questions about Moving Forward Coalition