Rootid

What Rootid does

Rootid is a privately-held professional services agency (Rootid, LLC) based in El Cerrito, California, that provides branding, strategy, web design and development, campaign design, and capacity-building services to nonprofit, civic engagement, and mission-driven organizations. Founded in 2008 and formally incorporated by 2011, the firm operates as a distributed agency with team members across California, Wisconsin, New York, and New Jersey, using a democratic governance model organized into semi-autonomous 'circles' for Client Services, Community Engagement, Operations, and Visioning.

The firm builds on Drupal, WordPress, and Django frameworks, with an accessibility-first design methodology grounded in Design Justice Network principles and Liberatory Design. Notable service offerings include brand strategy, accessible website design and development, campaign templates, analytics and optimization, and an Accessibility Review service. A newer configurable product, the Customizable Voter Guide, allows organizations to tailor voting information by values, community, and issues.

Rootid monetizes through quote-based, custom professional services engagements structured as multi-year contracts, with no publicly disclosed pricing. Its go-to-market is sales-led and community-driven, relying on a 'Start a Project' website CTA, referral partnerships with capacity-building organizations and peer agencies, content marketing (a 200+ article blog and active social channels), and conference participation such as ComNet23. The firm is bootstrapped with no disclosed institutional investors and operates under a fiscal-sponsorship arrangement with the Rose Foundation for Communities and the Environment.

Name

Rootid

Legal name

Rootid, LLC

Website

https://rootid.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Rootid is a distributed, bootstrapped design and web development agency that provides branding, accessible website, campaign, and capacity-building services to nonprofit, civic engagement, and mission-driven organizations across the United States.

Ownership category

akta.pro rank

Product category

Nonprofit Branding, Web Design and Communications Services

akta.pro primary industry

Open-Source & Developer Communities (BPAMABAM)

Keywords

• Nonprofit web development
• Brand strategy consulting
• Accessibility audit services
• Digital communications strategy
• Campaign design services

Headquarters

HQ city

El Cerrito

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Services - Branding & Strategy: Brand strategy consulting engagements including organizational branding, visual identity, messaging revitalization, and marketing materials development for nonprofits and mission-driven organizations.
2. Website Design & Development: Custom web design and development services, including accessibility audits, ongoing maintenance, and technical optimization for nonprofit websites.
3. Campaign Strategy & Design: Campaign development including design templates, marketing campaigns, and communication strategies for social impact organizations.
4. Capacity Building & Training: Hands-on learning, coaching, and training programs to help nonprofit teams strengthen their communications voice and build internal capacity.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels6 records

Core offering

Rootid is a design and communications agency that provides branding, web design and development, campaign strategy, accessibility review, analytics, and capacity building services to nonprofit, grassroots, and mission-driven organizations. Engagements are delivered as custom professional services projects grounded in an equity-centered, community-led design approach. The firm also builds specialized digital tools such as a customizable voter guide for civic engagement clients.

Product overview

Rootid is a branding, web development, and communications agency offering a portfolio of integrated services for purpose-driven organizations. The core service portfolio spans Branding & Strategy, Web & Digital Design, Campaigns & Marketing Support, Website Analytics & Optimization, and Capacity Building & Training. The Customizable Voter Guide is a specific web-based tool built within their communications capabilities. All services are delivered through an equity-centered, community-centered approach aligned with Design Justice Network principles.

Differentiator

Problem solved

Functional benefit

Products and services

• Branding & Strategy Brand strategy services that help purpose-driven organizations develop visual branding, messaging, and marketing materials through a community-centered approach, including organizational branding and revitalization of marketing materials.
• Web & Digital Design Website design and development services focused on accessibility, creating digital spaces that welcome and empower every visitor, including ongoing maintenance and technical optimization for nonprofit websites.
• Campaigns & Marketing Support Campaign strategy and design services enabling organizations to spread their story with impact through social, email, and value-driven campaigns, including reusable design templates that clients can manage internally.
• Website Analytics & Optimization Analytics services that help organizations select meaningful metrics and learn to interpret website data for storytelling and ongoing optimization of their digital presence.
• Capacity Building & Training Training and coaching services that help nonprofit teams build confidence, strengthen their voice, and develop community engagement skills, functioning as a plug-and-play communications department.
• Accessibility Review Accessibility audits and reviews that ensure websites accommodate users with various barriers including color blindness, vision impairments, neurological conditions, and reduced motor functions, including regular monitoring to reduce exposure to legal consequences of accessibility noncompliance.
• Customizable Voter Guide A customizable web-based voter guide tool that allows organizations to tailor voting information to their values, community, and priority issues, supporting civic engagement and voter education efforts.

Quantifiable outcome

• 98% of nonprofit partners report capacity to serve more clients after working with similar capacity building programs
• +1 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Oakland Department of Violence PreventioncoreStrategic or Co-development Partner · 31 September 2023Government partner for the 'Power Mapping for Partnerships' mini summit, a closing event for the Oakland Department of Violence Prevention's mini grant cohort managed with Urban Strategies Council.
• Rose Foundation for Communities and the EnvironmentcoreStrategic or Co-development PartnerRootid operates as a community engagement project under the Rose Foundation for Communities and the Environment. Rose Foundation manages donation reporting and fulfillment of legal obligations on Rootid's behalf, including ensuring data deletion requests are honored.
• TechSoupminorStrategic or Co-development PartnerCapacity building partner providing technology resources and platforms for nonprofits.
• UpMetricsminorStrategic or Co-development PartnerCapacity building partner offering measurement and impact analytics tools for nonprofits.
• Urban Strategies CouncilcoreStrategic or Co-development PartnerStrategic partner in Oakland working on violence prevention initiatives. Rootid facilitated a mini summit for over 30+ community-based organizations as part of USC's Oakland Department of Violence Prevention mini grant cohort.
• CARESTAR FoundationminorStrategic or Co-development PartnerCapacity building partner supporting community health and equity initiatives.
• GRID AlternativesminorStrategic or Co-development PartnerCapacity building partner working to make solar energy accessible to low-income communities.
• New Left AcceleratorminorStrategic or Co-development PartnerAccelerator program supporting left-leaning organizations and movements.
• David Brower CenterminorStrategic or Co-development PartnerEnvironmental and social justice organization providing space and resources for nonprofits.
• Design Action CollectivecoreStrategic or Co-development PartnerWorker-owned cooperative providing strategic visual communications for social justice. Nadia Khastagir, Rootid team member, is a co-founder of this organization.
• Center for Story-based StrategycoreStrategic or Co-development PartnerStrategic communications organization where Nadia Khastagir serves as trainer and consultant. Provides narrative strategy and creative action training for social change campaigns.
• Reflecting JusticecoreStrategic or Co-development PartnerEquity and healing justice organization co-founded by Moneek Bhanot and Colleen Klus. Provides workshops and coaching around approaching harm with healing, racial equity decision-making, and organizational transformation.
• Bay Area Drupal CampminorStrategic or Co-development PartnerCommunity of Drupal developers and users in the Bay Area.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Big Duck: Branding and communications agency exclusively serving nonprofits and social-purpose organizations. Closest comparable in mission, customer base, and core service mix (branding, messaging, web).
• Mission Minded: Branding, marketing, and fundraising strategy firm for nonprofits, foundations, and philanthropies. Direct competitor in nonprofit brand strategy and capacity-building engagements.
• Forum One: Digital agency serving associations, nonprofits, and mission-driven organizations with web development, design, and digital strategy. Direct competitor in Drupal-based web and digital communications work.
• Whole Whale: Digital agency focused exclusively on nonprofits, providing web, analytics, and marketing services. Comparable target customer and values-driven positioning.
• Design Action Collective: Worker-owned cooperative providing strategic visual communications and web design for social justice and progressive movements. Overlapping service lines and values-led positioning; also an existing Rootid collaborator.
• Kanopi: Drupal and WordPress development agency serving nonprofits and mission-driven clients. Direct peer in web development stack and customer profile; listed Rootid partner.
• Kalamuna: Digital experience agency specializing in creative web builds for purpose-driven organizations. Listed Rootid partner with directly overlapping methodology and customer base.
• Palantir.net: Drupal-focused digital agency serving associations, nonprofits, and advocacy organizations. Direct peer in Drupal development for mission-driven clients; listed Rootid partner.
• Rad Campaign: Digital agency providing branding, web, and online fundraising services to progressive nonprofits and Democratic campaigns. Direct competitor in nonprofit and civic-engagement digital work.
• Beaconfire: Digital agency serving associations, nonprofits, and mission-driven clients with web development, CRM, and marketing services. Comparable customer base and services overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@wearerootid
• Facebookfacebook.com/rootid
• LinkedInlinkedin.com/company/rootid
• Instagraminstagram.com/wearerootid
• Xx.com/getrootid

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

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 Rootid