Shades Of Blue Project

What Shades Of Blue Project does

Shades Of Blue Project is a 501(c)(3) nonprofit organization (EIN 47-1005042) founded in 2013 by Kay Matthews and headquartered in Houston, Texas. It is dedicated to addressing maternal mental health disparities among women of color — particularly Black and Brown mothers — before, during, and after childbirth. Its mission is operationalized through free community-based mental health advocacy, treatment, and support, delivered via specialized online support groups, free mental health therapy, and maternal supply kits (the Blue Box) distributed nationally.

The organization's core products span a coordinated suite of programmatic and digital offerings rather than a single product. These include the SHARE Network (a free iOS/Android maternal mental health resource hub app developed with CVS Health support), the I.N.S.P.I.R.E. Support Groups (Pregnant/Postpartum, Teen Moms, Single Moms, LGBTQ+, Loss At Any Stage, Teen & Young Adults — all gated by the CROWN Assessment screening tool), the I.N.S.P.I.R.E. Method Training and certification (delivered in partnership with Commonsense Birthing Institute, credentialing professionals as Certified Community MMH Specialists), annual Black Maternal Mental Health Week (July 19-25, which achieved 500K+ reach and $100K+ raised in 2025), and the national INSPIRE Walk community initiative. The organization also publishes peer-reviewed research in journals including Health Affairs and Frontiers in Psychiatry.

Its business model is donation- and sponsorship-driven, with no fees charged for direct services. Revenue streams include individual donations, corporate sponsorships (Perigee Fund, Sage Therapeutics, Biogen, RWJF, Kellogg, CVS Health, and others), event-driven fundraising via BMMH Week and INSPIRE Walks, foundation grants, and federal policy advocacy (e.g., the NEST Act). The go-to-market motion is community-led, event-driven, and increasingly product-led through the SHARE Network app, with a multi-channel marketing footprint across Instagram, Facebook, LinkedIn, YouTube, TikTok, email newsletters, webinars, and an Ambassador program. Distribution is hybrid: direct community support from the Houston HQ, national online support groups, the free mobile app, and event-based programming across multiple U.S. states.

Name

Shades Of Blue Project

Legal name

The Shades of Blue Project

Website

https://shadesofblueproject.org

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Shades Of Blue Project is a Houston-based 501(c)(3) nonprofit founded in 2013 that provides free maternal mental health advocacy, support groups, and resources to women of color before, during, and after childbirth, delivered via the SHARE Network app, the I.N.S.P.I.R.E. Method, and the annual Black Maternal Mental Health Week.

Ownership category

akta.pro rank

Product category

Community Mental Health Services

NAICS

Voluntary Health Organizations (813212), Individual and Family Services (6241)

SIC

Services-Social Services (8300)

akta.pro primary industry

Maternal, Child & Family Health Organizations (BPAGACAF)

akta.pro secondary industry

Maternal Mental Health Telehealth (perinatal anxiety/depression, support programs) (HLALAHAH)

Keywords

• Maternal mental health
• Postpartum support services
• Community health advocacy
• Perinatal care programs
• Nonprofit mental health support

Headquarters

HQ city

Houston

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, Others, Technology or R&D

Revenue model

1. Donations and Charitable Contributions: As a 501C3 accredited nonprofit organization (EIN 47-1005042), the Shades of Blue Project relies primarily on donations from individuals, community supporters, and charitable foundations. The organization hosts annual Giving Tuesday campaigns and accepts ongoing donations through its website.
2. Corporate Sponsorships: The organization receives sponsorship support from healthcare companies, foundations, and corporations. In 2025, BMMH Week had more than $100,000 raised and 10 vendors with 7 sponsors. Current sponsors include Perigee Fund, Sage Therapeutics, Biogen, Kellogg, Robert Wood Johnson Foundation, and others.
3. BMMH Week Event Revenue: Black Maternal Mental Health Week (July 19-25) serves as both awareness campaign and fundraising vehicle, featuring the annual summit, INSPIRE Walk, and various virtual and in-person events.
4. NEST Act Advocacy: The organization advocates for federal legislation like the NEST Act, which would establish pilot programs through Health and Human Services to provide supply kits to mothers with infants. This represents policy advocacy rather than direct revenue generation.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Shades of Blue Project is a 501(c)(3) nonprofit organization that provides maternal mental health support, advocacy, and resources to women of color before, during, and after childbirth. Its core offerings include free online I.N.S.P.I.R.E. Support Groups for pregnant and postpartum individuals, the SHARE Network mobile app, the I.N.S.P.I.R.E. Method training and certification program for healthcare professionals, free mental health therapy, and the annual Black Maternal Mental Health Week campaign. The organization also distributes maternal supply kits ("Blue Box") and hosts community events including the INSPIRE Walk and Postpartum Mama Showers.

Product overview

The Shades of Blue Project is a nonprofit organization offering a coordinated suite of maternal mental health services rather than a single product. The core offerings include the SHARE Network (a free mobile app providing a resource hub for maternal mental health support), I.N.S.P.I.R.E. Support Groups (multiple virtual support groups for different demographics including pregnant/postpartum, teen moms, single moms, LGBTQ+, and loss support), I.N.S.P.I.R.E. Method Training (a certification program for healthcare professionals), the CROWN Assessment (a screening tool required for support group registration), and Free Mental Health Therapy services. Annual awareness initiatives include Black Maternal Mental Health Week (July 19-25), the Black Maternal Mental Health Summit, and the INSPIRE Walk community fundraising events. The organization also distributes maternal supply kits and offers postpartum community baby showers through partnerships.

Differentiator

Problem solved

Functional benefit

Brands

• SHARE Network: A maternal mental health resource hub and free mobile app designed to meet mothers, parents, partners, and families where they are, bringing together culturally grounded resources, real stories, expert insights, and practical tools.
• Black Maternal Mental Health Week (BMMHW)
• I.N.S.P.I.R.E. Method Training
• INSPIRE Walk
• Postpartum Mama Showers
• International Rest, Repair & Resistance Day

Products and services

• SHARE Network Mobile App A free maternal mental health resource hub mobile application that brings together culturally grounded resources, real stories, expert insights, and practical tools for support before, during, and after pregnancy. Available on iOS App Store and Google Play.
• I.N.S.P.I.R.E. Support Groups

Named customers1 record

Segments8 records

Ideal customer profiles3 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 major, core and supporting.

• NICHQmajorStrategic or Co-development PartnerNICHQ (National Institute for Children's Health Quality) is a sponsor of Black Maternal Mental Health Week 2025. NICHQ works to improve child health outcomes.
• Black Mamas Matter AlliancemajorStrategic or Co-development PartnerBlack Mamas Matter Alliance is a sponsor of Black Maternal Mental Health Week 2025. BMMA is a Black women-led birth justice organization working to advance Black maternal health.
• Seleni InstitutemajorStrategic or Co-development PartnerSeleni Institute is a sponsor of Black Maternal Mental Health Week 2025. Seleni Institute focuses on maternal mental health care and support.
• Sigma Gamma Rho Sorority, Inc.majorStrategic or Co-development PartnerSigma Gamma Rho Sorority, Inc. is a collaborator on the Postpartum Mama Shower community baby shower events targeting reduction of maternal health disparities among women of color.
• Commonsense Birthing InstitutecoreStrategic or Co-development PartnerCommonsense Birthing Institute partners with Shades of Blue Project to provide certification as a Certified Community MMH Specialist (CC-MMHS) through the I.N.S.P.I.R.E. Method training program.
• Healthy StartsupportingStrategic or Co-development PartnerHealthy Start program is a sponsor of Black Maternal Mental Health Week 2025, supporting maternal and infant health initiatives.
• UT HealthsupportingStrategic or Co-development PartnerUT Health is a sponsor of Black Maternal Mental Health Week 2025, supporting medical and maternal health services.
• Morehouse School of MedicinesupportingStrategic or Co-development PartnerMorehouse School of Medicine is a sponsor of Black Maternal Mental Health Week 2025, supporting healthcare education.
• Maternal Mental Health Policy CentersupportingStrategic or Co-development PartnerMaternal Mental Health Policy Center is a sponsor of Black Maternal Mental Health Week 2025, focusing on advocacy and policy.
• MomsRising TogethersupportingStrategic or Co-development PartnerMomsRising Together is a sponsor of Black Maternal Mental Health Week 2025, supporting mothers and family advocacy.
• Melinated MomssupportingStrategic or Co-development PartnerMelinated Moms is a sponsor of Black Maternal Mental Health Week 2025, supporting Black motherhood and community care.
• OCCsupportingStrategic or Co-development PartnerOCC (likely Office of the Child Advocate or similar) is a sponsor of Black Maternal Mental Health Week 2025, supporting child and family services.
• PUSH for Empowered PregnancysupportingStrategic or Co-development PartnerPUSH for Empowered Pregnancy is a sponsor of Black Maternal Mental Health Week 2025, supporting maternal health advocacy.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Every Mother Counts: Maternal health nonprofit founded by Christy Turlington Burns, focused on global maternal health equity, advocacy, and grantmaking. Comparable in advocacy orientation and nonprofit model, though broader and globally focused.
• HealthConnect One: National nonprofit advancing community-based, peer-led maternal and infant support including doula and community health worker programs. Comparable in community-rooted maternal health model serving under-resourced populations.
• Postpartum Support International: The largest U.S. organization dedicated to perinatal mental health, providing provider training, support provider directories, and advocacy. Comparable in mission but operates at much larger scale and broader demographic scope than Shades Of Blue Project.
• Black Women's Health Imperative: National organization dedicated to advancing health equity and well-being of Black women across the lifespan, including maternal health. Comparable in advocacy for Black women's health, though broader in scope.

Direct peers

• Seleni Institute: Maternal mental health organization providing clinical care, training, and research. A direct sponsor and collaborator of Shades Of Blue Project; comparable in focus on maternal mental health treatment and professional training.
• Commonsense Childbirth: Maternal health organization led by Jennie Joseph that delivers the Commonsense Birthing Institute, which certifies Shades Of Blue Project's CC-MMHS. Comparable in serving birthing people of color and providing culturally rooted training.
• Ancient Song: Black-led reproductive justice and maternal health organization offering doula services, training, and advocacy. Comparable in mission focus on Black maternal mental health and provider training.
• Black Mamas Matter Alliance: Black women-led alliance advancing Black maternal health, rights, and justice. Directly comparable to Shades Of Blue Project in mission focus on Black maternal mental health, with overlapping national advocacy, awareness campaigns, and policy engagement.
• National Birth Equity Collaborative: National nonprofit focused on birth equity and Black maternal health through research, advocacy, and training. Comparable in serving communities of color, addressing maternal mental health, and operating training/certification programs for providers.

Emerging players

• Mama Glow: Maternal health platform offering doula training, education, and community support with explicit focus on birthing people of color. Comparable in culturally competent care focus and provider training.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/shadesofblueprj
• YouTubeyoutube.com/@shadesofblueproject
• Facebookfacebook.com/sobproject
• LinkedInlinkedin.com/company/shades-of-blue-project
• Instagraminstagram.com/shadesofblueproject
• TikToktiktok.com/@wix

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Shades Of Blue Project