National Center for Civil and Human Rights

What National Center for Civil and Human Rights does

The National Center for Civil and Human Rights is a 501(c)(3) nonprofit museum founded in 2014 and headquartered at 100 Ivan Allen Jr. Blvd NW in downtown Atlanta, between the Georgia Aquarium and World of Coca-Cola. The Center delivers immersive educational experiences that connect the American Civil Rights Movement to contemporary global human rights issues, anchored by irreplaceable archival holdings including the Morehouse College Dr. Martin Luther King Jr. Collection (approximately 1,100 books with handwritten notes) and signature interactive exhibits such as the lunch counter sit-in simulation. Following a $58 million expansion completed in November 2025, the Center reopened with six brand-new permanent galleries, a dedicated Children's Gallery (Change Agent Adventure), an Action Lab, and rotating global human rights installations.

The Center's business model combines earned revenue and contributed revenue across multiple streams: tiered ticket sales ($20–$28), subscription-based memberships ($80–$500 per year across Individual through Advocate tiers with multi-year options), private event rentals (weddings, corporate events, conferences), the Traveling Trunks educational kit rental program ($200 per two-week rental, $150 for Title I schools), on-site retail and café operations, corporate sponsorships, and foundation grants. Distribution is omnichannel — direct-to-consumer via Blackbaud-hosted online ticketing, walk-up admissions, group sales, the Atlanta CityPASS tourism bundle, and reciprocal admission through NARM/ROAM's 1,500+ partner museums. Digital infrastructure includes the proprietary MIA multilingual interpretation app (built with The Legacy Line), which delivers QR-code-triggered exhibit content in 30+ languages, and the online Learning Portal offering 300+ interactive lesson plans.

The Center serves four primary customer segments: general public/individual visitors and tourists; K-12 schools and educators (via the Affiliate School Partner Network of 8+ Atlanta institutions and nationally-shipped Traveling Trunks); corporate and institutional event hosts seeking purpose-aligned venues; and families with children seeking weekend cultural programming. Marketing spans content marketing, email, social media (Facebook, Instagram, LinkedIn, YouTube, TikTok), and earned media through flagship sponsorships with Bank of America, The Home Depot Foundation, UPS, Gallagher, Arthur M. Blank Family Foundation, and Mellon Foundation.

Name

National Center for Civil and Human Rights

Legal name

National Center for Civil and Human Rights

Website

https://civilandhumanrights.org

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

The National Center for Civil and Human Rights is a 501(c)(3) nonprofit museum in downtown Atlanta that teaches civil and human rights through immersive exhibits, K-12 educational programs, memberships, and event rentals, serving visitors, schools, and corporate clients.

Ownership category

akta.pro rank

Product category

Museum and Cultural Center

NAICS

Museums (712110), Museums, Historical Sites, and Similar Institutions (712)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Human Rights & Anti-Discrimination Organizations (BPAGAFAB)

akta.pro secondary industries

Civil Liberties & Constitutional Rights Advocacy (BPAGAFAA), Civic Education & Community Engagement (Voting, Local Government) (EDAAAFAC), Arts Education & Community Arts Programs (BPAGAHAC)

Keywords

• Civil rights museum
• Human rights education
• Cultural center
• Educational exhibits
• Museum membership

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Museum Admission Tickets: Individual and group ticket sales for museum entry. Tickets are sold online and at the door with tiered pricing by age and ticket type (Plan & Save vs. Anytime).
2. Membership Program: Annual and multi-year membership subscriptions offering free unlimited visits, guest passes, member-only events, and discounts. Tiers range from Individual ($80/1yr) to Advocate ($500/1yr).
3. Private Event Rentals: Full-facility rentals for weddings, corporate events, conferences, workshops, and social gatherings. Revenue generated through venue rental fees with flexible pricing based on time, scale, and space needs.
4. Traveling Trunks Program: Two-week rentals of educational kits with artifacts, lesson plans, and primary sources for classroom use. Rental fee of $200 per trunk ($150 for Title I schools), plus optional presentation services at $200 for the first class.
5. Corporate Sponsorships & Donations: Corporate partners provide financial support and in-kind contributions (e.g., The Home Depot Foundation funding free admission days; Gallagher and Arthur M. Blank Family Foundation sponsoring exhibits). Individual donations also supported via the website.
6. Museum Store & Cafe: On-site gift shop offering books, apparel, art, and handcrafted goods; cafe serving fresh meals, coffee, and snacks. Both operated to generate ancillary revenue and support the mission.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

The National Center for Civil and Human Rights operates a museum and cultural center in downtown Atlanta that connects the American Civil Rights Movement to contemporary global human rights issues through immersive exhibits (lunch counter sit-in simulation, MLK Collection, rotating global exhibitions), educational programming (Traveling Trunks, K-12 curricula, Affiliate School Partner Program), and community events (Truth Series, Saturday Adventures). It sells admissions, memberships, private event rentals, and educational kit rentals, supported by corporate sponsorships and individual donations.

Differentiator

Problem solved

Functional benefit

Brands

• MIA (Multilingual Interpretation App): A multilingual, accessible digital platform that transforms how visitors engage with exhibits through translated text and audio in more than 30 languages.

Products and services

• Museum Admission Tickets Individual and group ticket sales for museum entry at the Atlanta facility, with tiered pricing by age and ticket type (Plan & Save advance vs. Anytime flexible). For general public visitors, families, tourists, and K-12 school groups.
• Membership Program Annual and multi-year membership subscriptions offering free unlimited visits, guest passes, member-only events, and discounts. Tiers range from Individual ($80/1yr) to Advocate ($500/1yr), with benefits including reciprocal admission to 1,500+ NARM and ROAM partner museums.
• Private Event Venue Rentals Full-facility rentals of the museum venue for weddings, corporate events, conferences, workshops, and social gatherings. Flexible pricing based on time, scale, and space needs. For corporate event planners, wedding planners, and institutional hosts.
• Traveling Trunks Educational Kits Two-week rentals of educational kits containing artifacts, lesson plans, and primary sources for K-12 classroom use. Six topics: Our Ethical Footprint, Making Headlines, Unlocking History, Planning for Change, Youth in Action, and Uncovering the Past (1906 Atlanta Race Massacre). $200 per trunk ($150 for Title I schools), with optional in-class presentations at $200 first class.
• Museum Store and Cafe On-site gift shop offering books, apparel, art, and handcrafted goods; cafe serving fresh meals, coffee, and snacks with local suppliers including Portrait Coffee and Endulge Cupcake Boutique. Presented by Georgia-Pacific, LLC. For museum visitors and event attendees.
• Affiliate School Partner Program Institutional program providing K-12 schools free admission, discounted memberships, Traveling Trunk rentals, and staff-led programming. Builds sustained institutional relationships with schools in the Atlanta region. Partners include Atlanta International School, Holy Innocents', Pace Academy, The Walker School, Wesleyan, Woodward Academy, Westminster, and Lovett.
• Online Learning Portal Digital portal offering 300+ interactive lesson plans, videos, and classroom-ready tools covering Civil Rights and Human Rights topics for educators and students.
• MIA (Multilingual Interpretation App) Web-based, mobile-first multilingual and accessible digital platform delivered through QR codes placed throughout the museum, enabling visitors to access exhibit content in translated text and audio in more than 30 languages. Developed in partnership with The Legacy Line.
• Workplace Training (Culture Connections) Workplace training programs including Culture Connections and training topics, offered to corporations and organizations seeking diversity, equity, and inclusion education delivered by the Center.

Quantifiable outcome

• Over 1,500 partner museums available to members through NARM and ROAM reciprocal membership programs
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

16 partnerships are on record, tiered core, flagship and minor.

• The Legacy LinecoreTechnology or IntegrationMIA (Multilingual Interpretation App) is delivered through a partnership with The Legacy Line. The web-based, mobile-first app enables QR code access to exhibit content in 30+ languages, removing language barriers for international and non-English-speaking visitors.
• Bank of AmericaflagshipGTM or Marketing PartnerBank of America's Museums on Us program provides one free general admission ticket to eligible cardholders on the first full weekend of each month. This partnership expands access to the Center's exhibitions for Bank of America customers across the U.S.
• The Home Depot FoundationflagshipGTM or Marketing PartnerThe Home Depot Foundation funds free admission for all visitors on Human Rights Day (December), free admission for veterans and active military on select days, and supports the Center's mission to make civil rights education accessible to all.
• GallagherflagshipGTM or Marketing PartnerGallagher is the presenting sponsor of The People's Game: Soccer and Human Rights exhibition, which opened in summer 2026 to coincide with the World Cup in Atlanta.
• Arthur M. Blank Family FoundationflagshipGTM or Marketing PartnerPresenting partner for The People's Game: Soccer and Human Rights exhibition in partnership with Atlanta United. The foundation also supports the Rotating Gallery in Arthur M. Blank Inspiration Hall.
• Atlanta UnitedcoreStrategic or Co-development PartnerAtlanta United is a presenting partner of The People's Game: Soccer and Human Rights exhibition, connecting soccer and human rights themes with the local soccer community and World Cup activities in Atlanta.
• Wilbur and Hilda Glenn Family FoundationflagshipGTM or Marketing PartnerThe Wilbur and Hilda Glenn Family Foundation is the presenting sponsor of the Everyone. Everywhere: Global Human Rights gallery, supporting the Center's global human rights storytelling.
• UPSminorGTM or Marketing PartnerUPS provides free museum admission days, most notably on July 3, 2026 in honor of Independence Day weekend, expanding access for visitors during peak holiday periods.
• Georgia-Pacific, LLCGTM or Marketing PartnerGeorgia-Pacific, LLC presents the Museum Gift Shop and Cafe at the Center, offering retail merchandise and food service that supports the mission and visitor experience.
• Portrait CoffeeminorOthersPortrait Coffee is a proud local supplier featured in the Center's Cafe, providing coffee and beverages to museum visitors.
• Endulge Cupcake BoutiqueminorOthersEndulge Cupcake Boutique is a local bakery featured in the Center's Cafe, providing sweet treats and baked goods for museum visitors.
• Atlanta CityPASScoreChannel Partner/ Reseller/ DistributorAtlanta CityPASS bundles admission to the Center with four other top Atlanta attractions, offering tourists savings of up to 47% and driving significant visitor foot traffic to the museum.
• NARM (North American Reciprocal Museum) AssociationcoreChannel Partner/ Reseller/ DistributorNARM Association provides reciprocal admission benefits to Family-level and above Center members, granting free or discounted access to over 1,500 museums across North America, expanding the perceived value of Center membership.
• ROAM (Reciprocal Organization of Associated Museums)coreChannel Partner/ Reseller/ DistributorROAM provides reciprocal admission benefits to Family-level and above Center members alongside NARM, offering additional free or discounted access to museums within its network.
• Hyatt Regency AtlantaminorGTM or Marketing PartnerHyatt Regency Atlanta is the Center's Preferred Hotel, providing preferential lodging for out-of-town visitors and event guests. Recommended for visitors attending events or staying near the museum.
• Juneau Construction CompanycoreOthersJuneau Construction Company completed the $58 million expansion and renovation of the National Center for Civil and Human Rights, transforming the facility into a larger, modern museum and cultural space.

Scale indicators6 records

Recent moves9 records

Expansion highlights6 records

Regional players

• High Museum of Art: Atlanta's premier art museum in the Woodruff Arts Center, also a CityPASS partner. Competes for tourist dollars, memberships, corporate event rentals, and K-12 field trip visits within the same Atlanta cultural market.
• Atlanta History Center: Atlanta's regional history museum with broader scope but overlapping Atlanta-focused tourism and education audiences. A direct local competitor for Atlanta tourist visits and K-12 field trips, with comparable membership and event rental programming.

Direct peers

• The Legacy Museum (Equal Justice Initiative): EJI's Montgomery, AL museum connects American slavery and racial terror to contemporary mass incarceration and human rights. Highly aligned with NCCHR's civil-to-human-rights narrative arc and its Reconstruction-era "Broken Promises" exhibition subject matter.
• National Civil Rights Museum (Memphis, TN): The most directly comparable US museum, located at the Lorraine Motel in Memphis, dedicated to the American Civil Rights Movement with exhibits on MLK and the movement's history. Operates a similar non-profit museum model with admissions, memberships, and K-12 education programs, and competes for civil rights-focused tourism.
• Holocaust Museum Houston: US human rights museum focusing on the Holocaust and broader human rights themes; comparable non-profit museum operating model, K-12 education programming, traveling curriculum kits, and human rights educational mission that overlaps with NCCHR's global human rights galleries.
• International Civil Rights Center & Museum: Located at the site of the Greensboro Woolworth lunch counter sit-in, this museum focuses specifically on the sit-in movement and civil rights history. Closely comparable thematic focus (lunch counter sit-in is a signature NCCHR exhibit) and similar non-profit museum operating model.

Broad incumbents

• National Museum of African American History and Culture: Smithsonian museum in Washington, DC covering African American history and culture with extensive civil rights content. Much larger scale and federal funding, but the dominant comparison point for civil rights museum visitors; competes for tourist attention and donor dollars in the same subject domain.

Emerging players

• Museum of the American Revolution: Philadelphia museum telling the story of the American Revolution with immersive exhibits and a recently built (post-2017) facility. Comparable recently-built modern museum operating model, membership tiers, and K-12 education focus, though different subject matter.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@civilandhumanrights
• Facebookfacebook.com/ctr4chr
• LinkedInlinkedin.com/company/ncchr
• Instagraminstagram.com/civilandhumanrights
• TikToktiktok.com/@civilandhumanrights
• Xx.com/Ctr4CHR

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors1 record

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M&A

Investments

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

Frequently asked questions about National Center for Civil and Human Rights