Diversity Action Alliance

What Diversity Action Alliance does

Diversity Action Alliance (DAA) is a 501(c)(3) nonprofit coalition founded in 2019 by 15 communications trade organizations to close leadership, opportunity, economic, and cultural-fluency gaps in the U.S. communications and public relations industry. Headquartered in Kearny, New Jersey with a small core staff, DAA delivers programs in three interconnected areas: leadership development (Inclusive Communications Leadership Certification, M.A.P.S. mentorship, workshops, consulting, and speaking engagements), community building (CommUnity platform, signatory forums, signature events including G.E.M.S. Honors, Diversity Galas, and Uncut GEMS salons), and research and thought leadership (annual benchmark reports on race and ethnicity in PR, the Alliance Roundtable Report, and the Voices of Impact Survey).

The organization monetizes through a tiered membership and partnership model: free Standard Signatories up to $5,000 Defender Signatories that commit to annual diversity data submission; Bronze-through-Titanium Partners contributing $7,500 to $50,000+ annually; program-specific sponsorships; a $350-per-posting job board for non-signatories; and donations to the Ida B. Wells Impact Fund. Customer concentration sits primarily with Fortune 500 communications departments, top-ranked U.S. PR agencies, and trade organizations such as the Page Society, Institute for Public Relations, and PR Council. In May 2024, DAA added an AI-enabled product layer through a strategic partnership with JodieAI, offering signatories exclusive access to an inclusive generative-AI platform for recruitment, communications, education, programming, and compliance use cases.

DAA transitioned from operating under the Page Society's auspices to an independently incorporated 501(c)(3) in 2025, coinciding with the launch of the Ida B. Wells Impact Fund, the Uncut GEMS salon series, and a "Collective Power" strategic framework under a 2026 Board chaired by Soon Mee Kim. Its technology stack is non-productized: the organization is not a SaaS company and does not operate proprietary AI/ML infrastructure, instead relying on a secure (ISO 27001, GDPR, HIPAA-compliant) third-party data submission platform and partner-provided AI tooling.

Name

Diversity Action Alliance

Legal name

Diversity Action Alliance

Website

https://diversityactionalliance.org

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Diversity Action Alliance is a 501(c)(3) nonprofit coalition that advances diversity, equity, and inclusion in the U.S. communications and public relations industry through longitudinal benchmark research, leadership certification, mentorship, signature recognition events, and a tiered membership model serving agencies, corporations, and trade bodies.

Ownership category

akta.pro rank

Product category

Industry Diversity, Equity & Inclusion Coalition Services

NAICS

Business Associations (813910), Professional Organizations (813920), Human Rights Organizations (813311)

SIC

Services-Membership Organizations (8600), Services-Educational Services (8200)

akta.pro primary industry

Racial & Ethnic Justice Organizations (BPAGAFAC)

akta.pro secondary industries

Inclusive Leadership & Leading Diverse Teams (EDABAAAM), Human Rights & Anti-Discrimination Organizations (BPAGAFAB), Education Partnerships for Equity, Inclusion & Gender (EDADALAF)

Keywords

• Diversity equity inclusion
• Communications industry coalition
• PR leadership development
• Workforce benchmark research
• Nonprofit membership organization

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Signatory Membership Fees: Organizations commit to submitting annual diversity benchmark data. Participation is tiered from free data-submission commitment to paid levels up to $5,000 annually, with tax-deductible contributions.
2. Partner Contributions: Partners provide unrestricted support sustaining core operations through tiered contributions: Bronze ($7,500), Silver ($10,000), Gold ($15,000), Platinum ($25,000), Titanium ($50,000+). All partner contributions are tax-deductible.
3. Sponsorship Revenue: Sponsors support specific programs, events, and initiatives including G.E.M.S. Honors, research reports, and the Inclusive Communications Leadership Certification (ICLC). Both standard and customizable sponsorship opportunities are available.
4. Job Board Fees: Non-signatories pay $350 per job posting to access the DAA talent pool. Signatories receive complimentary or discounted job postings based on their tier.
5. Ida B. Wells Impact Fund Donations: Tax-deductible donations to the Ida B. Wells Impact Fund support research, narrative change initiatives, and leadership development. Founding Members contribute $500; other tiers include Anchor Builder ($50+), Supporter ($150+), and Founding Investor ($1,000+).
6. Inclusive Communications Leadership Certification (ICLC): Certification program for mid-to-senior leaders with complimentary seats provided to partners and sponsors based on tier level. Additional seats may be available for purchase.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core offering

Diversity Action Alliance is a nonprofit coalition that operates as a membership-based organization for the communications and public relations industry, providing tiered signatory and partner memberships, annual benchmark research on workforce race and ethnicity, leadership development through its Inclusive Communications Leadership Certification (ICLC) and M.A.P.S. mentorship program, the G.E.M.S. Honors annual recognition program, and event-driven community engagement. Its core deliverables are industry research reports, professional certification, mentorship matching, and an exclusive jobs board, funded primarily through memberships, sponsorships, and donations to the Ida B. Wells Impact Fund.

Product overview

Diversity Action Alliance (DAA) operates as a nonprofit coalition and membership-based organization offering a portfolio of programs, certifications, and research services focused on advancing diversity, equity, and inclusion in the communications and public relations industry. The core offerings include the G.E.M.S. Honors annual awards program, the Inclusive Communications Leadership Certification (ICLC), the M.A.P.S. mentorship program, and Uncut GEMS salon events. Supporting infrastructure includes annual benchmark reports on race and ethnicity in PR, a secure data submission platform, and the CommUnity engagement platform. The organization also provides consulting, workshops, speaking engagements, and partner programs through tiered signatory and partner memberships. Through a partnership with JodieAI, DAA provides signatories access to inclusive generative AI capabilities. The Ida B. Wells Impact Fund serves as the organization's philanthropic arm supporting equity initiatives.

Differentiator

Problem solved

Functional benefit

Products and services

• G.E.M.S. Honors (Growth in Equity is a Measure of Sustainability) Annual recognition program for the communications and public relations industry celebrating communicators, leaders, storytellers, advocates, and changemakers whose impact extends beyond a title and whose intersectional perspectives challenge the status quo. Over 150 leaders recognized since 2021.
• Inclusive Communications Leadership Certification (ICLC) Flagship certification program for mid-to-senior communications leaders that prepares enrollees to navigate bias, shape inclusive narratives, and lead with integrity and an inclusive mindset across organizations and industries.
• M.A.P.S. (Mentoring to Accelerate Progress and Success) Year-long mentorship experience for communications and public relations professionals underrepresented in industry leadership, pairing participants with experienced leaders to support long-term career growth and advancement.
• Uncut GEMS Intimate, salon-style continuation of G.E.M.S. Honors providing candid, unfiltered conversations about risk, reinvention, and lessons behind success, designed for early-to-mid career communications professionals with limited, capped attendance.
• Annual Benchmark Reports on Race and Ethnicity in PR Comprehensive industry research reports tracking racial and ethnic representation, promotion rates, and organizational demographics in the communications industry. Reports reflect data from over 16,000 employees across 99 companies, including Fortune 500 communications departments and top-ranked U.S. agencies.
• CommUnity Platform Engagement space for communications professionals across agencies, organizations, and sectors, providing signature events, partner-hosted opportunities, career opportunities, mentorship access, and a peer network for advancing equity and accountability.
• Career Connections in Comms (CCC) Coalition program led by MikeWorldWide alongside the PR Council, DAA, and We All Rise Together, bringing together mid-to-senior-level communications, marketing communications, advertising, and media professionals navigating career transition through panel discussions and networking.
• Ida B. Wells Impact Fund Donor-supported fund dedicated to truth, equity, and accountability in communications, named after journalist and civil rights activist Ida B. Wells. Supports research exposing gaps, narrative change initiatives, and leadership development expanding access and representation.
• Signatory Membership Program Tiered membership for organizations that commit to submitting annual workforce diversity benchmark data, ranging from a free Standard Signatory to a $5,000 Defender Signatory level. Benefits include job board postings, members-only forums, and recognition at DAA events.
• Partner Membership Program Unrestricted financial support tiered from Bronze Partner ($7,500) through Titanium Partner ($50,000+). Benefits include logo visibility, job postings, complimentary ICLC certification seats, and early benchmark report access.
• Consulting and Advisory Services Discovery and strategic counsel helping organizations build equitable, inclusive workplaces, advising on policies, practices, and cultural conditions influencing representation, retention, recruitment, promotion, accountability, language, and risk mitigation.
• Workshops and Training Custom learning experiences for organizations seeking to strengthen leadership capacity, collaboration, and inclusive communication practices, providing culturally relevant training for teams or specific groups.
• Speaking Engagements and Keynotes Keynote speakers, panelists, and facilitators for conferences, corporate offsites, ERG events, leadership retreats, higher education panels, and industry webinars, covering topics including responsible communication, trust building, crisis leadership, and inclusive narratives.
• DAA Job Board Online job board platform connecting employers seeking diverse communications talent with qualified candidates; complimentary or discounted for signatories and $350 per posting for non-signatories.

Quantifiable outcome

• Over 150 communication leaders recognized for excellence in inclusive leadership through G.E.M.S. program
• +3 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Partnerships

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

• Institute for Public Relations (IPR)coreStrategic or Co-development Partner · 6 May 2025DAA collaborates with IPR on annual benchmark reports tracking racial and ethnic diversity in public relations and communications. The partnership has produced five consecutive annual reports (2019-2024) with data from over 16,000 employees across 99 companies. IPR provides methodological expertise and serves as a trusted research partner for industry accountability.
• Black Public Relations Society New York (BPRS-NY)minorGTM or Marketing Partner · 1 February 2025DAA partnered with BPRS-NY and PRSA-NY for 'Who's in the Room?' event featuring the book 'Who's in the Room?: A Guide to Public Relations from the Black Professional Perspective' by Dr. Jamila Cupid and Myescha Joell.
• PR CouncilcoreStrategic or Co-development Partner · 27 January 2025DAA partners with the PR Council on initiatives including Career Connections in Comms (CCC), a coalition led by MikeWorldWide alongside DAA and We All Rise Together. The PR Council organized webinars on DEI compliance and hosts events like the PR Pathfinders Summit for BIPOC young professionals.
• HPRA (Hispanic Public Relations Association)minorGTM or Marketing Partner · 1 September 2024DAA supports HPRA events including the National ¡Bravo! Awards celebrating outstanding Hispanic and multicultural communications work. DAA promotes HPRA programming to its network of communications professionals.
• CommPRO and Capitol CommunicatorminorGTM or Marketing Partner · 1 June 2024DAA partnered with CommPRO and Capitol Communicator for virtual events including 'Leading with Credibility in a Fractured Media World' featuring U.S. Congressman James E. Clyburn. These partnerships amplify DAA's thought leadership reach through industry media channels.
• JodieAIcoreStrategic or Co-development Partner · 28 May 2024DAA partnered with JodieAI, the first inclusive generative AI platform, to provide DAA signatories (PR agencies, corporate communications, and Fortune 500 companies) with exclusive JodieAI platform licenses. The partnership addresses key industry challenges including promoting DEI in recruitment, supporting inclusive cultures, and handling sensitive issues related to race and ethnicity. JodieAI offers support across five critical use cases: Compliance, Communication, Education, Programming, and Recruitment. DAA President emphasized that JodieAI's mission aligns with DAA's goal of shaping an inclusive future for communication professionals.
• Omnicom Public Relations GroupmajorGTM or Marketing Partner · 28 May 2024Omnicom PR Group sponsored the 2024 G.E.M.S. ceremony in New York City, honoring 50 communication leaders. The partnership includes a fireside chat between CEO Chris Foster and Doug Melville (JodieAI CEO) discussing emerging trends in communication and leadership. Omnicom PR Group's sponsorship provides significant visibility and industry credibility.
• Museum of Public RelationsminorStrategic or Co-development Partner · 1 February 2024DAA co-hosts events with the Museum of Public Relations including 'Bending the Arc of History to Social Justice: A Communicator's Role' panel discussions and AAPI community celebrations.
• PepsiCominorGTM or Marketing Partner · 27 June 2023PepsiCo sponsored the Distinguished Communicators of Color Reception 'In Living Color' cocktail hour in June 2023. PepsiCo has been a long-time supporter of DAA initiatives including the Ida B. Wells Impact Fund.
• Mondelēz InternationalminorGTM or Marketing Partner · 1 June 2023Mondelēz International hosted the Chicago Communications and Diversity Leadership Forum at its global headquarters in September 2023. DAA partnered with Mondelez to convene DEI, HR, and Communications professionals for networking and career development.
• Page Society (Arthur W. Page Society)coreStrategic or Co-development Partner · 1 January 2019DAA was founded in 2019 by 15 communications trade organizations including the Page Society, which served as a founding partner. The Page Society provided invaluable support for the first five years, helping DAA grow while pursuing its mission. DAA transitioned to independent nonprofit status in 2025, marking the next step in evolution while maintaining collaborative relationships.

Scale indicators5 records

Recent moves1 record

Expansion highlights6 records

Broad incumbents

• Arthur W. Page Society: The preeminent association for chief communications officers that hosted and supported DAA from 2019 to 2025. Directly comparable because both focus on elevating the communications profession at the senior-most levels and share a subset of member organizations and CCO engagement.
• 4A's (American Association of Advertising Agencies): The principal trade association for advertising agencies with longstanding DEI programs and research. Comparable as an adjacent industry-coalition serving agencies on inclusion, talent, and best-practice research, though its scope is advertising rather than PR specifically.
• Public Relations Society of America (PRSA): The largest professional association for PR practitioners in the U.S., with parallel efforts on DEI (e.g., the PRSA Foundation's Multicultural Scholarship). Comparable to DAA because both serve as industry-wide vehicles for advancing professional standards and inclusion in communications, though PRSA is much broader and for-profit-membership structured.

Direct peers

• Institute for Public Relations (IPR): Research partner that co-produces DAA's annual benchmark reports and provides methodological rigor on race/ethnicity data. Highly comparable as an industry-coalition research body serving the same communications profession, with overlapping board composition and audience.
• PR Council: Trade association for U.S. PR agencies that co-develops programs with DAA (e.g., Career Connections in Comms, PR Pathfinders Summit for BIPOC professionals). Directly comparable as a peer industry-body serving agencies and senior PR leaders through events, advocacy, and DEI initiatives.
• ColorComm: A nonprofit network advancing people of color in communications, advertising, and marketing — targeting the same DEI-in-comms mission as DAA through networking, mentorship, and recognition events. Comparable in scale, mission, and target audience.
• Hispanic Public Relations Association (HPRA): A DAA partner organization that promotes Hispanic and multicultural communications professionals through events such as the National ¡Bravo! Awards. Closely comparable as a DEI-focused communications professional association with shared audiences, sponsors, and programming overlap.
• Black Public Relations Society (BPRS National): Long-standing national organization supporting Black communications professionals through events, scholarships, and professional development. Recently partnered with DAA on the 'Who's in the Room?' event, indicating direct programmatic overlap and shared member base.

Emerging players

• National Association of Black Journalists (NABJ): The leading advocacy organization for Black journalists and communications professionals, with programs comparable to DAA's mentorship and recognition efforts. Comparable as a peer DEI-focused industry association, though NABJ's primary focus is journalism while DAA's is PR and corporate communications.

Others

• Museum of Public Relations: An adjacent cultural-institution partner of DAA that preserves the history and recognition of the PR profession through events such as 'Bending the Arc of History'. Comparable as a PR-industry-adjacent organization that DAA co-hosts programming with, broadening DAA's cultural-fluency mission.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/diversity-action-alliance
• Xx.com/DAA_PR
• Facebookfacebook.com/DiversityActionAlliance

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Diversity Action Alliance