What Sunrise Association does

Sunrise Association (legal entity: Sunrise Day Camps Association, Inc.) is a 501(c)(3) nonprofit organization headquartered in Oceanside, New York, founded in 2006 by Arnie Preminger, MSW. Its core mission is delivering free summer day camps, year-round programming, and in-hospital recreational activities to children ages 3.5 to 16 who are in or recently out of cancer treatment, together with their siblings. Programs are offered 100% free of charge with no registration, activity, or participation fees.

The organization operates 11 US day camps (Long Island, Pearl River, Staten Island, Greater Philadelphia, Greater Washington, Atlanta, Baltimore, Chicago, Orange County, South Florida, plus its network of digital offerings) and 3 day camps in Israel (Central, Northern, and Southern regions). Supporting programs include Sunrise on Wheels (weekly bedside delivery of recreational materials to children in pediatric oncology units across 50+ hospitals), SunriseVX (a virtual reality experience that transports children to immersive global destinations), Wheels Up! (an in-house television-style travel and entertainment show produced in partnership with American Airlines and distributed to 200+ hospitals across the US, Canada, Israel, Australia, UK, and Ireland), and Sunshine from Sunrise (video-counselor virtual visits for hospitalized patients). Content is produced in-house by the Dorothy & Irving Ross Sunrise Studios and distributed via the Sunrise Studios iOS/Android mobile apps. As of 2025 the organization reports reaching nearly 69,000 children, holds Platinum Seal of Transparency from Candid/GuideStar and a four-star Charity Navigator rating, and is the subject of the first IRB-approved academic study (Tel Aviv University, 2024) documenting lasting resilience and well-being benefits of its programs.

The business model is donation-funded: revenue streams include individual donations (with a recurring $20/month "Magic Makers" campaign), corporate grants and national partnerships (American Airlines, Honda USA Foundation, Nikon, Aflac, Toyota, AvalonBay, Five Below, Cordish), foundation gifts (including a $500,000 Ruth Carol Fund commitment to Horizon Day Camp-Baltimore in 2026), planned giving and endowments, in-kind gifts, appreciated-securities donations, and employer matching gifts. Fundraising channels include SunriseWALKS walkathons in 8+ cities, multiple golf outings, sporting clays tournaments, a casino night, Team Sunrise endurance charity entries (NYC, Boston, Chicago, Brooklyn marathons), a NextGen young-professionals committee, and digital channels (Sunrise Scoop newsletter, Instagram, LinkedIn, podcast). Because Sunrise Association is a nonprofit, no consumer pricing applies; the "customer" in commercial terms is the donor base, while the beneficiary population is geographically segmented across the US Northeast, Southeast, Midwest, West Coast, and Israel.

Name

Sunrise Association

Legal name

Sunrise Day Camps Association, Inc.

Website

https://sunriseassociation.org

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Sunrise Association is a 501(c)(3) nonprofit operating the first free summer day camps and in-hospital recreational programs for US and Israeli children with cancer and their siblings, complemented by VR and television-style virtual programming distributed to 200+ hospitals globally.

Ownership category

akta.pro rank

Product category

Pediatric Oncology Camp and Support Services

NAICS

Voluntary Health Organizations (813212)

SIC

Services-Child Day Care Services (8351)

akta.pro primary industry

Multi-Activity Enrichment Camps (Academic + Arts + Sports) (EDAMALAA)

Keywords

• Pediatric oncology camps
• In-hospital programs
• Sibling support services
• Virtual reality therapy
• Nonprofit fundraising events

Headquarters

HQ city

Oceanside

HQ country

United States

HQ region

North America

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Donations: The organization relies primarily on individual donations from supporters. The 20 Summers campaign promotes monthly giving at $20/month. One-time gifts and major donor contributions support general operations and specific programs. EIN 46-5555854 for tax deduction purposes.
2. Corporate Grants and Sponsorships: Corporate grants provide significant funding. Honda USA Foundation awarded $100,000 grant in 2026 for programs in New York and New Jersey. National corporate partners (American Airlines, Nikon, Aflac, Toyota, AvalonBay, Five Below, Cordish) provide both funding and in-kind support. Corporate sponsorship opportunities exist for events and programs.
3. Foundation Gifts: Foundation grants provide major funding. Ruth Carol Fund awarded $500,000 to Horizon Day Camp ($250,000 for fine arts program, $250,000 for endowment). These multi-year commitments support program expansion and organizational sustainability.
4. Planned Giving and Endowments: Legacy giving through the Sunrise Legacy Circle includes bequests, charitable gift annuities, charitable remainder trusts, life insurance beneficiary designations, and donor-advised fund grants. Endowment opportunities allow donors to establish named funds supporting programs in perpetuity.
5. In-Kind Gifts: Non-monetary donations including camp supplies (books, art supplies, educational games), technology (tablets, laptops, headphones for virtual programs), and recreational items (sports equipment, board games, outdoor equipment). In-kind gifts free up cash for other operational needs.
6. Stock and Appreciated Asset Gifts: Donors can contribute appreciated securities held more than one year, receiving full market value deduction while avoiding capital gains tax. This provides tax-efficient giving option for donors with concentrated stock positions.
7. Employer Matching Gifts: Corporate employee matching gift programs multiply individual donations. Employees submit matching requests to their employers who then contribute additional funds to Sunrise. This amplifies individual donation impact at no extra cost to donors.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels11 records

Core offering

Sunrise Association provides free summer day camps, in-hospital recreational programs, and virtual camp experiences (VR, television-style shows, and video visits) for children with cancer ages 3.5–16 and their siblings. Services are delivered across 11 US day camps, 3 Israel day camps, 15+ affiliated hospitals, and 200+ hospitals reached virtually, with all programs provided 100% free of charge to families.

Product overview

Sunrise Association offers a comprehensive portfolio of free programs for children with cancer and their siblings. The core offering is Sunrise Day Camps—the world's first and only summer day camps for children with cancer, provided at no charge—operating across multiple US locations (Long Island, Pearl River, Staten Island, Greater Philadelphia, Greater Washington DC, Chicago, Orange County, South Florida, Atlanta) and Israel. Supporting programs include Sunrise on Wheels (in-hospital bedside visits), SunriseVX (virtual reality experiences), Wheels Up! (travel entertainment show), Sunshine from Sunrise (virtual hospital visits), and Sunrise Studios (production studio). The organization also operates affiliated hospital programs and year-round activities, all provided free of charge to families.

Differentiator

Problem solved

Functional benefit

Brands

• Aurora Day Camp: Day camp for children with cancer and their siblings serving the Atlanta, GA region
• Horizon Day Camp
• Sunrise on Wheels
• SunriseVX
• Wheels Up!
• SunriseWALKS
• Sunshine from Sunrise
• Sunrise Studios

Products and services

• Sunrise Day Camps The world's first and only free summer day camp system for children with cancer (ages 3.5-16) and their siblings. Day camps operate in multiple US locations with medically supervised programming including swimming, sports, arts and crafts, music, drama, S.T.E.A.M., and mini-golf, allowing children to continue medical treatment while returning home each evening. All programs are provided 100% free of charge to families.
• Sunrise on Wheels In-hospital recreational program that brings the joys of childhood to children undergoing treatment in pediatric oncology units. Volunteers bring colorful trunks filled with crafts, toys, and games directly to bedside, transforming hospital rooms. Operates weekly at 15+ hospitals across NY/NJ and additional hospitals in Baltimore, Atlanta, Chicago, Philadelphia, and Israel.
• SunriseVX (Virtual Experience) Virtual reality program that transports children with cancer to immersive destinations worldwide, providing joy and adventure during hospital treatments and for home-bound children. Delivered via VR headsets during hospital stays or at home.
• Wheels Up! A virtual travel, arts, and games television-style show produced by Dorothy & Irving Ross Sunrise Studios in partnership with American Airlines, with over 40 interactive episodes. Currently airing in over 200 hospitals across the US, Canada, Israel, Australia, UK, and Ireland, reaching over 40,000 children from their hospital or home bedside.
• Sunshine from Sunrise Virtual program providing one-on-one virtual visits to patients unable to have visitors during hospital stays. Dedicated camp counselors and Sunrise on Wheels volunteers host virtual visits, engaging patients with stories of camp days and interactive activities.
• Aurora Day Camp Free summer day camp for children with cancer and their siblings located in Atlanta, Georgia. Operates as a Sunrise Association subsidiary serving the Atlanta metropolitan area.
• Horizon Day Camp Free summer day camp for children with cancer and their siblings located in Baltimore, Maryland. Operates as a Sunrise Association subsidiary serving the Baltimore metropolitan area.
• Sunrise Israel Day camps and in-hospital programs bringing joys of childhood to children with cancer and siblings across Israel. Operates three locations: Central (Beit Yehoshua, opened 2010), North (Kiryat Tiv'on), and South (Be'er Sheva, opened 2015). Has served 10,000+ children since 2010 with 1,200+ children in 2023 alone, drawn from over 70 communities.
• Sunrise Studios In-house production studio creating virtual programming content including the Wheels Up! travel show and other virtual camp experiences for children with cancer. Distributes content through mobile apps, YouTube, and partner hospital television networks.

Quantifiable outcome

• 343 children studied showed improvements in resilience, self-esteem, quality of life, sibling relationships, illness management, and emotional well-being
• +4 more outcomes

Named customers1 record

Segments4 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

Nine partnerships are on record, tiered flagship, national partner and core.

• American AirlinesflagshipStrategic or Co-development PartnerProud partnership producing Wheels Up! television program. American Airlines branding and support enables virtual programming reaching 200+ hospitals internationally. Represents flagship corporate partnership combining financial support with program co-development.
• Aflacnational partnerGTM or Marketing PartnerNational partner providing support for Sunrise Association programs and brand visibility.
• Nikonnational partnerGTM or Marketing PartnerNational partner supporting Sunrise Association mission and programs.
• Toyotanational partnerGTM or Marketing PartnerToyota brand partner supporting Sunrise Association programs.
• AvalonBaynational partnerGTM or Marketing PartnerNational partner supporting Sunrise Association mission.
• Five Belownational partnerGTM or Marketing PartnerNational partner supporting Sunrise Association programs.
• Cordishnational partnerGTM or Marketing PartnerNational partner supporting Sunrise Association mission.
• Davis AcademycoreStrategic or Co-development PartnerHost location for Aurora Day Camp-Atlanta's inaugural year (2018). Lower School campus provided facilities enabling first Atlanta-area camp location.
• Tel Aviv University School of Public HealthflagshipStrategic or Co-development PartnerConducted first formal, IRB-approved academic study of Sunrise Day Camps. Research demonstrated measurable, lasting benefits including improved resilience, self-esteem, quality of life, and emotional well-being. Study provides scientific validation for program effectiveness.

Scale indicators15 records

Recent moves21 records

Expansion highlights6 records

Direct peers

• Camp Sunshine: Provides free, year-round recreational programs and camp experiences for children with life-threatening illnesses and their families, including oncology. Direct peer operating a residential camp model serving a similar medically complex pediatric population with a free, donation-funded approach.
• SeriousFun Children's Network: Global network of camps and programs for children with serious illnesses founded by Paul Newman, supporting member camps that serve similar pediatric oncology and chronic illness populations free of charge. Closest peer in mission, funding model, and program design.
• Camp Mak-A-Dream: Cost-free camp experience in Montana serving children and young adults with cancer and other life-threatening conditions, including siblings. Operates with similar donation-funded model, on-site medical supervision, and focus on psychosocial impact.
• Special Love / Camp Fantastic: Provides free summer camp programs (including Camp Fantastic) and year-round support for children with cancer and their families, including siblings. Operates residential oncology camp sessions with similar medically supervised, donor-funded model.
• Camp Quality USA: Free summer camps, year-round programs, and in-hospital 'Camp Quality in the Hospital' experiences for children with cancer and their families. Direct competitor in the pediatric oncology camp space with similar sibling inclusion and free-program model.

Broad incumbents

• Ronald McDonald House Charities: Largest nonprofit serving families of seriously ill children, focused on lodging and support services near hospitals. While not a camp operator, RMHC serves an overlapping family population and competes for the same pediatric oncology donor and corporate partner base.
• Make-A-Wish Foundation: Largest wish-granting organization for children with critical illnesses including cancer. Operates a different model (individual wish fulfillment) but competes for the same corporate partners (American Airlines, etc.) and donor mindshare around pediatric oncology.
• St. Jude Children's Research Hospital: Premier pediatric cancer treatment and research institution, also providing free family lodging and psychosocial support. Not a direct camp competitor but the dominant nonprofit in the broader pediatric oncology donor landscape.

Others

• Children's Oncology Camping Association International (COCA-I): International membership organization supporting pediatric oncology camps worldwide. Not a direct service competitor, but Sunrise is a member and COCA-I sets standards and shares best practices across the peer camp network.

Emerging players

• Alex's Lemonade Stand Foundation: Major childhood cancer nonprofit primarily funding research and treatment, but increasingly funding family-support services. Competes for the same donor and corporate partner pool as Sunrise and offers a complementary mission within pediatric oncology.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@SunriseAssociation
• Facebookfacebook.com/sunriseassociationdaycamps
• LinkedInlinkedin.com/company/sunrise-association

Revenue estimate

Valuation estimate

Number of profiles

Profiles23 records

Subsidiaries14 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 Sunrise Association