Family First

What Family First does

Family First, Inc. is a Tampa-based national 501(c)(3) nonprofit organization founded in 1991 by Mark Merrill that provides parenting, marriage, and family relationship resources to American families. The organization operates three core program brands: All Pro Dad (fatherhood resources), iMOM (motherhood resources), and Family Minute with Mark Merrill (nationally syndicated daily radio program reaching 5 million listeners). Its product portfolio includes daily email newsletters (Play of the Day reaching 4 million men monthly, iMOM Minute), a network of 1,500+ school-based All Pro Dad chapters across 38 states, recurring All Pro Dad Experience events at NFL and NCAA stadiums (140+ since 2004), specialty license plates in three states, conversation journals, books, and podcasts.

The underlying technology is a digital-first content and community platform comprising WordPress-based websites (FamilyFirst.net, AllProDad.com, iMOM.com), email newsletter infrastructure reaching millions of subscribers daily, a social media presence with 5M+ daily followers, and Zoom-based virtual chapter meetings adopted during COVID-19. The organization built its scale through grassroots community engagement rather than technology differentiation, leveraging celebrity co-founder Tony Dungy (Super Bowl-winning NFL coach) for brand credibility and earned media access.

Family First generates revenue through four primary streams: tax-deductible individual donations (501(c)(3) status, Tax ID 59-3043408), event admission fees ($25 per family for stadium events), corporate sponsorships (Coca-Cola Consolidated, Tyson, Duke Energy, Southeastern Freight Lines, Sam's Club), and specialty license plate sales (Florida, Texas, Indiana). The organization has established state government partnerships with departments of education and child services in Florida, Texas, Indiana, Ohio, and South Carolina, embedding its programming within state-funded family services. Its primary end users are fathers and mothers seeking daily parenting encouragement, with secondary institutional customers including state child welfare agencies, K-12 schools, and foster/adoption organizations.

Name

Family First

Legal name

Family First, Inc.

Website

https://familyfirst.net

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Family First is a 501(c)(3) nonprofit that provides parenting, marriage, and family relationship resources to American families through the All Pro Dad, iMOM, and Family Minute programs, reaching 8 million families annually via email, school chapters, and stadium events.

Ownership category

akta.pro rank

Product category

Family Support Services

NAICS

Other Individual and Family Services (624190), Other Individual and Family Services (62419), Child and Youth Services (62411)

SIC

Services-Social Services (8300)

akta.pro primary industry

Co-Parenting, Father Engagement & Caregiver Inclusion Programs (EDACALAI)

akta.pro secondary industries

Family & Parenting Support Services (BPAGAEAC), Family & Parenting Education (Family Literacy, Parenting Skills) (EDAAAFAF), Maternal, Child & Family Health Organizations (BPAGACAF), Family & Parent Support Services (Parent Coaching, Advocacy) (EDAJALAK)

Keywords

• Fatherhood programs
• Motherhood resources
• Parenting support
• Family education
• Marriage resources

Headquarters

HQ city

Tampa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Contributions: Tax-deductible donations from individual supporters. The organization operates as a 501(c)(3) nonprofit (Tax ID: 59-3043408) and solicits contributions through its donate.familyfirst.net platform. Donors are credited with supporting the All Pro Dad and iMOM programs.
2. Event Admission Fees: The All Pro Dad Experience events charge $25 per family for admission. Events are held at NFL and NCAA stadiums with interactive games, fatherhood tips, and exclusive experiences like watching team practices.
3. Specialty License Plate Sales: Partnership with state DMVs to sell Family First specialty license plates. Florida ($25), Texas ($30), and Indiana ($40) with portions of each sale ($22-$25) remitted back to Family First to support programs.
4. Corporate Sponsorships: Corporate partnerships with companies like Coca-Cola Consolidated, Tyson, Duke Energy, Southeastern Freight Lines, Sam's Club, and others sponsoring All Pro Dad Experience events and receiving brand exposure at stadium events and through marketing materials.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

Family First is a national 501(c)(3) nonprofit that distributes parenting, marriage, and relationship resources to help families love well. Its core offerings are the All Pro Dad fatherhood program (daily encouragement emails, 1,500+ school-based chapters, and NFL/NCAA stadium events) and the iMOM motherhood program (daily emails, articles, printables), complemented by the nationally syndicated Family Minute radio program and From Me to You conversation journals. Distribution is donation- and sponsorship-funded, reaching 8M+ families annually.

Product overview

Family First is a national nonprofit organization offering a multi-platform portfolio of parenting, marriage, and relationship resources. The organization operates three core programs: All Pro Dad (fatherhood resources including daily emails, school chapters, and stadium events), iMOM (motherhood resources including daily newsletters and blogs), and Family Minute with Mark Merrill (nationally syndicated radio program). These programs are complemented by products such as the From Me to You conversation journals, the Join the Team fostering/adoption awareness campaign, specialty license plates in three states, and various digital content platforms. The organization reaches millions of families through newsletters, web content, school programs, NFL/NCAA stadium events, and published books.

Differentiator

Problem solved

Functional benefit

Brands

• All Pro Dad's Day: Monthly school-based breakfast program bringing together fathers and children for character-based curriculum and relationship building.
• From Me to You
• Family Minute with Mark Merrill

Products and services

• All Pro Dad All Pro Dad is the fatherhood empowerment program of Family First, providing daily encouragement content, monthly school-based All Pro Dad chapters, NFL/NCAA stadium experiences, and resources that help fathers love and lead their families well. It targets fathers and father figures and is supported by the co-founder Tony Dungy and NFL Spokesmen.
• Play of the Day Email Free daily email delivering fatherhood encouragement, parenting guidance, and conversation starters to subscribers' inboxes, helping men develop stronger parenting skills and father-child relationships.
• All Pro Dad Chapters Monthly school-based breakfast program bringing together fathers and their children for character-based curriculum and relationship-building activities, with 1,500+ chapters operating across 38+ states, including virtual meeting support via the Virtual Chapter Guide.
• All Pro Dad Experience (Stadium Events) Football-themed interactive events held at NFL, MLB, and NCAA stadiums where fathers and children participate in games, receive practical fatherhood tips, and build memories together; hosted by NFL coaches and players such as Tony Dungy and Dabo Swinney. Ticketed at $25 per family.
• iMOM Resource program for mothers, providing daily ideas, insight, and inspiration for loving families well, including articles, tips, printables, and content authored by experienced mothers.
• Family Minute with Mark Merrill Nationally syndicated daily radio program hosted by Mark Merrill, providing short stories and advice for families to love and live well together; reaches over 5 million listeners daily.
• From Me to You Conversation Journals Conversation journals co-authored by Mark and Susan Merrill that use structured question prompts to inspire truthful, meaningful dialogue between parents and children, strengthening family communication.
• Family First Specialty License Plates Family First specialty license plates available through Florida, Texas, and Indiana DMVs, priced $25-$40 by state with $22-$25 of each sale remitted to Family First to support All Pro Dad and iMOM programs.
• Join the Team (Fostering and Adoption) Fostering and adoption awareness campaign encouraging fathers to mentor, foster, or adopt fatherless children, with resources and inquiry handling for prospective foster and adoptive parents, delivered in partnership with state child welfare agencies.

Quantifiable outcome

• Journal of Family and Marriage research shows children have better grades and fewer discipline issues when fathers are actively involved in their educational experience
• +2 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

13 partnerships are on record, tiered core, minor and strategic.

• Ohio Department of Children and Youth (DCY)coreStrategic or Co-development Partner · 24 March 2026Multi-state expansion of All Pro Dad's Win the Every Day campaign to strengthen families through father engagement chapters. Ohio DCY collaborating with All Pro Dad to expand school-based father engagement chapters, statewide media campaigns, and the All Pro Dad Experience at the Woody Hayes Athletic Center (June 15, 2026).
• Southeastern Freight LinesminorGTM or Marketing Partner · 22 February 2024Ongoing event sponsorship of All Pro Dad Experience events, including Clemson University events, providing brand visibility at fatherhood programming.
• Duke EnergyminorGTM or Marketing Partner · 22 February 2024Event sponsorship of Clemson All Pro Dad Experience, supporting father-child relationship building events in Duke Energy service territories.
• Coca-Cola ConsolidatedminorGTM or Marketing Partner · 7 March 2023Event sponsorship of Clemson All Pro Dad Experience. Coca-Cola Consolidated provides beverages and brand visibility at father-child stadium events.
• TysonminorGTM or Marketing Partner · 7 March 2023Sam's Club Dad Zone presented by Tyson sponsorship at Clemson All Pro Dad Experience. Food products and brand exposure at events targeting fathers and children.
• NoMore FoundationstrategicStrategic or Co-development Partner · 18 June 2020Partnership for NoMore Orphans Experience virtual event (June 28, 2020) encouraging communities to care for at-risk children. Combines with Community of Hope Church, First Alliance Church, Starkey Road Baptist Church, One More Child, and 4Kids of South Florida.
• U.S. Department of EducationstrategicStrategic or Co-development Partner · 27 February 2020U.S. Assistant Secretary for Elementary and Secondary Education Frank Brogan visited All Pro Dad Tampa chapter meeting at B.C. Graham Elementary School as part of national tour highlighting innovative education programs.
• Fort Worth Mayor's Office (100X25 Reading Initiative)coreStrategic or Co-development Partner · 18 April 2019Partnership with Fort Worth Mayor Betsy Price's 100X25 reading initiative to establish All Pro Dad chapters at 21 community centers and 73 existing school chapters. Summer reading program to combat educational 'summer slide' affecting literacy.
• South Carolina Department of Social ServicescoreStrategic or Co-development Partner · 2 March 2019Fostering and adoption awareness partnership promoting the importance of fostering and adoption in South Carolina. All Pro Dad Experience events at Clemson Memorial Stadium raise awareness while connecting fathers with children.
• Florida Coalition Against Domestic ViolencestrategicGTM or Marketing Partner · 3 December 2018Collaboration to promote safe and healthy relationships through All Pro Dad Experience events. FCADV serves as professional association for Florida's 42 certified domestic violence centers.
• Florida Department of EducationcoreStrategic or Co-development Partner · 27 September 2018Statewide Dads Take Your Child to School Day initiative and Celebrate Literacy Week partnership. More than 250 All Pro Dad's Day chapters in Florida schools working to increase father participation in education.
• Indiana Department of Child ServicescoreStrategic or Co-development Partner · 7 August 2018Foster and adoption awareness campaign including TV/radio PSAs, digital advertising, billboard campaigns, and targeted events across Indiana. Grant from Lilly Endowment Inc. supported the partnership. Tony Dungy serves as national spokesperson.
• Florida Department of Children and FamiliescoreStrategic or Co-development Partner · 6 June 2018Partnership to help find foster and adoptive parents for children in need. All Pro Dad uses its platform to raise awareness about foster care and adoption, including NoMore Orphans initiatives and Dads Take Your Child to School Day.

Scale indicators7 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• MOPS International (MomCo): National nonprofit serving mothers of young children through local groups, content, and community — directly parallel to Family First's iMOM program in audience (mothers of young children) and delivery model (local chapters + digital content).
• National Parents Organization: Nonprofit advocating for shared parenting and family court reform. Comparable to Family First in the broader parent-engagement and family-stability advocacy space, though primarily policy/advocacy rather than programmatic.
• Promise Keepers: Christ-centered men's ministry focused on encouraging men toward spiritual leadership and family responsibility. Comparable to All Pro Dad's faith-aligned father-engagement programming, though oriented around large stadium events rather than recurring school chapters.
• National Fatherhood Initiative: The leading U.S. national nonprofit dedicated exclusively to fatherhood promotion. Operates similar curricula, training programs, and public-awareness campaigns targeting fathers and father absence — directly comparable to Family First's All Pro Dad program.

Regional players

• She Is Safe: Faith-based nonprofit focused on at-risk children and families. Comparable in faith-rooted nonprofit model and family-strengthening mission, but with international scope rather than Family First's U.S.-only footprint.

Broad incumbents

• Focus on the Family: Large Christian nonprofit offering parenting, marriage, and family content via radio, publications, and counseling. Overlaps with Family First on faith-based parenting/marriage content, but operates at significantly larger scale with a broader ministry scope.
• Big Brothers Big Sisters of America: National nonprofit providing mentoring for at-risk youth, including explicit father-figure mentoring initiatives. Overlaps with Family First's mentor-a-fatherless-child programming and serves a similar school/state-government contracting market.
• Search Institute: Research and program nonprofit that develops developmental frameworks (e.g., Developmental Assets) used by schools and youth organizations. Comparable to Family First as a parent/youth-development resource provider, with overlap in school-district partnerships and evidence-based positioning.

Emerging players

• Elevate Fatherhood: Smaller fatherhood advocacy organization working at the state and federal level. Comparable mission and government-partnership approach to Family First, but with a much narrower scale and no school-chapter or stadium-event infrastructure.
• Parent Action for Children: Smaller nonprofit providing parenting education resources and child development content. Comparable to Family First's parenting resource mission though with much smaller scale and limited chapter/event infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/allprodad
• YouTubeyoutube.com/allprodadtv
• Facebookfacebook.com/AllProDad
• Instagraminstagram.com/allprodad

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 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 Family First