Alliance of Therapy Dogs

What Alliance of Therapy Dogs does

Alliance of Therapy Dogs (ATD) is a 501(c)(3) nonprofit organization founded in 1990 in Cheyenne, Wyoming, originally as Therapy Dogs Incorporated and renamed in 2015. The organization's core function is testing, certifying, registering, insuring, and supporting volunteer therapy dog teams that provide free animal-assisted visits to hospitals, nursing homes, schools, airports, libraries, and other facilities. ATD operates across the United States, Canada, Puerto Rico, U.S. Island Territories, and U.S. military bases worldwide, supporting more than 20,000 volunteer teams through a small staff of 11-50 employees and a volunteer governance Board of Directors.

ATD's core products center on a Therapy Dog Certification Program (Handling Assessment plus 3-4 supervised Observations, with no breed restrictions beyond wolf/coyote mixes) and a Member Portal for membership management and visit logging. Supporting products include a Tester/Observer volunteer assessor program, a Junior Handler Program for members aged 12-17, liability insurance coverage bundled with membership, a bi-annual newsmagazine, an annual $20,000 scholarship program, and an endowment fund established in 2022 in partnership with Wyoming Community Foundation. The underlying technology is a standard member portal — there is no proprietary AI, advanced analytics, or API offering.

The business model is membership-fee-based: $35/year per therapy dog team (the primary recurring revenue stream), a $20 one-time new member fee, a $20/year supporting member tier for non-dog-owners, $20 pass-through background check fees to Sterling Volunteers, and tax-deductible donations that fund scholarships and the endowment. ATD explicitly avoids heavy fundraising — member dues cover operations and all visits to facilities remain free. The go-to-market motion is community-led, relying on word-of-mouth referrals, organic digital channels (website, blog, Facebook, Instagram, YouTube), and the volunteer Tester/Observer network that recruits and onboards new teams locally.

Name

Alliance of Therapy Dogs

Legal name

Alliance of Therapy Dogs

Website

https://therapydogs.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Alliance of Therapy Dogs is a 501(c)(3) nonprofit that tests, certifies, and insures volunteer therapy dog teams providing free animal-assisted visits to hospitals, schools, airports, and other facilities across the U.S., Canada, and territories, supported by 20,000+ volunteers.

Ownership category

akta.pro rank

Product category

Pet Therapy Services

NAICS

Pet Care (except Veterinary) Services (812910), Pet Care (except Veterinary) Services (81291)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Behavioral Medicine & Training-Integrated Veterinary Services (HLAMAAAI)

akta.pro secondary industry

Training-Integrated Dog Daycare (Day Training) (HSANAFAE)

Keywords

• Therapy dog certification
• Animal-assisted activities
• Volunteer pet therapy
• Nonprofit membership services
• Liability insurance coverage

Headquarters

HQ city

Cheyenne

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: Annual membership dues of $35/year per therapy dog team provide the primary recurring revenue stream. New members pay a $20 one-time fee. Supporting members (non-dog owners) pay $20/year.
2. Background Check Services: Prospective members pay $20 directly to Sterling Volunteers for background checks. This is a pass-through cost collected at onboarding.
3. Donations: Tax-deductible donations from individuals and organizations support the endowment fund and annual scholarships totaling $20,000. The organization consciously avoids heavy fundraising appeals as member dues cover operations.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Alliance of Therapy Dogs is a 501(c)(3) nonprofit that tests, certifies, registers, and insures therapy dog teams for animal-assisted activities. It coordinates free visits by its 20,000+ volunteer dog-and-handler teams to healthcare facilities, schools, airports, nursing homes, libraries, and similar institutions, and supports members through a self-service Member Portal, a Tester/Observer volunteer assessor network, and a Junior Handler track for members aged 12-17.

Product overview

Alliance of Therapy Dogs operates as a single, unified nonprofit service offering centered around therapy dog certification and volunteer coordination. The core product is the Therapy Dog Certification Program, which tests and certifies dogs for therapy work through a Handling Assessment and supervised Observations. This certification is complemented by the ATD Member Portal for membership management and visit logging, the Tester/Observer Program for volunteer certification assessors, the Junior Handler Program for minors, and Facility Therapy Dog Visit Services connecting certified teams with facilities. Supporting offerings include Member Liability Insurance Coverage, the ATD Newsmagazine, an Annual Scholarship Program ($20,000), and an Endowment Fund for long-term sustainability. All services are volunteer-driven with membership dues funding operations.

Differentiator

Problem solved

Functional benefit

Products and services

• Therapy Dog Certification Program A five-step testing and certification program for prospective therapy dog teams that includes a mandatory background check, paperwork submission, an in-person Handling Assessment and 3-4 supervised Observations (2 of which occur at medical facilities) conducted by volunteer Tester/Observers, and a one-time $20 new member fee plus $35 annual dues, leading to official ATD certification and included liability insurance for visits.
• Facility Therapy Dog Visit Services Coordination service that connects requesting facilities (hospitals, nursing homes, schools, airports, libraries, assisted living, hospice, rehabilitation, mental health, and correctional settings) with local ATD-certified volunteer therapy dog teams for free animal-assisted activity visits, with liability insurance coverage extending to the facility during visits.

Quantifiable outcome

• Decrease in blood pressure and stress levels during therapy dog visits
• +1 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Wyoming Community FoundationcoreStrategic or Co-development Partner · 1 January 2022Partnership established in 2022 to help ATD navigate and manage the endowment fund, accepting donations from various sources including cash, securities, and real estate. The Wyoming Community Foundation has a 30-year track record of helping Wyoming nonprofits plan and invest in their futures.
• American Red CrossminorStrategic or Co-development PartnerATD members may participate in national initiatives with the American Red Cross, expanding the reach of therapy dog services through established humanitarian networks.
• R.E.A.D. (Reading Education Assistance Dogs)minorStrategic or Co-development PartnerNational initiative program that ATD members may participate in, focusing on reading programs for children using therapy dogs.
• LAX Pets Unstressing Passengers (PUP) ProgramcoreStrategic or Co-development PartnerLongstanding partnership since April 15, 2013. LAX refers other airports nationwide to ATD for starting similar programs and has assisted 54 airports. ATD provides certified therapy dog teams for the airport's stress-relief program for travelers.
• Pittsburgh International Airport - PIT PAWSminorStrategic or Co-development PartnerATD member Juno Hoover was a founding member of the PIT PAWS (Pups Alleviating Worry and Stress) therapy dog program at Pittsburgh International Airport, established in 2017.
• Myrtle Beach International AirportminorStrategic or Co-development PartnerEstablished airport therapy dog program at Myrtle Beach International Airport, with guests providing positive feedback about interactions with visiting therapy canine teams.
• Mayo CliniccoreStrategic or Co-development PartnerATD teams visit Mayo Clinic Rochester as part of their Animal-Assisted Services program, providing therapy dog visits to patients.
• University Medical Center PhoenixcoreStrategic or Co-development PartnerATD therapy dog teams provide volunteer visits at University Medical Center Phoenix through their volunteer resources department.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• American Kennel Club (AKC): The largest purebred dog registry in the U.S., with broad dog welfare and community programs that occasionally intersect with therapy work — relevant as a broader canine services incumbent, but not a direct competitor in certification.
• PetSmart Charities: A major animal welfare grantmaker that funds therapy and service animal programs nationally — adjacent rather than competitive, but a potential strategic partner or alternative funder for therapy dog nonprofits like ATD.

Direct peers

• Intermountain Therapy Animals: A nonprofit operating R.E.A.D. (Reading Education Assistance Dogs) and other animal-assisted intervention programs that compete with ATD's educational and clinical facility partnerships.
• Pet Partners: The largest national therapy animal organization in the U.S., certifying therapy animal teams and deploying them to hospitals, schools, and airports — directly competing with ATD for the same volunteer teams and facility partnerships.
• Bright Spot Therapy Dogs: A regional therapy dog certification organization serving New England with training, testing, and facility visit coordination — directly comparable to ATD's mission with a more limited geographic footprint.
• Therapy Dogs International (TDI): One of the original therapy dog certification bodies in the U.S. TDI tests and registers therapy dog teams and offers a similar insurance-backed certification model competing with ATD for volunteers and visiting opportunities.
• Love on a Leash: A national nonprofit that certifies therapy dog, cat, and rabbit teams for visits to hospitals, schools, and other facilities — offering free community visits parallel to ATD's service model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCAAQz0NC_StsMLmvmZHvX2w
• Facebookfacebook.com/allianceoftherapydogs
• Instagraminstagram.com/allianceoftherapydogs
• Xx.com/realtherapydogs
• LinkedInlinkedin.com/company/the-alliance-of-therapy-dogs

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Alliance of Therapy Dogs