National Service Animals Monument

What National Service Animals Monument does

National Service Animals Monument (NSAM) is a 501(c)(3) nonprofit organization (EIN #27-4620979) established to build and fund the first federally authorized national monument on federal land in Washington, D.C. honoring service animals and their handlers throughout U.S. history. The organization, originally founded as Critter Lovers at Work and rebranded in 2019, received exclusive statutory authorization under the National Service Animals Monument Act (H.R. 6353/S. 3447), signed by President Biden on December 29, 2022. The monument is being designed by sculptor Susan Bahary and will feature bronze sculptures of military working dogs, law enforcement K-9s, guide and assistance animals, search and rescue dogs, war horses, dolphins, pigeons, and other service species, set within a park-like or civic plaza with interpretive plaques and a mobile experience. NSAM is currently in the site selection phase working with the National Park Service, and estimates a total project cost of $25 million ($20M construction plus program/overhead).

The organization's business model is entirely donation-driven, as federal funds are statutorily prohibited. Revenue is generated through a tiered donor program ranging from Supporter (under $999) to Enduring Legacy Circle ($1,000,000+), event sponsorships (Purple Poppy Awards tiers from $1,000 to $10,000), and a coalition of 30+ nonprofit partner organizations that contribute financial and in-kind support. Programs include the annual Purple Poppy Awards gala (now in its 4th year, hosted at the National Law Enforcement Museum in Washington, D.C.), the Bonds of Service National Tribute, the Walk for Animals, an Education Program, and a National Ambassador Program with representatives in all 50 states. As of March 2026, the largest single disclosed donation was $1 million from the United States War Dogs Association. NSAM holds GuideStar Gold Transparency certification and is led by Chair Susan Bahary, with a small staff (11-50 employees) operating from Goleta, California.

Name

National Service Animals Monument

Legal name

National Service Animals Monument Corporation

Website

https://nationalserviceanimalsmonument.org

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

National Service Animals Monument is a 501(c)(3) nonprofit building the first federally authorized national monument in Washington, D.C. honoring service animals and their handlers, funded entirely through private donations and a 30+ nonprofit partner coalition under sculptor Susan Bahary.

Ownership category

akta.pro rank

Product category

Public Memorial Nonprofit

NAICS

Environment, Conservation and Wildlife Organizations (813312), Museums, Historical Sites, and Similar Institutions (712)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Monuments, Statues & Memorials (THAJACAB)

akta.pro secondary industries

Advocacy, Policy & Public Awareness (Animal Welfare) (BPAGAIAJ), Animal Welfare & Advocacy Organizations (AFAEALAC)

Keywords

• Service animal memorial
• Nonprofit monument campaign
• Capital fundraising campaign
• Bronze sculpture memorial
• Animal welfare education

Headquarters

HQ city

Pinole

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Private Donations and Fundraising: NSAM is funded entirely through private donations and fundraising campaigns. As a 501(c)(3) nonprofit, the organization cannot use federal funds and must raise all capital for the monument's estimated $20-25 million construction cost through individual, corporate, and nonprofit donations. Major donor tiers include Enduring Legacy Circle ($1,000,000+), Hero ($500,000-$999,999), Benefactor ($250,000-$499,999), Champion ($100,000-$249,999), Associate ($25,000-$99,999), Angel ($5,000-$24,999), Friend ($1,000-$4,999), and Supporter (up to $999).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

National Service Animals Monument is a 501(c)(3) nonprofit organization building America's first federally authorized national monument in Washington, DC honoring service animals and their handlers throughout U.S. history. The organization raises capital through a tiered donation program, corporate sponsorships, and signature fundraising events such as the Purple Poppy Awards and Walk for Animals. It complements the monument with educational programs, a National Ambassador Program spanning all 50 states, and the Bonds of Service National Tribute.

Product overview

The National Service Animals Monument (NSAM) is a 501(c)(3) nonprofit organization offering a single core product: the National Service Animals Monument, a federally authorized memorial to be built in Washington, DC honoring service animals and their handlers throughout U.S. history. The organization complements this with several programs including the Purple Poppy Awards (annual recognition event), Bonds of Service National Tribute, an Ambassador Program (state-by-state leadership network), and an Education Program. NSAM does not operate a technology platform or SaaS product—the offerings are the monument itself and associated awareness/education programs.

Differentiator

Problem solved

Functional benefit

Products and services

• National Service Animals Monument A federally authorized national monument planned for federal land in Washington, DC, featuring bronze sculptures of service animals (military working dogs, law enforcement K-9s, guide dogs, search and rescue animals, war horses, dolphins, and other species) and their handlers, alongside interpretive elements including engraved plaques and a mobile experience, designed as a park-like or civic plaza destination for public reflection and learning.
• Purple Poppy Awards Annual awards gala hosted at the National Law Enforcement Museum in Washington, DC that recognizes extraordinary service animals, their handlers, and organizations championing their work; features cocktail reception, keynote remarks, silent auction, and the Purple Poppy Youth Art Competition, with sponsorship packages ranging from Bronze ($2,500) to Gold ($10,000).
• Bonds of Service National Tribute A national tribute event celebrating the bond between service animals and their handlers, honoring their contributions and sacrifices as part of NSAM's awareness and fundraising event portfolio.
• National Ambassador Program A nationwide leadership initiative that appoints official ambassadors in all 50 states to serve as community representatives, raising awareness through community outreach, educational presentations, media engagement, and partnership development for the National Service Animals Monument.
• Education Program Educational resources and activities designed to teach various audiences about service animals, their roles throughout U.S. history, and the human-animal bond, including a Resources section and Activities section hosted on the NSAM website.
• Walk for Animals Annual community walking events held to raise awareness and funds for the National Service Animals Monument, with documented editions in 2025 and 2026.

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered core, supporting and minor.

• AKC Museum of the DogcoreStrategic or Co-development PartnerThe AKC Museum of the Dog is an official endorser of NSAM and has displayed Susan Bahary's sculptures including 'Always Faithful' at the Dogs of War exhibit. Executive Director Alan Fausel serves as an Advisor to NSAM's Board.
• National Police Dog FoundationsupportingStrategic or Co-development PartnerNational Police Dog Foundation endorses NSAM's mission to honor service animals and their handlers, representing K-9 units across law enforcement agencies nationwide.
• United States Police Canine AssociationsupportingStrategic or Co-development PartnerUSPCA Executive Director Don Slavik serves on NSAM's Service Animal Advisory Committee. The organization represents law enforcement canine units and endorses the national monument.
• Pet Advocacy NetworksupportingStrategic or Co-development PartnerPet Advocacy Network (formerly Pet Industry Joint Advisory Council) collaborates with NSAM on advocacy efforts. President & CEO Mike Bober serves as an Advisor to NSAM's Board, bringing legislative expertise.
• The Hero AcademysupportingStrategic or Co-development PartnerThe Hero Academy, founded by U.S. Navy veteran Danique Masingill, provides service dog training and supports NSAM's Purple Poppy Event Committee. Founder Danique Masingill serves as an Advisor to NSAM's Board.
• Australian War Animals Memorial OrganizationsupportingStrategic or Co-development PartnerAWAMO, founded by Nigel Allsopp (NSAM Board member), operates internationally to establish memorials for war animals. This partnership aligns international war animal memorial efforts with NSAM's mission.
• Crisis Response CaninessupportingStrategic or Co-development PartnerCrisis Response Canines, co-founded by Andrea Hering (NSAM Board Advisor), provides crisis response canine teams and collaborates with NSAM through committee participation and event support.
• Global Working Dog ConsortiumsupportingStrategic or Co-development PartnerGlobal Working Dog Consortium CEO Christina Roof serves on NSAM's Purple Poppy Event Committee and has testified before Congress on working dog legislation. The organization is an official NSAM endorser.
• Assistance Dogs InternationalsupportingStrategic or Co-development PartnerADI Executive Director David Locklin serves on NSAM's Service Animal Advisory Committee. ADI is the global standards organization representing assistance dog programs worldwide.
• National Disaster Search Dog FoundationsupportingStrategic or Co-development PartnerNational Disaster Search Dog Foundation endorses NSAM, representing organizations that train and deploy search dogs for disaster response operations.
• Military Women's MemorialsupportingStrategic or Co-development PartnerMilitary Women's Memorial is an official NSAM endorser. Susan Bahary created 'The Pledge' monument at the Women's Monument at Arlington Cemetery.
• Michigan War Dog MemorialminorStrategic or Co-development PartnerMichigan War Dog Memorial endorses NSAM, representing state-level efforts to honor military working dogs that complement the national monument mission.
• Noble AllianceminorStrategic or Co-development PartnerNoble Alliance is an official NSAM endorser, contributing to the broader coalition of organizations supporting service animal recognition.
• Helen Woodward Animal CenterminorStrategic or Co-development PartnerHelen Woodward Animal Center, known for its AniMeals program and animal rescue initiatives, endorses NSAM's mission to honor service animals.
• Rancho Coastal Humane SocietyminorStrategic or Co-development PartnerRancho Coastal Humane Society is an official NSAM endorser, supporting the monument's educational mission about service animals.
• Rocket Dog RescueminorStrategic or Co-development PartnerRocket Dog Rescue is an official NSAM endorser, contributing to the coalition of animal welfare organizations supporting service animal recognition.
• Spike's K9 FundminorStrategic or Co-development PartnerSpike's K9 Fund is an official NSAM endorser, supporting law enforcement K-9 units through equipment and medical support programs.
• South Texas Mounted Search and RescueminorStrategic or Co-development PartnerSouth Texas Mounted Search and Rescue endorses NSAM, representing equestrian search and rescue operations that are part of the service animal community.
• Western States Mounted Officers AssociationminorStrategic or Co-development PartnerWestern States Mounted Officers Association is an official NSAM endorser, representing mounted law enforcement units across western states.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• National Law Enforcement Officers Memorial Fund: Operates and funds the National Law Enforcement Officers Memorial in Washington, DC. Closely comparable as a federally authorized DC memorial nonprofit built and sustained through private donations and a multi-tier giving program. NSAM hosts its Purple Poppy Awards at the adjacent National Law Enforcement Museum, indicating direct operational alignment.
• Vietnam Veterans Memorial Fund: Nonprofit that built and maintains the Vietnam Veterans Memorial on the National Mall in Washington, DC. Comparable as a federally authorized commemorative work funded entirely by private donations, with a multi-year capital campaign and ongoing education/outreach mission similar in structure to NSAM's mandate.
• National WWII Museum: Congressionally authorized museum and memorial institution commemorating WWII service members. Comparable as a federally authorized memorial institution built via private donations with a multi-tier donor program, education programs, and recurring annual fundraising events.
• National 9/11 Memorial & Museum: Nonprofit that built and operates the 9/11 Memorial and Museum in NYC. Comparable in scale and structure as a major commemorative nonprofit built primarily through private donations with tiered donor recognition and an educational mission tied to the memorial site.
• Korean War Veterans Memorial Foundation: Funded the Korean War Veterans Memorial on the National Mall. Comparable as a federal memorial nonprofit that raised private capital for a commemorative work on federal land in DC honoring service members.
• National WWI Museum and Memorial: Federally authorized museum and memorial for World War I in Kansas City. Comparable as a congressionally designated memorial institution funded via private donations with tiered giving and ongoing educational programming.
• Military Women's Memorial: Official National Memorial to Women Who Have Served in the United States Armed Forces at Arlington National Cemetery. NSAM Board Advisor Chris Willingham has direct ties; Susan Bahary created 'The Pledge' sculpture there. Comparable as a federally authorized memorial honoring a specific service community, built via private donations.
• Michigan War Dog Memorial: State-level memorial dedicated to honoring military working dogs, and an official NSAM endorser. Comparable as a smaller-scale war dog memorial organization that complements NSAM's national mission; provides a relevant prior comparable for memorialization of service animals.

Regional players

• American Kennel Club Museum of the Dog: Dog-themed museum that has displayed Susan Bahary's sculptures including 'Always Faithful' and is an official NSAM endorser. Comparable as a dog-focused cultural institution supporting service animal recognition, though it operates as a permanent museum rather than a memorial project.

Broad incumbents

• American Humane Society: Major national animal welfare nonprofit with a long history of advocating for working and service animals, including military dogs. Comparable as a large-scale animal welfare nonprofit with advocacy, education, and recognition programs; broader scope than NSAM but overlapping mission area.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/nsamproject
• YouTubeyoutube.com/channel/UCfake
• Facebookfacebook.com/NationalServiceAnimalsMonument
• Instagraminstagram.com/nationalserviceanimalsmonument
• LinkedInlinkedin.com/company/national-service-animals-memorial-inc

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about National Service Animals Monument