What The King Center does

The Martin Luther King, Jr. Center for Nonviolent Social Change (The King Center) is a 501(c)(3) nonprofit founded in 1968 by Coretta Scott King as the official living memorial to Dr. Martin Luther King Jr. Headquartered at 449 Auburn Avenue, NE, in Atlanta, Georgia, within the Martin Luther King Jr. National Historical Park, the organization is led by CEO Dr. Bernice A. King. Its core function is to advance the Kingian philosophy of nonviolence — branded as the Nonviolence365 methodology — through education, training, archival preservation, and convening.

The King Center's core offerings fall into four product pillars. First, Nonviolence365 training, delivered both as trainer-led corporate and institutional programs (minimum 25 participants, $5K-$50K+ budget tiers) and as a self-paced online platform through The King Center Institute. Second, the King Library and Archives, the world's largest primary-source repository on Dr. King and the Civil Rights Movement, digitized via a Microsoft Azure-based Digital Asset Management solution. Third, immersive digital experiences including the Coretta Scott King Rose Gallery (3D virtual tour), the Dear Coretta interactive timeline, and planned VR/AR/XR exhibits under the King100 campaign. Fourth, recurring programs — the annual King Holiday Observance, Beloved Community International Expo, Beloved Community Leadership Academy, and Be Love movement. Sub-brands include Nonviolence365 (trademarked) and Beloved Community (common-law).

The King Center earns revenue through diversified streams typical of a large educational/cultural nonprofit: corporate and institutional training fees, an online bookstore and merchandise operation, ticketed events (e.g., MLK Jr. Beloved Community Awards Gala), corporate sponsorships (Delta, Coca-Cola, Wells Fargo, Chick-fil-A, AIDS Healthcare Foundation), and donations. The King100 five-year capital campaign (2024-08 through 2029) is funding the construction of the King Dream Center and is targeting 1 million donors at $100 each. Customers span corporations, government and law enforcement, educational institutions (K-12 and higher ed), community and faith-based organizations, and individual visitors (1M+ annually to the Atlanta campus).

Name

The King Center

Legal name

The Martin Luther King, Jr. Center for Nonviolent Social Change

Website

https://thekingcenter.org

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

11–50 employees

Short description

The King Center is a 501(c)(3) nonprofit founded in 1968 as the official living memorial to Dr. Martin Luther King Jr., delivering Nonviolence365 training, operating the world's largest civil rights archive, and convening global programming. It serves corporations, law enforcement, educators, youth, and community organizations from its Atlanta campus.

Ownership category

akta.pro rank

Product category

Civic and Nonprofit Education Services

NAICS

Human Rights Organizations (813311), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)

SIC

Services-Social Services (8300), Services-Educational Services (8200)

akta.pro primary industry

Civil Liberties & Constitutional Rights Advocacy (BPAGAFAA)

akta.pro secondary industries

Digital Archives, Libraries & Institutional Access Platforms (MPAJAMAJ), Civic Education & Community Engagement (Voting, Local Government) (EDAAAFAC), Open Lesson Plans & Teaching Units (K–12) (EDAGAJAI)

Keywords

• Nonviolence training
• Civil rights education
• Leadership development
• Social justice programs
• Community education

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Training Services: Nonviolence365 training programs for corporations, organizations, and groups with minimum 25 participants, requiring 25% non-refundable deposit with balance due upon completion
2. Bookstore and Merchandise: Online bookstore selling books, children's books, merchandise related to the King legacy and nonviolence education
3. Event Ticketing: Ticketed events including the MLK, Jr. Beloved Community Awards Gala with special performances and afterglow events
4. Donations and Fundraising: The King Center operates as a 501(c)(3) nonprofit organization relying on donations, with King100 campaign seeking 1 million donors at $100 each through 2029
5. Sponsorships: Corporate sponsorships from companies including Delta Air Lines, Coca-Cola, Wells Fargo, Chick-fil-A, and others for events and programs

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

The King Center delivers Nonviolence365 training (trainer-led in-person/virtual and self-paced online editions) to corporations, organizations, learning institutions, and individuals based on Dr. Martin Luther King Jr.'s six principles and six steps of nonviolence. It also maintains the King Library and Archives — the world's largest repository of primary source material on Dr. King and the American Civil Rights Movement — supported by Microsoft Azure-based digital asset management, and produces digital immersive experiences (Coretta Scott King Rose Gallery, Dear Coretta Timeline), K-6 curricula, annual King Holiday Observance events, and the Beloved Community International Expo.

Product overview

Thekingcenter.org is a nonprofit organization offering a platform of educational programs, digital experiences, and training services centered on Kingian nonviolence philosophy and methodology (Nonviolence365). The core offerings include trainer-led and self-paced Nonviolence365 training programs for individuals and organizations, the King Library and Archives as a research resource, and digital products such as the Coretta Scott King Rose Gallery (3D virtual tour) and Dear Coretta interactive timeline. These are complemented by annual programs including the King Holiday Observance, Beloved Community International Expo, and youth leadership initiatives. The organization also operates The King Center Bookstore for related merchandise and publications.

Differentiator

Problem solved

Functional benefit

Brands

• Nonviolence365: The King Center's flagship educational initiative based on Dr. King's nonviolent philosophy and methodology, offering training and certification programs.
• King Holiday Observance
• Beloved Community
• Be Love

Products and services

• Nonviolence365 Online Self-paced online nonviolence training platform offering the Masterclass Edition for individuals and the Workplace Edition for organizations, enabling users to learn Kingian nonviolence philosophy and methodology at their own pace.
• Nonviolence365 Training Trainer-led in-person and virtual nonviolence training for corporations, groups, organizations, and learning institutions, designed to help participants apply nonviolence for personal and organizational change and create cultures of belonging. Minimum 25 participants with tiered budget pricing.
• King Library and Archives

Quantifiable outcome

• Reached over 500,000 people globally through initiatives under Dr. Bernice A. King's leadership
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

14 partnerships are on record, tiered flagship and core.

• AIDS Healthcare FoundationflagshipStrategic or Co-development Partner · 8 January 2026Powering sponsor of the Beloved Community Global Summit, bringing together leaders across business, government, philanthropy, academia, arts, and grassroots movements to advance Dr. King's vision
• AndscapecoreGTM or Marketing Partner · 8 January 2026Media partner presenting special red carpet screenings including 'Hoops, Hopes & Dreams' and sponsoring The Afterglow event following MLK Jr. Beloved Community Awards
• The Carter CentercoreStrategic or Co-development Partner · 8 January 2026Partner in Beloved Community Global Summit, leading dynamic panels to equip attendees with actionable tools and cross-sector partnerships for nonviolent leadership
• National Center for Civil and Human RightscoreStrategic or Co-development Partner · 8 January 2026Partner in Beloved Community Global Summit, collaborating on panels addressing civil and human rights issues aligned with Dr. King's legacy
• Habitat for Humanity InternationalcoreStrategic or Co-development Partner · 8 January 2026Partner in Beloved Community Global Summit addressing housing justice as part of Dr. King's unfinished work
• Operation HOPEcoreStrategic or Co-development Partner · 8 January 2026Partner in Beloved Community Global Summit focused on economic justice and empowerment initiatives
• Kapor FoundationcoreStrategic or Co-development Partner · 8 January 2026Partner in Beloved Community Global Summit bringing expertise in technology access and diversity in tech
• College Football Hall of FamecoreStrategic or Co-development Partner · 8 January 2026Venue partner for Beloved Community Talks including special red carpet screening of 'nothing to SEE here: WATTS'
• Ebenezer Baptist ChurchflagshipStrategic or Co-development Partner · 8 January 2026Historic partner church where Dr. King served as co-pastor, hosting the annual Martin Luther King Jr. Beloved Community Commemorative Service
• Martin Luther King Jr. National Historical ParkcoreStrategic or Co-development Partner · 8 January 2026National Park Service partner hosting The King Center campus as part of the National Historic Site
• Morehouse CollegecoreStrategic or Co-development Partner · 8 January 2026Partner hosting Day of Service Project and MLK March Committee activities, including Morehouse College Oprah Winfrey Scholar Program collaboration
• Flip (Microsoft)coreTechnology or Integration · 8 January 2026Free video discussion app built for classrooms providing The King Center Timeline Flip activities to help educators engage students with the timeline and civil rights education
• MicrosoftcoreTechnology or IntegrationOfficial Technology Partner of The King Library & Archives, supporting digital preservation and access to the world's largest repository of primary source material related to Dr. Martin Luther King Jr. using Azure-based Digital Asset Management solution. Microsoft collaborated to bring public the story of The King Center through curated digitized artifacts.
• TerentiacoreTechnology or IntegrationTechnology provider for The King Library & Archives storing, preserving and presenting digitized artifacts through Microsoft Azure-based Digital Asset Management and Collections Engagement Solutions. Their mission is to design user-friendly digital solutions for cultural institutions.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• National Center for Civil and Human Rights: Atlanta-based civil rights museum and cultural institution serving overlapping educational, advocacy, and visitor audiences; frequently co-hosts panels and events with The King Center, and is a flagship partner in the Beloved Community Global Summit.
• The Carter Center: Atlanta-based humanitarian and peace institute founded by Jimmy and Rosalynn Carter; closely comparable in mission (conflict resolution, global peace), partnership profile (Beloved Community Global Summit partner), and Atlanta nonprofit heritage.
• Southern Poverty Law Center (SPLC): Major U.S. civil rights legal and advocacy organization with overlapping scope on racial justice education, hate monitoring, and training resources for educators and law enforcement.
• National Urban League: Historic civil rights and social services organization serving corporate, education, and community clients with comparable programs in workforce, equity training, and youth leadership development.
• Equal Justice Initiative (EJI): Civil rights, racial justice, and legacy memorial organization operating the Legacy Museum and National Memorial for Peace and Justice; comparable in memorial/heritage mission and educational training scope.
• Robert F. Kennedy Human Rights: Human rights education and advocacy organization operating training and curriculum programs for schools, corporations, and governments; comparable offering structure to The King Center's Nonviolence365 training.

Broad incumbents

• NAACP: Largest and oldest U.S. civil rights organization with overlapping mission on racial equity, advocacy, and education; comparable in brand recognition and member-driven programming though much larger in scale and membership base.
• Anti-Defamation League (ADL): Established civil rights and anti-bias education organization providing training for educators, law enforcement, and corporations - highly comparable in DEI training product category with much larger operational scale.
• Smithsonian National Museum of African American History and Culture: Federal cultural institution preserving African American history and operating educational/cultural programs; comparable in archives, educational curriculum, and visitor destination role though funded publicly.
• Amnesty International USA: Global human rights advocacy organization with overlapping training and education programs; comparable in nonprofit advocacy model and global footprint though focused on broader human rights rather than U.S. civil rights legacy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/kingcenteratl
• YouTubeyoutube.com/user/TheKingCenter
• Facebookfacebook.com/thekingcenter
• LinkedInlinkedin.com/company/the-king-center-for-nonviolent-social-change

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 The King Center