What DONA International does

DONA International is a U.S.-based nonprofit membership organization (EIN 46-2856040) headquartered in Tallahassee, Florida, founded in 1992 as Doulas of North America by the researchers whose work established the evidence base for continuous labor support. It is the world's first and largest doula certification body, offering Birth Doula Certification (CD) and Postpartum Doula Certification (PCD), an Advanced Doula Designation (AdvCD/AdvPCD), a Community-Centered Doula (CCD) path, a Train the Trainer program, and a three-year Recertification cycle with 15 continuing-education contact hours. Training is delivered through a global network of 102 approved trainers who run 16-24 hour birth workshops and 27+ hour postpartum workshops; operations are supported by a contracted management firm, The Solution.

The core platform stack is non-AI and consists of three discrete digital surfaces: the public website and Find a Doula directory of 3,121 certified doulas, the ams.dona.org member portal for membership, certification packets, and merchandise, and DONA Elevate (elevate.dona.org) as a learning management system hosting webinars, conference sessions on demand, and continuing-education courses. Supporting engagement channels include the DONA Connect peer forum, the quarterly International Doula magazine, and the annual DONA International Summit rotating between in-person and virtual formats.

DONA International generates revenue through a diversified mix of recurring and one-time streams: annual membership at $100 (priced via an International Fee Group Index), certification processing at $155, recertification at $85 every three years, conference attendance ($150-$300 virtual, ~$1,000 in-person), webinars ($30-$50), and merchandise. Workshop tuition is set and retained by independent approved trainers. The organization serves aspiring and certified doulas, expectant and postpartum families via the directory, and healthcare systems and payers that increasingly require DONA certification for Medicaid reimbursement in 12 U.S. states and for UnitedHealthcare coverage. The membership currently exceeds 5,000 doulas across 56 countries, with 14,000+ lifetime certifications issued.

Name

DONA International

Legal name

DONA International

Website

https://dona.org

Company type

Private

Founded year

1992

Operating status

Operating

Short description

DONA International, founded in 1992, is the world's leading doula certification organization. It trains and certifies birth and postpartum doulas through 102 approved trainers across 56 countries, serving 5,000+ members with credentials recognized by hospitals and Medicaid programs.

Ownership category

akta.pro rank

Product category

Professional Doula Certification and Training

NAICS

Educational Support Services (61171), Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Continuing Education (CE/CPD) & Provider Accreditation Bodies (EDADACAF)

akta.pro secondary industry

Training Delivery Providers (In-Person, Virtual, Train-the-Trainer) (BPACANAM)

Keywords

• Doula certification programs
• Birth doula training
• Postpartum doula training
• Perinatal continuing education
• Professional doula credentials

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Annual Membership Fees: DONA International generates primary recurring revenue through annual membership fees. Members pay $100 per year (with pricing adjusted based on the International Fee Group Index for international members). Membership provides access to certification, member portal, DONA Connect, International Doula magazine, conference discounts, insurance discounts, and other member benefits.
2. Training Workshop Fees: DONA approved trainers operate independent businesses and set their own workshop pricing. Birth doula workshops range from $500-$700, while postpartum doula workshops range from $650-$900. Additional costs may include childbirth education, lactation support, and required reading materials.
3. Certification Processing Fees: One-time certification processing fee of $155 for birth doula certification. Certification packets are free to order, but extensions incur fees.
4. Recertification Fees: Recertification every 3 years costs $85, plus maintenance of annual membership at $100. Requires 15 continuing education contact hours.
5. Conference and Event Revenue: Revenue from annual DONA International Summit events. Virtual attendance ranges $150-$300, in-person attendance approximately $1,000 plus travel. Events provide continuing education contact hours.
6. Webinar and Continuing Education Sales: DONA Elevate platform sells webinars for $30 (members) or $50 (non-members). Each webinar provides contact hours for recertification. Conference sessions on demand also available for purchase.
7. Merchandise Sales: DONA branded merchandise sold through the online shop, including apparel and accessories.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels10 records

Core offering

DONA International is the world's leading doula certification and training organization, equipping individuals to become certified Birth Doulas (CD) and Postpartum Doulas (PCD) through evidence-based workshops, practical experience, and continuing education. Revenue is generated through annual membership fees, certification and recertification fees, and paid workshops delivered via a global network of 102 approved trainers. Complementary offerings include the DONA Elevate LMS, the annual DONA International Summit, and credentialing pathways such as Advanced Doula Designation and Train-the-Trainer.

Product overview

DONA International is the world's leading doula certification organization, offering a comprehensive suite of certification, training, and continuing education products and services. The core offerings include Birth Doula Certification (CD) and Postpartum Doula Certification (PCD), both requiring workshops, practical experience, and ongoing education. The organization provides advanced credentials (AdvCD/AdvPCD) for experienced practitioners and a Train the Trainer program for developing new instructors. Supporting products include DONA Elevate (an online learning management system for continuing education and webinars), the annual DONA International Summit (alternating in-person and virtual conferences), DONA Connect (peer discussion forums), and International Doula Magazine (quarterly publication). Additional offerings include the Community-Centered Doula program for equity-focused support, an Alternate Path for experienced doulas, and recertification services requiring 15 contact hours every three years. Resource products like the Lactation Guide and Hiring Guide support both certified doulas and families seeking support.

Differentiator

Problem solved

Functional benefit

Brands

• DONA Elevate: DONA International's online Learning Management System (LMS) hosting online courses, webinars, and continuing education credit programs for doulas.
• International Doula

Products and services

• Birth Doula Certification (CD) Certification program for birth doulas providing continuous physical, emotional, and informational support during labor, including comfort measures, advocacy, and partner support. Designed for aspiring doulas seeking the industry's leading credential.
• Postpartum Doula Certification (PCD) Certification program for postpartum doulas offering newborn care education, lactation and feeding support, parental recovery assistance, and family adjustment support. Aimed at individuals supporting families during the fourth trimester.
• Advanced Doula Designation (AdvCD/AdvPCD) Advanced designation honoring DONA-certified birth and postpartum doulas who have made major professional contributions, requires 6 consecutive years of membership and 2 full certification terms.
• DONA Doula Trainer Program Rigorous pathway enabling experienced doulas to become DONA-approved trainers authorized to deliver official workshops worldwide, supporting the 102-trainer global delivery network.
• DONA Elevate Online Learning Platform Subscription-based online learning platform delivering continuing education webinars, recorded courses, and on-demand conference sessions for member and non-member doulas pursuing professional development.
• DONA International Summit (Annual Conference) Annual flagship event offering continuing education contact hours, networking, and professional development for doulas worldwide, held virtually and in rotating North American cities.
• Recertification Program Recurring credential renewal service maintaining active doula certification status; processes recertification documentation and contact-hour verification every three years.
• DONA Connect Community Platform Member-exclusive community platform providing discussion forums, regional ambassador programs, and peer-support mechanisms, supporting the 5,000+ member global doula network.
• International Doula Magazine Quarterly magazine capturing voices of the global doula community, featuring cross-cultural learning, member news, and feature articles available only to DONA members and subscribers.
• Alternate Path Certification Alternative certification route for experienced doulas who already meet strict criteria, enabling them to apply for DONA certification without completing the standard full training pipeline.
• Community-Centered Doula (CCD) Certification Track Specialized certification path within the Birth Doula program serving communities impacted by adverse maternal health outcomes, using a peer-to-peer support model aligned with DONA's equity mission.
• DONA Annual Membership Annual subscription membership providing certified doulas and aspiring doulas with access to certification processing, community, magazine, and member benefits including insurance discounts.

Quantifiable outcome

• Continuous support in labor improves outcomes for both birthing person and baby with no adverse outcomes identified (2017 Cochrane Database Systematic Review)
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

14 partnerships are on record, tiered strategic, core, flagship and minor.

• Coalition for Improving Maternity Services (CIMS)strategicStrategic or Co-development PartnerCIMS is a strategic partner of DONA International, sharing the mission to improve maternity services through evidence-based care. Both organizations work together to promote normal birth and support families during childbirth.
• Lamaze InternationalstrategicStrategic or Co-development PartnerLamaze International's mission to promote, support and protect normal birth through education and advocacy aligns with DONA International's goals. Both organizations are making significant impact for better health outcomes for families.
• Childbirth ConnectionstrategicStrategic or Co-development PartnerFormerly known as Maternity Center Association (MCA), Childbirth Connection is a strategic partner working to transform maternity care through evidence-based practice and research.
• Maternal Mental Health Leadership AlliancecoreStrategic or Co-development PartnerMMHLA advocates for national policies that provide universal, equitable, comprehensive, and compassionate mental health care during pregnancy and the year following pregnancy, aligning with DONA's postpartum support mission.
• Birthwell PartnerscoreStrategic or Co-development PartnerCommunity doula training and service organization established in Birmingham in 2011. Recently awarded funding through the city's BOLD program to train 32 more doulas. Birthwell Partners hosted a roundtable with DONA International's president and the U.S. Department of Labor.
• U.S. Department of Labor Women's BureauflagshipStrategic or Co-development PartnerHosted roundtable discussion regarding doulas in the workforce as part of the answer to maternal and infant mortality. DONA International's president participated as key stakeholder in addressing barriers and policy solutions.
• Bastyr University - Simkin Center for Allied Birth VocationscoreChannel Partner/ Reseller/ DistributorBastyr University's Simkin Center offers DONA approved doula training workshops. Annie Kennedy, DONA founder, formerly served as Director of the Simkin Center, linking the organizations historically and operationally.
• CM&F Group (US Insurance)minorGTM or Marketing PartnerDONA members receive discounts on doula liability insurance through CM&F Group for US members.
• Prolink (Canada Insurance)minorGTM or Marketing PartnerDONA members receive discounts on professional liability insurance through Prolink for Canadian members.
• Office Depot/Office MaxminorGTM or Marketing PartnerUS DONA members receive discounts on business supplies through Office Depot/Office Max partnership.
• StaplesminorGTM or Marketing PartnerUS, Canada, and international DONA members receive discounts on business supplies through Staples partnership.
• DouladominorGTM or Marketing PartnerDONA members receive discounts on Doulado services and products through this partnership.
• InJoy Health EducationminorGTM or Marketing PartnerDONA members receive discounts on InJoy Health Education products for perinatal education.
• SupportHER: Universal Women's NetworkminorGTM or Marketing PartnerDONA members receive access to SupportHER resources for supporting women through maternal health.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Mama Glow: Doula training and maternal health advocacy organization with a strong brand in the equity-focused doula space. Comparable to DONA's CCD track but with a more media-facing, celebrity-adjacent profile and growing pipeline of community-trained doulas.
• National Black Doulas Association (NBDA): Network and training organization focused on growing the Black doula workforce to address maternal health disparities. Represents an emerging, equity-aligned segment that overlaps with DONA's Community-Centered Doula program and could become both a partner and a competing training brand.

Direct peers

• International Doula Institute: Provides online doula certification programs including birth, postpartum, and bereavement specializations. Competes on convenience and price point for entry-level doulas who may find DONA's workshop-based path or recertification requirements burdensome.
• Childbirth International: Online-based doula, childbirth educator, and breastfeeding counselor training organization. Competes with DONA on flexibility and price for self-paced learners, particularly attracting international students where DONA's in-person workshops are less accessible.
• Doula Trainings International (DTI): Offers birth, postpartum, and end-of-life doula certifications with hybrid online/in-person formats. Competes with DONA on accessibility for working professionals and has built partnerships with hospital systems, an adjacent buyer to DONA's payer relationships.
• ProDoula: One of the largest direct competitors to DONA, offering birth and postpartum doula training and certification. Targets a similar aspiring-doula customer with comparable workshop-based, multi-tier certification structure and a corporate (rather than nonprofit) operating model.
• CAPPA (Childbirth and Postpartum Professional Association): National nonprofit offering birth, postpartum, and family doula certifications. Competes head-to-head with DONA for the same aspiring doula segment and operates a similar workshop-plus-practical-experience certification model.

Regional players

• Birthwell Partners: Community doula organization in Birmingham, Alabama, focused on expanding Medicaid-reimbursable doula access. A strategic partner of DONA with recent BOLD program funding; comparable in mission but limited geographically, illustrating the regional partner model that complements DONA's national training footprint.

Broad incumbents

• ICEA (International Childbirth Education Association): Professional membership organization certifying childbirth educators and postpartum doulas. Comparable to DONA in structure and target audience, with overlapping continuing education and recertification mechanics, though smaller in doula-specific market share.
• Lamaze International: Long-established nonprofit offering childbirth educator certification with a similar evidence-based, mission-driven model. A formal strategic partner of DONA but also competes for the same perinatal professional development wallet, particularly among hospital-based educators.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/DONAInternational
• Instagraminstagram.com/donaintl
• TikToktiktok.com/@donainternational
• Xx.com/DONAIntl

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 DONA International