Embrace Kids Foundation

What Embrace Kids Foundation does

Embrace Kids Foundation is a 501(c)(3)-equivalent nonprofit charitable organization (Tax ID 22-3092432) founded in 1991 and headquartered at 121 Somerset Street, New Brunswick, New Jersey. The foundation provides free programs and services to families in the New Jersey/New York City metropolitan area whose children are facing cancer, sickle cell disease, and other serious health challenges, addressing spiritual, emotional, and financial needs. Core program offerings include Family Services, the Embrace Kids Education Program, Emergency Financial Assistance & Transportation, Tackle Sickle Cell Programs, Social Services and Counseling, and the David E. Zullo Pediatric Palliative Care Program (PACCT), all delivered through the Edith and Martin Stein Building of Hope facility. Beyond direct service, the foundation runs inspirational events (holiday parties, community gatherings) and an annual events portfolio — Rutgers University Dance Marathon (RUDM), Evening for the Kids Gala, Heel to Heal 5K Walk, Spring Lake 5 Mile Run, and Dance FTK youth philanthropy events.

The foundation has no proprietary technology product; its "platform" is a community-driven fundraising engine. Revenue is generated entirely through tax-deductible donations across multiple channels: online giving via campaigns.embracekids.org, monthly recurring gifts, mail-in donations, appreciated-stock transfers (contact: Glenn Jenkins, CDO), corporate matching gift programs (via Double the Donation integration), gift card donations, and event-based peer-to-peer fundraising. In 2024 the foundation disbursed $1.2 million in direct assistance and has cumulatively served 3,800+ families over its 34-year history. Its go-to-market relies on event-driven and community-led motions — annual marathons/walks/gala and a deeply embedded student-run philanthropy program at Rutgers University — with marketing primarily via organic social (Facebook, Instagram), YouTube, and email.

The foundation is governed independently with no parent company, no subsidiaries, and no venture capital or private equity ownership. Strategic partnerships are concentrated around Rutgers University (RUDM as the core annual fundraiser), corporate sponsors such as Reilly Financial Group for the Spring Lake 5, and technology/integration partners like Double the Donation for matching gift processing. The staff is small (11-50 employees) and the leadership team identified in the data is anchored by Glenn Jenkins as Chief Development Officer, with day-to-day beneficiary engagement and clinical delivery supported through affiliated hospital partners in the New Brunswick pediatric treatment corridor.

Name

Embrace Kids Foundation

Legal name

Embrace Kids Foundation

Website

https://embracekids.org

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Embrace Kids Foundation is a 501(c)(3)-equivalent nonprofit founded in 1991 in New Brunswick, NJ that provides free financial, educational, emotional, and palliative care support to families in the NJ/NYC metro whose children face cancer, sickle cell, or other serious health challenges.

Ownership category

akta.pro rank

Product category

Pediatric Patient Family Support Services (Nonprofit)

NAICS

Child and Youth Services (62411), Individual and Family Services (6241), Voluntary Health Organizations (813212), Emergency and Other Relief Services (624230)

SIC

Services-Social Services (8300)

akta.pro primary industry

Family Resource Centers & Wraparound Support Services (EDACALAH)

akta.pro secondary industries

Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK), Pediatric Hospice & Palliative Care (HLADAHAI), Youth Housing, Foster Care & Wraparound Support (Education-Linked) Nonprofits (BPAGADAO)

Keywords

• Pediatric family support
• Nonprofit charitable services
• Community fundraising events
• Cancer patient assistance
• Sickle cell support programs

Headquarters

HQ city

New Brunswick

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, Others

Revenue model

1. Individual Donations: The foundation receives donations from individual supporters via its website donation portal, mail-in gifts, and monthly giving programs. Donors can contribute one-time or recurring monthly donations.
2. Event Fundraising: Revenue generated through organized fundraising events including the Rutgers University Dance Marathon, Spring Lake 5, Heel to Heal 5K Walk, and Annual Gala. Participants create personal fundraising pages and solicit donations from friends and family.
3. Appreciated Stock Donations: Donors can contribute appreciated publicly traded stock held for more than one year, allowing them to avoid capital gains tax while receiving a charitable deduction for the fair market value.
4. Corporate Matching Gifts: Many companies match employee donations dollar-for-dollar or more, potentially doubling or tripling the impact of individual gifts. Some companies also match gifts from retirees and spouses.
5. Gift Cards: Community members donate gift cards from grocery stores, gas stations, and general retailers in increments of $20 or greater to assist patient families with practical needs.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Embrace Kids Foundation provides free, comprehensive support services to families in the New Jersey/New York City metropolitan area whose children are facing cancer, sickle cell disease, and other serious health challenges. The foundation addresses spiritual, emotional, and financial needs through programs such as Family Services, an Education Program, Emergency Financial Assistance and Transportation, Tackle Sickle Cell Programs, Social Services and Counseling, the David E. Zullo Pediatric Palliative Care Program (PACCT), and Inspirational Events, delivered from its headquarters facility in New Brunswick, NJ.

Product overview

Embrace Kids Foundation is a nonprofit organization offering a unified portfolio of support programs and services for families whose children face cancer, sickle cell, and other serious health challenges. The organization operates multiple core programs including Family Services, Education Program, Emergency Financial Assistance, Transportation, Tackle Sickle Cell Programs, Social Services and Counseling, and the David E. Zullo Pediatric Palliative Care Program (PACCT). These programs are delivered alongside inspirational community events, holiday parties, and annual fundraising events including Rutgers Dance Marathon, Evening for the Kids gala, Heel to Heal 5K Walk, and Spring Lake 5. All programs and services are free to qualifying families in the NJ/NYC metropolitan area, supported by the Edith and Martin Stein Building of Hope facility.

Differentiator

Problem solved

Functional benefit

Products and services

• Family Services
• Embrace Kids Education Program
• Emergency Financial Assistance & Transportation
• Tackle Sickle Cell Programs
• Social Services and Counseling
• David E. Zullo Pediatric Palliative Care Program (PACCT)
• Inspirational Events
• Rutgers University Dance Marathon (RUDM)
• Evening for the Kids (EFTK) Gala
• Heel to Heal 5K Walk
• Spring Lake 5 Mile Run
• Dance FTK

Quantifiable outcome

• $1.2 million in direct assistance provided in 2024 alone
• +2 more outcomes

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• Rutgers University Dance MarathoncoreStrategic or Co-development PartnerRUDM is a student-run and year-long philanthropy project that culminates in a spectacular dance marathon. The joint project supports vital programs at Embrace Kids for over 200 pediatric patient families receiving treatment in New Brunswick. The collaboration also includes Dance FTK, a 4-hour event for middle school, high school, and youth programs that engages kids in philanthropy at a young age.
• Reilly Financial GroupminorGTM or Marketing PartnerCorporate sponsor for the Spring Lake 5 2026 event. Reilly Financial Group supports the foundation's annual fundraiser.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sickle Cell Disease Association of America: National nonprofit supporting patients and families affected by sickle cell disease. Direct overlap with Embrace Kids' Tackle Sickle Cell programs and similar family-support service model.
• Starlight Children's Foundation: Delivers programs to seriously ill children and their families including emotional and social support. Comparable wraparound services model serving pediatric patients with cancer and chronic conditions.
• National Pediatric Cancer Foundation: Nonprofit focused specifically on pediatric cancer research and family support. Directly comparable disease focus and donor-base overlap with Embrace Kids' pediatric oncology work.
• Make-A-Wish Foundation: Grants wishes to children with critical illnesses including cancer and blood disorders. Same target population (critically ill children and families), donation-funded, and offers programs that restore normalcy — directly aligned with Embrace Kids' mission.
• Ronald McDonald House Charities: National nonprofit supporting families of children with serious medical conditions through lodging, meals, and wraparound services. Directly comparable mission, beneficiary type, and revenue model (donation and event-driven).
• Cancer Support Community: Provides social and emotional support, counseling, and financial assistance to cancer patients and families. Closely aligned wraparound service designator including counseling, financial help, and community events.
• Alex's Lemonade Stand Foundation: Funds pediatric cancer research and family support programs. Comparable donor-driven, community-event-led approach supporting children with cancer and their families.
• American Childhood Cancer Organization: National nonprofit supporting children with cancer and their families through information, advocacy, and direct services. Comparable donor-funded family support mission focused on pediatric oncology.

Broad incumbents

• St. Jude Children's Research Hospital: Major institution treating pediatric cancer and other serious illnesses with no-cost care to families. Overlaps in disease focus and family-support intent but operates at a much larger research-and-treatment scale.
• Children's Miracle Network Hospitals: Larger-scale nonprofit raising funds for children's hospitals across North America. Broader incumbent with overlapping pediatric illness fundraising mission though operating at a national healthcare-system level.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/EmbraceKids
• Facebookfacebook.com/EmbraceKidsFoundation
• Instagraminstagram.com/embracekidsfoundation/?hl=en
• Xx.com/EmbraceKIDS

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Embrace Kids Foundation