American Values Coalition

What American Values Coalition does

American Values Coalition is a 501(c)(3) non-profit organization founded in 2021 and headquartered in Washington, DC. Its mission is to equip American evangelicals for gospel-centered political engagement, counter extremism and misinformation inside conservative and evangelical communities, and help restore family, friend, community, and church relationships damaged by hyper-partisanship. The organization operates two flagship programmatic initiatives: the J29 Coalition, a network of theologically conservative pastors that hosts conferences, workshops, and retreats for clergy, ministry leaders, and theologians; and the Mending Division Academy, a curriculum that gives Christians and churches resources to confront internal division and pursue healing and restoration. It also publishes a Substack newsletter with over 2,000 subscribers, a podcast distributed through Substack, the Truth Advocates Handbook used as an email-list lead magnet, and a curated Bookshop.org storefront.

The organization's product surface is content- and community-led rather than technology-led: there are no proprietary software products, APIs, or AI systems disclosed. The revenue model is a donations-and-merchandise mix typical of small advocacy nonprofits. Tax-deductible contributions are collected through Anedot, supplemented by a direct-to-consumer e-commerce shop on americanvalues.org selling patriotic and civic-themed apparel, drinkware, glassware, stickers, postcards, and notepads, with an optional $10 donation add-on at checkout. Pricing is unit-based, ranging from $2 postcards to $40 hoodies, with items produced on demand. Distribution is domestic US, primarily through the organization's own website, Substack, Facebook community, podcast feeds, and Bookshop.org.

Name

American Values Coalition

Legal name

American Values Coalition

Website

https://americanvalues.org

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

American Values Coalition is a 501(c)(3) nonprofit that equips American evangelicals to counter extremism and misinformation through educational content, pastoral networks, and church-division curricula. It operates the J29 Coalition and Mending Division Academy, funded by donations and merchandise sales.

Ownership category

akta.pro rank

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Donations: Tax-deductible donations to a 501(c)(3) nonprofit organization supporting the coalition's mission of equipping evangelicals for faithful political engagement
2. Merchandise Sales: Sale of patriotic-themed merchandise including mugs, travel mugs, hats, t-shirts, hoodies, pint glasses, stickers, postcards, and notepads through the organization's e-commerce store
3. Add-on Donations: Optional $10 donations add-on available during merchandise checkout to support the organization

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

American Values Coalition is a 501(c)(3) non-profit that equips evangelical Christians for faithful, gospel-centered political engagement through educational programs, community-building initiatives, and resources designed to counter extremism and misinformation. Its core offerings include the J29 Coalition (a network of theologically conservative pastors hosting conferences and retreats), the Mending Division Academy (curriculum for churches confronting division), a Substack newsletter and podcast, the Truth Advocates Handbook, and a patriotic/civic-themed merchandise line sold direct-to-consumer via its own e-commerce store.

Product overview

American Values Coalition is a 501(c)(3) non-profit organization that offers civic education and advocacy resources rather than a traditional technology product. Its offerings include merchandise (mugs, apparel, accessories) sold through its online store promoting civil discourse themes like 'Disagree & Be Friends,' as well as educational programs including the J29 Coalition (a network of conservative pastors for political discipleship) and Mending Division Academy (curriculum for churches confronting division). The organization distributes its message through a Substack newsletter (2,000+ subscribers), a podcast, and provides resources like the Truth Advocates Handbook. The merchandise line centers on patriotic and civic-themed products featuring historical figures like Teddy Roosevelt and Lincoln, plus branded items supporting the organization's mission of cultivating healthy communities across America.

Differentiator

Problem solved

Functional benefit

Products and services

• J29 Coalition
• Mending Division Academy
• American Values Coalition Newsletter
• American Values Coalition Podcast Podcast addressing conservative perspectives on democracy, truth, and civic engagement, distributed via Substack RSS.
• Truth Advocates Handbook Educational resource provided to newsletter subscribers, equipping evangelicals to counter extremism and misinformation in their families and neighborhoods.
• Teddy Roosevelt Mug Ceramic mug featuring Theodore Roosevelt quote on civic duty; 11 oz ($7.00), 15 oz, and 20 oz sizes; microwave and dishwasher safe.
• Teddy Roosevelt Travel Mug Stainless steel travel mug in 25 oz (from $24.50) or 40 oz sizes; spill-proof lid, lead and BPA-free.
• Disagree & Be Friends Mug Ceramic mug with glossy finish in 11 oz and 15 oz sizes promoting the organization's message of civil discourse across political differences; $14.00.
• Disagree & Be Friends T-Shirt Garment-dyed heavyweight unisex t-shirt, 100% ring-spun cotton, available in True Navy and Bay and up to 4XL; from $19.50.
• Disagree & Be Friends Hoodie 50% cotton, 50% polyester hoodie with double-lined hood, pouch pocket, and matching drawcord; from $40.00.
• The Balanced Media Diet Tee Pocket tee featuring Media Nutrition Facts label design promoting critical media consumption; 100% ring-spun cotton, garment-dyed; $24.50.
• Disagree & Be Friends Dad Hat Low-profile chino cotton twill cap with adjustable strap and curved visor; $21.00.
• Lincoln Pint Glass 16 oz shaker pint glass featuring Lincoln imagery; $19.00.
• Lincoln Can-Shaped Glass 16 oz can-shaped glass with trend design; $16.00; not dishwasher or microwave safe.
• Bubble-Free Stickers High-opacity adhesive vinyl stickers with bubble-free application, 95µ density; $3.00.
• Disagree and Be Friends Postcard 4x6 postcard printed on thick high-quality matte cardboard paper; $2.00.
• AVC Fridge Magnet Notepad Magnetic notepad available in multiple sizes with 40 or 50 tear-away pages, suitable for office or refrigerator use; US shipping only; $12.00.
• $10 Donation Add-on Tax-deductible donation option that can be added to merchandise orders to support AVC's mission.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor and core.

• Bridge Alliance USminorOthersListed as a group supported by American Values Coalition. No specific partnership details provided.
• J29 CoalitioncoreStrategic or Co-development PartnerNetwork of theologically conservative pastors seeking to disciple the American Evangelical church in kingdom-shaped politics. Hosts conferences, workshops, and retreats for clergy, ministry leaders, and theologians. AVC supports and promotes this initiative.
• Mending Division AcademycoreStrategic or Co-development PartnerOrganization dedicated to giving Christians and churches hope and resources when confronting division, with the goal of bringing healing, restoration, and union back to churches and communities. AVC produces the Mending Division Academy curriculum.

Scale indicators1 record

Recent moves1 record

Expansion highlights4 records

Direct peers

• Sojourners: Sojourners is a faith-based advocacy organization mobilizing evangelical Christians on social and political issues including poverty, peace, and democracy. It is directly comparable to American Values Coalition in target audience (engaged evangelicals), mission (faith-rooted civic engagement), and operating model (publication + advocacy + community).
• Faith in Public Life: Faith in Public Life is a faith-based advocacy network that mobilizes religious leaders to advance progressive policies and counter Christian Nationalism. Directly comparable to AVC in mission (clergy-led counter-extremism), target audience (religious leaders), and tactics (training, media, and coalition-building).
• Braver Angels: Braver Angels is a national depolarization organization running workshops and trainings to bridge red/blue divides. Comparable to AVC in focus on reducing political polarization, particularly among conservative-leaning Americans, and operating a skills/training-based member engagement model.
• Interfaith Alliance: Interfaith Alliance advocates for religious freedom, civility, and democratic values across faith traditions. Comparable to AVC in mission (pro-faith, anti-extremism civic advocacy), audience (religiously engaged Americans), and method (public education and coalition advocacy).
• Christians Against Christian Nationalism: Christians Against Christian Nationalism is a coalition of Christian leaders and denominations opposing Christian Nationalism. Directly comparable to AVC in core issue framing (countering Christian Nationalism from within Christianity) and audience (engaged Christian laity and clergy).

Emerging players

• Public Religion Research Institute (PRRI): PRRI is a nonpartisan research organization studying the intersection of religion, culture, and politics, with substantial work on Christian Nationalism. Comparable to AVC in topic focus (evangelical politics, Christian Nationalism research) and serving as a research/credibility backbone for the counter-movement AVC operates within.
• E.P.I.C. (Evangelical Project for Informed Citizenship): E.P.I.C. is an evangelical civic-engagement organization equipping young evangelicals for political participation. Comparable to AVC in audience (engaged evangelicals), mission (civic/political formation from a faith perspective), and grassroots community-building approach.
• Q Christian Fellowship: Q Christian Fellowship is an LGBTQ-affirming evangelical Christian organization. Comparable to AVC as a counter-mainstream evangelical voice navigating theological tension, with similar community-building, content, and conference-based engagement model within evangelical subculture.

Broad incumbents

• More in Common: More in Common is an international organization studying and building bridges across divisions, with significant US programming on polarization. Comparable to AVC in polarization-reduction mission and target base (Americans open to cross-partisan dialogue), though operating at significantly larger scale and broader ideological scope.

Others

• Bridge Alliance US: Bridge Alliance US is a coalition of civic organizations working to strengthen democratic participation; AVC is listed as a supported group. Comparable as an ecosystem/coalition partner that provides network reach, shared resources, and cross-promotion relevant to AVC's operating model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Customer concentration

• Facebookfacebook.com/ouramericanvalues
• Xx.com/ourvaluesngo
• LinkedInlinkedin.com/company/american-values-coalition

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 American Values Coalition