The Jockey Being Family Foundation

What The Jockey Being Family Foundation does

The Jockey Being Family Foundation is a private 501(c)(3) nonprofit foundation headquartered in Kenosha, Wisconsin, founded in 2005 by Debra S. Waller — also Chairman & CEO of Jockey International, Inc. — to fund and deliver post-adoption support services for adoptive and foster families in North America. Its core program is the Signature Backpack Program, a free, personalized offering in which adoption agencies, social workers, judges, and legal professionals enroll through a dedicated web portal (backpacks.jockeybeingfamily.com) to order child backpacks with embroidered initials, cuddly teddy bears, comfy blankets, and parent resource totes distributed to families at adoption finalization. Complementary programs include the AdoptED Online Learning platform (launched 2020 with 30+ free webinars), the annual Back to School Bash run in partnership with the Toys for Tots Foundation across multiple states, and sponsored content collaborations with C.A.S.E., Creating a Family, NACAC, and the Dave Thomas Foundation for Adoption.

The foundation's revenue mechanics are diversified across four streams: direct donations via website and mail, annual fundraising events (Family Fore Ever Charity Golf Outing), corporate funding and employee volunteer support from Jockey International, and revenue-share merchandise (bears at $10/$5 donated, blankets at $25/$15 donated, golf headcovers at $29.99/$20 donated) sold through Jockey.com's existing e-commerce infrastructure. Distribution is B2B2C: services flow through institutional intermediaries (adoption agencies, social workers, judges) rather than direct consumer sales, with all programs offered free of charge to end-user adoptive families. Operationally, the foundation reached all 50 US states plus Canada through its partner network, distributed 20,105 backpacks in 2024 (its peak year), and has scaled Back to School Bash attendance from 1,000+ families in 2022 to 6,400+ children in 2024.

The organization's underlying technology stack is deliberately lightweight: a web-based backpack enrollment portal, a parent resources microsite with webinar content, and standard e-commerce integrations via Jockey.com. There are no disclosed AI/ML capabilities, mobile applications, or proprietary data products; the foundation's competitive position rests on its brand association with Jockey International, its founder's personal adoption narrative, and a deeply embedded partner ecosystem rather than on technology differentiation.

Name

The Jockey Being Family Foundation

Legal name

The Jockey Being Family Foundation

Website

https://jockeybeingfamily.com

Company type

Private

Founded year

2005

Operating status

Operating

Short description

The Jockey Being Family Foundation is a 501(c)(3) nonprofit that funds and delivers post-adoption support services for adoptive and foster families across all 50 US states and Canada, primarily through a free personalized backpack program, online learning resources, and partnership-backed events.

Ownership category

akta.pro rank

Product category

Post-Adoption Support Services

NAICS

Child and Youth Services (62411), Other Individual and Family Services (624190), Grantmaking and Giving Services (81321)

SIC

Services-Social Services (8300)

akta.pro primary industry

Child Welfare, Foster Care & Adoption Services (BPAGAEAE)

akta.pro secondary industries

Family Resource Centers & Wraparound Support Services (EDACALAH), Family & Parent Support Services (Parent Coaching, Advocacy) (EDAJALAK)

Keywords

• Post-adoption support
• Adoption services funding
• Nonprofit foundation
• Family support resources
• Adoptive family services

Headquarters

HQ city

Kenosha

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Merchandise Sales: Sales of branded merchandise (Jockey Being Family teddy bears, blankets, golf headcovers) through Jockey.com. Jockey donates $5 per bear, $15 per blanket, and $20 per golf headcover to the foundation. Merchandise is also sold at events.
2. Donations: Direct monetary contributions from individuals and organizations through the website donate page and mail-in check donations to the Kenosha, WI office.
3. Annual Golf Outing and Fundraising Events: Family Fore Ever Charity Golf Outing is described as the largest yearly fundraising event. Additional events include Back to School Bash partnerships.
4. Jockey International Corporate Support: Jockey International, Inc. provides funding, employee volunteers, and in-kind donations to the foundation. Jockey retail stores and Jockey.com have conducted promotional campaigns raising funds (e.g., $55,000 in 2010 promotion).

Pricing tiers

Go-to-market motion4 records

Distribution channels8 records

Marketing channels18 records

Core offering

The Jockey Being Family Foundation funds and delivers post-adoption support services for adoptive families, primarily through its Signature Backpack Program that distributes free personalized backpacks (with embroidered child initials, cuddly teddy bear, comfy blanket, and a Parent Resource Tote filled with post-adoption materials) to newly adopted children across all 50 U.S. states and Canada. The foundation also funds free educational resources (30+ webinars, AdoptED Online Learning, support articles, newsletters, podcasts) and partners with adoption agencies, social workers, judges, and nonprofit partners to extend its reach.

Product overview

Jockey Being Family is a non-profit 501c(3) organization that supports and strengthens adoptive families by providing funding to nonprofit organizations for post-adoption services. The core offering is the Signature Backpack Program, which provides free personalized backpacks with blankets and teddy bears to newly adopted children across all 50 states, along with Parent Resource Totes. The organization also sells branded merchandise (bears, blankets, golf headcovers) where portions of proceeds are donated. Educational resources include AdoptED Online Learning, 30 free webinars, newsletters, podcasts, and support articles. Programs serve adoptive families throughout North America in partnership with organizations like C.A.S.E., Creating a Family, and Wisconsin Family Connections Center.

Differentiator

Problem solved

Functional benefit

Brands

• Jockey Being Family Signature Backpack Program: Signature backpack program providing FREE personalized backpacks to newly adopted children, including a comfy blanket, cuddly teddy bear, and parent tote with post-adoption resources.

Products and services

• Jockey Being Family Signature Backpack Program A free program providing personalized backpacks (with child initials embroidered) containing a Jockey Being Family teddy bear, comfy blanket, and Parent Resource Tote filled with post-adoption educational materials, distributed to newly adopted children across all 50 U.S. states and Canada through adoption agencies, social workers, judges, and legal professionals.
• Jockey Being Family Bear A signature teddy bear sold for $10 on Jockey.com, with $5 per sale donated to the foundation; positioned as potentially the child's first belonging of their very own.
• Jockey Being Family Blanket

Quantifiable outcome

• 20,105 backpacks distributed in 2024 to adoptive families across all 50 states
• +5 more outcomes

Named customers8 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

Feature2 records

Partnerships

Nine partnerships are on record, tiered flagship, minor, core and regional.

• Toys for Tots FoundationflagshipGTM or Marketing Partner · 1 January 2024In 2024, partnered with Toys for Tots Foundation for the 3rd annual Back to School Bash, with 38 hosts across 17 states serving 6,400+ children. The partnership amplifies both organizations' missions to support children and families.
• Adopt TogetherminorGTM or Marketing Partner · 1 January 2018Partnered with Adopt Together in 2018 to support adoption-related initiatives and expand reach to adoptive families.
• Creating a FamilycoreStrategic or Co-development Partner · 1 January 2017Creating a Family's mission is to strengthen and inspire adoptive, foster and kinship parents and the professionals who support them. They offer pre- and post-adoption online support, a weekly podcast covering every aspect of adoption, and support group toolkits. Through their partnership with Jockey Being Family, they've been able to amplify their message and ensure all families have access to the resources they need. JBF sponsored their radio show and podcasts focusing on adoption-related topics from 2017-2018.
• Center for Adoption Support and Education (C.A.S.E.)coreStrategic or Co-development Partner · 1 January 2014C.A.S.E. is a national leader in mental health services for the foster care, kinship and adoption community. They partner with Jockey Being Family to provide educational resources for thousands of new adoptive families each year through the backpack program, as well as building adoption competency of mental health therapists across Wisconsin and the country. Together they launched the national backpack program in 2014 spanning all 50 states.
• North American Council for Adoptable Children (NACAC)coreStrategic or Co-development Partner · 1 January 2013Together with NACAC and Adoption Council of Canada, Jockey Being Family launched the Youth Speak Out program bringing together youth and young adults affected by adoption. NACAC is a key partner in post-adoption support initiatives.
• Dave Thomas Foundation for AdoptioncoreStrategic or Co-development Partner · 1 January 2011Jockey Being Family worked with the Dave Thomas Foundation to develop the guide 'Educating Childcare Providers about Post Adoption' in 2014. Together with the foundation and American Academy of Pediatrics, they developed the Pediatrician Post-Adoption Trauma Guide with over 60,000 copies distributed annually. JBF also sponsored the Dave Thomas Foundation's Post-Adoption Guide distributed to more than 100,000 families annually.
• Adoption Council of CanadacoreStrategic or Co-development Partner · 1 January 2010Added as Canadian partner in 2010, the Adoption Council of Canada collaborates on adoption awareness initiatives including sponsoring their AdoptWalk event. Also partnered on the Youth Speak Out program with NACAC.
• Coalition for Children, Youth & FamiliescoreStrategic or Co-development Partner · 1 January 2006Partnered with the Coalition to launch the Home to Stay backpack program in 2006, which was a precursor to the current national backpack program. Also created the Journey Home Bus Ride with the Coalition for local community leaders to learn about adoption through the eyes of a foster child. Helped fund their Our Home Our Family program.
• Wisconsin Family Connections Center (WiFCC)regionalStrategic or Co-development PartnerWiFCC provides services and support to individuals and families in Wisconsin with past or present involvement in foster care, adoption, reunification, kinship, and guardianship. Free services include online and in-person support, family fun events, information and referral, educational webinars and conferences, and short-term case management.

Scale indicators16 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Together We Adopt: Smaller, grant-focused nonprofit supporting adoptive and foster families. Comparable post-adoption support model at a smaller scale.

Direct peers

• Creating a Family: Provides pre- and post-adoption online education, podcasts, and support groups. Direct peer in adoption education and content, and a long-standing JBF partner.
• Adopt Together: Crowdfunding platform helping families finance adoption costs and connecting them with post-adoption resources. Directly comparable mission and a JBF partner since 2018.
• Dave Thomas Foundation for Adoption: National nonprofit focused on adoption awareness, advocacy, and post-adoption support. Directly comparable as a fellow adoption-focused foundation that JBF partners with and sponsors (Post-Adoption Guide, Pediatrician Trauma Guide).
• Center for Adoption Support and Education (C.A.S.E.): National nonprofit providing mental health services and education to the foster, kinship, and adoption community. Direct strategic partner of JBF and operates in the same post-adoption support space.
• North American Council on Adoptable Children (NACAC): Advocates for adopted children and foster children, focusing on permanency and post-adoption support. Direct peer with national reach and a documented JBF collaboration (Youth Speak Out program).

Broad incumbents

• National Council for Adoption (NCFA): Established national advocacy organization promoting adoption policy and ethical practices. Broader policy and advocacy scope than JBF but overlapping adoption-focused mission.
• Congressional Coalition on Adoption Institute (CCAI): Policy-focused nonprofit advancing adoption awareness through federal channels. Overlaps with JBF's awareness mission but operates at a broader advocacy level.

Regional players

• Adoption Council of Canada: Canadian national adoption organization promoting adoption awareness and supporting adoptive families. Regional peer that serves as JBF's Canadian distribution and event partner.
• Coalition for Children, Youth & Families: Wisconsin-based nonprofit supporting foster and adoptive families. Direct peer in post-adoption services and a JBF partner since 2006 (Home to Stay backpack program precursor).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/JockeyBeingFam
• Facebookfacebook.com/jockeybeingfamily
• Instagraminstagram.com/jockeybeingfamily
• Pinterestpinterest.com/JockeyBeingFamily

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

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Jockey Being Family Foundation