Yellow Ribbon Suicide Prevention Program
Yellow Ribbon Suicide Prevention Program is a 501(c)(3) nonprofit that delivers peer-based suicide prevention training, trademarked Ask 4 Help!® cards, and gatekeeper certification programs to youth, schools, churches, and communities across 47 countries.
- Company typePrivate
- Founded1994
- HeadquartersWestminster, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Yellow Ribbon Suicide Prevention Program does
Yellow Ribbon Suicide Prevention Program, founded in 1994 by Dale and Dar Emme following the death of their son Mike Emme, is a 501(c)(3) nonprofit operated under The Light for Life Foundation International. The organization is dedicated to preventing suicide through leadership, awareness, and education, with its mission articulated as making suicide prevention accessible to everyone regardless of professional training. Headquartered within Hidden Lake Secondary School in Westminster Public Schools (Colorado), the program has reached over 1.5 million youth across 5,000+ schools and churches in the United States and 47 countries over its 30-year history.
The core product suite comprises three trademarked programs: Ask 4 Help!® wallet-sized cards that serve as a voice for youth in crisis, Be A Link!® community gatekeeper training for adults, and an Elementary K-5 curriculum that instills help-seeking behavior upstream. A 2-day Train the Trainer certification program ($435 for adults, $335 for youth/students/seniors/military, $175 for re-certification every two years) builds a distributed network of certified trainers authorized to deliver Ask 4 Help! and Be A Link! trainings. The technology is fundamentally non-clinical, peer-based curriculum grounded in safe-messaging prevention practices, with no AI/automation layer evident in the delivery model.
Revenue is generated through five streams: training fees, merchandise sales (Ask 4 Help! cards, pins, decals, lanyards, Link Bear 3.0), annual membership dues, chapter establishment and renewal fees ($50-$750 tiered by chapter type), and donations via the Zeffy platform and Colorado Gives Day. Distribution occurs through a chapter network of 30+ chapters across 17+ U.S. states and international locations (Canada, Australia, Zambia, Scotland, Northern Ireland), an e-commerce storefront, the certified trainer network, and an International Youth Council for ages 14-23 that provides grassroots advocacy. Customer segments span schools and educational institutions (primary), community organizations and churches, youth and teens, parents and families, suicide loss survivors, and K-5 children.
Yellow Ribbon Suicide Prevention Program firmographics
Firmographics- Name
- Yellow Ribbon Suicide Prevention Program
- Legal name
- The Light for Life Foundation Int'l/Yellow Ribbon Suicide Prevention Program
- Website
- https://yellowribbon.org
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Yellow Ribbon Suicide Prevention Program is a 501(c)(3) nonprofit that delivers peer-based suicide prevention training, trademarked Ask 4 Help!® cards, and gatekeeper certification programs to youth, schools, churches, and communities across 47 countries.
- Ownership category
- akta.pro rank
Yellow Ribbon Suicide Prevention Program industry classification
Industry- Product category
- Suicide Prevention Education and Training Services
- NAICS
- Individual and Family Services (6241), Child and Youth Services (624110), Other Individual and Family Services (624190)
- SIC
- Services-Social Services (8300), Services-Educational Services (8200)
- akta.pro primary industry
- Crisis Response & Threat Assessment (Suicide Prevention, Violence Prevention) (EDAJAIAH)
- akta.pro secondary industries
- Crisis Intervention & Suicide Prevention Services (EDALAFAD), Suicide Prevention, Self-Harm Prevention & Threat Assessment Programs (EDAKAMAI), Social-Emotional Learning (SEL) Programs & Supports (EDAJAIAC)
Keywords
Where Yellow Ribbon Suicide Prevention Program is headquartered
LocationHeadquarters
- HQ city
- Westminster
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Yellow Ribbon Suicide Prevention Program business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Training Fees: Revenue from 2-day Train the Trainer certification programs. Adults pay $435, Youth/Students/60+/Military pay $335, and re-certification costs $175. Trainers are certified to conduct Ask 4 Help! and Be A Link! trainings within their communities.
- Merchandise Sales: Online store selling Ask 4 Help! cards, Yellow Ribbon merchandise (pins, decals, lanyards, bracelets), the Yellow Ribbon Bear (Link 3.0), and educational materials including CDs, DVDs, flash drives and digital downloads.
- Membership Dues: Annual membership showing commitment to suicide prevention. Members receive discounts on merchandise, rights to use Yellow Ribbon materials, chapter representation on International Chapter Council, and website listing.
- Chapter Fees: New chapter establishment fees: 501(c)(3) chapters $750, Multi-Site chapters $300, Single Site chapters $150, Youth/Club chapters $50. Chapters must renew annually with membership and annual report.
- Donations: Donations accepted through Zeffy platform and Colorado Gives Day. Individual contributions support the organization's mission to prevent suicide and provide education and resources.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Adult Training - $435 per person |
| Subscription | Multi-year contract | Youth/Student/60+/Military - $335 per person |
| Subscription | Multi-year contract | Re-Certification - $175 per person |
| One time/ perpetual license | Annual | 501(c)(3) Chapter - $750 |
| One time/ perpetual license | Annual | Multi-Site Chapter - $300 |
| One time/ perpetual license | Annual | Single Site Chapter - $150 |
| One time/ perpetual license | Annual | Youth/Club Chapter - $50 |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Yellow Ribbon Suicide Prevention Program product offering
Product offeringCore offering
Yellow Ribbon Suicide Prevention Program delivers community-based suicide prevention through the Ask 4 Help!® wallet cards and the Be A Link!® gatekeeper training curriculum for youth, adults, and children in grades K-5. The organization also operates a 2-day Train the Trainer certification program, a chapter network with tiered membership, an annual membership program, and a merchandise store. All offerings follow recognized safe messaging prevention practices and emphasize peer-based, non-clinical intervention.
Product overview
The Yellow Ribbon Suicide Prevention Program® operates as a non-profit organization offering a comprehensive suite of suicide prevention products and programs centered around its flagship Ask 4 Help!® Cards and Be A Link!® Training programs. The core offerings include: the Ask 4 Help!® Cards, which serve as a voice for youth in crisis; Ask 4 Help!® Suicide Awareness Training for youth/teens; Be A Link!® Suicide Prevention Training for adults; and specialized Elementary Training for children K-5. The organization also provides a 2-Day Train the Trainer Program for certification, manages a Chapter Program with multiple membership tiers, offers Youth Council membership for ages 14-23, and sells branded merchandise including the Link Bear (now in its 3rd generation). All programs follow recognized safe messaging prevention practices and emphasize help-seeking behavior, warning signs, risk/protective factors, and resource identification.
Differentiator
Problem solved
Functional benefit
Brands
- Ask 4 Help!: Suicide awareness training program and wallet cards designed to help youth ask for help when they cannot find the words.
- Be A Link!
Products and services
- Ask 4 Help!® Cards
Quantifiable outcome
- 94% of participants agreed training provided tools and resources to function as a LINK for suicide prevention
- +3 more outcomes
Companies that use Yellow Ribbon Suicide Prevention Program
Customer profileNamed customers5 records
Segments6 records
Ideal customer profiles3 records
Yellow Ribbon Suicide Prevention Program technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Yellow Ribbon Suicide Prevention Program partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered founding and core.
- Hawarden, Iowa CommunityfoundingYellow Ribbon's pilot site launched in Hawarden, Iowa in October 1995. Three nearby towns along with 17 churches, local schools, mental/public health agencies, and first responders came together to launch the first Yellow Ribbon Chapter. This collaborative model became the foundation for all subsequent chapters.
- Compass Behavioral HealthcoreCompass Behavioral Health in Dodge City, Kansas began a Yellow Ribbon Suicide Prevention Program. Program Supervisor Richard Falcon serves as Chair of the Board of Directors of Yellow Ribbon. The program has saved many lives throughout Western Kansas.
- Westminster Public SchoolscoreYellow Ribbon's physical office is located within Hidden Lake Secondary School in Westminster Public Schools, Colorado. This partnership provides facility space for the international headquarters.
- International Chapter NetworkcoreNetwork of 30+ chapters across U.S. states (Arizona, California, Colorado, Florida, Illinois, Indiana, Kansas, Maryland, Michigan, Minnesota, Nebraska, New Mexico, New Jersey, Ohio, Pennsylvania, Texas, Wisconsin) and international locations (Zambia, Australia, Canada, Northern Ireland, Scotland). Chapters serve as local extensions distributing cards, conducting trainings, and organizing events.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
Yellow Ribbon Suicide Prevention Program competitors and assessment
Company assessmentEmerging players
- The Trevor Project: Adjacent youth-focused crisis and suicide prevention organization (specializing in LGBTQ+ youth) with a digital-first model (chat/text hotline) and school programs. Comparable youth suicide prevention mission but differentiated delivery (digital crisis services vs. community training).
Direct peers
- LivingWorks (SafeTALK / ASIST): Direct peer providing evidence-based suicide prevention gatekeeper training (SafeTALK) and intervention skills training (ASIST). Competes for the same school, community, and church training budgets as Yellow Ribbon.
- Sandy Hook Promise: Peer organization delivering K-12 violence and suicide prevention awareness programs (Say Something, Safety Matters) via school-based trainer networks. Comparable school focus, training-the-trainer model, and broad district adoption strategy.
- Sources of Strength: Peer suicide prevention program built around peer-leader models in middle and high schools. Comparable youth-led prevention approach, school channel, and trainer certification model.
- The Jason Foundation: Direct peer dedicated to youth suicide prevention and awareness through school-based education, trainer programs, and curriculum packages. Highly comparable mission, target market (K-12 / youth), and distribution approach.
- QPR Institute: Direct competitor offering gatekeeper training for suicide prevention (Question, Persuade, Refer) for schools, workplaces, and communities. Closely comparable curriculum, audience, and channel model to Yellow Ribbon's Be A Link! and Ask 4 Help! trainings.
- Suicide Awareness Voices of Education (SAVE): Long-standing peer providing suicide prevention education, gatekeeper training (safeTALK), and survivor support programs. Directly comparable curriculum and target audience to Yellow Ribbon.
Others
- Born This Way Foundation: Adjacent youth mental wellness nonprofit co-founded by Lady Gaga, focusing on kindness, mental health resources, and youth peer support. Theme-related (youth mental health) but not a direct training competitor.
Broad incumbents
- American Foundation for Suicide Prevention (AFSP): Broad incumbent and largest U.S. nonprofit solely dedicated to suicide prevention. Provides Talk Saves Lives trainings, advocacy, research funding, and survivor support — overlapping with Yellow Ribbon on community education, training, and survivor resources.
- National Alliance on Mental Illness (NAMI): Broad incumbent in mental health education and advocacy providing community education programs (e.g., Ending the Silence for youth) and support groups. Overlaps with Yellow Ribbon on youth mental health awareness and gatekeeper-style training delivery.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Yellow Ribbon Suicide Prevention Program social profiles
Digital presenceYellow Ribbon Suicide Prevention Program financial estimates
Financial estimateRevenue estimate
Valuation estimate
Yellow Ribbon Suicide Prevention Program leadership team
Management profileNumber of profiles
Profiles6 records
Yellow Ribbon Suicide Prevention Program funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Yellow Ribbon Suicide Prevention Program M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Yellow Ribbon Suicide Prevention Program
What does Yellow Ribbon Suicide Prevention Program do?
Yellow Ribbon Suicide Prevention Program delivers community-based suicide prevention through the Ask 4 Help!® wallet cards and the Be A Link!® gatekeeper training curriculum for youth, adults, and children in grades K-5. The organization also operates a 2-day Train the Trainer certification program, a chapter network with tiered membership, an annual membership program, and a merchandise store. All offerings follow recognized safe messaging prevention practices and emphasize peer-based, non-clinical intervention.
Is Yellow Ribbon Suicide Prevention Program a public or private company?
Yellow Ribbon Suicide Prevention Program is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Yellow Ribbon Suicide Prevention Program founded?
Yellow Ribbon Suicide Prevention Program was founded in 1994. It employs 1 to 10 people.
Where is Yellow Ribbon Suicide Prevention Program based?
Yellow Ribbon Suicide Prevention Program is headquartered in Westminster, United States, in the North America region.
How does Yellow Ribbon Suicide Prevention Program make money?
Five revenue lines are on record. Training Fees are the primary driver. The others are merchandise Sales, membership Dues, chapter Fees and donations.
Who are Yellow Ribbon Suicide Prevention Program's main competitors?
The Trevor Project is listed as an emerging player. Direct peers are LivingWorks (SafeTALK / ASIST), Sandy Hook Promise, Sources of Strength, The Jason Foundation, QPR Institute and Suicide Awareness Voices of Education (SAVE). Born This Way Foundation is listed as an others. Broad incumbents are American Foundation for Suicide Prevention (AFSP) and National Alliance on Mental Illness (NAMI).
Does Yellow Ribbon Suicide Prevention Program have an API?
No public API is recorded for Yellow Ribbon Suicide Prevention Program.
What industry is Yellow Ribbon Suicide Prevention Program in?
Yellow Ribbon Suicide Prevention Program's product category is Suicide Prevention Education and Training Services. Its primary akta.pro industry code is EDAJAIAH, Crisis Response & Threat Assessment (Suicide Prevention, Violence Prevention), with a secondary code of EDALAFAD, Crisis Intervention & Suicide Prevention Services. Its NAICS code is 6241 and its SIC code is 8300.