Prevention is Key
Prevention is Key is a New Jersey 501(c)(3) nonprofit founded in 1989 that delivers substance use prevention, peer recovery support, harm reduction, CPRS training, and LEAD diversion services across eight counties for individuals, families, schools, and law enforcement partners.
- Company typePrivate
- Founded1989
- HeadquartersRockaway, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Prevention is Key does
Prevention is Key (legally Morris County Prevention is Key, Inc.) is a 501(c)(3) nonprofit founded in 1989 and headquartered at 322 Greenpond Road, Hibernia, New Jersey, that delivers a continuum of substance use disorder services spanning prevention, peer recovery support, harm reduction, training, and law enforcement diversion. The organization operates three Community Peer Recovery Centers in Rockaway (Morris County), Montclair (Essex County), and Pompton Lakes (Passaic County); a NJ-Registered Harm Reduction Center in Hibernia; Hope One mobile recovery vehicles covering Morris and Passaic Counties; and the LEAD (Law Enforcement Assisted Diversion) program in Irvington and Phillipsburg. Service lines include youth prevention curricula (Footprints for Life, Girl's Circle, Boy's Council, Escape the Vape, SBIRT), parent and older-adult programs (Cannabis 101, Strengthening Families, WISE), harm reduction distribution (naloxone, fentanyl/xylazine test strips, safer use kits), recovery coaching, case management, Telephone Recovery Support, and family support via CRAFT.
Underlying the service delivery is a peer-led model built around Certified Peer Recovery Specialists (CPRS), with the in-house Roff Institute delivering a 46-hour CPRS certification curriculum at $800 per participant (scholarships available for Passaic County residents) that meets IC&RC requirements in 27+ states; advanced Roff Institute courses provide professional development credits. The business model is primarily grant-funded — federal (SAMHSA, CDC, Office of Justice Programs), state (NJ DMHAS), county human services departments, and the F.M. Kirby Foundation — supplemented by modest direct revenue from CPRS training fees and an e-commerce shop (CARES Packages of Hope, healing bracelets, mugs, socks). Reach metrics since the September 2014 CARES opening include 8,521+ unduplicated individuals served, 6,768+ Telephone Recovery Support calls, 6,583+ opioid overdose response trainees, 4,342+ naloxone kits distributed, and 378+ CPRS curriculum completions.
Prevention is Key firmographics
Firmographics- Name
- Prevention is Key
- Legal name
- Morris County Prevention is Key, Inc.
- Website
- https://preventioniskey.org
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Prevention is Key is a New Jersey 501(c)(3) nonprofit founded in 1989 that delivers substance use prevention, peer recovery support, harm reduction, CPRS training, and LEAD diversion services across eight counties for individuals, families, schools, and law enforcement partners.
- Ownership category
- akta.pro rank
Prevention is Key industry classification
Industry- Product category
- Substance Abuse Prevention and Recovery Services
- NAICS
- Individual and Family Services (6241), Vocational Rehabilitation Services (62431), Other Individual and Family Services (624190), Voluntary Health Organizations (813212)
- SIC
- Services-Social Services (8300), Services-Health Services (8000)
- akta.pro primary industry
- Substance Use Disorder Prevention & Recovery Services (BPAGACAE)
- akta.pro secondary industries
- Substance Use Recovery & Harm Reduction Support Services (BPAGAEAO), Behavioral Health & Substance Use Public Health Programs (BPAIAJAK), Community Health & Prevention Program Funding (HLAJALAF)
Keywords
Where Prevention is Key is headquartered
LocationHeadquarters
- HQ city
- Rockaway
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Prevention is Key business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Others
Revenue model
- Donations and Charitable Contributions: The organization is a 501(c)(3) nonprofit that relies on donations from individuals, corporations, and foundations. Tax-deductible contributions support program operations.
- Product Sales (CARES Packages and Merchandise): Sale of CARES Packages of Hope ( Gratitude, Growth, Trust, Strength, Serenity), healing bracelets, mugs, and socks through the online shop.
- Training Fees (CPRS Program): Revenue from Certified Peer Recovery Specialist training program at $800 per participant, with scholarships available for Passaic County residents.
- Government Grants and Contracts: Funding from government agencies including SAMHSA, CDC, New Jersey Department of Human Services DMHAS, county departments, and prosecutor/sheriff offices to support prevention, recovery, and harm reduction programs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | CPRS Training - September 2026 Cohort |
| Unit Pricing | Pay-as-you-go | CARES Package of Hope |
| Unit Pricing | Pay-as-you-go | Healing Bracelets |
| Unit Pricing | Pay-as-you-go | Other Merchandise |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels8 records
Prevention is Key product offering
Product offeringCore offering
Prevention is Key is a New Jersey 501(c)(3) nonprofit that delivers a full continuum of substance use disorder services, including youth prevention curricula, harm reduction (naloxone and test strip distribution), peer recovery support, recovery coaching, case management, telephone recovery support, and the LEAD diversion program. Its commercialized offering is the Certified Peer Recovery Specialist (CPRS) training program plus Roff Institute advanced courses ($800 per participant). It also sells CARES Packages of Hope, healing bracelets, mugs, and socks via an online shop to support its mission.
Product overview
Prevention is Key is a nonprofit 501(c)(3) organization providing substance misuse prevention and recovery support services throughout New Jersey. The organization operates as a platform of interconnected programs and services rather than a single software product. Core offerings include: CARES (Center for Addiction Recovery Education and Success) - the central peer recovery program; retail products through the CARES Package of Hope shop; Youth Prevention Programs (Footprints for Life, Girl's Circle, Boy's Council, Escape the Vape, Life Skills, SBIRT); Parent and Educator Programs (Strengthening Families, WISE); Harm Reduction Services (Naloxone, fentanyl/xylazine test strips); Recovery Support Services (Recovery Coaching, Case Management, TRS, LEAD); CPRS Training (46-hour certification program via the Roff Institute); Community Peer Recovery Centers in Morris, Essex, and Passaic Counties; Hope One mobile recovery units; and PEER Youth Mentoring. The organization also operates Prevention Hub for Morris County and multiple community coalitions.
Differentiator
Problem solved
Functional benefit
Brands
- CARES (Center for Addiction Recovery Education and Success): A peer-to-peer, volunteer-based recovery oriented sanctuary providing peer support, educational opportunities, and recovery-friendly events
- Roff Institute at CARES
- Hope One
- CARES Pride
- LEAD (Law Enforcement Assisted Diversion)
Products and services
- Youth Prevention Programs Evidence-based prevention curricula for children and adolescents (ages 5-20) including Footprints for Life (2nd-3rd grade), Girl's Circle, Boy's Council, Escape the Vape, Life Skills, 7 Habits of Highly Effective Teens, We're Not Buying It 2.0, and SBIRT screening. Delivered to youth and school districts in New Jersey.
- Parent and Educator Programs Programs for parents, grandparents, caregivers, and school professionals including Cannabis 101, Hidden in Plain Sight, Parents Who Host Lose the Most, Strengthening Families Program (SFP), and Tackling Opioids Through Prevention for Athletes (TOP Toolkit). Designed for adults supporting youth substance use prevention.
- WISE Program (Wellness Initiative for Senior Education) Evidence-based wellness program for older adults (60+) covering nutrition, exercise, medication use, stress management, depression, and substance misuse prevention. Delivered weekly over six weeks for senior citizens in New Jersey.
- Harm Reduction Services Harm reduction services including Naloxone distribution and training, fentanyl test strips, xylazine test strips, safer use kits, safer sex kits, wound care kits, and harm reduction education. Serves people who use drugs in New Jersey with dignity and respect.
- Recovery Coaching One-on-one support pairing Certified Peer Recovery Specialists with individuals seeking recovery to offer support, remove barriers, and provide resources. Delivered free of charge.
- Case Management Individualized assessment, action planning, and coordinated care to meet comprehensive wellness needs while promoting safety and quality of care for individuals in recovery.
- Telephone Recovery Support (TRS) Peer-to-peer support service providing weekly telephone check-ins with CARES team members to offer resources, recovery pathways, and ongoing support.
- Narcan Training Training on preventing, recognizing, and responding to opioid overdoses, including naloxone kit distribution. Virtual training options available; serves community members and first responders in New Jersey.
- Law Enforcement Assisted Diversion (LEAD) Diversion program redirecting individuals to community-based harm reduction intervention instead of the criminal justice cycle. Active in Irvington and Phillipsburg, NJ in partnership with county sheriff's offices.
- Certified Peer Recovery Specialist (CPRS) Training 46-hour virtual and in-person certification training program qualifying participants for NJ State Peer Recovery Specialist Certification. Curriculum authored by Patrick Roff and accepted in 27+ states via ICNRC. Priced at $800 per participant with Passaic County scholarships available.
- Roff Institute Training Courses Advanced continuing education courses including The Changing Language in Addiction & Recovery Prevention, Trauma Informed Care for Peer Recovery Specialists, Working with Co-Occurring Issues, and The Role of Peer Recovery Specialists in Harm Reduction. Provides 6 renewal credits for working professionals.
- CARES (Center for Addiction Recovery Education and Success) Peer-to-peer, volunteer-based recovery sanctuary providing recovery support, educational opportunities, and community events. Honors all pathways to recovery.
- Community Peer Recovery Centers (CPRC) Substance-free physical environments providing peer support, SUD information, recovery services, and community resources. Locations in Rockaway (Morris County), Montclair (Essex County), and Pompton Lakes (Passaic County).
- Hope One Mobile Recovery Mobile recovery vehicle staffed with a Certified Peer Recovery Specialist, Mental Health Professional, and plain-clothed Sheriff's Officer. Travels throughout Morris and Passaic Counties to connect individuals with treatment and resources.
- PEER Youth Mentoring Mentoring program for Morris and Passaic County youth (ages 11-17) impacted by adverse childhood experiences, substance use, or affected family members. Funded through a federal Office of Justice Programs grant.
- Prevention Hub Morris County Prevention Hub connecting residents and professionals with evidence-based prevention programs, resources, and referrals. Includes a warm line at 973-625-1998.
- Community Reinforcement and Family Training (CRAFT) Evidence-based 12-week family program teaching effective strategies for helping loved ones with substance use disorder. Free for Morris, Passaic, and Essex County residents.
- CARES Package of Hope (Gratitude) Gift box ($39.99) containing practical, inspirational, and motivational items handcrafted to inspire and strengthen recovery journeys. Includes a Gratitude Box to record moments of gratitude, empowerment items, and a handwritten note from someone in recovery.
- Healing Bracelets Collection Healing bracelets ($25.00 each) available in Strength, Gratitude, Trust, and Growth themes, plus a 7 Chakra Healing Diffuser Bracelet. Sold through the online shop to support Prevention is Key's mission.
Quantifiable outcome
- 8,521+ unduplicated individuals served since CARES opening in September 2014
- +4 more outcomes
Companies that use Prevention is Key
Customer profileNamed customers5 records
Segments6 records
Ideal customer profiles4 records
Prevention is Key technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Prevention is Key partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered flagship, core and minor.
- New Jersey Office of the Attorney GeneralflagshipSelected by NJ Office of the Attorney General to develop and implement LEAD (Law Enforcement Assisted Diversion) initiative in Irvington and Phillipsburg, NJ - a new system of response and care for people cycling in/out of criminal justice system due to unmet behavioral health needs.
- Morris County Sheriff's OfficecorePartnership to operate Hope One - a mobile recovery vehicle staffed with a Certified Peer Recovery Specialist, Mental Health Professional, and plain-clothed Sheriff's Officer providing critical support for those struggling with substance misuse or mental illness.
- Morris County Prosecutor's OfficecoreCollaborates on Operation Helping Hand (OHH) - providing substance abuse treatment, support, and resources to individuals arrested for possessory drug offenses. Also partners on Opioid Overdose Recovery Program (Narcan 2.0).
- Saint Clare's HealthcoreHealthcare partner in the Opioid Overdose Recovery Program (OORP/Narcan 2.0), providing medical support for individuals reversed from opioid overdose.
- Atlantic Health SystemcoreHealthcare partner in the Opioid Overdose Recovery Program (OORP/Narcan 2.0), providing medical support and resources.
- Institute of the Center for Great ExpectationsminorCollaboration to offer valuable seminars and training programs for prevention staff, fostering resilient communities through professional development.
- New Jersey Prevention Network (NJPN)minorStatewide prevention network providing conference, training, and peer support for prevention professionals.
- Morris County Sheriff's OfficecorePartners on Hope One mobile recovery unit and harm reduction initiatives; supports Narcan vending machines and overdose awareness programs.
- Mental Health Association in New JerseyminorPartner organization hosting events like film screenings (My Ascension) and providing mental health resources.
- Passaic County Sheriff's OfficecorePartners on Hope One - Passaic County mobile recovery unit and harm reduction services.
Scale indicators10 records
Recent moves9 records
Expansion highlights6 records
Prevention is Key competitors and assessment
Company assessmentEmerging players
- Faces & Voices of Recovery: National recovery community organization advocating for people in recovery, building recovery-friendly ecosystems, and supporting peer-led recovery. Comparable to Prevention is Key's CARES peer recovery centers and Telephone Recovery Support in mission and peer-led model, though at national advocacy level rather than direct service.
Broad incumbents
- Caron Treatment Centers: Large, established national addiction treatment nonprofit headquartered in Pennsylvania with treatment, prevention education, and recovery support programming. Comparable as a broader incumbent in the substance use prevention/recovery space; Prevention is Key is smaller and NJ-only while Caron operates nationally.
- Partnership to End Addiction: National nonprofit focused on addiction prevention, treatment, and family support, with resources for parents, youth, and professionals. Overlaps with Prevention is Key's parent/educator programs, youth prevention curricula, and family support services, but operates at national scale rather than NJ-only.
- NCADD (National Council on Alcoholism and Drug Dependence): National nonprofit advocating prevention, treatment, and recovery for alcoholism and drug dependence with affiliate network of state/local councils. Comparable in community-based substance use prevention/advocacy model and curricula delivery, with broader national reach than Prevention is Key's NJ footprint.
- Drug Policy Alliance (including Harm Reduction Coalition): National advocacy organization promoting drug policy reform and harm reduction, incorporating the former Harm Reduction Coalition. Comparable to Prevention is Key's harm reduction services (naloxone distribution, safer use kits), but operates as a policy/advocacy incumbent rather than direct service provider.
Direct peers
- Integrity House: New Jersey-based nonprofit providing substance use prevention, treatment, recovery, and reentry services across multiple counties. Comparable in mission (full continuum from prevention to recovery), NJ geographic focus, and government-grant-funded operating model.
- New Jersey Prevention Network (NJPN): Statewide prevention network providing conference, training, and peer support for prevention professionals; Prevention is Key is explicitly partnered with NJPN. Overlaps directly in evidence-based substance use prevention curricula, county-level coalition work, and NJ government funding channels.
- Mental Health Association in New Jersey: New Jersey statewide mental health and recovery advocacy nonprofit hosting events, screenings, and community education. Prevention is Key partners with MHANJ on events like film screenings and mental health resources; comparable in advocacy/recovery-support orientation and NJ footprint.
Regional players
- Daytop Village: Regional NJ/NY substance use treatment and recovery nonprofit offering residential, outpatient, prevention, and recovery support. Comparable service continuum but more clinically intensive treatment focus vs. Prevention is Key's prevention/harm reduction/peer recovery emphasis.
- The Council of Southeast Pennsylvania (GALPP): Regional prevention/recovery nonprofit serving Bucks, Chester, Delaware, and Montgomery counties (PA) with prevention education, recovery support, and harm reduction. Comparable mission and service mix (prevention curricula, recovery support, harm reduction) but operates in PA rather than NJ.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Prevention is Key social profiles
Digital presencePrevention is Key financial estimates
Financial estimateRevenue estimate
Valuation estimate
Prevention is Key leadership team
Management profileNumber of profiles
Profiles11 records
Prevention is Key funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Prevention is Key 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 Prevention is Key
What does Prevention is Key do?
Prevention is Key is a New Jersey 501(c)(3) nonprofit that delivers a full continuum of substance use disorder services, including youth prevention curricula, harm reduction (naloxone and test strip distribution), peer recovery support, recovery coaching, case management, telephone recovery support, and the LEAD diversion program. Its commercialized offering is the Certified Peer Recovery Specialist (CPRS) training program plus Roff Institute advanced courses ($800 per participant). It also sells CARES Packages of Hope, healing bracelets, mugs, and socks via an online shop to support its mission.
Is Prevention is Key a public or private company?
Prevention is Key is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Prevention is Key founded?
Prevention is Key was founded in 1989. It employs 11 to 50 people.
Where is Prevention is Key based?
Prevention is Key is headquartered in Rockaway, United States, in the North America region.
How does Prevention is Key make money?
Four revenue lines are on record. Donations and Charitable Contributions are the primary driver. The others are product Sales (CARES Packages and Merchandise), training Fees (CPRS Program) and government Grants and Contracts.
Who are Prevention is Key's main competitors?
Faces & Voices of Recovery is listed as an emerging player. Broad incumbents are Caron Treatment Centers, Partnership to End Addiction, NCADD (National Council on Alcoholism and Drug Dependence) and Drug Policy Alliance (including Harm Reduction Coalition). Direct peers are Integrity House, New Jersey Prevention Network (NJPN) and Mental Health Association in New Jersey. Regional players are Daytop Village and The Council of Southeast Pennsylvania (GALPP).
Does Prevention is Key have an API?
No public API is recorded for Prevention is Key.
What industry is Prevention is Key in?
Prevention is Key's product category is Substance Abuse Prevention and Recovery Services. Its primary akta.pro industry code is BPAGACAE, Substance Use Disorder Prevention & Recovery Services, with a secondary code of BPAGAEAO, Substance Use Recovery & Harm Reduction Support Services. Its NAICS code is 6241 and its SIC code is 8300.