What Baby Safety Foundation does

Baby Safety Foundation is a 501(c)(3) nonprofit charitable organization founded in 2021 (as JPMA Cares) that operates as the philanthropic arm of the Baby Safety Alliance, the trade association formerly known as the Juvenile Products Manufacturers Association. The foundation's mission is to reduce preventable injuries and deaths among infants and toddlers by delivering safety education, distributing donated products to families in need, and awarding microgrants to eligible 501(c)(3) nonprofits. Since inception, the organization reports raising $960,435, donating 65,295 products valued at $2,347,218, and distributing $179,238 in grants; in 2025 it awarded more than $113,000 in microgrants and reached 40 organizations through the Safe Sleep Building Blocks Grant Program.

The foundation's core offerings are educational rather than technology products. Its principal assets are Baby Safety University, a web-based educational platform covering more than 15 safety categories (sleep, car seats, babyproofing, feeding, baby monitors, strollers, etc.); Baby Safety 101, a free digital safety manual developed with input from pediatricians, neonatologists, emergency physicians, and child safety experts; and the Baby Safety Alliance Verified program, which independently tests over 3,200 products across 30+ categories. Supporting resources include a Sleep Center, Car Seat Directory, Interactive Resources (coloring pages, hidden-hazards game, safety checklists), and national campaigns such as Safe Sleep and Stop. Look. Lock. The organization is professionally managed by Association Headquarters Inc. and headquartered at 1120 Route 73, Suite 200, Mount Laurel, New Jersey.

Funding is generated entirely through charitable donations: individual contributions, corporate sponsorships and product donations from baby-products manufacturers (Amazon, Delta Children, Naturepedic, Baby Brezza, Dorel Juvenile, Dr. Brown's), and proceeds from the annual Benefit for Babies gala held at the ABC Kids Expo. The foundation partners with Cribs for Kids and Safe Kids Worldwide to scale the Safe Sleep Building Blocks Grant Program, and its principal downstream beneficiaries are families with infants, while its principal institutional partners are 501(c)(3) nonprofits and children's hospitals (Lurie, Boston Children's, Stanford, Phoenix Children's, Hennepin).

Name

Baby Safety Foundation

Legal name

Baby Safety Foundation

Website

https://babysafetyfoundation.org

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Baby Safety Foundation is a 501(c)(3) nonprofit serving families with infants by providing safety education, microgrants to partner nonprofits, and product donations, operating as the philanthropic arm of the Baby Safety Alliance.

Ownership category

akta.pro rank

Product category

Child Safety Education & Advocacy

NAICS

Child and Youth Services (624110), Grantmaking Foundations (813211), Child and Youth Services (62411)

akta.pro primary industry

Child Protection & Child Rights (BPAGABAG)

akta.pro secondary industries

Infant & Toddler Health, Safety & Safeguarding Programs (EDACAGAL), Maternal, Child & Family Health Program Funding (HLAJALAG)

Keywords

• Infant safety education
• Child injury prevention
• Nonprofit charitable foundation
• Baby product donations
• Safe sleep advocacy

Headquarters

HQ city

Mount Laurel

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Individual Donations: One-time and recurring donations from individuals who support the foundation's mission to protect babies through reducing preventable injuries and deaths.
2. Corporate Donations: Corporate sponsorships and donations from baby and children's products industry members. Includes company matching programs and direct corporate contributions.
3. Product Donations: The foundation receives product donations from manufacturers which are then distributed to families in need through nonprofit partners.
4. Benefit for Babies Gala: Annual fundraising event featuring sponsors from the baby products industry. The 4th annual event was held at ABC Kids Expo.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Baby Safety Foundation is a 501(c)(3) nonprofit that provides free baby safety education through Baby Safety University and Baby Safety 101 digital manual, channels product donations from baby product manufacturers to families in need via nonprofit partners, and awards microgrants of up to $5,000 to 501(c)(3) nonprofits advancing infant health and safety. The foundation operates as the philanthropic arm of the Baby Safety Alliance, which represents 95% of prenatal to preschool products sold in North America.

Product overview

Baby Safety Foundation is a 501(c)(3) charitable organization (formerly JPMA Cares) that operates as the philanthropic arm of the Baby Safety Alliance. The organization offers a portfolio of educational safety resources and charitable programs rather than a traditional software product. Core offerings include Baby Safety University (an educational platform covering 15+ safety topics), Baby Safety 101 (a free digital safety manual), the Baby Safety Alliance Verified Program (independent product testing across 30+ categories), and Baby Safety Month (annual September awareness campaign). The Impact Programs include product donations, microgrants up to $5,000 for nonprofits, and the Benefit for Babies annual gala. Supporting resources include Interactive Resources (games, checklists), Sleep Center, Car Seat Directory, Resource Center, and campaigns like Safe Sleep Campaign and Stop. Look. Lock. for hot car prevention.

Differentiator

Problem solved

Functional benefit

Products and services

• Baby Safety 101 A free digital safety manual designed to help families prevent the most common injuries during a baby's first year. Created with input from pediatricians, neonatologists, emergency physicians, and child safety experts. Topics include safe sleep, car seat safety, babyproofing, feeding safety, emergency preparedness, and baby product use. Available at BabySafety101.org.
• Baby Safety University A free educational platform providing expert-approved baby safety guidance to parents and caregivers, covering topics including baby carrier safety, baby monitor safety, car seat safety, sleep safety, stroller safety, babyproofing, feeding safety, and emergency preparedness across 15+ categories.
• Baby Safety Alliance Verified Program An independent product testing and verification program that tests products across 30+ categories to ensure they meet the highest safety, performance, and functionality standards. Verified products include car seats, cribs, strollers, high chairs, and other baby products.
• Baby Safety Foundation Impact Programs Charitable initiatives including product donations to families in need, microgrants of up to $5,000 for nonprofit organizations advancing infant health and safety, and the annual Benefit for Babies fundraising gala.
• Baby Safety Month An annual September awareness campaign spotlighting baby safety education, resources, and interactive tools including coloring pages, safety checklists, and educational games.
• Product Discount Order Forms Order forms available to registered 501(c)(3) nonprofit organizations to purchase baby products at discounted rates directly from manufacturers for donation purposes. Participating manufacturers include Bubble Bum, Buckle Me Baby Coats, Cribs for Kids, DreamBaby, Evenflo, Geddy's Mom, Lullaby Earth, and Naturepedic.

Quantifiable outcome

• Since inception: $960,435 raised, 65,295 products donated, $2,347,218 value of products donated, $179,238 in grants distributed
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Cribs for KidscoreStrategic or Co-development Partner · 18 July 2025National nonprofit partnership for Safe Sleep Building Blocks Grant Program. Baby Safety Foundation provided funding for 40 recipient organizations to receive Safe Sleep Survival Kits containing cribettes, sheets, wearable blankets, board books, pacifiers, and education materials. Cribs for Kids coordinates distribution through its network of partner organizations.
• Safe Kids WorldwidecoreStrategic or Co-development Partner · 18 July 2025Nonprofit partner working to reduce unintentional injuries to children ages 0-19 through 400+ coalitions in the U.S. and worldwide alliance in 20+ countries. Partnered on Safe Sleep Building Blocks Grant Program. Since 1988, contributed to 60%+ reduction in fatal childhood unintentional injury rate.
• AmazonminorGTM or Marketing PartnerSponsor of Benefit for Babies annual gala and financial contributor to the foundation's initiatives.
• Association Headquarters Inc.coreOthersCharter accredited association management company that professionally manages the Baby Safety Foundation.
• ABC Kids ExpominorGTM or Marketing PartnerAnnual trade show where Benefit for Babies gala is hosted. Primary sponsor of the event.
• ASTM InternationalminorOthersStandards organization whose standards are referenced in Baby Safety Alliance Verification Program testing.
• Cradles to CrayonsminorStrategic or Co-development PartnerNonprofit providing essentials to children in need; listed as partner organization supporting foundation mission.
• Family PromiseminorStrategic or Co-development PartnerNonprofit supporting families experiencing homelessness; partner organization for providing donations and support.
• Injury Free Coalition for KidsminorStrategic or Co-development PartnerCoalition of injury prevention professionals; partner organization for childhood injury prevention initiatives.
• Delta ChildrenminorGTM or Marketing PartnerMajor baby products manufacturer; Shamie Family (Joe Shamie of Delta Children) featured in Friends Circle donor recognition.
• NaturepedicminorGTM or Marketing PartnerBaby mattress manufacturer; Barry Cik of Naturepedic listed as financial contributor.
• Baby BrezzaminorGTM or Marketing PartnerBaby product manufacturer featured in Friends Circle donor recognition.
• Dorel Juvenile GroupminorGTM or Marketing PartnerBaby product manufacturer featured in Friends Circle donor recognition.
• Dr. Brown'sminorGTM or Marketing PartnerBaby product manufacturer featured in Friends Circle donor recognition.

Scale indicators11 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Cribs for Kids: National nonprofit focused on infant safe sleep through crib, wearable blanket, and education distribution; core grant partner of Baby Safety Foundation and the most direct peer in safe-sleep program delivery to families in need.
• Cradles to Crayons: Nonprofit providing essential baby and children's items to families facing economic hardship; comparable model of channeling donated products from manufacturers to families in need and listed as a Baby Safety Foundation partner.
• Safe Kids Worldwide: National nonprofit focused on reducing unintentional injuries to children ages 0-19 through 400+ U.S. coalitions; an active programmatic partner of Baby Safety Foundation on the Safe Sleep Building Blocks Grant and a direct competitor for child-safety donor mindshare.

Emerging players

• Safe States Alliance: National nonprofit membership association for state-level injury and violence prevention professionals; addresses many of the same unintentional-injury categories as Baby Safety Foundation and serves as an alternative grantee channel for hospital and state health-department partners.
• Prevent Child Injury: National injury-prevention coalition promoting child safety through education and outreach campaigns; directly comparable awareness-campaign model and competes for the same hospital, coalition, and public-health partnerships.
• Every Mother Counts: Nonprofit focused on maternal and newborn health equity with strong donor and corporate sponsorship infrastructure; adjacent in mission and competes for cause-marketing partnerships with baby-product companies.

Broad incumbents

• March of Dimes: Established nonprofit focused on maternal and infant health, including safe-sleep and prematurity prevention; competes for the same corporate, hospital, and individual donor dollars as Baby Safety Foundation.
• American Academy of Pediatrics: Largest U.S. professional association for pediatricians; overlaps with Baby Safety Foundation's expert-validated content strategy and serves as the de facto source of pediatric safety guidance for parents and clinicians.
• National Safety Council: Broad U.S. safety nonprofit with child injury-prevention programs and a long track record of public education campaigns; overlaps with the foundation's Stop. Look. Lock. and Safe Sleep campaigns.

Others

• Healthy Child Healthy World (now part of American Public Health Association): Historically focused on child environmental health and safety education for parents; comparable mission and parent-education content format, though now operating under the American Public Health Association umbrella.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/BabySafetyFoundationJPMACares
• LinkedInlinkedin.com/company/jpma-cares-baby-safety-foundation

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments12 records

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

Frequently asked questions about Baby Safety Foundation