Healthy Birth Day

What Healthy Birth Day does

Healthy Birth Day, Inc. is a 501(c)(3) nonprofit organization headquartered in Clive, Iowa, founded in 2009 by five Iowa mothers who each lost a daughter to stillbirth or infant death. Its flagship program, Count the Kicks, is an evidence-based stillbirth-prevention initiative that teaches expectant parents to monitor fetal movement daily during the third trimester, anchored by a free multilingual mobile app (iOS and Google Play, 20+ languages) that has contributed to a roughly 32% reduction in Iowa's stillbirth rate over its first ten years. The organization distributes free educational toolkits through 30+ state health departments and a network of provider partners including MercyOne, University of Iowa Health Care, EveryStep, and Des Moines University, while sustaining a 50+ trained ambassador network spanning 30+ states and Washington D.C.

The business model is donation-driven and event-driven rather than commercial. Revenue streams include individual tax-deductible donations (with corporate matching programs such as Microsoft's dollar-for-dollar match), tiered corporate sponsorships (presenting, gold, silver, "Be Courageous," supporting), grant funding from foundations such as the Antioch Foundation, Mid-Iowa Health Foundation, and Chrysalis, and flagship fundraisers including the annual Changemakers Luncheon (12th annual event in 2026 raised nearly $300,000) and the Maternal Health Symposium. The organization runs a hybrid go-to-market combining community-led outreach, event-driven fundraising, healthcare-provider distribution, and legislative advocacy for the Stillbirth Prevention Act and related federal policy. Healthy Birth Day holds a Guidestar Platinum transparency rating and operates a no-indirect-cost grant policy, channeling all contracted funds directly to program delivery.

Name

Healthy Birth Day

Legal name

Healthy Birth Day, Inc.

Website

https://healthybirthday.org

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Healthy Birth Day, Inc. is a 501(c)(3) nonprofit that runs the Count the Kicks stillbirth-prevention program, providing a free multilingual mobile app, educational toolkits, and ambassador networks to expectant parents, healthcare providers, and state health departments across 30+ U.S. states.

Ownership category

akta.pro rank

Headquarters

HQ city

Clive

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Donations: Tax-deductible charitable donations from individuals supporting stillbirth prevention mission
2. Corporate Sponsorships: Sponsorship revenue from healthcare organizations, insurance companies, and businesses at annual events like Changemakers Luncheon
3. Event Fundraising: Annual fundraising events including Changemakers Luncheon raising nearly $300,000, with tiered sponsorship opportunities
4. Matching Gifts: Corporate matching programs such as Microsoft dollar-for-dollar donation matching

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Healthy Birth Day, Inc. is a 501(c)(3) nonprofit that operates the Count the Kicks stillbirth prevention program. The organization provides free evidence-based stillbirth prevention education to expectant parents through a multilingual mobile app (iOS and Android, 20+ languages), distributes free educational materials to maternal healthcare providers and birthing hospitals, and runs legislative advocacy efforts aimed at reducing stillbirth rates in the United States.

Product overview

Healthy Birth Day, Inc. is a 501(c)(3) nonprofit organization offering a unified stillbirth prevention program called Count the Kicks, supported by a mobile app, educational materials, advocacy initiatives, and community events. The portfolio consists of the core Count the Kicks stillbirth prevention program (including the mobile app available in iOS and Google Play stores in 20+ languages), the Count the Kicks Ambassador volunteer network, free educational materials distributed through healthcare providers, the annual Changemakers fundraising event, the annual Maternal Health Symposium for continuing education, and legislative advocacy programs including the Stillbirth Prevention Act. The organization operates as a single integrated mission rather than a platform-with-modules architecture.

Differentiator

Problem solved

Functional benefit

Brands

• Count the Kicks: Evidence-based stillbirth prevention program that teaches expectant parents to track fetal movement patterns during the third trimester of pregnancy

Products and services

• Count the Kicks Program and Mobile App Evidence-based stillbirth prevention program that teaches expectant parents to monitor their baby's movements (kicks, rolls, jabs, punches) daily during the third trimester of pregnancy. Available as a free mobile app on iOS and Google Play in 20+ languages.
• Count the Kicks Ambassador Program Volunteer ambassador network with 50+ trained volunteers representing more than 30 states and the District of Columbia who help spread the Count the Kicks stillbirth prevention message in their communities.
• Count the Kicks Educational Materials Free posters, brochures, and educational toolkits distributed to maternal health providers and expectant parents, including materials for birthing hospitals and healthcare providers to support stillbirth prevention education.
• Changemakers Annual Fundraising Luncheon Annual fundraising luncheon that serves as the organization's primary annual fundraiser, featuring sponsor presentations, fundraising appeals, and tiered sponsorship opportunities. The 12th Annual event (2026) raised nearly $300,000.
• Maternal Health Symposium Annual virtual maternal health symposium presenting evidence-based practices, panel discussions, and continuing education credits for healthcare professionals. The 2025 event focused on 'Empowering Change: Advancing Maternal Health Together.'
• Stillbirth Prevention Advocacy Program Legislative advocacy efforts including the Stillbirth Prevention Act and SHINE for Autumn Act, advocacy trips to Washington D.C., and campaigns to members of Congress advocating for stillbirth prevention programs and funding.

Quantifiable outcome

• 32% reduction in stillbirth rate in Iowa over 10 years
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

28 partnerships are on record, tiered core, minor and flagship.

• International Childbirth Education Association (ICEA)coreStrategic or Co-development PartnerProgrammatic partner in growing and sharing Count the Kicks educational content. Supports reaching expectant parents and providers with stillbirth prevention education.
• Black Women's Health ImperativecoreStrategic or Co-development PartnerProgrammatic partner focused on addressing racial disparities in maternal and infant health outcomes through stillbirth prevention education.
• Association of Maternal & Child Health Programs (AMCHP)coreStrategic or Co-development PartnerPartner in database entry and promotion of Count the Kicks program to maternal and child health professionals nationwide.
• The Harkin InstituteminorStrategic or Co-development PartnerDrake University institute supporting stillbirth prevention research and advocacy initiatives.
• International Stillbirth AlliancecoreStrategic or Co-development PartnerGlobal alliance focused on stillbirth prevention, supporting Healthy Birth Day's international reach through the Count the Kicks app.
• EveryStepminorStrategic or Co-development PartnerIowa-based organization providing maternal health support services.
• ChrysalisminorStrategic or Co-development PartnerFoundation supporting organizational programs and mission work.
• United Way of Central IowaminorStrategic or Co-development PartnerLocal United Way partnership supporting community health initiatives.
• Delta Dental of IowaminorStrategic or Co-development PartnerSupporting oral health and pregnancy education initiatives.
• Des Moines UniversitycoreStrategic or Co-development PartnerAccredited provider for continuing education credits at Maternal Health Symposium. Medical and health sciences education institution.
• University of Iowa Health CareflagshipGTM or Marketing PartnerPresenting sponsor of 12th Annual Changemakers Event 2026. Major healthcare system supporting maternal health mission.
• WellpointflagshipStrategic or Co-development PartnerPresenting sponsor of Maternal Health Symposium. Invested more than $2 million in community-based organizations including maternal and child health initiatives.
• Iowa Total CareminorGTM or Marketing PartnerGold sponsor of Maternal Health Symposium supporting maternal health education.
• Molina HealthcareminorGTM or Marketing PartnerSilver sponsor of Maternal Health Symposium.
• MercyOnecoreChannel Partner/ Reseller/ DistributorPartner hospital hosting Count the Kicks educational presentations at Women's Conference and serving as volunteer participant at events.
• ScheelsminorGTM or Marketing PartnerBe Courageous sponsor of Changemakers Event.
• Sammons FinancialminorGTM or Marketing PartnerBe Courageous sponsor of Changemakers Event.
• Polk County Board of SupervisorsminorGTM or Marketing PartnerLocal government sponsor supporting Changemakers Event.
• Hy-VeeminorGTM or Marketing PartnerRegional grocery chain sponsoring Changemakers Event.
• McGill JungeminorGTM or Marketing PartnerWealth management firm sponsoring Changemakers Event.
• WellmarkminorGTM or Marketing PartnerHealth insurance provider sponsoring Changemakers Event.
• Josephs JewelersminorGTM or Marketing PartnerFourth-year jewelry sponsor hosting Gold Box Giveaway and Search for Golden Ticket at Changemakers Event.
• Markey'sminorGTM or Marketing PartnerEvent services sponsor for Share the Cause category at Changemakers Event.
• Iowa Health CareminorStrategic or Co-development PartnerSupporting sponsor of Maternal Health Symposium.
• Iowa Primary Care AssociationminorStrategic or Co-development PartnerSupporting sponsor of Maternal Health Symposium.
• Breathe. Physical Therapy & WellnessminorStrategic or Co-development PartnerSupporting sponsor of Maternal Health Symposium.
• Birth & Baby UniversityminorStrategic or Co-development PartnerSupporting sponsor of Maternal Health Symposium.
• Association of Women's Health, Obstetric and Neonatal NursesminorStrategic or Co-development PartnerSupporting sponsor of Maternal Health Symposium.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Every Mother Counts: Maternal health nonprofit focused on pregnancy, childbirth, and postpartum outcomes globally, with strong fundraising events and corporate sponsor infrastructure analogous to Changemakers.
• Healthy Mothers, Healthy Babies Coalition: National nonprofit network working to improve maternal and infant health outcomes through public education, advocacy, and state coalition building — directly comparable state-adoption model.
• National Healthy Start Association: Coalition of federally funded Healthy Start programs reducing infant mortality and improving maternal outcomes in underserved communities. Comparable on mission, federal advocacy, and community-based model.
• March of Dimes: The largest U.S. nonprofit focused on maternal and infant health, addressing stillbirth, premature birth, and birth outcomes. Directly comparable to Healthy Birth Day on mission, federal advocacy, donor base, and corporate healthcare partnerships.
• Star Legacy Foundation: U.S. nonprofit dedicated specifically to stillbirth prevention through research, education, and family support. Closest direct peer to Count the Kicks on category, mission, and beneficiary base.
• First Candle: Nonprofit focused on reducing SIDS, SUID, and stillbirth through education, advocacy, and bereavement support. Comparable in size, mission scope, and provider/parent education model.

Emerging players

• Maternal Mental Health Leadership Alliance: Policy-focused nonprofit advancing maternal mental health and birth outcomes through federal advocacy — comparable on federal legislative strategy and coalition model.
• Postpartum Support International: Nonprofit addressing maternal mental health, including pregnancy and infant loss support. Adjacent to Healthy Birth Day on maternal-health beneficiary base and provider education.
• Preeclampsia Foundation: Patient-advocacy nonprofit focused on hypertensive disorders of pregnancy, including stillbirth risk. Comparable in size, donor-supported model, and provider-education approach.

Broad incumbents

• American College of Obstetricians and Gynecologists: Professional society whose clinical practice guidelines and continuing education platforms reach the same OB/GYN audience that adopts Count the Kicks; overlapping mission of improving birth outcomes at national scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Healthy_Birth
• YouTubeyoutube.com/@healthybirthdayinc
• Facebookfacebook.com/healthybirthday
• LinkedInlinkedin.com/company/healthy-birth-day-inc
• Instagraminstagram.com/healthybirthdayinc

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Healthy Birth Day