Jesse Lewis Choose Love Movement

What Jesse Lewis Choose Love Movement does

Jesse Lewis Choose Love Movement is a 501(c)(3) nonprofit organization founded in 2013 by Scarlett Lewis following the December 2012 Sandy Hook Elementary School tragedy, in which her six-year-old son Jesse was killed. The organization provides social and emotional learning (SEL) and character development programs rooted in the proprietary Choose Love Formula (Courage + Gratitude + Forgiveness + Compassion-in-Action) and the Choice Moment Model. Its core product, the Choose Love for Schools curriculum, is scaffolded across Pre-K through 12th grade with approximately 30 lessons per grade, aligned to CASEL and Character.org standards, and is delivered at no cost to schools.

The technology backbone is a proprietary Learning Management System (LMS) hosted at courses.chooselovemovement.org, through which curriculum, lesson plans, toolkits, and professional development content are distributed. Adjacent programs include Choose Love for Home (families), Choose Love for Corrections (incarcerated individuals, launched 2021), Choose Love for Communities, Choose Love for Athletes, and an Aloha in Action curriculum tailored for Hawaii. Distribution relies on a proprietary LMS, a volunteer ambassador network spanning all 50 U.S. states and 120+ countries, plus partnerships with Born This Way Foundation, The Tapping Solution, Zensational Kids, CASEL, and Character.org.

The business model is hybrid nonprofit: the core curriculum is free, underwritten by tax-deductible donations from individuals, corporations, and foundations (including Dick & Betsy DeVos Family Foundation and NoVo Foundation). Monetized layers include a paid membership program ($19.95/month or $219.45/year, with group tiers from $497 to $1,497), professional development workshops at $3,500-$8,000 per workshop, a Champion Support Program at $4-$10 per student per year with a $1,500 minimum, school certification programs, keynote sessions by Scarlett Lewis, and merchandise sales. Customer segments span K-12 schools (primary), educators and school staff, families, corrections facilities, communities, athletes, and corporate partners.

Name

Jesse Lewis Choose Love Movement

Legal name

Jesse Lewis Choose Love Foundation

Website

https://chooselovemovement.org

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Jesse Lewis Choose Love Movement is a 501(c)(3) nonprofit that provides free social-emotional learning and character development curriculum to K-12 schools in all 50 U.S. states and 120+ countries, with paid membership, professional development workshops, and corrections and family extension programs.

Ownership category

akta.pro rank

Product category

Social-Emotional Learning and Character Development Curriculum

NAICS

Educational Services (611), Educational Support Services (611710)

SIC

Services-Educational Services (8200), Services-Social Services (8300)

akta.pro primary industry

K–12 Instructional Design & Curriculum Development Services (EDAGAKAA)

akta.pro secondary industries

School Counseling Services (Individual & Group) (EDAKAMAB), Family & Parent Support Services (Parent Coaching, Advocacy) (EDAJALAK)

Keywords

• Social emotional learning
• Character development curriculum
• K-12 SEL programs
• Nonprofit education programs
• Violence prevention curriculum

Headquarters

HQ city

Newtown

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Donations and Contributions: Tax-deductible donations from individuals, corporations, and foundations supporting the nonprofit mission. All donations are tax-deductible as the organization is a 501(c)(3) nonprofit (id#: 46-1931751).
2. Membership Program: Monthly membership at $19.95/month or annual membership at $219.45/year, providing access to exclusive content, daily emails, office hours, coaching calls, and discounts on purchases.
3. Professional Development Services: Paid workshops and professional development training for educators and schools, ranging from $3,500-$8,000 per workshop, plus Champion Support Program at $4-$10 per student per year.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Jesse Lewis Choose Love Movement provides a comprehensive Pre-K through 12th grade social-emotional learning and character-development curriculum at no cost to schools, built on the proprietary Choose Love Formula (Courage + Gratitude + Forgiveness + Compassion-in-Action). The organization distributes the curriculum through its own Learning Management System, supported by paid professional development workshops, school certification, family and corrections extension programs, and a paid membership for exclusive content and coaching.

Product overview

The Choose Love Movement is a nonprofit organization offering a comprehensive suite of social and emotional learning (SEL) and character development programs. At its core is the Choose Love for Schools curriculum (Pre-K through 12th grade), which teaches the Choose Love Formula: Courage + Gratitude + Forgiveness + Compassion in Action. The organization extends its reach through multiple programs including Choose Love for Home (families), Choose Love for Corrections (incarcerated individuals), Choose Love for Communities, and Choose Love for Athletes. A paid membership tier ($19.95/month or $219.45/year) provides exclusive content, coaching, and professional development resources. Additional offerings include professional development workshops ($3,500-$8,000), school certification programs, the Aloha In Action curriculum (Hawaii-specific), quarterly toolkits, Tapping and Zen Kids yoga/mindness extension programs, podcasts, keynote sessions, and the Choose Love C.A.R.E.S. school assembly program. The Choose Love for Schools curriculum is provided at no cost to schools.

Differentiator

Problem solved

Functional benefit

Products and services

• Choose Love for Schools A comprehensive, evidence-based social and emotional learning (SEL) and character development curriculum for children from Pre-K through 12th grade, teaching essential life skills through the Choose Love Formula (Courage + Gratitude + Forgiveness + Compassion in Action). The curriculum is offered at no cost to schools.
• Choose Love for Corrections A comprehensive rehabilitation program designed for incarcerated individuals, instilling Choose Love principles to encourage personal growth and positive behavior changes through character and social-emotional development.
• Choose Love for Home A family-focused program that teaches the Choose Love Formula through self-guided videos, activities, and dinner table discussion topics, enabling families to grow together using neuroscience and positive psychology principles.
• Choose Love for Communities Community-focused programs that extend the Choose Love Formula beyond schools and homes to build stronger, more compassionate communities.
• Choose Love for Athletes Programs developed for athletes and youth leadership development, extending Choose Love principles to athletic contexts.
• Choose Love Membership Monthly ($19.95/month) or yearly ($219.45/year) membership offering exclusive access to lesson downloads, The Spark with Rick Rood, Thought Leader Think Tank with Scarlett Lewis, member-exclusive video library, monthly calendars, Daily Dose emails, office hours, monthly coaching, educator support circle, PDFs of Scarlett's books, mini-workshops, and discounts on coaching and store purchases.
• Professional Development Workshops A range of workshops including Kickoff Keynote Sessions with Scarlett Lewis, Inspirational Workshops, Implementations & Best Practices, Behavior Guidance Training, Foundations of Choosing Love, and Masterclass Series covering educator burnout, behavior guidance, and post-traumatic growth. Priced at $3,500-$8,000 per workshop.
• Choose Love Certification for Schools A guided certification process for schools providing over $18,000 worth of resources including professional development for staff, monthly coaching sessions, direct access to founder Scarlett Lewis, and a framework for creating positive school culture. Includes a CQI self-study process to measure progress.
• Aloha In Action Curriculum A specialized curriculum integrating Choose Love Movement materials with Hawaiian cultural values and the Shaka gesture, designed for elementary, middle, and high school students in Hawaii. Includes 24 lessons centered around the Aloha Spirit with 5 lessons tied to the film 'Shaka: A Story of Aloha.'
• Choose Love Toolkits Quarterly released toolkits providing engaging activities to complement any curriculum, covering each ingredient of the Choose Love Formula: Courage, Gratitude, Forgiveness, and Compassion. Provided at no cost with account registration.
• Tapping for Stress Relief A program customized by The Tapping Solution that teaches teachers and students how to use tapping (EFT) as a self-regulating tool to develop emotional understanding and resilience. Connected to the Choose Love Enrichment Program units.
• Zen Kids Yoga and Mindfulness Partnered program with Zensational Kids providing simple, no-cost yoga and mindfulness lessons for classroom use, combining tools of yoga and mindfulness to help students self-regulate, manage emotions, focus attention, and develop resilience.
• Choose Love Podcasts Podcasts hosted by Scarlett Lewis featuring conversations with thought leaders on topics related to social-emotional learning, resilience, prevention, and hope. Available on Apple Podcasts, Spotify, and iHeart Radio.
• Keynote Sessions with Scarlett Lewis Speaking engagements where Scarlett Lewis shares her empowering story and the Choose Love Movement's programs with diverse audiences across the U.S. and internationally. Includes kickoff events for schools to unite and motivate staff, parents, and community members.
• Choose Love C.A.R.E.S. School Assembly School assembly program led by Choose Love C.A.R.E.S. Implementation Coaches to introduce and launch Choose Love programming in schools.
• Champion Support Program Complete ongoing collaborative support from Choose Love Nurturers including kickoff meeting, four check-ins per pillar, culture development practices, and validated measurement and reporting. Priced at $4-$10 per student per year with $1,500 minimum.

Quantifiable outcome

• 99% of educators believe the program is effective
• +7 more outcomes

Named customers12 records

Segments5 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

Ten partnerships are on record, tiered core and minor.

• Born This Way FoundationcoreGTM or Marketing PartnerPartnership with Lady Gaga's foundation for the #BeKind challenge to promote kindness and emotional wellness. Collaborative initiative to spread the Choose Love message.
• The Tapping SolutioncoreStrategic or Co-development PartnerPartnership for 'Tapping for Stress Relief in Classrooms' program customized for the Choose Love Movement. Teachers and students learn to use tapping as a self-regulating tool.
• Zensational KidsminorStrategic or Co-development PartnerPartnered to combine yoga and mindfulness tools into the Choose Love curriculum through additional lesson plans.
• CASELcoreOthersCollaborative for Social and Emotional Learning standards alignment. Choose Love curriculum is aligned with CASEL's standards.
• Character.orgcoreOthersChoose Love curriculum is aligned with Character.org standards and received Promising Practices Award from this organization.
• Quinnipiac UniversityminorStrategic or Co-development PartnerPresented Scarlett Lewis with Honorary Doctorate of Humane Letters. Collaborative relationship with university.
• New Hampshire Department of CorrectionscoreImplementation/ SI/ Consulting PartnerImplementer of Choose Love for Corrections program. Commissioner Helen Hanks' leadership led to state-wide adoption at NH Correctional Facility for Women (2021) and NH State Prison for Men (2022).
• Dr. Maria Ortner and The Tapping SolutionminorStrategic or Co-development PartnerEvent partner for Jesse's Birthday Fundraiser, providing wellness offerings at the event.
• Newtown Youth and Family ServicesminorGTM or Marketing PartnerEvent partner for community wellness day activities and outreach.
• Mothers Against Drunk Driving (MADD)minorGTM or Marketing PartnerEvent partner for Jesse's Birthday Fundraiser focusing on prevention and wellness.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Nearpod: Nearpod is a broader K-12 instructional and SEL-inclusive edtech platform with embedded social-emotional learning activities, offering a much wider portfolio that includes SEL-adjacent content.
• Common Sense Education: Common Sense Education provides K-12 SEL, digital citizenship, and well-being resources to schools at no cost, competing in the same free-distribution tier while offering a broader thematic portfolio.

Direct peers

• Character Strong: Character Strong provides Pre-K through 12th grade character development and SEL curriculum and professional development to schools, closely overlapping the Choose Love for Schools offering and CASEL-aligned positioning.
• Sanford Harmony (Sanford Programs): Sanford Harmony is a Pre-K through 6th grade SEL program focused on peer relationships and community building, a direct competitor in the school-based SEL curriculum space.
• Purpose Prep: Purpose Prep delivers K-12 social-emotional learning curriculum and educator training with a values-based approach, closely comparable to Choose Love's formula-based character education model.
• BASE Education: BASE Education offers a CASEL-aligned, online SEL curriculum for high school and middle school students with self-paced lessons, competing for the same district-and-classroom SEL budget allocations.
• Committee for Children (Second Step): Committee for Children develops the widely adopted Second Step SEL curriculum for Pre-K through 8th grade, directly competing with Choose Love for Schools in the CASEL-aligned, district-purchased SEL curriculum market.
• Botvin LifeSkills Training: Botvin LifeSkills Training provides evidence-based prevention and SEL programs for school-aged youth focused on substance abuse and violence prevention, addressing the same 'diseases of despair' outcomes targeted by Choose Love.

Emerging players

• Pinkerton (Rachel's Challenge): Rachel's Challenge operates school assembly and character programs inspired by the Columbine tragedy, comparable to Choose Love's tragedy-rooted school-based assembly, keynote, and curriculum model.

Others

• CASEL (Collaborative for Academic, Social, and Emotional Learning): CASEL is a standards and advocacy organization that defines the SEL framework to which Choose Love aligns, making it both a partner and the de facto gatekeeper of credibility in the SEL curriculum market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/chooselovem
• YouTubeyoutube.com/user/chooselovefoundation
• Facebookfacebook.com/JLChooseLove
• LinkedInlinkedin.com/company/the-jesse-lewis-choose-love-foundation
• Instagraminstagram.com/chooselovemovement
• Pinterestpinterest.com/jlchooselove

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Jesse Lewis Choose Love Movement