Amy Krouse Rosenthal Foundation

Name

Amy Krouse Rosenthal Foundation

Legal name

Amy Krouse Rosenthal Foundation

Website

https://amykrouserosenthalfoundation.org

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Charitable Foundation

NAICS

Grantmaking Foundations (813211), Voluntary Health Organizations (813212)

SIC

Services-Social Services (8300)

akta.pro primary industry

Health & Medical Research Grantmaking Foundations (BPAGAKAL)

akta.pro secondary industries

Education Grantmaking Foundations (BPAGAKAK), Disease-Specific Research & Support (e.g., Cancer, Diabetes, ALS) (BPAGACAA)

Keywords

• Childhood literacy programs
• Ovarian cancer research
• Nonprofit grantmaking
• Charitable foundation
• Early detection research

Headquarters

HQ city

Evanston

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations and Charitable Contributions: The foundation raises funds through individual donations, corporate sponsorships, and third-party fundraising campaigns. Donations are accepted online via the website, by mail, and through donor-advised funds. The foundation is a qualified 501(c)(3) organization (Tax ID#: 82-0794561), making contributions tax-deductible.
2. Merchandise Sales (Shop): The foundation operates a shop selling merchandise including shirts, cards, candles, soaps, and other items through third-party platforms (Redbubble, HHPLift, Merrill Henson Smith). Proceeds support the foundation's mission.
3. Yellow Umbrella Campaign Sponsorships: Annual fundraising event featuring sponsorship tiers (MORE–Hope level and above) with recognition in campaign marketing materials. The campaign has celebrity support and is the foundation's flagship annual fundraising initiative.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

The Amy Krouse Rosenthal Foundation is a 501(c)(3) charitable nonprofit that operates grant programs and community platforms supporting two missions: ovarian cancer early detection research and childhood literacy. It funds scientific research grants (administered with the Foundation for Women's Cancer) and innovator awards ($500–$5,000) targeting earlier diagnosis, and it donates books to schools, libraries, and nonprofit literacy partners nationwide (including a national partnership with Save the Children that has distributed 300,000+ books). Fundraising is driven primarily by the annual Yellow Umbrella Campaign, individual donations, and merchandise sales through third-party platforms.

Product overview

The Amy Krouse Rosenthal Foundation operates as a non-profit charitable organization rather than a commercial product company. Its offerings consist of grant programs and fundraising campaigns focused on two mission areas: ovarian cancer early detection research and childhood literacy. The main products include: the AKRF Book Grant (distributing books nationwide), the Ovarian Cancer Early Detection Research Grants (funding scientific research), the AKRF Ovarian Cancer Innovator Award (funding awareness projects), the Yellow Umbrella Campaign (annual fundraiser), Speaking Up (story-sharing platform), and the Learning Library (book-based educational activities). These programs work together to advance the Foundation's dual missions of improving ovarian cancer outcomes through early detection and promoting child literacy through book access.

Differentiator

Problem solved

Functional benefit

Products and services

• AKRF Book Grant Annual grant program that donates Amy Krouse Rosenthal's books to schools and nonprofit organizations nationwide, distributing titles such as I Wish You More to communities committed to literacy and access to books. Open to U.S. schools, libraries, and literacy-focused nonprofits that apply via the foundation website.
• AKRF Ovarian Cancer Innovator Award Grant program offering $500–$5,000 per project that funds projects raising awareness of ovarian cancer, educating on symptoms and early detection (BEAT acronym: Bloating, Eating difficulty, Abdominal pain, Toilet changes), and bringing fresh ideas to the fight against the disease. Open to applicants nationwide including organizations such as Tina's Wish.
• Ovarian Cancer Early Detection Research Grants Annual research grants funding early-stage ovarian cancer science including biomarker discovery, liquid biopsy technologies, plasma proteomics, cfDNA methylation, platelet-based detection, satellite repeat RNA biomarkers, and immunoprevention research. Administered in partnership with the Foundation for Women's Cancer, with recipients at leading academic medical centers including Dana-Farber, MD Anderson, USC, University of Pittsburgh, and University of Chicago Medicine.
• Yellow Umbrella Campaign Annual fundraising campaign honoring Amy Krouse Rosenthal's legacy, supporting ovarian cancer research and childhood literacy initiatives through sponsorships and donations. Features the Yellow Umbrella Party with celebrity supporters including Jennifer Garner, Julia Louis-Dreyfus, Julie Andrews, Jeff Tweedy, and Katie Couric, and tiered sponsorship recognition starting at the MORE–Hope level.
• Speaking Up: Ovarian Cancer Stories Online community space where ovarian cancer patients, survivors, and their families share personal stories, find community, and make their voices heard about their experiences with the disease. Features testimonials from multiple survivors including Bri G., Katie Mussio, Rosanna, Anne Marie, Deborah Binder, Randalynn, Kimberly Richardson, Erin Konrath, Donna Rosin, Sachia Stonefeld Powell, and Susan Eisenberg, with related podcast appearances.
• AKR Book Activities (Learning Library) Collection of free educational activities and videos inspired by Amy Krouse Rosenthal's books, designed to deepen comprehension, spark creativity, and make reading joyful for families, educators, and caregivers. Covers books including Al Pha's Bet, Choo Choo School, Don't Blink!, Dear Girl/Dear Boy, Duck! Rabbit!, Exclamation Mark, Friendshape, I Wish You More, Little Pea/Little Hoot/Little Oink, and others, with associated activity kits hosted on publisher platforms.

Quantifiable outcome

• 350,000+ books donated to schools and nonprofit organizations nationwide
• +4 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

Partnerships

15 partnerships are on record, tiered core and minor.

• Save the ChildrencoreStrategic or Co-development PartnerPartnership with Save the Children to distribute books through national initiatives including Make Summer Fair, 100 Days of Reading, and Stuff the Bus, ensuring children have consistent access to books year-round. More than 300,000 books have been distributed through this partnership.
• Foundation for Women's CancercoreStrategic or Co-development PartnerAKRF's primary annual ovarian cancer early detection research grants are administered in partnership with the Foundation for Women's Cancer, which handles grant application processes, review, and disbursement.
• Eleven Eleven FoundationminorStrategic or Co-development PartnerPartnered with AKRF to support plasma proteomic studies at the University of Chicago led by Dr. Ernest Lengyel to distinguish benign from malignant adnexal masses for earlier diagnosis.
• Little Free LibrariesminorStrategic or Co-development PartnerThe foundation builds, installs, and stocks Little Free Libraries in neighborhoods with limited access to books, as part of its childhood literacy mission.
• Tina's WishminorGTM or Marketing Partner2025 Innovator Award recipient expanding the 'What to Know Down Below' podcast and awareness campaign, distributing ovarian cancer symptom cards widely to help women recognize symptoms earlier.
• Dana-Farber Cancer InstitutecoreStrategic or Co-development Partner2020 AKRF grant recipient for research on satellite repeat RNAs as novel biomarkers for early ovarian cancer detection. Research generated pivotal preliminary data.
• MD Anderson Cancer CentercoreStrategic or Co-development PartnerMultiple AKRF grant recipient (2021 and 2026) for platelet metabolic profiling research and transposable elements investigation toward immunoprevention of ovarian cancer.
• University of Chicago MedicinecoreStrategic or Co-development PartnerMultiple AKRF grant recipient (2022, 2023-2024, 2025) for liquid biopsy research, STIC lesion evolution studies, and epithelial ovarian cancer cell of origin research led by Dr. Ernst Lengyel.
• University of PittsburghminorStrategic or Co-development Partner2022 AKRF grant recipient for research on immune landscapes of early precancerous lesions, investigating how the immune system interacts with early serous proliferations.
• University of Southern California (USC)minorStrategic or Co-development Partner2021 AKRF grant recipient for cfDNA methylation liquid biopsy research to distinguish benign from malignant pelvic masses.
• Penguin Random HouseminorChannel Partner/ Reseller/ DistributorPublisher of many of Amy's children's books including Uni the Unicorn and Don't Blink! Activity kits are hosted on Penguin Random House promotional pages.
• ScholasticminorChannel Partner/ Reseller/ DistributorPublisher of Exclamation Mark and Friendshape. Activity kits for these books are used with Scholastic's permission and featured on Scholastic's platform.
• HarperCollins Children's BooksminorChannel Partner/ Reseller/ DistributorPublisher of One Smart Cookie. Activity kit for the book is used with permission of HarperCollins Children's Books.
• Chronicle BooksminorChannel Partner/ Reseller/ DistributorPublisher of Duck! Rabbit! The classroom guide is used with permission of Chronicle Books LLC.
• Random House Children's BooksminorChannel Partner/ Reseller/ DistributorPublisher of Don't Blink! Activity kits for the book are hosted on Random House Children's Books promotional pages.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• First Book: Nonprofit that distributes books and educational resources to children from low-income families, partnering with schools and literacy programs. Closest direct functional peer to AKRF's Book Grant program in scale, model, and beneficiary population.
• Tina's Wish: Nonprofit dedicated specifically to ovarian cancer early detection research, with a research grant program and awareness campaigns. AKRF lists Tina's Wish as a partner; it is the closest functional peer on the early-detection research mission.
• Reach Out and Read: Pediatric literacy nonprofit that integrates book distribution into pediatric care. Comparable as a childhood literacy grantmaking/distribution organization with a similar beneficiary model focused on underserved children.
• Reading Is Fundamental (RIF): Long-standing children's literacy nonprofit providing books and literacy resources to under-served kids. Directly comparable mission and beneficiary overlap with AKRF's Book Grant and Learning Library programs.
• Ovarian Cancer Research Alliance (OCRA): Largest ovarian cancer-focused nonprofit in the US, funding research grants and advocating for patients. Directly comparable as a grantmaking foundation supporting ovarian cancer research with a similar survivor/community engagement model.
• Dolly Parton's Imagination Library: Mass-scale book gifting program mailing free books to children from birth to age five. Directly comparable in mission to AKRF's childhood literacy arm and in leveraging a celebrity/personal brand as the fundraising engine.
• Foundation for Women's Cancer: Gynecologic cancer research and education foundation that actually administers AKRF's ovarian cancer research grants. Functions as a peer grantmaker in the same women's cancer research space with overlapping institutional partners.
• National Ovarian Cancer Coalition: National nonprofit supporting ovarian cancer survivors and funding awareness/education programs. Comparable as a grantmaking + awareness foundation serving women affected by ovarian cancer, with a similar survivor storytelling focus.

Broad incumbents

• American Cancer Society: Largest US cancer nonprofit funding broad cancer research, including significant ovarian cancer research grants. Serves as the broad incumbent against which smaller disease-focused foundations like AKRF compete for donor mindshare.
• Stand Up To Cancer: High-profile cancer research funder using celebrity-driven fundraising and large collaborative research grants. Comparable in celebrity-led fundraising model and research-grantmaking focus, but at substantially greater scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCy8d8MvCdX960stsVGvrSxg
• LinkedInlinkedin.com/company/amy-krouse-rosenthal-foundation

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Amy Krouse Rosenthal Foundation