What IfNotNow does

IfNotNow Movement is a grassroots 501(c)(4) nonprofit advocacy organization founded in 2014 during Operation Protective Edge and headquartered at 1629 K Street NW, Washington, DC. It organizes American Jews to end U.S. support for Israel's apartheid system and to demand equality, justice, and a thriving future for Palestinians and Israelis. Its activities span chapter-based organizing in cities including DC, New York, Chicago, Los Angeles, Boston, Baltimore, and Philadelphia; mass mobilizations and civil disobedience; electoral campaigns; and coalition work with groups such as Jewish Voice for Peace, JFREJ, Rabbis 4 Ceasefire, and the Reject AIPAC Coalition (launched March 2024 with 20+ partner organizations). Notable named campaigns include Block the Bombs (H.R. 3565), Reject AIPAC, Jews for Shared Safety, and Synagogues for Shared Safety.

The organization's "products" are political campaigns and organizing infrastructure rather than software. Its technology stack consists of standard nonprofit tooling: a Squarespace-hosted website, Action Network for email and petition campaigns, Stripe and PayPal for payment processing, an SMS messaging program, and a merchandise e-commerce store. There is no proprietary technology development; the platform surfaces are community-facing (donate.ifnotnowmovement.org, actionnetwork.org letters, social media accounts on Facebook, Instagram, and X).

IfNotNow's business model is grassroots fundraising, with 95% of the operational budget sourced from individual member contributions. Annual membership dues are on a sliding scale from $5 to $500 per year based on income, with marginalized-identity members eligible for the lowest tier. Secondary revenue comes from merchandise sales (apparel, accessories, posters) priced $4-$30, and tax-deductible donations routed through the sister 501(c)(3) IfNotNow Education Fund. The organization has approximately 20 employees, no venture capital, no parent company, and operates exclusively within the United States.

Name

IfNotNow

Legal name

IfNotNow Movement

Website

https://ifnotnowmovement.org

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

IfNotNow Movement is a grassroots 501(c)(4) nonprofit advocacy organization, founded in 2014 and headquartered in Washington, DC, that mobilizes American Jews through chapter-based organizing, mass demonstrations, and electoral campaigns to end U.S. support for Israel's apartheid system.

Ownership category

akta.pro rank

Product category

Political Advocacy and Community Organizing

NAICS

Social Advocacy Organizations (8133), Human Rights Organizations (813311)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Global Health Advocacy, Policy & Rights Organizations (HLAJAKAO)

Keywords

• Grassroots advocacy
• Community organizing
• Political mobilization
• Membership fundraising
• Advocacy campaigns

Headquarters

HQ city

Washington

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, Technology or R&D, Others

Revenue model

1. Individual Member Contributions: The primary revenue source is individual member donations. 95% of the operational budget comes from individual contributions from members. Membership dues are on a sliding scale starting at $5/year.
2. Merchandise Sales: The organization sells branded merchandise including t-shirts, sweatshirts, hats, bags, pins, posters, and mugs through their online store.
3. Sister Organization (IfNotNow Education Fund): IfNotNow Education Fund is a 501(c)(3) sister organization that accepts tax-deductible donations for educational activities.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

IfNotNow Movement is a grassroots, member-funded 501(c)(4) advocacy organization of American Jews that organizes campaigns, protests, and electoral initiatives to end U.S. support for Israel's apartheid system. Its sellable offerings include an annual sliding-scale membership program, an online donation platform, and a branded merchandise store, alongside ongoing advocacy campaigns such as Block the Bombs, Synagogues for Shared Safety, and the Reject AIPAC Coalition.

Product overview

IfNotNow is a single-organization grassroots advocacy movement rather than a platform-plus-modules architecture. The core offering is political organizing and advocacy, delivered through membership, merchandise sales, and donation processing. Primary products include: the core IfNotNow Movement organizing body, an annual Membership Program with sliding-scale dues providing member access to programming and leadership opportunities, a Merchandise Store selling branded apparel and accessories, and a Donation Platform accepting online payments via multiple methods. The IfNotNow Education Fund (501(c)(3)) operates as a sister organization enabling tax-deductible giving. Campaign sub-products include the Block the Bombs Act advocacy campaign, Synagogues for Shared Safety organizing toolkit, Reject AIPAC Coalition electoral defense initiative, and a mobile/text messaging program for supporter communications.

Differentiator

Problem solved

Functional benefit

Products and services

• IfNotNow Movement Membership Program Annual membership program with sliding-scale dues ($5-$500/year based on income) that grants access to member-only programming, newsletters, volunteer opportunities, leadership roles, and discounts on merchandise for supporters of the movement.
• IfNotNow Merchandise Store Online store selling branded merchandise including apparel (sweatshirts, t-shirts, hats), accessories (pins, stickers, tote bags, mugs), and signs/posters supporting movement messaging, priced from $4 to $30.
• IfNotNow Donation Platform Online donation platform accepting credit/debit cards, PayPal, and ACH bank transfers, with a donor portal for managing recurring donations and updating payment information; donors can opt to cover processing fees.
• IfNotNow Education Fund (Sister 501(c)(3)) 501(c)(3) nonprofit public charity affiliated with IfNotNow Movement, offering tax-deductible donation options for supporters and funding educational activities related to the movement's mission.
• Block the Bombs Campaign Advocacy campaign enabling supporters to email members of Congress urging cosponsorship and passage of H.R.3565, the Block the Bombs Act, to prohibit sale or transfer of lethal U.S.-made weapons to Israel.
• Synagogues for Shared Safety Toolkit Campaign toolkit and organizing resources for synagogues, JCCs, day schools, and Jewish communal institutions to organize for shared safety alongside immigrants, trans and queer people, Black and Indigenous communities, and Palestinians.
• Reject AIPAC Coalition Multi-group electoral and political campaign coordinating opposition to AIPAC and its affiliated Super PACs, defending progressive members of Congress, and lobbying for candidates to reject AIPAC funding.

Quantifiable outcome

• 95% of operational budget from individual member contributions, demonstrating strong grassroots support
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Reject AIPAC CoalitioncoreStrategic or Co-development Partner · 11 March 2024A first-of-its-kind coalition launched on March 11, 2024, to take on AIPAC and its affiliated dark money Super PACs. Includes Justice Democrats, Working Families Party, US Campaign for Palestinian Rights Action, Jewish Voice for Peace Action, Sunrise Movement, Showing Up for Racial Justice, MPower Change Action Fund, Democratic Socialists of America, CommonDefense.us, Jews for Racial and Economic Justice, Center for Popular Democracy Action, Our Revolution, Dream Defenders, Progressive Democrats of America, RootsAction, Grassroot Global Justice Action, Justice is Global Action, Future Coalition, Peace Action, National Iranian American Council Action, and Gen-Z for Change. Coalition coordinates electoral defense, lobbying efforts, and calls for members of Congress to reject AIPAC funding.
• Rabbis 4 CeasefirecoreStrategic or Co-development PartnerCoalition of rabbis who co-organize Jewish community events with IfNotNow, including Chanukah for Ceasefire candle-lighting vigils and prayer services outside the U.S. Capitol.
• Jews For Racial & Economic Justice (JFREJ)coreStrategic or Co-development PartnerJFREJ co-organized Chanukah events with IfNotNow and shares the movement's progressive, anti-war Jewish values. The organizations collaborate on organizing efforts and community building.
• Jewish Voice for PeacecoreStrategic or Co-development PartnerJewish Voice for Peace co-organizes ceasefire protests and Chanukah events with IfNotNow. The organizations share a commitment to ending Israel's occupation and apartheid.
• IfNotNow Education FundcoreOthersIfNotNow Education Fund is the 501(c)(3) sister organization of IfNotNow Movement (501(c)(4)). It accepts tax-deductible donations for educational activities and works in conjunction with IfNotNow Movement.
• ShoreshminorStrategic or Co-development PartnerAnti-Zionist Israeli citizens organization that co-organized Chanukah events with IfNotNow, united in struggle for a just future in Palestine/Israel.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Justice Democrats: A progressive political action committee that recruits and supports progressive congressional candidates. A core member of the Reject AIPAC Coalition that operates in an adjacent progressive organizing space with shared movement DNA.
• Working Families Party: A minor political party and advocacy organization that is a core partner in the Reject AIPAC Coalition. Compares through coalition partnership, electoral targeting of pro-Israel candidates, and shared progressive base mobilization.
• Sunrise Movement: A youth-led climate and progressive political movement that partners with IfNotNow in the Reject AIPAC Coalition. Comparable as a grassroots mobilization organization with a similar young-progressive demographic and direct-action organizing model.
• Democratic Socialists of America (DSA): A major progressive political organization and coalition partner. Comparable in mobilizing young progressive activists for direct action and electoral campaigns, with overlapping membership demographics in the activist left.
• Showing Up for Racial Justice (SURJ): A national network organizing white people for racial justice. A coalition partner in Reject AIPAC, comparable in grassroots organizing model and progressive multiracial coalition-building approach.

Broad incumbents

• J Street: A larger, established pro-Israel/pro-peace advocacy organization operating in the same political space but with a more moderate, lobbying-focused approach. J Street represents the institutional Jewish center-left that IfNotNow explicitly distinguishes itself from, making it a relevant broader incumbent comparator.
• Americans for Peace Now: A longstanding U.S. Jewish advocacy organization supporting the Israeli peace movement. While more centrist and institutional than IfNotNow, it operates in the same Jewish foreign policy advocacy space and represents an alternative model for the same target audience.

Direct peers

• Jewish Voice for Peace: A Jewish-led anti-occupation and anti-apartheid advocacy organization that is the closest direct peer to IfNotNow. They co-organize protests and Chanukah events, share an ideological alignment, and target overlapping Jewish audiences. Both organizations explicitly align on ending U.S. support for Israeli military action.
• Jews for Racial & Economic Justice (JFREJ): A New York-based progressive Jewish organizing group that collaborates closely with IfNotNow on shared campaigns and community events. They target a similar demographic (progressive American Jews) with overlapping issue framing around justice, multiracial organizing, and migrant rights.
• Bend the Arc: Jewish Action: A progressive Jewish organizing movement focused on domestic U.S. social and economic justice issues. While less focused on Israel-Palestine, Bend the Arc operates in the same progressive Jewish organizing space and shares member demographics with IfNotNow.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/IfNotNowOrg
• Facebookfacebook.com/IfNotNowOrg
• Instagraminstagram.com/ifnotnoworg
• LinkedInlinkedin.com/company/ifnotnow

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 IfNotNow