i understand

What i understand does

i understand is a 501(c)(3) nonprofit organization founded in 2014 by Vonnie Woodrick and her children in Ada, Michigan, following the 2003 death by suicide of Woodrick's husband Rob. Its mission is to provide compassionate comfort, hope, and understanding to individuals and families affected by suicide and mental or brain health illness, with a deliberate framing of suicide as a terminal effect of mental illness rather than an intentional act. The organization operates with a small staff of approximately 8 employees, including Founder Vonnie Woodrick, Director of Operations Maddie Woodrick, and Creative Director Whitney Rottiers, governed by a Board of Directors and supported by an Honorary Board of prominent West Michigan community figures.

The organization's product and program portfolio is content- and community-led rather than technology-led. Core offerings include the Be the ONE Training (educational workshops on mental health and stigma reduction), i understand Cares (grief boxes with the founder's published book and support resources, sensory bags distributed at venues such as Van Andel Arena and DeVos Place, and co-facilitated monthly support groups including After Loss, Men's, and Suicide Attempt Survivor groups held at Forest View Hospital in partnership with Mosaic Counseling), and awareness campaigns (Pink Heart Project, Wear Care Share t-shirt initiative with 14,000+ distributed, Wristband Project, and the Love Never Dies Memorial Wall). The organization has authored or republished original content including the book "i understand Pain, Love, and Healing after Suicide" and the children's book "Marshmallow Clouds," and produces two podcasts ("Behind the Smile with Vonnie" and "Be the One with Aaron and Vonnie"). Technology infrastructure is limited to standard nonprofit web stack on WordPress with NeonCRM for donor management and event registration; there is no proprietary software, mobile app, or AI capability.

Revenue is generated entirely through donations: individual and recurring gifts, memorial gifts ranging from $50 to $50,000, corporate matching gift programs, planned/legacy gifts via wills and estates, merchandise sales through the Pink Heart Project, and event-driven fundraising including Be the ONE Run, Mental Health Rocks concert, and community dinners. Programs are funded through institutional grants and partnerships rather than fees to beneficiaries. Distribution is regional, focused on West Michigan (headquartered at 630 Kenmoor Ave SE, Suite 100, Grand Rapids), with extension statewide via the Michigan Sheriffs' Association (574 Victim Service Unit advocates across 52 units) and a Nationwide Resources page on the website. Strategic investments include funding the first full-time clinical nurse specialist position dedicated to mental health at a traditional hospital (Spectrum Health Helen DeVos Children's Hospital, effective July 2017), funding a Sensory Playroom that opened March 2021, and co-creating the Weathering Emotions exhibit at the Grand Rapids Children's Museum (October 2024). Revenue figures are not publicly disclosed.

Name

i understand

Legal name

i understand

Website

https://iunderstandloveheals.org

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

i understand is a West Michigan 501(c)(3) nonprofit that delivers grief support groups, educational programs, resource toolkits, and awareness campaigns to suicide loss survivors and families affected by mental illness across West Michigan and the broader state.

Ownership category

akta.pro rank

Product category

Mental Health Support Services

NAICS

Voluntary Health Organizations (813212), Individual and Family Services (6241), Other Individual and Family Services (624190)

SIC

Services-Social Services (8300), Services-Health Services (8000)

akta.pro primary industry

Mental Health & Crisis Support Services (BPAGACAD)

akta.pro secondary industry

Mental Health & Crisis Support Services (BPAGAEAH)

Keywords

• Mental health support
• Suicide loss services
• Grief support programs
• Mental health advocacy
• Community awareness campaigns

Headquarters

HQ city

Grand Rapids

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. Donations and Memorial Gifts: Primary revenue stream from individual donations, memorial gifts honoring deceased loved ones (ranging from $50 to $50,000), and recurring gift programs. Donors can designate funds to specific programs or general operations.
2. Fundraising Events: Revenue generated from hosting fundraising events including runs, concerts, yoga events, and community dinners. Includes Facebook fundraisers and cause marketing partnerships with businesses.
3. Merchandise Sales: Pink Heart Project merchandise including t-shirts and wristbands. Organization has given away over 14,000 t-shirts. Revenue supports mission and mental health awareness campaigns.
4. Legacy Gifts: Planned giving through wills and estate plans, allowing supporters to include i understand in long-term philanthropy goals.
5. Matching Gifts and Corporate Partnerships: Corporate matching gift programs where employers double employee donations. Sponsor programs for existing i understand initiatives.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

i understand is a nonprofit organization that provides compassionate comfort, hope, and understanding to individuals and families affected by suicide or mental/brain health illness. Its offerings include educational training (Be the ONE Training), peer-facilitated support groups, grief support kits (grief boxes, sensory bags), published books, podcasts, awareness campaigns, and community events. The organization funds clinical positions at partner hospitals and supplies toolkits to law enforcement victim service units.

Product overview

i understand is a nonprofit mental health organization founded in 2014 that provides compassionate comfort, hope, and understanding to those affected by suicide or mental/brain health illness. Rather than a technology product, i understand offers a portfolio of support programs and awareness campaigns including Be the ONE Training (educational workshops), Student Ambassador Program, i understand Cares (grief boxes, sensory bags, support groups), Pink Heart Project, Wristband Project, and Wear Care Share campaign. The organization also publishes books including 'i understand Pain, Love, and Healing after Suicide' and 'Marshmallow Clouds,' produces two podcast series ('Behind the Smile with Vonnie' and 'Be the One with Aaron and Vonnie'), maintains a digital Love Never Dies Memorial Wall, and distributes information sheets and resource guides. The organization advocates for changing the definition of suicide through a petition campaign and provides resources for suicide loss survivors through partnerships with healthcare providers.

Differentiator

Problem solved

Functional benefit

Products and services

• Be the ONE Training

Quantifiable outcome

• 574 Victim Service Unit advocates supported with resources
• +2 more outcomes

Named customers5 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered core and minor.

• Spectrum Health Helen DeVos Children's HospitalcoreStrategic or Co-development Partner · 1 July 2017i understand funded the first full-time clinical nurse specialist position dedicated to mental health in a hospital setting. Nurse Ashleigh Nurski educates hospital staff on mental health and provides patients and families with educational resources, emotional support, and care packages following mental health crises. Also funded Sensory Playroom opened March 2021 for children on the Autism Spectrum.
• Michigan Sheriffs' Association Victim Service UnitscoreStrategic or Co-development Partneri understand supports the Victim Service Units - volunteers who accompany officers into homes of families after suicide loss. Provided Courage and Compassion Recognition Certificates to all 574 advocates across 52 units in Michigan. Supplied toolkits including Vonnie's book, info cards, help cards, and bookmarks to support families.
• Grand Rapids Children's MuseumcoreStrategic or Co-development PartnerPartnership to create the Kimberly Mutch Bergner Memorial Mental Wellness Exhibit - an interactive exhibit teaching children and families to identify emotions through weather-themed activities. Opened October 2024.
• Grand Rapids GriffinsminorStrategic or Co-development PartnerCo-host Mental Health/Sensory Games featuring decreased stimulation for individuals sensitive to noise and strobing lights. Includes sensory rooms away from crowds with seating and non-volume screens.
• Celebration CinemaminorGTM or Marketing PartnerMental Health Advocate Training in partnership with Community of Hearts. Rounding up concessions transactions during Mental Health Awareness Month in May. Helps promote mental wellness throughout communities.
• Community of HeartscoreStrategic or Co-development PartnerPartnership for Mental Health Advocate Training programs. Co-facilitates support groups including After Loss, Men's, and Suicide Attempt Survivor groups.
• Mosaic CounselingcoreStrategic or Co-development PartnerLicensed therapists from Mosaic Counseling co-facilitate all i understand support groups (After Loss, Men's, Suicide Attempt Survivor) with lived experience facilitators from i understand.
• Forest View HospitalcoreStrategic or Co-development PartnerVenue partner for monthly support group meetings. Hospital provides space for After Loss, Men's, and Suicide Attempt Survivor support groups.
• Van Andel Arena, DeVos Place, and 20 Monroe LiveminorStrategic or Co-development PartnerProvide sensory bags at event venues for individuals who may experience sensory overload during games or concerts. Bags contain comfort items.
• Reeds Lake RunminorGTM or Marketing PartnerAnnual race event where i understand is beneficiary, promoting both physical and mental health through community exercise event.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Forefront (formerly Forefront Suicide Prevention): Washington-state-based nonprofit focused on suicide prevention education and loss survivor support, including the 'Reflections' program for suicide loss. Directly comparable in survivor support programming but concentrated in the Pacific Northwest.

Emerging players

• Crisis Text Line: National nonprofit providing 24/7 crisis support via text message. Comparable in suicide/mental health crisis focus but differentiated by digital-first, tech-enabled delivery model i understand does not operate.
• JED Foundation: Nonprofit protecting emotional health and preventing suicide among teens and young adults, with campus-based programming. Comparable in youth mental-health education and suicide prevention, especially via the Student Ambassador Program overlap.
• The Trevor Project: National nonprofit providing crisis intervention and suicide prevention for LGBTQ+ young people, including 24/7 digital/text support. Comparable in mission focus on suicide prevention but differentiated by demographic focus and digital-first delivery.
• Active Minds: Student-led nonprofit promoting mental health awareness on college and high school campuses. Comparable to i understand's Student Ambassador Program and shared focus on youth-driven mental health conversation.

Broad incumbents

• Mental Health America (MHA): Long-standing national nonprofit addressing mental health through screening tools, advocacy, and public education. Comparable in mission scope and nonprofit structure but with national reach i understand lacks.
• National Alliance on Mental Illness (NAMI): The largest US grassroots mental health advocacy nonprofit, providing support groups, public education, and policy advocacy. Operates at much greater scale across all mental illnesses, whereas i understand focuses specifically on suicide loss.

Direct peers

• Suicide Awareness Voices of Education (SAVE): National nonprofit focused on suicide prevention and supporting loss survivors through education, awareness, and advocacy. Closely aligned mission and similar programmatic structure (community events, survivor support, education).
• American Foundation for Suicide Prevention (AFSP): The largest US nonprofit dedicated to suicide prevention and support for loss survivors. Directly comparable as a 501(c)(3) providing survivor outreach, community education, advocacy, and research funding — and the obvious national incumbent i understand is positioned against.

Others

• Sandy Hook Promise: National nonprofit focused on gun-violence prevention and school safety programs including mental health and suicide prevention curricula. Thematically adjacent — comparable in school-based mental health programming and advocacy, but mission-center is different.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC8vO13W6RTIgqK_l1Mo-JXA/featured
• Facebookfacebook.com/iunderstandloveheals
• LinkedInlinkedin.com/company/i-understand
• Instagraminstagram.com/i_understand_loveheals

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 i understand