What Joy Smith Foundation does

The Joy Smith Foundation (The Joy Smith Foundation Inc., Registered Charity #801652314RR0001) is a Canadian non-profit organization founded on October 27, 2012 by former Member of Parliament Joy Smith and headquartered in Winnipeg, Manitoba. Its mission is the prevention, intervention, and survivor support of human trafficking in Canada. Core programs include the National Human Trafficking Education Centre (NHTEC), an online learning hub launched in October 2021 that delivers free self-guided and instructor-led courses, webinars, and seminars in Prevention and Intervention streams; in-person and virtual prevention workshops booked directly with the Foundation and delivered across Canada; and survivor support services through which the Foundation claims to have assisted more than 7,000 survivors and their families. Additional offerings include a national awareness campaign ("See The Signs"), an annual community fundraiser ("Joy In Action"), a podcast ("Luma and Bloom," launched November 2023), and a documentary ("Human Trafficking: Canada's Secret Shame"). Revenue derives primarily from individual donations and a tiered monthly giving program ($25, $45, $150, and $1,000 per month), supplemented by government grants (Province of Manitoba, federal Women and Gender Equality Canada), corporate partnerships (Air Canada Foundation, Telus Friendly Future Foundation, Diamond Marketing Group), and a single-channel e-commerce storefront selling books, documentary DVDs, poster kits, Bible studies, and branded merchandise at $10–$99 price points. Operations are run by approximately six paid staff with volunteer support, organized into provincial arms in Manitoba, Alberta, British Columbia, and Ontario. The Foundation does not operate a proprietary technology platform; its digital surface consists of the NHTEC website, the main joysmithfoundation.com site, and standard e-commerce/CRM tooling, with earned media (CTV, CBC, Global News, Winnipeg Free Press) carrying significant awareness weight.

Name

Joy Smith Foundation

Legal name

The Joy Smith Foundation Inc.

Website

https://joysmithfoundation.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

The Joy Smith Foundation is a Canadian non-profit charity that delivers education, prevention workshops, and survivor support services for human trafficking across Canada via its NHTEC online learning hub and a network of provincial arms.

Ownership category

akta.pro rank

Product category

Human Trafficking Prevention Services

NAICS

Individual and Family Services (6241), Child and Youth Services (62411), Human Rights Organizations (813311), Educational Support Services (611710)

SIC

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

akta.pro primary industry

Youth Justice, At-Risk Youth & Violence Prevention Nonprofits (BPAGADAM)

akta.pro secondary industries

Child Protection & Child Rights (BPAGABAG), Reentry & Justice-Involved Support Services (BPAGAEAN)

Keywords

• Human trafficking prevention
• Nonprofit education programs
• Survivor support services
• Awareness campaign services
• Community fundraising initiatives

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices2 records

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 Charitable Contributions: The foundation relies primarily on donations from individuals, corporations, and government sources. Monthly giving programs provide consistent and reliable funding for long-term prevention and intervention programs.
2. Product Sales: Sale of educational resources, books, documentaries, and merchandise including poster kits, educational materials, and jewellery. All products support the foundation's mission.
3. Government Grants: Funding from government partners including the Province of Manitoba and Woman and Gender Equality (WAGE) for awareness and prevention programs.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

The Joy Smith Foundation is a Canadian registered charity delivering human trafficking prevention, intervention, and survivor support services across Canada. Its core offerings include the National Human Trafficking Education Centre (NHTEC) providing free online courses and training, in-person and virtual prevention workshops delivered to schools and community groups, survivor support and advocacy services, and the sale of educational resources, books, documentaries, and awareness merchandise through its online storefront.

Product overview

The Joy Smith Foundation is a Canadian non-profit organization (Registered Charity #801652314RR0001) focused on human trafficking prevention, intervention, and survivor support. The organization operates as a single integrated mission rather than a platform-plus-modules architecture. Its core offerings include the National Human Trafficking Education Centre (NHTEC), an online education hub providing free courses, webinars, and training programs in Prevention and Intervention streams; prevention workshops delivered in-person or virtually across Canada; and educational resources including documentary films, books, poster kits, and Bible studies. The Foundation also sells branded merchandise (jewelry, children's books) through its online store with proceeds supporting awareness programs. The product portfolio centers on education as the primary tool for prevention, complemented by survivor support services and community awareness campaigns.

Differentiator

Problem solved

Functional benefit

Brands

• National Human Trafficking Education Centre (NHTEC): Canada's first and only education centre created to comprehensively address human trafficking on a national scale, offering free educational courses, webinars, seminars and online training.
• Joy In Action
• See The Signs
• Luma and Bloom

Products and services

• National Human Trafficking Education Centre (NHTEC) Canada's first and only national online education centre for human trafficking, offering free educational courses, webinars, seminars, and online training in Prevention and Intervention streams, delivered in self-guided and instructor-led formats in-person or virtually. Targeted at educators, front-line responders, parents, and the general public across Canada.
• Prevention Workshops In-person or virtual workshops delivered anywhere in Canada, providing education on human trafficking awareness, warning signs recognition, and intervention strategies. Targeted at schools, organizations, and community groups.
• Human Trafficking in Canada: Educational Resource
• Human Trafficking: Canada's Secret Shame (Documentary) Documentary priced at $24.99 about human trafficking in Canada, featuring authentic stories told by experts, NGO directors, police officers, a reformed trafficker, a parent whose daughter was trafficked, and a survivor. Targeted at educators, community groups, and the general public.
• Trafficking Signs Poster Kit (Large)
• Trafficking Signs Poster Kit (Small)
• The Christian Response to Human Trafficking in Canada: Bible Study
• The True Story of Canadian Human Trafficking by Paul H. Boge
• Faith, Life & Leadership
• The Beaver and the Muskrat
• The Mother Bear Necklace
• Free Educational Resources and Materials

Quantifiable outcome

• 7000+ survivors helped
• +2 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

13 partnerships are on record, tiered core, supporting and minor.

• Air Canada FoundationcoreGTM or Marketing PartnerAwareness partner assisting in shining a spotlight on human trafficking in Canada. The Air Canada Foundation supports transportation and other resources to help survivors and raise awareness.
• Telus Friendly Future FoundationcoreGTM or Marketing PartnerAwareness partner contributing to prevention and education initiatives. Supports technology and community-based programs.
• Province of ManitobacoreGTM or Marketing PartnerGovernment partner supporting awareness and prevention programs in Manitoba.
• Woman and Gender Equality (WAGE)coreGTM or Marketing PartnerFederal government partner supporting gender equality initiatives and human trafficking prevention efforts.
• Diamond Marketing GroupsupportingGTM or Marketing PartnerAwareness partner helping to promote human trafficking awareness campaigns and initiatives.
• Taylor Reid ProductionssupportingStrategic or Co-development PartnerProduction partner contributing to documentary and media content creation.
• Appelt's DiamondsminorGTM or Marketing PartnerCommunity partner that actively raises funds in their community to support foundation work.
• The Plant ChroniclerminorGTM or Marketing PartnerCommunity partner raising funds through their business to support awareness programs.
• Urban TacticalminorGTM or Marketing PartnerCommunity partner actively raising funds in their community.
• Flatland Apparel CompanyminorGTM or Marketing PartnerCommunity partner raising funds through apparel sales to support foundation work.
• Hilary Druxman DesignminorGTM or Marketing PartnerJewellery designer who created the Mother Bear Necklace for the foundation. 100% of net proceeds support awareness programs.
• Ontario Trucking Association (OTA)coreStrategic or Co-development PartnerPartnership to combat forced labor in the trucking industry. Launched labor trafficking awareness campaign in 2025 targeting the trucking sector.
• Manitoba Trucking Association (MTA)coreStrategic or Co-development PartnerJoined campaign against labor trafficking in trucking industry in Manitoba in 2025.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Covenant House Toronto: Major Canadian NGO serving at-risk and trafficked youth through shelter, housing, and outreach. Comparable target population (at-risk youth) and survivor-support services, though operating at much larger scale with residential programs.
• International Justice Mission (IJM) Canada: Global anti-trafficking organization with active Canadian operations focused on rescue, restoration, and policy. Comparable mission and legislative advocacy, but with international reach and law enforcement partnerships beyond JSF's scope.
• Canadian Centre to End Human Trafficking: Canada's federally funded national coordination body on human trafficking, operating the Canadian Human Trafficking Hotline. Directly comparable to JSF in mission and Canadian national scope, but focused on coordination and survivor referral rather than direct education delivery.
• Children of the Street Society: Canadian society delivering prevention education to youth, parents, and educators on sexual exploitation and trafficking. Closely comparable mission, educational workshop delivery, and school-based engagement model.
• A21 (A21 Campaign): International anti-trafficking nonprofit providing prevention, protection, and prosecution programs with education and survivor support. Directly comparable mission and educational curriculum approach, though operations span multiple countries.
• Polaris Project: U.S.-based anti-trafficking organization running the National Human Trafficking Hotline and prevention education. Highly comparable education and survivor-support mission; geographic peer (US vs Canada).

Emerging players

• Big Brothers Big Sisters of Canada: Canadian youth mentoring nonprofit addressing risk factors that overlap with trafficking vulnerability. Comparable at-risk youth focus and prevention-through-mentoring approach, though not trafficking-specific.
• Thorn (Digital Defenders of Children): Tech-driven anti-trafficking NGO building tools to identify victims and disrupt exploitation networks. Comparable mission to combat child trafficking with an education/technology overlay; smaller staff and funding versus JSF's community-led model.

Regional players

• Native Women's Resource Centre of Toronto: Indigenous-led Canadian NGO serving women and youth vulnerable to trafficking and exploitation. Comparable population segment and survivor support model, but focused on Indigenous and Toronto-specific service delivery.

Broad incumbents

• Canadian Centre for Child Protection (CCCP): Charity operating Cybertip.ca and child safety education programs across Canada. Comparable national prevention education mandate and child-protection focus, with deeper technological infrastructure and government funding.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/joysmithfoundation
• Instagraminstagram.com/joysmithfoundation
• LinkedInlinkedin.com/company/joy-smith-foundation

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Joy Smith Foundation