Mamas for Mamas

What Mamas for Mamas does

Mamas for Mamas is a registered Canadian charity (Charitable #819134982 RR0001) operating as a specialized poverty relief agency and inclusive community for mothers, caregivers, and families experiencing financial hardship, food insecurity, housing instability, or domestic violence. Founded in 2014 by Shannon Christensen in Kelowna, BC, the organization operates eight physical branches (Kelowna, Vancouver, Calgary, Edmonton, Kitchener/Waterloo, Victoria, South Okanagan, Campbell River) alongside 54+ digital community chapters built on Facebook groups, reaching 250K+ online community members and 125,632 families served cumulatively.

The service portfolio is built around the Karma Market free-store model — where qualifying families access clothing, baby gear, formula, diapers, and household items at no cost using kindness as currency — and an At-Risk Comprehensive Support Program with one-on-one social worker engagement. Layered on top are specialized programs: Sustainable Nourishment (a half-acre Kelowna farm producing 38,000 lbs of produce and 20,000+ eggs annually, plus Calgary food hampers and nutrition counselling), Mental Health and Wellness (no-fee clinical counselling and psycho-educational groups serving 1,000+ individuals per year and 5,000+ cumulatively), Tiny Bundles (357,000+ diapers distributed since 2017), Family Court Support, Young Mama/Teen Support, Fill the Gap Dental, Back to School, and Deaf and Hard of Hearing. Technology is deliberately lightweight: a Facebook-group-driven sharing economy, an online support application, and Setmore for Karma Market appointments.

Funding comes from individual donations, the $26/month 26 Collective subscription program, corporate partnerships (Loulou Lollipop, Calgary Flames Foundation, Ashley Furniture/Dufresne, Prospera Foundation, Coast Capital, United Way BC), planned giving, events (Vice & Vibes Gala, Christmas in July), and in-kind donations of goods. Distribution relies on partner referrals (Interior Health, Elizabeth Fry Society, Women's Shelters, MCFD) and self-referral, with services provided at no cost.

Name

Mamas for Mamas

Legal name

Mamas for Mamas

Website

https://mamasformamas.org

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Mamas for Mamas is a Canadian registered charity operating eight physical branches and 54+ online community chapters to provide free material aid, mental health counselling, food security, and legal advocacy to mothers and caregivers facing poverty across Canada.

Ownership category

akta.pro rank

Product category

Poverty Relief and Community Social Services

NAICS

Child and Youth Services (62411), Individual and Family Services (6241), Other Individual and Family Services (624190), Emergency and Other Relief Services (624230)

SIC

Services-Social Services (8300)

akta.pro primary industry

Maternal, Child & Family Health Organizations (BPAGACAF)

Keywords

• Poverty relief services
• Community social services
• Maternal support programs
• Food security programs
• Mental health counselling

Headquarters

HQ city

Kelowna

HQ country

Canada

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Others

Revenue model

1. Individual Donations: One-time and monthly monetary donations from individual supporters, including the 26 Collective monthly giving program at $26/month.
2. Corporate Partnerships: Corporate matching gifts, partnered products where percentage of proceeds donated, 1% Partnership program for companies committing 1% of revenue, event sponsorships, and cause-related marketing campaigns.
3. Planned Giving: Legacy gifts including bequests in wills, RRSP/RRIF beneficiaries, life insurance, charitable remainder trusts, residual interest gifts, and stock/securities donations.
4. In-Kind Donations: Physical donations of baby gear, clothing, food, toys, and other items distributed through Karma Market free stores.
5. Events and Fundraising: Revenue from events including Vice & Vibes Gala, Christmas in July, and personal fundraising campaigns through Trellis platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Mamas for Mamas is a Canadian registered charity that provides barrier-free poverty relief services to mothers, caregivers, and families in need. The organization operates Karma Market free stores offering clothing, baby supplies, and household goods at no cost, alongside the Sustainable Nourishment Program (food hampers and farm-fresh produce), the Mental Health and Wellness Program (no-fee clinical counselling), the Tiny Bundles Program (diapers and baby essentials), legal advocacy through the Family Court Support Program, and youth-focused mentorship via the Young Mama/Teen Support Program. All services are provided free of charge and funded through individual donations, corporate partnerships, planned giving, and fundraising events.

Product overview

Mamas for Mamas is a national Canadian charitable organization that operates as a specialized poverty relief agency and inclusive community for mothers and caregivers. The organization offers a comprehensive suite of programs built around its core Karma Market (a free store model) and the At-Risk Comprehensive Support Program, supplemented by specialized services including the Sustainable Nourishment Program (food security through farm and hampers), Mental Health and Wellness Program (no-fee clinical counselling), Tiny Bundles Program (baby essentials), Family Court Support Program (legal advocacy), Young Mama/Teen Support Program, Back to School Program, Fill the Gap Dental Program, and Deaf/Hard of Hearing Program. The organization also operates donor programs including The 26 Collective monthly giving, Sponsor a Mama, Holiday Sponsor Program, and campaign initiatives like Safe Haven and Invisible Homelessness. With branches across Canada (Kelowna, Vancouver, Calgary, Edmonton, Kitchener/Waterloo, Victoria, South Okanagan, Campbell River), the organization serves families through both physical locations and a digital sharing economy platform.

Differentiator

Problem solved

Functional benefit

Brands

• The 26 Collective: A national community of monthly donors who commit $26 per month to support families across Canada.
• Champions of Change
• Karma Market
• Whole Mama Wellness

Products and services

• Karma Market A free store at branch locations where families in need can access clothing, shoes, seasonal wear, formula, diapers, baby furniture, and gear at no cost. The only currency requested is kindness to fellow neighbours. Families book appointments through the Setmore platform.
• Sustainable Nourishment Program A multi-layered food security initiative combining fresh produce hampers, farm-grown vegetables from the Kelowna farm, eggs from 95 laying hens, and nutrition counselling to address immediate food needs while building long-term food resilience for families.
• Mental Health and Wellness Program Provides no-barrier, no-fee access to registered clinical counsellors offering individual and group counselling, mindfulness groups, pregnancy and infant loss support, and Whole Mama Wellness programs. Serves over 1,000 individuals annually and 5,000+ mamas, papas, and caregivers since founding.
• Tiny Bundles Program Provides diapers, wipes, formula, baby bottles, clothes, equipment, and postpartum essentials to families at no cost. Since 2017, has distributed over 357,000 diapers across branches in BC, Alberta, and Ontario.
• At-Risk Comprehensive Support Program Provides 1-1 support with social workers to help low-income mamas overcome poverty barriers including homelessness, abuse, lack of basic resources, and access to the Karma Market. Includes referrals to mental health counselling and other specialized programs.
• Family Court Support Program Provides legal advocacy and court support for low-income families and mothers experiencing domestic violence who do not qualify for legal aid. Assists with court appearances, affidavits, custody issues, and Ministry of Child and Family Development involvement.
• Young Mama / Teen Support Program Mentorship-based program for young mothers under 24 years old teaching life skills including healthy cooking on a low income, parenting, nutrition, job preparation, budgeting, and accessing community resources. Also includes a Teen Support program for youth of all genders needing basic resources.
• Back to School Program Provides essential school supplies including backpacks, notebooks, pencils, calculators, and clothing items to over 600 children and youth annually who otherwise would start the school year unprepared.
• Mamas Wellness Groups
• Fill the Gap Dental Program Provides no-cost dental hygiene appointments and preventative care for mamas, caregivers, and children living in poverty through partnerships with mobile dental providers like Tooth Express and Care Dental Kelowna.
• Deaf and Hard of Hearing Program Provides free American Sign Language classes for parents/guardians of deaf or hard-of-hearing children, plus financial assistance for hearing aids, ear molds, and equipment after government funding ends at age 3.

Quantifiable outcome

• 125,632 families received a hand up
• +3 more outcomes

Named customers1 record

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

Twelve partnerships are on record, tiered core and supporting.

• Loulou LollipopcoreGTM or Marketing PartnerPartnered products relationship where every Loulou Lollipop order helps feed a baby through Mamas for Mamas. The partnership ensures no baby in the Mamas network goes without formula, addressing the urgent need when families cannot afford formula costing $150-$280 per month per baby.
• Calgary Flames FoundationcoreGTM or Marketing PartnerSupports the Sustainable Nourishment Program in Calgary, providing food hampers to families who cannot immediately access support through other agencies. Helps fill gaps when families face food insecurity.
• Ashley Furniture (The Dufresne Group)coreGTM or Marketing PartnerPartners with Mamas for Mamas Calgary to support food hamper distribution and emergency relief efforts for families in need.
• Prospera FoundationcoreGTM or Marketing PartnerSponsor of the Mental Health and Wellness Program at Mamas for Mamas, supporting the provision of clinical counselling and mental health services to families at no cost.
• Coast Capital SavingscoreGTM or Marketing PartnerSupports the Young Mama/Teen Support Program, helping provide resources and mentorship to young mothers and teen parents under 24 years of age.
• Tooth ExpresscoreStrategic or Co-development PartnerMobile dental hygiene clinic partnership providing two no-cost dental hygiene appointments per month on-site at Mamas for Mamas locations. Eliminates barriers like transportation, waitlists, and cost for families needing dental care.
• Care Dental KelownasupportingStrategic or Co-development PartnerCommunity dental partner in Kelowna providing dental hygiene and preventative care services for the Fill the Gap Dental Program.
• University of British Columbia (UBC)coreStrategic or Co-development PartnerResearch partnership with UBC School of Nursing to speak with mamas and caregivers about their experiences accessing resources. Currently in second phase of research collaboration. Also partners on PPD, Anxiety, and Mood studies with CIHR and BC Women's Hospital.
• The Circle Of MAsupportingStrategic or Co-development PartnerPartnered program collaboration to support women's well-being through combined resources and community programming.
• United Way British ColumbiacoreStrategic or Co-development PartnerStrategic partnership providing support and resources for families across British Columbia through collaborative community programs.
• Donate a CarsupportingChannel Partner/ Reseller/ DistributorVehicle donation program partner allowing donors to contribute vehicles with proceeds supporting Mamas for Mamas programs.
• The Arbour Birth CentercoreStrategic or Co-development PartnerPartnership with The Arbour Birth Center in Calgary where Mamas for Mamas fundraises and collects donations to support low-income clients who cannot afford birth center costs. Over 1,300 babies have been born at the center since 1994.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Food Banks Canada: National network addressing food insecurity across Canada. Comparable to Mamas for Mamas' Sustainable Nourishment Program but operates an established food bank model rather than farm-based distribution.
• Canadian Mental Health Association (CMHA): National provider of mental health services and advocacy in Canada. Overlaps with Mamas for Mamas' Mental Health and Wellness Program but operates at a broader population scale.
• United Way Canada: National charity umbrella supporting community programs across Canada including poverty relief. Broader in scope but shares the model of multi-province service delivery and corporate donor solicitation.
• Children's Aid Foundation of Canada: National charity supporting children and youth involved with child welfare. Comparable to Mamas for Mamas' work with vulnerable families and children, but centered on child welfare system involvement.
• Salvation Army Canada: Large, established Canadian charity providing poverty relief, family services, housing, and community support. Much broader in scope but operates in the same core market of poverty relief for vulnerable families.

Regional players

• Daily Bread Food Bank: Major Greater Toronto Area food bank serving food-insecure families. Comparable to Mamas for Mamas' food security work but focuses purely on food distribution in a single region.

Direct peers

• Big Brothers Big Sisters of Canada: National youth mentoring organization operating across Canada. Closely comparable to Mamas for Mamas' Young Mama/Teen Support Program mentorship model and similar funding mix (donations, corporate partnerships).
• YWCA Canada: National Canadian federation providing housing, poverty relief, and empowerment services to women and families. Directly comparable to Mamas for Mamas in serving women and caregivers facing poverty, with similar multi-service model across Canada.
• Kids Help Phone: Canadian e-mental health service for youth and young adults. Comparable operating model of national digital-first service delivery supported by donations and corporate partnerships.

Emerging players

• Native Women's Shelter / Aboriginal Mother Centre Society: Canadian organizations providing shelter, support, and advocacy for Indigenous women and mothers. Comparable to Mamas for Mamas' Family Court Support and At-Risk Programs serving mothers in crisis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/mamasformamas.org
• LinkedInlinkedin.com/company/mamas-for-mamas

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Mamas for Mamas