Paramos ir labdaros fondas „Mamų unija”

What Paramos ir labdaros fondas „Mamų unija” does

Paramos ir labdaros fondas „Mamų unija" is a Lithuanian charitable foundation founded in 2008 by photographer Eglė Mėlinauskienė, herself a cancer survivor, to provide comprehensive support to children diagnosed with oncological diseases and their families. Operating from Vilnius district with a staff of approximately 7 employees plus specialized project managers, the foundation addresses the full care continuum from diagnosis through recovery, including financial support for treatment abroad (approximately 45,000 EUR per child per year for Switzerland-based care), psychosocial assistance, and family accommodation. Its service portfolio comprises Šeimos namai (Family Homes) near Santaros clinics providing free accommodation, a rehabilitation center delivering over 6,000 therapy sessions annually across physiotherapy, occupational therapy, speech therapy, and massage, the Pliušio dėžutė comfort plush program for hospitalized children, and educational content via the Burbulai mobile app reaching 7,000+ families.

The foundation operates through a multi-channel donation and fundraising infrastructure including online contributions via Paysera, SMS donations (€5 via short code 1344), the 1.2% Lithuanian income tax designation program, physical donation points in retail chains (Maxima, Rimi, Kika, Pegasas), McDonald's self-service terminals, Rimi bottle return machines, and an e-commerce merchandise store. A separate subsidiary entity, VšĮ „Mamų unijos šeimos namai," manages the Family Homes facilities. Corporate partnerships anchor a significant portion of funding, with Grigeo Group contributing over 145,000 EUR since 2020, and recent partnerships extending into UK-based Lithuanian diaspora fundraising (LCCUK), retail point-of-sale donation collection (McDonald's, Rimi), and adjacent healthcare services (Goštauto klinika dental care). The current director is Justina Mėlinauskaitė.

Name

Paramos ir labdaros fondas „Mamų unija”

Legal name

Paramos ir labdaros fondas „Mamų unija"

Website

https://mamuunija.lt

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Paramos ir labdaros fondas „Mamų unija" is a Lithuanian charitable foundation founded in 2008 that provides comprehensive support—accommodation, rehabilitation, financial assistance for treatment abroad, and psychosocial services—to children with oncological diseases and their families in Lithuania.

Ownership category

akta.pro rank

Product category

Charitable Foundation — Pediatric Cancer Support Services

NAICS

Child and Youth Services (624110), Individual and Family Services (6241), Voluntary Health Organizations (813212)

SIC

Services-Social Services (8300), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Rare Disease & Special Needs Support Organizations (BPAGACAM)

akta.pro secondary industries

Child Protection & Child Rights (BPAGABAG), Maternal, Newborn, Child & Adolescent Health (MNCAH) NGOs (HLAJAKAG)

Keywords

• Pediatric cancer support
• Family accommodation services
• Rehabilitation therapy services
• Charitable fundraising services
• Nonprofit family assistance

Headquarters

HQ city

Vanaginės k., Riešės sen.

HQ country

Lithuania

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Others, Marketing or Sales

Revenue model

1. Individual Donations: One-time and periodic donations from individuals, including SMS donations (5 EUR via 1344), online donations, and bank transfers. Donors can contribute via various payment methods including Swedbank, SEB, Luminor, Revolut, and international options via PayPal and GlobalGiving.
2. 1.2% Income Tax Donation (GPM): Annual campaign encouraging Lithuanian taxpayers to donate 1.2% of their income tax to the foundation. This is a significant recurring revenue stream.
3. E-commerce Sales: Sale of branded merchandise including watches, clothing, bags, thermoses, gift vouchers for family respite stays, food packages, hygiene product vouchers, and transport services. Products range from €16 to €199.
4. Corporate Partnerships: Long-term partnerships with businesses for financial support, cause-related marketing campaigns, volunteer programs, and in-kind donations. Major partners include Grigeo Group (145,000+ EUR since 2020), Baltic Agro/Yara Lietuva (52,600 EUR raised).

Pricing tiers

Distribution channels6 records

Marketing channels6 records

Core offering

Mamų unija is a Lithuanian charitable foundation providing comprehensive support to children with oncological diseases and their families. Its core offerings include free family accommodation at Šeimos namai near Santaros clinics, free rehabilitation therapy services at its Reabilitacijos centras (over 6,000 sessions annually), the Pliušio dėžutė comfort plush program for hospitalized children, and funding for treatment abroad (notably Switzerland). The foundation also runs an e-shop selling branded merchandise and operates multiple donation channels.

Product overview

Mamų unija is a charitable foundation providing comprehensive support to children with oncological diseases and their families in Lithuania. The organisation operates a multi-service model comprising: (1) Šeimos namai — free family accommodation near Santaros clinics; (2) Reabilitacijos centras — a social enterprise rehabilitation centre offering over 6,000 annual therapy sessions (kineziterapija, ergoterapija, speech therapy, massage); (3) Pliušio dėžutė — a comfort programme delivering handmade plush toys to children in hospitals; (4) E-parduotuvė — an e-commerce store selling branded merchandise; and (5) multiple fundraising services including 1.2% GPM tax donations, an online donation platform (via Paysera), project sponsorship for businesses, and a structured volunteering programme. The foundation also organises awareness events (Auksinio kaspino peronas installations) and partnered with the Burbulai app to create cancer-related educational content for children. All core services for children with oncological diseases are provided free of charge.

Differentiator

Problem solved

Functional benefit

Brands

• Šeimos namai: Family homes providing accommodation for children with oncology diseases and their families during treatment near medical facilities.
• Reabilitacijos centras
• Pliušio dežutė
• Gerumo Pliušis

Products and services

• Šeimos namai (Family Homes) Free-of-charge accommodation facility located near Santaros clinics in Vilnius where families of children with oncological diseases can stay together during extended treatment periods. The facility eliminates the need for parents to sleep in cars or rent expensive apartments and includes psychosocial support services alongside proximity to medical care.
• Reabilitacijos centras (Rehabilitation Centre) Social enterprise rehabilitation centre providing over 6,000 therapy sessions annually to children with oncological diseases. Services include kineziterapija (physiotherapy), ergoterapija (occupational therapy), logopedo konsultacijos (speech therapy), and massages — all free of charge to children with oncological diseases. The centre uses specialized equipment including a Redcord system for muscle activation and strengthening.
• Pliušio dėžutė (Comfort Plush Box) Programme delivering handmade crocheted comfort plush toys (Gerumo Pliušis) to children in hospitals along with essential hygiene items. Each plush has a small pocket on the back where children can 'hide' their fears, worries, or sadness. Materials and shipping are funded through donations; toys are made by volunteer crocheters.
• E-parduotuvė (E-shop) Online retail store selling branded merchandise including handmade Lithuanian watches (up to €199), organic cotton sweatshirts (€55), felt backpacks, thermal mugs (from €16), and gift vouchers for family respite stays (€100) and transportation (€20). All proceeds fund the foundation's charitable programs supporting children with oncological diseases and their families.
• Burbulai educational app Children's mobile application featuring 14 educational audio stories about various conditions and challenges children face. Mamų unija contributed the story about childhood cancer to help peers understand and empathize with children undergoing oncological treatment. Available on App Store, Google Play, and through Telia Play+. Over 7,000 Lithuanian families with children and educators have downloaded the app.
• Project Sponsorship for Businesses Corporate partnership programme allowing businesses to support the foundation through product/service donations, financial contributions, cause-related marketing campaigns, collection boxes, event sponsorship, and team volunteering days. Partners receive communication benefits including website, social media, and press exposure.
• Family respite and support vouchers Vouchers purchased through the e-shop that fund specific family support services, including one-day family respite stays (€100, including accommodation and psychosocial support) and transportation services (€20). These vouchers are offered as gift certificates and form part of the foundation's e-commerce catalogue.

Quantifiable outcome

• 80-90% childhood cancer survival rate in Lithuania
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

Nine partnerships are on record, tiered core and minor.

• LCCUK (Lithuanian Chamber of Commerce and Crafts in UK)coreGTM or Marketing Partner · 7 July 2026Long-term partnership with UK's Lithuanian business community to support children with cancer in Lithuania. In first days, raised over 3,000 EUR. Major donors include NLPG LTD, London's Who Limited, and Screedfast Limited.
• Goštauto klinikacoreStrategic or Co-development Partner · 1 March 2026Partnership for dental care of children supported by Mamų unija. Chemotherapy affects children's oral health, making professional dental care especially important for these children.
• RimicoreGTM or Marketing Partner · 9 February 2026Partnership allowing customers to donate their bottle return deposits to Mamų unija through Rimi's deposit return machines. This provides an easy and accessible way for shoppers to contribute to the cause.
• LTG InfracoreStrategic or Co-development Partner · 26 January 2026Collaboration to create the 'Golden Ribbon Platform' installation at Kauno railway station. This social art installation aims to raise awareness about children's cancer, their life journeys, and those who support them along the way.
• McDonald's LithuaniacoreGTM or Marketing Partner · 20 January 2026McDonald's McHappy Day campaign enables donations through self-service terminals, cash registers, McDrive areas, and donation boxes. Funds support rehabilitation center equipment including ergotherapy, speech therapy, massage, and kinesitherapy rooms.
• Grigeo GroupcoreStrategic or Co-development Partner · 1 January 2020Long-term partnership since 2020 with one of the largest paper and wood industry groups in the Baltic States. Grigeo Group has donated over 145,000 EUR to Mamų unija. The partnership includes 'Grite' brand support campaigns, regular financial support, and employee volunteering at Šeimos namai. The collaboration has helped establish Family Homes and support rehabilitation services.
• Baltic Agro and Yara LietuvacoreStrategic or Co-development PartnerPartnership with agricultural companies and partner farmers raised 52,600 EUR for children with cancer. Includes numerous individual farmers and agricultural businesses as supporters.
• ManvestaminorGTM or Marketing PartnerSocial responsibility partner providing ongoing support to ensure the foundation doesn't lack ideas for initiatives.
• Team Rynkeby EuropeminorGTM or Marketing PartnerInternational cycling team with Lithuanian participants Lukas Janėnas and Mantas Žižliauskas completing 1000km cycling challenge in France to raise funds for Mamų unija's rehabilitation center.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Young Lives vs Cancer (formerly CLIC Sargent): UK charity supporting children and young people with cancer through social, financial, and accommodation services — a direct operational analogue to Mamų unija's 360-degree family support model.
• Ronald McDonald House Charities: Global nonprofit that provides free family accommodation near children's hospitals — directly comparable to Mamų unija's Šeimos namai (Family Homes) near Santaros clinics. Notably, Mamų unija already partners with McDonald's Lithuania, mirroring the RMHC operating model.
• World Child Cancer: International NGO focused on improving childhood cancer diagnosis, treatment, and care in low- and middle-income countries. Comparable mission in pediatric oncology and similar reliance on cross-border funding partnerships.
• St. Baldrick's Foundation: U.S. volunteer-driven charity focused specifically on childhood cancer research and family support. Directly comparable mission (childhood cancer), donor-funded model, and reliance on grassroots fundraising events.
• Sos vaikų kaimas (SOS Children's Villages Lithuania): Lithuanian affiliate of SOS Children's Villages providing family-based care for children. Comparable nonprofit operating model in Lithuania focused on vulnerable children, with similar reliance on individual donations and corporate partnerships.
• Make-A-Wish Foundation: International nonprofit granting wishes to children with critical illnesses, primarily cancer. Comparable mission, beneficiary population (critically ill children), and reliance on corporate partnerships and individual donations.

Broad incumbents

• Cancer Research UK: UK's largest cancer charity, funding research, advocacy, and information. While not pediatric-only, it competes for the same donor pool and operates at vastly greater scale within the broader cancer charity space.
• Macmillan Cancer Support: Major cancer support charity providing financial, emotional, and practical support. Overlaps with Mamų unija's psychosocial and rehabilitation support remit but operates at national scale across all cancer types.

Regional players

• Lithuanian Children's Hope (Lietuvos vaikų viltis): Lithuanian nonprofit supporting seriously ill children. Operates in the same country and beneficiary population but with a different service mix (often focused on medical equipment and individual grants).
• Caritas Lithuania: Lithuanian branch of the international Caritas network providing social services, family support, and humanitarian aid — the most comparable Lithuanian social-services nonprofit operating in a similar geographic and regulatory context.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/mamuunija
• LinkedInlinkedin.com/company/paramos-ir-labdaros-fondas-mam%C5%B3-unija
• Instagraminstagram.com/mamuunija_official

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

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 Paramos ir labdaros fondas „Mamų unija”