What Miracle Babies Foundation does

Miracle Babies Foundation is an Australian not-for-profit organization founded in 2005 and headquartered in Sydney, NSW, with operational staff in Canberra and Penrith. It supports families experiencing premature or sick birth across the full lifecycle from threatened pregnancy through neonatal intensive care unit (NICU) stay, hospital-to-home transition, and into adulthood. Programs include NurtureLine (24-hour helpline 1300 622 243), NurtureTime (in-hospital peer support), NurtureGroup (community play and support groups), NurtureConnect (digital support channel), and the Nurture E Information Hub, supplemented by tangible resources such as NICU Survival Packs, Memory Boxes, Emergency Care Packs, Milk Express Packs, and Grad Bags. The foundation is built around a trained volunteer model of parents who have lived NICU experience providing peer support, and it works alongside healthcare professionals across 23 Australian neonatal units.

The organization operates with approximately 27 employees and reported metrics include more than 3,000 support interactions (NSW via Hyundai Help for Kids), 48,000+ Australian babies requiring specialized care annually as the addressable population, and 70K+ combined social media followers with 19,000+ email subscribers. Revenue is generated through seven streams: corporate partnerships (Hyundai Help for Kids, Chiesi, WaterWipes, BabyLove Nappies), individual donations, fundraising events (Miracle Moon Walk, Golf Days, High Teas), merchandise sales through an online shop, workplace giving, gifts in wills, and humidicrib donation stations. All family-facing services are free.

Miracle Babies Foundation generates no technology products; its core technology is a community platform model underpinned by human-led peer support. Services are distributed through 23 hospital partnerships, a national helpline, in-person community sessions, and an e-commerce storefront. The foundation holds no patents, has no API, and operates no mobile app. All digital channels are operational rather than productized, and the organization relies on partner healthcare networks and corporate sponsorship for market reach.

Name

Miracle Babies Foundation

Legal name

Miracle Babies Foundation Limited

Website

https://miraclebabies.org.au

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Miracle Babies Foundation is an Australian not-for-profit founded in 2005 that provides free parent-to-parent peer support to families with premature or sick newborns, spanning threatened pregnancy through NICU stay, hospital-to-home transition, and adulthood, funded by donations, corporate partnerships, and fundraising events.

Ownership category

akta.pro rank

Product category

Neonatal Family Support Services

NAICS

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

SIC

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

akta.pro primary industry

Maternal, Child & Family Health Organizations (BPAGACAF)

akta.pro secondary industries

Family Resource Centers & Wraparound Support Services (EDACALAH), Maternal, Child & Family Health Program Funding (HLAJALAG)

Keywords

• Neonatal family support
• Premature birth services
• NICU peer support
• Perinatal support services
• Neonatal charity programs

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Corporate Partnerships: Long-term partnerships with corporations including percentage of sales agreements, event sponsorship, content collaboration, resource support, pro-bono services, and in-kind support. Partners include Chiesi, WaterWipes, BabyLove Nappies, and Hyundai Help for Kids.
2. Individual Donations: Direct donations from individuals through the website, with regular giving program options.
3. Fundraising Events: Community and corporate fundraising events including Miracle Moon Walk, Golf Days, High Teas, and virtual events. Staff fundraising programs with company matching.
4. Merchandise Sales: Online shop selling gifts (teddy bears, books), jewellery (pendants, earrings), merchandise (pins, keyrings, cards), NurtureProgram resources, and event merchandise. Bulk merchandise available.
5. Workplace Giving: Pre-tax payroll donations through employer workplace giving programs, with optional matched giving from employers.
6. Gifts in Wills: Bequests and legacy gifts through wills, accepting percentage of estate, specific amounts, or pecuniary gifts.
7. Donation Humidicribs: Physical donation stations placed at venues including clubs, sporting facilities, and retail locations that raise funds from community donations.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels10 records

Core offering

Miracle Babies Foundation delivers a comprehensive parent-to-parent support program for families experiencing the birth of premature or sick newborns, spanning threatened pregnancy, NICU stay, transition home, and beyond. Core services include a 24-hour helpline (NurtureLine), in-hospital peer support (NurtureTime), community support groups (NurtureGroup), digital peer support (NurtureConnect), and digital information resources (Nurture E Information Hub). Material aid includes NICU Survival Packs, Memory Boxes, Emergency Care Packs, Milk Express Packs, and Grad Bags distributed through partner hospitals.

Product overview

Miracle Babies Foundation operates a comprehensive suite of support services for families impacted by premature or sick births. The core NurtureProgram encompasses NurtureLine (24-hour helpline), NurtureTime (in-hospital peer support), NurtureGroup (community support groups), NurtureConnect (digital support), and the Nurture E Information Hub (online resource library). These are complemented by tangible support resources including NICU Survival Packs, Memory Boxes for bereaved families, Emergency Care Packs, Milk Express Packs, Grad Bags for hospital-to-home transition, and the Nurture Guide Book. The organization also runs fundraising events (Miracle Moon Walk, Golf Days, High Teas), operates an online shop selling merchandise and jewellery, facilitates corporate partnerships, workplace giving programs, and offers a Gift in Will planned giving program.

Differentiator

Problem solved

Functional benefit

Brands

• NurtureProgram: Comprehensive parent-to-parent support program covering threatened pregnancy, NICU/SCN stay, transition to home, and beyond to adulthood. Includes NurtureLine, NurtureTime, NurtureGroup, and NurtureConnect.
• Nurture E Information Hub
• Miracle Moon Walk
• Together in Teal

Products and services

• NurtureProgram Holistic multi-component support program for families with premature or sick newborns, spanning threatened pregnancy, NICU stay, transition home, and ongoing childhood support.
• NurtureLine 24-hour helpline providing emotional support, information, and referral services to families of premature or sick newborns.
• NurtureTime In-hospital peer support program where trained volunteers who have experienced NICU themselves provide face-to-face support to current NICU families.
• NurtureGroup Community-based peer support groups connecting families of premature or sick newborns for shared experiences and mutual support outside of the hospital setting.
• NurtureConnect Digital peer support service providing online connection and support for families unable to attend in-person services.
• Nurture E Information Hub Digital resource hub providing information about neonatal care, pregnancy complications, and family support guidance for families with premature or sick newborns.
• NICU Survival Pack Physical care pack containing essential items provided to families upon admission to NICU to support them during the initial hospital stay.
• Memory Box Memory box provided to families experiencing loss or extended NICU stays to preserve mementos of their baby's early days.
• Emergency Care Pack Emergency care pack for families in urgent need of essential supplies during unexpected or crisis neonatal situations.
• Milk Express Pack Specialised pack to support mothers expressing breastmilk for premature or sick babies in NICU.
• Grad Bag Commemorative gift bag provided to families when their baby is discharged from NICU to celebrate the transition home.
• Miracle Babies Shop Online e-commerce store selling branded merchandise and awareness products, with proceeds supporting Foundation programs.
• Miracle Moon Walk Signature fundraising event where participants walk to raise funds and awareness for the Foundation's programs.
• Speaker Program Speaker program delivering presentations to healthcare professionals, corporate audiences, and community groups to raise awareness of premature and sick newborn challenges.
• Gift in Will Program Program enabling supporters to leave a bequest to the Foundation through their will, providing legacy funding for ongoing programs.
• Workplace Giving Program Workplace giving program enabling employees to make regular pre-tax donations to the Foundation through payroll deduction.
• Donate Humidicribs Program Program collecting donations of humidicribs (incubators) for distribution to hospitals supporting premature and sick newborn care.

Quantifiable outcome

• More than 3,000 support interactions with families across NSW through Hyundai Help for Kids partnership
• +2 more outcomes

Named customers2 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

Partnerships

Twelve partnerships are on record, tiered core, major and minor.

• Hyundai Help for KidscoreStrategic or Co-development Partner · 1 January 2014Hyundai Help for Kids has been a valued ongoing Corporate Partner since 2014. More than $250,000 has been donated to date, supporting over 3,500 families with premature or sick babies. The partnership delivers in-hospital peer support to families in regional NSW, provides resources for critical stages of the hospital journey, and assists with breastmilk transport. Over 3,000 support interactions have taken place across NSW.
• PSANZ (Perinatal Society of Australia and New Zealand)majorStrategic or Co-development PartnerProfessional association bringing together the neonatal clinical community supporting Miracle Babies' vision of improving outcomes for premature and sick babies.
• ANZNN (Australian and New Zealand Neonatal Network)majorStrategic or Co-development PartnerProfessional association of neonatal units across Australia and New Zealand working to improve neonatal care outcomes.
• Australian Red Cross Lifeblood Milk BankmajorStrategic or Co-development PartnerMiracle Babies Foundation Founder Melinda Cruz sits on the Milk Bank Advisory Board representing families. Lifeblood collects, tests, pasteurises and distributes donated breast milk to NICU babies in NSW and SA with plans to expand nationally.
• GFCNI (Global Foundation for the Care of Newborn Infants)majorStrategic or Co-development PartnerGlobal partner supporting parent organisations worldwide to improve access and level of neonatal care globally.
• NeopediaminorStrategic or Co-development PartnerGlobal website providing neonatal information to countries where such resources are not available, supporting vulnerable families worldwide.
• Ronald McDonald House Charities (RMHC)majorStrategic or Co-development PartnerNational charity providing accommodation and support for families with sick children, working together to support NICU families.
• PANDA (Perinatal Anxiety & Depression Australia)minorStrategic or Co-development PartnerSupporting families experiencing perinatal anxiety and depression alongside Miracle Babies' work with NICU families.
• Red Nose AustraliaminorStrategic or Co-development PartnerWorking together on safe sleeping and bereavement support for families who have lost babies.
• Cerebral Palsy AllianceminorStrategic or Co-development PartnerSupporting families of children with cerebral palsy and related conditions, many of whom were born premature.
• Birth Trauma AustraliaminorStrategic or Co-development PartnerAdvocating for families affected by birth trauma, working with Miracle Babies on awareness and policy change.
• Health DirectminorStrategic or Co-development PartnerAustralian health information service providing trusted health information to Australian families.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat4 records

Key highlights6 records

Customer concentration

• Xx.com/MiracleBabies
• YouTubeyoutube.com/mbabies
• Facebookfacebook.com/MiracleBabiesFoundation
• LinkedInlinkedin.com/company/miracle-babies-foundation

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Miracle Babies Foundation