MUM FOR MUM NCJWA

What MUM FOR MUM NCJWA does

Mum for Mum NCJWA Ltd is an Australian non-profit organisation founded in 2008 that delivers a volunteer-led, weekly emotional support service to new and expectant parents during the final month of pregnancy and throughout the first year of the baby's life. Operating across three Sydney regional hubs (Eastern Suburbs, North Shore, and Northern Beaches), the program matches trained volunteer mothers — who themselves have previously completed the program — with recipient families for face-to-face home visits or phone-based support of approximately 1.5 hours per week. The service is free to recipients and supplemented by Mothers' Groups for peer connection. The program model is adapted from the Boston Jewish Family & Children's Service Visiting Moms Program (initiated 1992) and the Em I'Em Program in Israel, and is endorsed by clinical ambassadors in perinatal mental health.

The organisation has no proprietary technology platform; service delivery is relationship-based and manual, supported by a website, eCard donation system, and online referral forms. Mum for Mum had supported over 3,000 families from more than 70 nationalities by 2024, with a documented demographic profile in which 90% of supported parents were socially isolated, 80% at risk of mental ill health, 20% single mothers, and 20% over the age of 40. The volunteer base grew from 14 trained mothers in 2008 to 220 active volunteers by 2023, collectively contributing more than 37,000 hours of support annually across 145+ postcodes.

The revenue model is entirely donation-driven. Mum for Mum is a company limited by guarantee with Deductible Gift Recipient (DGR) status (ABN 14 168 511 877), enabling tax-deductible giving. Revenue streams include individual donations (preset tiers of $5 to $1,000, plus monthly/yearly options), community fundraising events (Golf Days raising $26,000–$31,615 each, Trivia Nights raising $12,000, Cole Classic Swim raising $8,500, City2Surf, cake stalls, morning teas, private screenings), eCard donations, and tailored corporate partnerships (percentage-of-sales, cause-related marketing, workplace fundraising, payroll giving). As of 2023, 12 fundraising events had collectively raised over $96,560. The paid headcount is 9 employees, supplemented by a network of 220 volunteers and a board of directors chaired by Diane Schaffer, with CEO Nadene Alhadeff leading the organisation since 2012.

Name

MUM FOR MUM NCJWA

Legal name

Mum for Mum NCJWA Ltd

Website

https://mumformum.org.au

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Mum for Mum NCJWA is an Australian non-profit founded in 2008 that provides free, volunteer-led weekly emotional support to new and expectant parents across three Sydney hubs. Trained mothers deliver home visits and phone support from late pregnancy through the baby's first year.

Ownership category

akta.pro rank

Product category

Perinatal Mental Health Support Services

NAICS

Other Individual and Family Services (624190)

SIC

Services-Social Services (8300)

akta.pro primary industry

Postpartum Family Helper (Non-Medical) (HSAAAGAJ)

akta.pro secondary industries

Lactation, Postpartum & Perinatal Support Services (HLAFAJAN), Maternal, Child & Family Health Organizations (BPAGACAF)

Keywords

• Perinatal support services
• Volunteer home visiting
• Postnatal mental health
• Parent emotional support
• Community peer support

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. Individual Donations: Individual donors contribute tax-deductible donations (DGR registered). Donation tiers include $5, $20, $200, $250, $500, and $1,000 options, with one-time, monthly, and yearly giving options.
2. Fundraising Events: Community fundraising events including Golf Days ($26,000-$31,615 per event), Trivia Nights ($12,000), Cole Classic Swim ($8,500), City 2 Surf, Cake Stalls, Morning Teas, and private movie screenings.
3. eCard Donations: Donors can send electronic greeting cards with embedded donations for special occasions, memorials, or thank you messages, adding meaning to celebrations while supporting the organization.
4. Corporate Partnerships: Tailored corporate partnerships including percentage-of-sales donations, cause-related marketing, workplace fundraising, and payroll giving programs with matched contributions.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Mum for Mum provides weekly emotional support to new and expectant parents during the final month of pregnancy and throughout the baby's first year of life, delivered by trained volunteer mothers via face-to-face home visits or phone. The core service is complemented by Mothers' Groups for peer connection, an online health professional referral system, and an eCard donation platform that supports fundraising. The program is free to recipients and funded through donations, community fundraising events, corporate partnerships, and grants.

Product overview

Mum for Mum is a non-profit organization offering a single, unified core service: a volunteer-based home visiting and phone support program that provides weekly emotional support to new and expectant mothers from the last month of pregnancy through the first year of the baby's life. This is supplemented by Mothers' Groups for peer connection, an eCard donation system for fundraising, and a health professional referral system. The volunteer training and matching program underpins service delivery across all program locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Home-Visiting and Phone Support Program A weekly emotional support service delivered by trained volunteer mothers who provide face-to-face home visits or phone support to new and expectant parents during the final month of pregnancy and throughout the baby's first year of life. The service is free of charge to recipients in the Sydney metropolitan area.
• Mothers' Groups Regular group gatherings for program participants that reduce isolation, link new parents with peers, and welcome them into the program's circle of trust. May include baby massage training sessions.
• eCard Donation System Digital greeting card platform allowing donors to send personalized eCards for special occasions, in memory of loved ones, or as thank-you messages, with donation functionality integrated into the checkout flow.
• Health Professional Referral System Online referral form allowing health professionals (midwives, obstetricians, GPs, social workers) to confidentially refer eligible patients or clients for emotional support services, capturing client and referrer details with risk assessment fields.
• Volunteer Training and Matching Program Comprehensive volunteer program providing initial training, ongoing supervision, and matching services that pair trained volunteer mothers with recipient families for sustained weekly support relationships. Only mothers who have completed the Mum for Mum program themselves can volunteer.

Quantifiable outcome

• 90% socially isolated parents report reduced isolation
• +5 more outcomes

Named customers4 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

Ten partnerships are on record, tiered minor and core.

• South Narrabeen Surf Lifesaving ClubminorStrategic or Co-development PartnerProvided premises for Mum for Mum's first formal volunteer training on the Northern Beaches, enabling the organization to establish its third hub in Sydney.
• Boston Jewish Family & Children's ServicecoreStrategic or Co-development PartnerThe Mum for Mum program is based on the Boston Jewish Family & Children's Service Visiting Moms Program initiated in 1992. This is the foundational program model that Mum for Mum adapted for the Australian context.
• Em I'Em Program (Israel)coreStrategic or Co-development PartnerThe Mum for Mum program is also based on the Em I'Em Program from Israel, providing an additional international evidence-based model for the organization's approach.
• Rosemary Kariuki OAMminorGTM or Marketing Partner2021 Australian of the Year Local Hero Award winner and Multicultural Community Liaison Officer for NSW Police joined as Ambassador in July 2022. Rosemary supports migrant and refugee women and brings alignment with Mum for Mum's mission to reduce isolation among vulnerable new parents.
• Professor Marie-Paule AustinminorStrategic or Co-development PartnerPast Director of Perinatal Psychiatry at Royal Hospital for Women and St John of God Mother-Baby Unit serves as Mum for Mum Ambassador. She is a leading expert in perinatal mental health and has contributed to national action plans and clinical guidelines.
• Dr Nicole HighetminorStrategic or Co-development PartnerFounder and Executive Director of COPE (Centre of Perinatal Excellence), former Deputy CEO of beyondblue. Serves as Mum for Mum Ambassador providing expert endorsement and advocacy for the program.
• Dr Michael ZilibowitzminorStrategic or Co-development PartnerDevelopmental and Behavioural Paediatrician and Past Clinical Director of Northern Beaches Child and Family Health Services. Ambassador for Mum for Mum, endorsing the volunteer home visiting model.
• Professor Felicia HuppertminorStrategic or Co-development PartnerLate Professor Felicia Huppert was Founding Director of the Well-being Institute at Cambridge University and served as Mum for Mum Ambassador, providing academic endorsement of the program's positive psychology approach.
• Various Corporate PartnersminorGTM or Marketing PartnerCorporate partners support through tailored partnerships, percentage-of-sales donations, cause-related marketing, workplace fundraising, and payroll giving programs with matched contributions.
• Health Professionals and ReferrerscoreChannel Partner/ Reseller/ DistributorMidwives, obstetricians, GPs, family referral services, and other health professionals refer clients to Mum for Mum's program. This includes organizations like Family Referral Services Northern Sydney.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Em I'Em Program (Israel): Israeli postpartum volunteer-support program that provided the second foundational model for Mum for Mum; comparable peer-volunteer postpartum support model.
• COPE (Centre of Perinatal Excellence): Australian nonprofit providing perinatal mental health screening, clinical guidelines, and education to health professionals and consumers - comparable mission and target audience; Mum for Mum's ambassador Dr Nicole Highet founded COPE.
• Karitane: NSW-based provider of early childhood and parenting support including residential and virtual services - directly comparable NSW family support nonprofit with overlapping perinatal focus.
• PANDA (Perinatal Anxiety & Depression Australia): Australian national nonprofit providing perinatal mental health support, education, and a national Helpline for new and expectant parents - directly comparable mission and beneficiary base to Mum for Mum.
• Gidget Foundation Australia: Australian nonprofit delivering free specialist perinatal mental health treatment programs and clinical psychology services to expectant and new parents - overlapping beneficiary population with more clinical delivery model.
• Boston Jewish Family & Children's Service (Visiting Moms): US-based originator of the Visiting Moms program (1992) that Mum for Mum adapted; comparable peer-volunteer postpartum support model and direct program lineage.

Broad incumbents

• Tresillian Family Care Centres: Major NSW government-funded early parenting support network providing clinical and parenting support services - comparable perinatal and early parenting beneficiary base with broader institutional scale.
• Relationships Australia NSW: Large Australian nonprofit providing relationship and family support services including counseling and family dispute resolution - comparable social-services nonprofit model and family beneficiary base.
• CatholicCare Sydney: Large NSW nonprofit delivering family, parenting, and community support services - comparable family-services nonprofit serving vulnerable Sydney populations including new parents.

Regional players

• JewishCare NSW: NSW community-services nonprofit serving vulnerable families with counseling and casework - notably the prior employer of Mum for Mum's North Shore Intake Officer; comparable regional family-services scope.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mum-for-mum-ncjwa

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 MUM FOR MUM NCJWA