Canadian Mental Health Association (PEI Div)

What Canadian Mental Health Association (PEI Div) does

The Canadian Mental Health Association, P.E.I. Division (CMHA PEI) is a registered nonprofit charity (Charitable Registration No. 10686 3590 RR0001) and the provincial Prince Edward Island arm of Canada's national CMHA, founded nationally in 1918 and on PEI since 1959. It is headquartered at 178 Fitzroy Street, Charlottetown, and operates eight service sites spanning Charlottetown, Summerside, Alberton, and Montague, with firmographic data listing 13 employees alongside references to over 90 support staff and 100+ volunteers delivering programs across all three PEI counties. Governance is provided by a volunteer Board of Directors led by President Cecil Villard and day-to-day operations by Executive Director Shelley Muzika.

CMHA PEI delivers an integrated portfolio of community-based mental health services rather than a technology platform: crisis support (including access to Canada's 9-8-8 helpline and the Mental Health and Addictions Access Line at 1-833-553-6983), suicide prevention and life promotion, a Peer Support Program staffed by lived-experience workers trained through a 119-hour certified program, three Clubhouses (Fitzroy Centre, Notre Dame Place, Hope Centre), housing programs (Housing First, Housing Outreach, Transitional Housing, West Prince Housing), the Learning Training & Support Hub modeled on UK Recovery Colleges, paid training (ASIST, Mental Health First Aid, LivingWorks Start, Mental Health Works, safeTALK), community education, the historic White Cross Program (operating since 1960), and the multilingual PEI Helping Tree resource. There is no proprietary technology stack; service delivery relies on standard web, email, phone, and in-person channels.

The revenue model is diversified across donations and charitable contributions, provincial and federal government grants (notably CMHC funding for Housing First and Province of PEI partnership on the Provincial Suicide Prevention Strategy), fee-for-service training (ASIST at $250, Mental Health First Aid at $300, LivingWorks Start at $39.95), annual memberships ($20, or $2.50 on fixed income), and event-driven fundraising (Golf for Life, Moo Let's Talk Day with COWS Inc., Summerside Spring Gala, Women and Wellness). Strategic GTM combines direct service delivery at eight offices, community events, earned media and social channels, and partnerships with sports organizations, local businesses (COWS, Bingoworld), the Murchison Foundation, UPEI, Health PEI, and CMHC.

Name

Canadian Mental Health Association (PEI Div)

Legal name

Canadian Mental Health Association, P.E.I.

Website

https://pei.cmha.ca

Company type

Private

Founded year

1959

Operating status

Operating

Headcount range

11–50 employees

Short description

Canadian Mental Health Association PEI Division is a nonprofit serving Prince Edward Island residents through crisis support, suicide prevention, peer support, housing, clubhouses, education, and professional training, funded by donations, government grants, and fundraising events.

Ownership category

akta.pro rank

Product category

Community Mental Health Services

NAICS

Individual and Family Services (6241), Community Housing Services (62422), Residential Mental Health and Substance Abuse Facilities (623220), Emergency and Other Relief Services (62423)

SIC

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

akta.pro primary industry

Community Mental Health Centers (CMHCs) & Public Behavioral Health Providers (HLAFACAI)

akta.pro secondary industries

Mental Health & Crisis Support Services (BPAGAEAH), Mental Health & Crisis Support Services (BPAGACAD), Crisis Response & Threat Assessment (Suicide Prevention, Violence Prevention) (EDAJAIAH)

Keywords

• Mental health services
• Suicide prevention
• Peer support programs
• Community mental health
• Mental health training

Headquarters

HQ city

Charlottetown

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, Others

Revenue model

1. Donations and Charitable Contributions: Individual and corporate donations, bequests, planned giving, vehicle donations. Donations remain in province for PEI programs and services.
2. Government Grants and Funding: Funding from provincial government (Province of PEI) and federal government for specific programs such as Housing First (federally funded) and social policy initiatives.
3. Training and Education Fees: Revenue from paid training programs including ASIST workshops ($250/person), Mental Health First Aid ($300/person), LivingWorks Start ($39.95), and Mental Health Works workshops (cost varies).
4. Membership Fees: Annual membership program at $20/year or $2.50 for fixed income individuals. Benefits include annual report, AGM invitation, and e-newsletter.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

The Canadian Mental Health Association, P.E.I. Division (CMHA PEI) is a registered nonprofit charitable organization that delivers community-based mental health programs and services across Prince Edward Island. Its portfolio includes crisis support, suicide prevention and life promotion, peer support, housing programs (Housing First, Transitional Housing, Housing Outreach, West Prince Housing), clubhouse psychosocial rehabilitation (Fitzroy Centre, Notre Dame Place, Hope Centre), education programs, professional training (ASIST, Mental Health First Aid, safeTALK, LivingWorks Start), the White Cross Program, and the PEI Helping Tree resource.

Product overview

CMHA PEI Division is a nonprofit mental health organization that offers a comprehensive suite of community-based programs and services. The organization operates as a single integrated service portfolio rather than a platform-plus-modules architecture. Core offerings include Crisis Support (9-8-8 helpline access), Suicide Prevention & Life Promotion (prevention, intervention, post-vention), Housing Programs (Housing First, Housing Outreach, Transitional Housing, West Prince Housing), Clubhouse Programs (Fitzroy Centre, Notre Dame Place, Hope Centre), Peer Support Program, Learning Training & Support Hub, Education Programs, Training Programs, White Cross Program, Community Support, and the PEI Helping Tree resource. These programs work together to address mental health across the mental illness spectrum from crisis response to recovery and community integration.

Differentiator

Problem solved

Functional benefit

Brands

• Talk Today: Mental health program for amateur sports in Canada, pairing CMHAs with local junior hockey clubs to provide suicide prevention education and mental health supports for athletes.
• Fitzroy Centre
• Notre Dame Place
• Hope Centre
• White Cross Program
• Suicide Prevention & Life Promotion Program

Products and services

• Crisis Support Immediate mental health crisis support connecting Islanders to helpline services and crisis intervention resources.
• Suicide Prevention & Life Promotion Program Coordinates suicide prevention, intervention, and post-vention strategies including prevention efforts, intervention strategies, grief supports, research and advocacy, and community events for Islanders at risk of suicide and those affected by suicide loss.
• Housing Programs Housing support programs including Housing First for chronically and episodically homeless individuals, Housing Outreach, Transitional Housing, and West Prince Housing to help individuals find and maintain independent housing.
• Clubhouse Programs Psychosocial rehabilitation programs including Fitzroy Centre, Notre Dame Place, and Hope Centre that focus on recovery through strength-based approaches, housing support, employment, education, and wellness programs for adults living with mental illness.
• Peer Support Program Connects individuals with mental health lived experience to Peer Support Workers who provide one-on-one sessions, support groups, Hospital to Home Program, and crisis intervention throughout PEI.
• Learning, Training & Support Hub Free courses, webinars, and workshops for Islanders on mental health topics, modeled after UK Recovery Colleges, developed by subject experts and people with lived experience.
• Education Programs Community presentations on workplace mental health and stress, school-based programs including I'm Thumbody and ACTT for Life, and the Family Program for loved ones of people with mental health concerns.
• Training Programs Paid training including Applied Suicide Intervention Skills Training (ASIST) at $250/person, Mental Health First Aid Canada at $300/person, LivingWorks Start ($39.95 online), safeTALK, and Mental Health Works workshops for workplaces and organizations.
• White Cross Program The original CMHA PEI program since 1960, providing social and recreational activities for individuals with mental health problems, originally serving WWII veterans with PTSD.
• Community Support Facilitates access to self-help and support groups across PEI covering mental health, addictions, family support, identity, and physical health categories.
• PEI Helping Tree A flowchart resource available in multiple languages (English, French, Arabic, Punjabi, Chinese) that guides Islanders to helping resources for addictions, seniors, grief, crisis, mental health, housing, legal issues, and more.
• Annual Membership Annual membership program at $20 per year (or $2.50 for those on fixed income) providing annual report, AGM invitation, and e-newsletter benefits.

Quantifiable outcome

• Golf for Life Tournament has raised over $750,000 for mental health programs
• +4 more outcomes

Named customers6 records

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core, major and flagship.

• Province of Prince Edward IslandcoreStrategic or Co-development Partner · 1 January 2017In 2017, the Province of PEI partnered with CMHA PEI to develop a Provincial Suicide Prevention Strategy. The resulting document 'The Building Blocks of Hope: A Suicide Prevention Strategy for PEI' outlines action items for creating a suicide-safer Prince Edward Island.
• Charlottetown Islanders (Junior Hockey)majorGTM or Marketing Partner · 1 January 2014The Charlottetown Islanders junior hockey team participates in Talk Today program, providing suicide prevention education and mental health awareness through hockey. CMHA PEI attends home games to promote mental health resources.
• Canadian Mental Health Association (National)coreStrategic or Co-development PartnerCMHA PEI is one of ten provincial divisions of Canada's first and only truly national mental health organization. National CMHA provides strategic direction, brand affiliation, and network resources while PEI Division delivers localized services tailored to Prince Edward Island communities.
• COWS Inc.flagshipGTM or Marketing PartnerAnnual Moo Let's Talk Day partnership where COWS donates 100% of ice cream sales to CMHA PEI. Since 2018, this event has raised over $246,000 for mental health programs. The event was created by Jason Driscoll's family after his death by suicide in 2017.
• BingoworldmajorGTM or Marketing PartnerAll proceeds from Bingoworld locations in Charlottetown, Summerside, and Alberton come to CMHA PEI. The business is owned by the Murchison Foundation which exists to raise money for CMHA-PEI.
• Murchison FoundationmajorGTM or Marketing PartnerThe Murchison Foundation owns and operates the Murchison Centre in Charlottetown, with proceeds supporting CMHA PEI. The foundation also manages Bingoworld and sells the Murchison Centre facilities for events and meetings.
• Health PEIcoreStrategic or Co-development PartnerHealth PEI partners with CMHA PEI on the Housing Outreach program, supporting individuals with mental health and addictions to secure and maintain independent housing in the community.
• Summerside Western Capitals (Junior Hockey)majorGTM or Marketing PartnerTalk Today program partner - the Summerside Western Capitals host Talk Today game nights to raise mental health awareness. CMHA PEI featured at opening night of the 2026 Centennial Cup.
• UPEI Office of Continuing EducationcoreStrategic or Co-development PartnerUPEI's Office of Continuing Education and Professional Development partners with CMHA PEI to host graduation ceremonies for Specialized Peer Support Worker Training participants. Graduates receive certificates and are welcomed into the CMHA PEI Community of Practice.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Jack.org: Canadian nonprofit focused on youth mental health leadership and education. Comparable in its youth mental health awareness programming (analogous to I'm Thumbody and Talk Today), though operating nationally rather than provincially.
• Crisis Text Line Canada: National text-based crisis intervention service. Comparable to CMHA PEI's crisis support offering as an alternative channel for suicide prevention and emotional distress support.

Direct peers

• Canadian Centre for Suicide Prevention (LivingWorks): Creator and licensor of ASIST, safeTALK, and LivingWorks Start — the same suicide prevention training programs CMHA PEI delivers. Direct upstream peer for CMHA PEI's paid training business.
• Kids Help Phone: Canada's national 24/7 e-mental health service for youth, providing crisis support, counselling, and information. Directly comparable to CMHA PEI's crisis support and youth programming (I'm Thumbody, ACTT for Life, Talk Today).
• Hope for Wellness Helpline: National Indigenous mental health crisis counselling service referenced by CMHA PEI in crisis navigation. Operates a parallel helpline service offering direct comparability in crisis support delivery.
• Canadian Mental Health Association - Ontario Division: Another provincial division of the same national CMHA network, offering peer support, crisis services, housing, training (ASIST, MHFA), and education. Operates at a much larger scale, providing the most direct operational comparison for CMHA PEI's service mix.
• Canadian Mental Health Association - British Columbia Division: Provincial CMHA division delivering the same portfolio of mental health programs, suicide prevention, peer support, and housing services. Comparable in mission and service architecture, allowing benchmarking of CMHA PEI's programming model.

Broad incumbents

• Mental Health Commission of Canada: National policy and standards body for mental health in Canada. While not a direct service competitor, it shapes the federal funding environment (e.g., suicide prevention standards) that supports CMHA PEI's programs and partnerships.
• Health PEI: Provincial health authority responsible for delivering hospital and community health services across PEI. Strategic partner on Housing Outreach and a broad incumbent whose priorities shape demand for CMHA PEI's mental health services.

Regional players

• Canadian Mental Health Association - Newfoundland and Labrador Division: Another small-province CMHA division with comparable scale constraints and a similar service mix including peer support, education, and provincial advocacy. Most analogous peer in terms of operating scale and resource base to CMHA PEI.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/cmha_pei
• Facebookfacebook.com/CMHAPEI
• LinkedInlinkedin.com/company/cmha-pei

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Canadian Mental Health Association (PEI Div)