ProKids

What ProKids does

ProKids is a 501(c)(3) nonprofit organization headquartered at 222 West 7th Street, Cincinnati, Ohio, that recruits, trains, and supports Court Appointed Special Advocates (CASA Volunteers) to advocate for abused and neglected children within the Hamilton County child protection system. Founded in 1984 (with some sources citing 1981) and affiliated with National CASA, the organization has grown from serving 605 children in 2014 to over 1,200 children by 2022, with reported outcomes including 99% of children remaining safe over the past 20 years. ProKids has approximately 182 employees and operates a dedicated Center for Child Protection opened in December 2023, plus specialized programs including Building Blocks (early childhood advocacy), Steps to Peace (domestic violence consultation), the Education Team (academic advocacy), the Finding Family program (relative search and reunification), and a CASA Resource Closet.

ProKids generates revenue exclusively through charitable contributions and grants rather than product sales. Funding streams include individual one-time and recurring donations, the Friends of Children Society multi-year pledge program (five tiers ranging from $1,000 to $25,000 per year over five years), stock and securities gifts via Fidelity Investments accounts, planned gifts and bequests (including IRA transfers for donors age 70½ or older), in-kind donations, employer matching gifts, donor-advised funds, and Kroger Community Rewards. The organization's endowment vehicles include the ProKids Legacy Fund, established with the Austin E. Knowlton Foundation ($1.2 million over ten consecutive years), and the Amy Merrell Steps to Success Endowment, established in memory of children's advocate Amy Merrell. Foundation and corporate partners include Austin E. Knowlton Foundation, Greater Cincinnati Foundation, SC Ministry Foundation, Potter Stewart Inn of Court, and the Cincinnati Bar Association.

ProKids has no proprietary technology platform. Its distribution channel for services is the Hamilton County Juvenile Court, which formally appoints CASA volunteers to cases, and from which there are adjacent partnerships with Hamilton County Job and Family Services. Donor-side distribution channels comprise the organization's website donation portal, direct mail, annual events such as the Friends of Children Breakfast and the Soiree, the ProKids Snapshot informational sessions used to recruit CASA volunteers, and in-kind wishlist drop-offs. The organization maintains brand-level recognition through BBB Accredited Charity status (meeting all 20 BBB Standards for Charity Accountability), consecutive 4-star Charity Navigator ratings, and longstanding community endorsement, with the Greater Cincinnati Foundation naming ProKids Community Builder of the Year in 2015.

Name

ProKids

Legal name

ProKids

Website

https://prokids.org

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

101–250 employees

Short description

ProKids is a Cincinnati-based 501(c)(3) nonprofit that recruits, trains, and supports Court Appointed Special Advocates (CASA Volunteers) to advocate for abused and neglected children in the Hamilton County child protection system, supported by donations and foundation grants.

Ownership category

akta.pro rank

Product category

Child Welfare Advocacy Services

NAICS

Child and Youth Services (62411), Other Individual and Family Services (624190)

SIC

Services-Social Services (8300)

akta.pro primary industry

Child Welfare, Foster Care & Adoption Services (BPAGAEAE)

akta.pro secondary industries

Family & Parenting Support Services (BPAGAEAC), Family Advocacy, Parent Training & Support Services (EDAJAKAK)

Keywords

• Court appointed advocacy
• Child welfare services
• Foster care advocacy
• Casa volunteer program
• Nonprofit social services

Headquarters

HQ city

Cincinnati

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Technology or R&D

Revenue model

1. Individual Donations: ProKids receives donations from individuals through its website, direct mail, and events. Donors give one-time or recurring contributions to support CASA volunteer programs.
2. Friends of Children Society Pledges: Multi-year pledge program with five tiers ranging from $1,000 to $25,000 per year over five years, providing sustainable funding for the organization.
3. Stock and Securities Gifts: Donors can transfer stock, securities, and mutual fund shares directly to ProKids' Fidelity Investments accounts, providing tax-advantaged giving options for supporters.
4. Planned Gifts and Bequests: Legacy giving through estate planning, bequests, and IRA transfers for donors age 70½ or older, ensuring long-term sustainability.
5. In-Kind Donations: Accepts new items including baby supplies, children's clothing, teen necessities, and household items to support children in foster care.
6. Workplace Giving: Employer matching gift programs, Kroger Community Rewards, and donor-advised fund contributions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

ProKids recruits, trains, and supports Court Appointed Special Advocates (CASA Volunteers) who serve as court-appointed advocates for abused and neglected children in the Hamilton County child protection system. Volunteers conduct regular visits, attend court proceedings, and coordinate with biological families, foster families, schools, and courts to help children find safe, permanent, nurturing homes.

Product overview

ProKids is a non-profit organization operating as a single, unified advocacy program (not a platform-plus-modules architecture). The core offering is the CASA Volunteer Program, which recruits, trains, and supports Court Appointed Special Advocates who advocate for abused and neglected children in Hamilton County. This core program is supplemented by specialized initiatives including the Steps to Peace Program (domestic violence consultation), Building Blocks Program (early childhood advocacy), Finding Family Program (relative reunification), Education Team (academic advocacy), and Community Development Services (fundraising/donations). The organization also operates supporting programs like the CASA Resource Closet, Holiday Shop, Backpack Shop, and Children's Legacy Society. All programs work together to fulfill ProKids' mission of providing a powerful voice for children in the child protection system.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 99% of ProKids children have been safe for more than 20 years
• +2 more outcomes

Named customers7 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

Seven partnerships are on record, tiered minor and core.

• SC Ministry FoundationminorStrategic or Co-development PartnerDeeply appreciates partnership with ProKids; recognizes the dignity given to children through ProKids' love, concern, compassion, and safety.
• National CASAcoreStrategic or Co-development PartnerProKids is affiliated with National CASA (Court Appointed Special Advocates), which provides training resources, standards, and a national network for local CASA programs.
• For Goodness CakesminorStrategic or Co-development PartnerPartnership providing birthday cakes for children in the foster care system through ProKids.
• Hamilton County Job and Family ServicescoreStrategic or Co-development PartnerGovernment partner for child protection services in Hamilton County; ProKids advocates work with caseworkers to coordinate services for children in the system.
• Cincinnati Bar AssociationminorStrategic or Co-development PartnerConducts holiday gift collection for ProKids children; introduced supporters like Bob McMahon to the organization.
• GuideStar (Candid.org)minorOthersGuideStar provides transparency seals and nonprofit information for ProKids, helping donors make informed decisions.
• Potter Stewart Inn of CourtminorStrategic or Co-development PartnerLegal society that helps law students, lawyers, and judges rise to higher levels of professionalism. Awarded ProKids the Andrew B. Dennison Courageous Advocate Award.

Scale indicators8 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• CASA of Travis County: A Texas CASA program recruiting and training volunteer advocates for children in the Travis County child welfare system. Operates the same CASA volunteer advocacy model in a single-county jurisdiction, making it a near-analog peer.
• National CASA / GAL Association for Children: The national umbrella organization for state and local CASA programs. ProKids is a member/affiliate program that follows National CASA's training standards and volunteer advocacy model for court-appointed advocates for abused and neglected children.
• Voices for Children (San Diego): A California CASA affiliate providing trained Court Appointed Special Advocates for foster children in San Diego County. Directly comparable in mission, model, and funding structure (donations, foundation grants, endowments) to ProKids.
• CASA of Los Angeles: One of the largest CASA programs in the country, serving LA County's foster children through volunteer advocates. Larger-scale analog operating the same CASA volunteer model in a major metropolitan county.
• Child Advocates (Silicon Valley): Santa Clara County CASA program providing volunteer court-appointed advocates for foster youth. Comparable single-county CASA model with similar donor cultivation and foundation partnership approach.
• Voices for Children (Cleveland): A Cuyahoga County CASA program in Ohio recruiting volunteers to advocate for children in foster care. Same state regulatory environment and CASA model as ProKids, making it a meaningful in-state comparable.
• Child Advocates (Indianapolis): Marion County CASA program serving abused and neglected children through volunteer Court Appointed Special Advocates. Similar geographic scope (single county), volunteer-driven model, and donor-supported funding structure.

Broad incumbents

• Children's Home Society of California: A larger, established child welfare nonprofit in California with a broader portfolio of adoption, foster care, and family preservation services. Adjacent mission and overlapping child welfare population but serves a much wider service mix.
• Olive Crest: A multi-state nonprofit providing foster care, adoption, and family preservation services across the western U.S. Operates in the broader child welfare space that intersects with CASA advocacy but delivers direct services rather than volunteer-based court advocacy.

Emerging players

• Together We Rise: A national nonprofit focused on supporting foster children through donations, programs (backpacks, birthday cakes, sweet cases), and awareness. Overlaps with ProKids' in-kind donation programs (Backpack Shop, Holiday Shop) but operates without the court-advocate component.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/prokids

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 ProKids