What National School Choice Awareness Foundation does

The National School Choice Awareness Foundation (NSCAF) is a 501(c)(3) nonprofit organization established in 2021 and headquartered in Aventura, Florida, with operations in Milford and Miami. Its mission is to raise awareness of K-12 education options among U.S. families and guide them through the school search process, maintaining a deliberately neutral stance — it does not advocate for or against specific school choice legislation. NSCAF operates three integrated programs: National School Choice Week, the flagship annual event series held each January with activities in 80% of U.S. counties; Navigate School Choice, a year-round digital navigation platform serving roughly 2 million parents annually; and Conoce tus Opciones Escolares, the Spanish-language counterpart serving approximately a quarter million Hispanic and Latino families. The foundation coordinates a coalition ecosystem of 26,000 partner schools, 70+ nonprofits across the Navigate School Choice Network and INPower Network, and a Student Ambassador Program, and conducts recurring national surveys on parent attitudes toward school choice.\n\nNSCAF's business model is donation-funded: the organization is supported by tax-deductible charitable contributions, and all programs are delivered free of charge to families, schools, and partner nonprofits. It co-deploys programs alongside its sister 501(c)(3) public charity, the National School Choice Resource Center. Distribution relies on a mix of large-scale events, owned digital properties (schoolchoiceweek.com, myschoolchoice.com, opcionesescolares.com, schoolchoiceawareness.org), social media remarketing (Facebook, Instagram, Pinterest, Twitter), and earned media — 301 unique radio and television stories were placed in 2025. The team is led by Chairman and CEO Andrew Campanella, with a full executive bench including a CFO, COO, SVP of Policy and National Partnerships, and functional VPs and Senior Directors.

Name

National School Choice Awareness Foundation

Legal name

National School Choice Awareness Foundation, Inc.

Website

https://schoolchoiceawareness.org

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

National School Choice Awareness Foundation is a 501(c)(3) nonprofit that runs National School Choice Week, Navigate School Choice, and Conoce tus Opciones Escolares to help millions of U.S. parents discover and navigate K-12 education options through events, digital tools, and a coalition of 26,000 schools and 70+ partner nonprofits.

Ownership category

akta.pro rank

Product category

Education Advocacy and Awareness

NAICS

Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Tuition Assistance & Voucher/ESA Program Administration (EDADAHAF)

Keywords

• School choice awareness
• K-12 education navigation
• Parent education resources
• Nonprofit education advocacy
• School search tools

Headquarters

HQ city

Miami

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Donations and Charitable Contributions: As a 501(c)(3) nonprofit organization, NSCAF is funded through tax-deductible donations. Donations support National School Choice Week, Navigate School Choice, and Conoce tus Opciones Escolares charitable programs.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

NSCAF operates three charitable programs that raise awareness of K-12 education options and guide families through the school search process. National School Choice Week is an annual January event series with 26,000 partner schools across 80% of U.S. counties. Navigate School Choice is a year-round digital platform at myschoolchoice.com with guides and search tools serving 2 million parents annually, supported by a 70+ nonprofit coalition. Conoce tus Opciones Escolares is the Spanish-language equivalent at opcionesescolares.com, serving approximately 250,000 Spanish-speaking parents each year.

Product overview

National School Choice Awareness Foundation operates three distinct but complementary charitable programs. National School Choice Week is the flagship annual events program, organized in partnership with 26,000 schools to raise awareness through large-scale events. Navigate School Choice is the primary year-round digital platform providing school choice guides and search tools serving 2 million parents annually. Conoce tus Opciones Escolares serves as the Spanish-language counterpart to Navigate School Choice, delivering the same information and tools to Spanish-speaking families. Together, these programs span the full awareness-to-action spectrum for K-12 school choice.

Differentiator

Problem solved

Functional benefit

Products and services

• National School Choice Week Annual series of education events organized each January across 80% of U.S. counties in partnership with 26,000 schools, generating media and public attention for school choice and inspiring millions of parents to discover K-12 education options for their children. Targeted at U.S. parents and families.
• Navigate School Choice Year-round digital platform offering the nation's most expansive portfolio of school choice guides and search tools, serving 2 million parents each year. Supports 70+ nonprofits through the Navigate School Choice Network and INPower Network. Targeted at U.S. parents seeking to discover and navigate K-12 school options.
• Conoce tus Opciones Escolares Spanish-language navigation platform offering resources, tools, events, and services that empower approximately a quarter million Spanish-speaking parents each year to discover and navigate K-12 education options. Targeted at Hispanic and Latino families in the U.S.

Quantifiable outcome

• 26,000 schools partnered to help families
• +2 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

Integration5 records

Scale indicators9 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• GreatSchools.org: A national nonprofit providing school information, ratings, and search tools to help parents navigate K-12 options. Closely comparable as a parent-facing navigation platform for school choice.
• National Parents Union: Coalition of parent advocacy organizations focused on K-12 education reform. Comparable mission of amplifying parent voice in school choice and navigating education options.
• Center for Education Reform: K-12 education reform think tank and advocacy group pushing for charter schools, choice, and parental rights. Comparable mission around expanding family K-12 options and educating the public.
• 50CAN: A national network of state-level education advocacy nonprofits supporting K-12 school choice and policy reform. Operates a coalition model directly comparable to NSCAF's Navigate School Choice Network.
• American Federation for Children: National advocacy organization advancing school choice through state-level policy campaigns. Operates in the same policy and parent-awareness space as NSCAF with overlapping school-partner and coalition networks.
• EdChoice: A 501(c)(3) research and advocacy organization focused on K-12 school choice, vouchers, and ESAs. Closest peer to NSCAF given shared focus on educating parents and policymakers about all K-12 education options.

Emerging players

• Parents Defending Education: A national nonprofit advocating for parental rights in education decisions. Overlaps with NSCAF on parent-driven K-12 navigation and choice advocacy, though more activist in posture.
• K12 Insight (K12 Insight): Provider of community engagement and parent-feedback tools to school districts. Adjacent peer in parent-experience data collection, though it serves districts rather than directly serving families.

Broad incumbents

• National Association of Independent Schools (NAIS): Membership association for private/independent K-12 schools, a key participant in NSCAF's School Choice Week partner network. Adjacent peer given overlapping school-partner and parent-engagement channels.
• Public Agenda: Nonprofit that conducts public-opinion research and parent engagement on K-12 issues. Comparable in running national parent-behavior surveys (similar to NSCAF's polling program) that inform the school-choice conversation.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/ntlschoolchoice
• YouTubeyoutube.com/@ntlschoolchoice
• Facebookfacebook.com/ntlschoolchoice
• LinkedInlinkedin.com/company/ntlschoolchoice
• Instagraminstagram.com/schoolchoiceweek

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about National School Choice Awareness Foundation