Spark in the Dark

What Spark in the Dark does

Spark in the Dark, operating as HelpLink, is a 501(c)(3) nonprofit founded in 2017 in Traverse City, Michigan (EIN: 81-5466752). The organization originated as a peer-to-peer Facebook group for community mutual aid and evolved into a tech-enabled nonprofit platform that connects businesses, nonprofits, and individuals to deliver fast, dignified, and discreet financial assistance for essential needs such as utility bills, car repairs, work supplies, clothing, and groceries. Since inception, HelpLink reports over 120,000 needs connected to solutions across a community of 33,000+ members, with named employer and nonprofit partners including Cherry Republic, HopCat, Short's Brewing, Pridgeon & Clay, 4Front Credit Union, U.S. Hunger, and Cherryland Electric Cooperative.

Name

Spark in the Dark

Legal name

HelpLink

Website

https://sparkinthedark.org

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

HelpLink (formerly Spark in the Dark) is a Traverse City, Michigan-based 501(c)(3) nonprofit operating a tech-enabled platform that connects employers, nonprofits, and individuals to deliver fast, dignified assistance for essential needs. The platform has 33,000+ community members and 120,000+ needs met since 2017.

Ownership category

akta.pro rank

Product category

Charitable Giving Platform

NAICS

Other Individual and Family Services (624190), Individual and Family Services (6241), Social Assistance (624)

SIC

Services-Social Services (8300)

akta.pro primary industry

Financial Assistance & Benefits Navigation Services (BPAGAEAK)

Keywords

• Charitable giving platform
• Corporate giving programs
• Employee assistance funds
• Nonprofit fiscal sponsorship
• Community mutual aid

Headquarters

HQ city

Traverse City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Charitable Contributions: HelpLink operates as a 501(c)(3) nonprofit that receives donations from individuals, businesses, and nonprofits. All donations are tax-deductible. The platform facilitates donations to specific posted needs, corporate giving programs, and fiscal sponsorship arrangements.
2. Fund Stewardship Fees: Reserve Fund contributions are subject to a Fund Stewardship Fee retained at time of contribution: 3% for registered nonprofits, 6% for all other organizations. This supports ongoing administrative, compliance, reporting, payment processing, and platform maintenance costs.
3. Fulfillment Fees on Posted Needs: Each posted need's total amount includes a built-in Fulfillment Fee that HelpLink retains to support ongoing operations including program administration, verification and compliance review, payment processing, vendor and beneficiary coordination, donor communications, and technology infrastructure.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

HelpLink is a tech-enabled 501(c)(3) nonprofit platform that connects businesses, nonprofits, and communities to deliver fast, dignified, and discreet help for essential needs such as utility bills, car repairs, work supplies, clothing, and groceries. The platform operates through four fund types (Distribution, Reserve, Matching, and Collective) plus Fiscal Sponsorship services, ensuring donations are verified and directly fulfill specific posted needs rather than distributing cash.

Product overview

HelpLink is a tech-enabled nonprofit platform that evolved from Spark in the Dark (a 2017 Facebook group). The core HelpLink Platform connects businesses, nonprofits, and communities to deliver fast, dignified assistance for essential needs. The platform operates through multiple fund types: Distribution Fund (automated giving), Reserve Fund (flexible off-platform support), Matching Fund (targeted donation matching), and Collective Fund (pooled charitable funds). HelpLink also provides Fiscal Sponsorship Services as a 501(c)(3) nonprofit sponsor.

Differentiator

Problem solved

Functional benefit

Products and services

• HelpLink Platform
• Distribution Fund
• Reserve Fund Flexible fund for off-platform or unique situations like unusual medical bills, wheelchair ramps, or disaster support, with reimbursements and direct payments to vendors. Subject to a 3% Fund Stewardship Fee for registered nonprofits and 6% for all other organizations.
• Matching Fund Feature allowing organizations to create match rules based on causes, demographics, or geographic areas, automatically matching qualifying donations made on the platform. No fee on contributions.
• Collective Fund Pooled charitable fund that rallies donors around specific needs or causes, with automated distribution to posted needs matching the fund's preferences. No fee on contributions.
• Fiscal Sponsorship Services 501(c)(3) nonprofit services allowing organizations to receive and manage charitable contributions through HelpLink's pre-approved grant relationship model of fiscal sponsorship.

Quantifiable outcome

• 120,000+ needs connected to solutions since 2017
• +5 more outcomes

Named customers18 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

37 partnerships are on record, tiered core, secondary, flagship and minor.

• Cherry RepubliccoreGTM or Marketing PartnerCherry Republic partners with HelpLink as an employer sponsor offering employee assistance through HelpLink fund, while also promoting HelpLink services to their Northern Michigan community.
• 4Front Credit UnioncoreGTM or Marketing Partner4Front Credit Union sponsors HelpLink through the 4Front Forward Fund, partnering to provide dignified community assistance as part of their values of inclusion, dignity, and financial well-being.
• U.S. HungercoreGTM or Marketing PartnerU.S. Hunger partnered with HelpLink to care for their staff in times of temporary crisis through the Better Together Fund, removing barriers affecting employee health and well-being.
• RJG, Inc.coreGTM or Marketing PartnerRJG partners with HelpLink through an employee hardship fund and matching fund, demonstrating their core value of 'Relationships' by rallying around employees facing unexpected challenges.
• Comfort Keepers of Northwest MichigansecondaryGTM or Marketing PartnerComfort Keepers partners with HelpLink to support caregivers through a dedicated assistance fund for unexpected or unmet personal needs.
• Pridgeon & ClaysecondaryGTM or Marketing PartnerPridgeon & Clay partners with HelpLink to support employees through all seasons of life, helping staff with unique, extenuating, or unplanned emergencies through their Employee Reserve Fund.
• HopCatsecondaryGTM or Marketing PartnerHopCat partners with HelpLink through a Reserve Fund intended to meet needs of employees and community as situations arise.
• Plascon Inc.secondaryGTM or Marketing PartnerPlascon Inc. partnered with HelpLink to show employees the culture of giving within the organization and community.
• KilwinssecondaryGTM or Marketing PartnerKilwins partners with HelpLink to support team members in times of need or crisis through their Team Member Relief-Assistance Fund.
• Graceland Fruit IncsecondaryGTM or Marketing PartnerGraceland Fruit partners with HelpLink through their Employee and Community Impact Fund, honoring core values that everyone is important and worthy of help in times of need.
• Thompson Surgical InstrumentssecondaryGTM or Marketing PartnerThompson Surgical Instruments supports employees through the Farley Fund, helping staff with unexpected hardships in times of need.
• LaSusa Law Offices, PLCsecondaryGTM or Marketing PartnerLaSusa Law Offices partners with HelpLink to provide community support and legal assistance funding.
• The Salvation Army Traverse CitysecondaryGTM or Marketing PartnerThe Salvation Army Traverse City partners with HelpLink as a nonprofit to meet community needs through HelpLink's platform.
• Short's Brewing CompanysecondaryGTM or Marketing PartnerShort's Brewing Company partners with HelpLink for community giving initiatives in Northern Michigan.
• Old Mission BakerysecondaryGTM or Marketing PartnerOld Mission Bakery uses HelpLink to offer help to employees when they need it most, filling gaps where health care and other benefits aren't available.
• NAMI Grand TraversesecondaryGTM or Marketing PartnerNAMI Grand Traverse partners with HelpLink through the Client Legal Support Fund, providing financial assistance for individuals and families facing legal challenges impacting mental health.
• Great Lakes Potato ChipssecondaryGTM or Marketing PartnerGreat Lakes Potato Chip Company supports the CHIPS Fund through HelpLink, living up to their values by assisting employees and community members in times of need.
• Meta (Facebook)flagshipStrategic or Co-development PartnerMeta selected HelpLink as a participant in the 2020 Facebook Community Accelerator program, supporting communities that help people connect and support each other.
• Deloitte and Amazon Web ServicesflagshipStrategic or Co-development PartnerDeloitte and AWS partnered with HelpLink through their accelerator program supporting innovative technology nonprofit solutions.
• Better Business BureauminorOthersHelpLink received the Torch of Ethics Award from the Better Business Bureau, recognizing ethical nonprofit operations.
• Covenant House MichigansecondaryGTM or Marketing PartnerCovenant House Michigan partners with HelpLink as a nonprofit to support youth in their community.
• Cherryland Electric CooperativesecondaryGTM or Marketing PartnerCherryland Electric Cooperative partnered with HelpLink to provide support for utility arrearages near Traverse City.
• Manthei GroupsecondaryGTM or Marketing PartnerManthei Group supports employees and community members facing unexpected hardship through the Manthei Group Care Fund.
• Stormcloud Brewing CosecondaryGTM or Marketing PartnerStormcloud Brewing Co partners with HelpLink for community giving initiatives in Northern Michigan.
• Bay Bread CominorGTM or Marketing PartnerBay Bread Co partners with HelpLink for community support initiatives.
• Wander InsecondaryGTM or Marketing PartnerWander In is committed to staff and community, launching the Wander In Help Fund to ensure everyone has someone in their time of need.
• Cuppa Joe Traverse CityminorGTM or Marketing PartnerCuppa Joe Traverse City partners with HelpLink for community giving.
• The Good BowlsecondaryGTM or Marketing PartnerThe Good Bowl's Community Fund helps individuals experiencing food insecurity in the Traverse City area.
• Slurping Bear Asian BistrominorGTM or Marketing PartnerSlurping Bear Asian Bistro partners with HelpLink for community support.
• Do a Little GoodminorGTM or Marketing PartnerDo a Little Good partners with HelpLink for community impact initiatives.
• Vita BellaminorGTM or Marketing PartnerVita Bella partners with HelpLink for community support.
• Floor Covering Brokers Carpet OnesecondaryGTM or Marketing PartnerFloor Covering Brokers Carpet One operates a Distribution Fund focused on local Traverse City area charitable giving.
• Carpet GalleriaminorGTM or Marketing PartnerCarpet Galleria partners with HelpLink for community giving initiatives.
• Frankfort Elberta Area SchoolssecondaryGTM or Marketing PartnerFrankfort Elberta Area Schools partners with HelpLink as a nonprofit to support students and families in their community.
• NoMi Neighbor NetworksecondaryGTM or Marketing PartnerNoMi Neighbor Network is an organization building community through mutual aid and leadership development, with a Reserve Fund on HelpLink.
• Q100 Michigan Blarney Stone BroadcastingminorGTM or Marketing PartnerQ100 Michigan Blarney Stone Broadcasting partners with HelpLink for community support.
• The Flower StationminorGTM or Marketing PartnerThe Flower Station's Community Fund empowers neighbors to give alongside them, creating community impact one person at a time.

Scale indicators14 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Kiva: Nonprofit crowdfunding platform that enables individual-to-individual lending for entrepreneurs and individuals in need. Comparable trust-and-transparency architecture (lender feedback loops, identity protection), though focused on microloans rather than grant fulfillment.
• Feeding America: National nonprofit network addressing food insecurity. Overlaps with HelpLink's grocery and food-need fulfillment, but operates a vastly larger infrastructure and different distribution model.
• United Way 211: Free, confidential service connecting people to local resources for housing, utilities, food, and other assistance. Adjacent to HelpLink as a benefits-navigation and referral channel, though 211 navigates to existing services rather than raising or distributing funds.

Direct peers

• Modest Needs Foundation: Nonprofit that provides small, dignified grants to working-poor households for one-time emergencies. Closest conceptual peer to HelpLink's model — both emphasize dignity, itemized needs, and avoiding cash handovers — though Modest Needs is grant-funded rather than platform-driven.
• Benevity: Corporate giving and employee volunteering platform used by large employers for donation matching, payroll deduction, and grant programs. Most direct competitor to HelpLink on the employer-side value proposition, though at enterprise scale and broader scope.
• GoFundMe: Large-scale crowdfunding platform that lets individuals raise money for personal needs (medical bills, utilities, car repairs, emergencies). Directly comparable to HelpLink's recipient-funded-need model, though GoFundMe distributes cash rather than purchasing specific items.
• Bright Funds: Workplace giving and CSR platform enabling employee donations, matching, and volunteer tracking. Comparable employer-buyer use case to HelpLink, though positioned for larger enterprises.
• CyberGrants (Now part of Bonterra): Corporate philanthropy and employee giving management platform used by enterprises to administer matching gifts, volunteer grants, and disaster relief funds — a feature set that overlaps with HelpLink's employer Reserve and Matching Fund products.
• Network for Good: Donor-advised fund and fundraising platform serving nonprofits, employers, and individual donors with workplace giving tools. Comparable to HelpLink on the corporate-giving and nonprofit fund-management axes.

Others

• Causes (by Benevity) / employee giving apps: Suite of payroll-deduction and donation-matching apps delivered through HR systems. Functionally adjacent to HelpLink's employer benefit offering — same buyer (HR/CSR), overlapping feature set (payroll giving, matching), but broader in scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/watch?v=NM2vwYkE-IM
• LinkedInlinkedin.com/company/spark-in-the-dark

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Spark in the Dark