American Friends of NATAL

What American Friends of NATAL does

American Friends of NATAL (AFN) is a U.S. 501(c)(3) nonprofit organization (EIN 20-1914370) founded in 2005 and headquartered at 1120 Avenue of the Americas, New York City. It serves as the exclusive U.S. fundraising arm of NATAL — Israel Trauma and Resiliency Center, an Israeli nonprofit founded in 1998 by Jude Yovel Recanati and Dr. Yossi Hadar that has touched 700,000+ lives. AFN's organizational purpose is to build awareness, cultivate partnerships, and mobilize donations from the U.S. Jewish community and other supporters to fund NATAL's trauma care operations in Israel.

AFN's underlying product surface is not a technology product but a portfolio of donor-engagement mechanisms and the clinical programs they fund. Revenue streams span individual donations (one-time and recurring), corporate matching gifts, donor-advised funds (DAFs), stock donations, payroll giving, legacy/bequest giving, gala sponsorships (described as the "largest fundraiser"), limited-edition merchandise collaborations (e.g., the Tomer Peretz 'EMERGE' art series, the Shlomit Ofir Tree Necklace priced at $108), and foundation grants. Programs supported include a 24/7 trauma helpline, a nationwide clinical network of 400+ mental health professionals serving 3,000+ weekly patients, community resilience programs, trauma-informed career services, and a research & innovation unit focused on PTSD, moral injury, and post-traumatic growth.

Since the October 7, 2023 attack, NATAL has substantially expanded clinical capacity — absorbing 100,000+ helpline calls, delivering 4,000+ intervention hours, and broadening its veteran/community programming — driving a corresponding increase in AFN's required fundraising each year. AFN's go-to-market is community-led and event-driven: a mix of social media (Instagram, Facebook, LinkedIn, YouTube), earned media (Forbes, Jerusalem Post, amNY, Times of Israel), educational webinars, galas, and curated cultural collaborations. The organization has been awarded Charity Navigator's Four-Star Rating and Candid's Platinum Transparency designation. Governance is provided by a Board chaired by Ran Eliasaf, with CEO Maayan Aviv leading day-to-day operations.

Name

American Friends of NATAL

Legal name

American Friends of NATAL, Inc.

Website

https://afnatal.org

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

American Friends of NATAL (AFN) is a U.S. 501(c)(3) nonprofit founded in 2005 that raises funds in the United States to support NATAL's trauma care, clinical treatment, helpline, and community resilience programs serving trauma survivors across Israel.

Ownership category

akta.pro rank

Product category

Mental Health Nonprofit Services

NAICS

Social Assistance (624), Voluntary Health Organizations (813212), Outpatient Mental Health and Substance Abuse Centers (621420), Child and Youth Services (62411)

SIC

Services-Social Services (8300), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Mental Health & Crisis Support Services (BPAGACAD)

akta.pro secondary industries

Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK), Maternal, Newborn, Child & Adolescent Health (MNCAH) NGOs (HLAJAKAG), Refugee, Crisis & Humanitarian Education Partnerships (EiE) (EDADALAG)

Keywords

• Trauma support services
• Nonprofit fundraising
• Mental health advocacy
• Community resilience programs
• Crisis intervention services

Headquarters

HQ city

New York

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, Technology or R&D, Others

Revenue model

1. Individual Donations: Tax-deductible donations from individuals supporting trauma care in Israel. Donors can give through the website, with options for one-time or recurring gifts.
2. Corporate Matching Gifts: Employer matching gift programs where companies match employee charitable donations, effectively doubling the impact of individual contributions at no additional cost.
3. Donor Advised Funds (DAFs): Strategic philanthropy through DAF accounts allowing donors to make contributions, receive immediate tax benefits, and recommend grants to AFN over time.
4. Stock Donations: Tax-efficient giving through appreciated stock donations, allowing donors to avoid capital gains tax while receiving a charitable deduction for full fair market value.
5. Payroll Giving: Employee payroll deduction programs allowing workplace giving directly from paychecks to support trauma care in Israel.
6. Legacy Giving: Planned giving through wills, life insurance policies, or endowment funds to ensure long-term support for trauma survivors.
7. Gala Sponsorships: Corporate sponsorships for annual gala events, the organization's largest fundraiser, featuring multiple sponsorship tiers.
8. Merchandise Sales: Limited-edition merchandise including jewelry collaborations (e.g., Tree Necklace at $108) and art series where purchase proceeds support NATAL's mission.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

American Friends of NATAL (AFN) is a U.S. 501(c)(3) nonprofit that raises funds and awareness in the United States to support NATAL's comprehensive trauma care and resilience programs in Israel. AFN channels individual donations, corporate matching gifts, planned giving, and gala sponsorships to fund a 24/7 trauma helpline, nationwide clinical treatment delivered by 400+ mental health professionals, community resilience workshops, trauma-informed career services, and applied trauma research.

Product overview

American Friends of NATAL operates as a unified nonprofit organization supporting NATAL's trauma care ecosystem in Israel. The portfolio consists of core clinical and crisis services (24/7 Trauma Helpline, Clinical Treatment & Support with 400+ professionals, Community Resilience Programs, and Trauma-Informed Career Services) complemented by research capabilities (Research & Innovation Unit, Multidisciplinary Trauma Studies Center). Public-facing educational offerings include the RECHARGE platform with guides, video guides, and webinars. Additionally, the organization offers curated merchandise products including the EMERGE limited-edition art series and Shlomit Ofir jewelry collaboration. All services are united around NATAL's mission of providing comprehensive trauma care across Israel since 1998.

Differentiator

Problem solved

Functional benefit

Products and services

• 24/7 Trauma Helpline

Quantifiable outcome

• 700K+ lives touched by NATAL since 1998
• +5 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor and core.

• Temple Israel (Manhattan)minorGTM or Marketing Partner · 19 April 2026Partnership with Temple Israel in Manhattan for Yom Hazikaron community commemoration ceremony, partnering with Shevet Tapuach Israeli Scouts community to honor fallen soldiers and terrorism victims.
• Kehila Ba Tapuach (Israeli Scouts)minorGTM or Marketing Partner · 12 March 2026Joint 'Art for Hope' event featuring Ze'ev Engelmayer, drawing over 200 attendees to support Israeli resilience and healing efforts.
• Network of Jewish Human Service AgenciescoreStrategic or Co-development Partner · 12 February 2026Partnership to launch an Advanced Trauma Treatment Seminar designed to expand clinical expertise in trauma treatment across North America. The collaboration leverages NATAL's trauma expertise to train professionals in the Jewish human service sector.
• Israel Film FestivalminorGTM or Marketing Partner · 12 February 2026AFN hosted the Los Angeles premiere of documentary 'A Letter to David' at the 37th Israel Film Festival, raising awareness for trauma recovery efforts and the organization's mission.
• The Israel Center on AddictionminorStrategic or Co-development PartnerResearch partnership presenting findings on trauma-informed career coaching at professional seminars. Joint research found that trauma-informed career coaching resulted in approximately 60% of participants reporting employment improvements.
• NickelodeonminorStrategic or Co-development PartnerNATAL collaborated with Nickelodeon to produce stress-coping wartime videos for children, creating age-appropriate mental health content during ongoing conflict.

Scale indicators8 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Jewish National Fund (JNF): Major U.S. fundraising nonprofit supporting Israeli causes including community development and emergency response. Shares AFN's gala-driven, donor-advised-fund-heavy fundraising model and U.S. Jewish donor base.
• American Jewish Joint Distribution Committee (JDC): U.S.-based Jewish humanitarian nonprofit supporting vulnerable Jewish populations globally, including crisis-response work in Israel. Comparable fundraising model, donor base, and post-October-7 emergency programming.
• American Friends of Magen David Adom: U.S. fundraising arm of Israel's national emergency medical service. Closely comparable structure (U.S. 501(c)(3) funding an Israeli operational entity), donor demographic, and post-October-7 surge in fundraising.
• Friends of the Israel Defense Forces (FIDF): U.S. 501(c)(3) nonprofit that raises funds in the U.S. to support Israeli soldiers and veterans — directly comparable to AFN's veteran and reservist programs and overlapping donor base within the U.S. Jewish community.
• Hadassah, The Women's Zionist Organization of America: Major U.S. Jewish women's nonprofit supporting Israeli health and welfare institutions. Comparable donor base, U.S. fundraising footprint, and post-October-7 programmatic expansion into trauma and resilience.
• Israel Emergency Fund (at Jewish Federations): Jewish Federations of North America's coordinated emergency fundraising vehicle for Israeli needs. Directly competes for the same pool of post-October-7 emergency donor dollars as AFN.

Emerging players

• RAINN (Rape, Abuse & Incest National Network): U.S. nonprofit operating the National Sexual Assault Hotline and trauma-counseling programs. Comparable in trauma-counseling helpline and clinical-service model, but addresses a different trauma population in the U.S.

Broad incumbents

• NAMI (National Alliance on Mental Illness): Largest U.S. grassroots mental-health nonprofit. Comparable mental-health advocacy and education mission, but operates broadly in the U.S. rather than focusing on Israel-linked trauma populations.
• American Jewish Committee (AJC): Global Jewish advocacy organization with significant Israel programming. Shares donor base and Israel-fundraising orientation with AFN, though AJC operates as a broader advocacy and diplomacy organization.

Regional players

• American Friends of Tel Aviv University / AFTAU: U.S. nonprofit supporting an Israeli institution (TAU) including trauma and resilience research. Comparable 'American Friends of' structure funding Israeli trauma-relevant research and programming.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@americanfriendsofnatal
• Facebookfacebook.com/AmericanFriendsofNATAL
• LinkedInlinkedin.com/company/americanfriendsofnatal
• Instagraminstagram.com/americanfriendsofnatal

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 American Friends of NATAL