Take9

What Take9 does

Take9 is a nonprofit public service cybersecurity awareness campaign founded by Craig Newmark Philanthropies and operated as an affiliate of Craig Newmark Foundation, a California 501(c)(3) public benefit corporation. The campaign is led programmatically by Aspen Digital alongside a coalition of more than 60 partner organizations spanning cybersecurity firms, anti-fraud bodies, community groups, and government-affiliated entities. Its core product is the '9-second pause' habit — a behavioral prompt urging consumers to pause before clicking, downloading, or sharing online — packaged with educational content on phishing detection, password management, multi-factor authentication, passkeys, encrypted messaging, credit freezing, and recognition of scam types such as romance, funeral, notarios, quishing, and AI-generated phishing. Supporting sub-products include Basic Protection, Advanced Protection, Tools & Guides, and the Scam Survival Toolkit (delivered via the BBB Institute), forming a progressive prevention-to-recovery journey.

The campaign has no proprietary technology, no commercial revenue, and no pricing model; all content is free to end users, distributed through pausetake9.org and amplified by partner channels. Go-to-market is community-led and event-driven, leveraging a Partner Hub portal, Sesame Street's Count von Count character for memorability, and earned media including coverage in outlets such as Fast Company. Marketing channels span content/SEO, email newsletter, organic social (#Take9), partner referral networks, multimedia video, and PR. The legal entity is the Craig Newmark Foundation; the website and trademarks are owned by Craig Newmark Philanthropies, and the sole disclosed individual leader is founder Craig Newmark, supported by the broader coalition. Operating geographies are primarily the United States, though the website and partner network claim global reach.

Name

Take9

Legal name

Craig Newmark Foundation

Website

https://pausetake9.org

Company type

Private

Operating status

Operating

Short description

Take9 is a nonprofit public service campaign promoting a 9-second pause before clicking online to prevent scams. Founded by Craig Newmark Philanthropies and led by Aspen Digital, it serves general consumers through free education and a 60+ partner coalition.

Ownership category

akta.pro rank

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Philanthropic Funding: Take9 is funded by Craig Newmark Philanthropies, the philanthropic organization of craigslist founder Craig Newmark. Craig Newmark has given more than $500 million in support of various causes including cybersecurity education programs. As a non-profit public service campaign operated as an affiliate of Craig Newmark Foundation, Take9 does not generate commercial revenue.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Take9 is a free public service cybersecurity awareness campaign that promotes a 9-second pause before clicking, downloading, or sharing online to help individuals avoid scams and fraud. The campaign delivers educational content covering phishing detection, password management, multi-factor authentication, encrypted messaging, and credit freezing through its website, partner organizations, and Sesame Street-branded video content. It operates as a nonprofit initiative under Craig Newmark Philanthropies and is led by Aspen Digital alongside a coalition of over 60 partner organizations.

Product overview

Take9 is a single unified public service campaign focused on cybersecurity awareness and scam prevention. The core offering is the Take9 campaign itself, which promotes a 9-second pause before clicking to stay safe online. The campaign is supported by educational sub-products including Basic Protection (foundational guidance), Advanced Protection (advanced security tactics), Tools & Guides (custom security planning and printable resources), and the Scam Survival Toolkit (recovery assistance for scam victims). All offerings work together as a progressive educational journey from prevention to recovery.

Differentiator

Problem solved

Functional benefit

Products and services

• Take9 Campaign A free public service cybersecurity awareness campaign that encourages a 9-second pause before clicking, downloading, or sharing online to help individuals avoid scams and fraud.
• Count Before You Click Campaign A branded initiative within the Take9 campaign featuring Sesame Street's Count von Count character in video content to promote the 9-second pause habit for scam prevention.
• Basic Protection Foundational cybersecurity guidance covering phishing avoidance, personal information protection, password management, software updates, multi-factor authentication, and secure shopping practices aimed at beginner-level users.
• Advanced Protection Advanced security recommendations covering passkeys, encrypted messaging, credit freezes, and family code words to protect against sophisticated scams and AI-generated threats.
• Tools & Guides Educational resource hub with a custom security plan builder, printable flyers, and partner resources covering digital literacy, phishing protection, and cyber safety.
• Scam Survival Toolkit A guided Better Business Bureau toolkit that helps scam victims understand what to do after being scammed, made available through Take9's Got Scammed page.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

67 partnerships are on record, tiered core, flagship and minor.

• Aspen DigitalcoreStrategic or Co-development PartnerAspen Digital is the organization leading Take9 alongside Craig Newmark Philanthropies. Aspen Digital is a policy program that works at the intersection of technology and public policy, helping to bridge the gap between technical expertise and everyday life.
• Common Sense MediaflagshipGTM or Marketing PartnerTake9 partners with Common Sense Media to share tools and habits that help protect accounts, devices, and personal information. Common Sense Media also provides a Digital Literacy Curriculum for K-8 students.
• Consumer ReportsflagshipGTM or Marketing PartnerConsumer Reports partners with Take9 to share scam trend updates and provides the Security Planner tool that helps users build custom security plans tailored to their habits.
• BBB Institute for Marketplace TrustflagshipGTM or Marketing PartnerProvides the Scam Survival Toolkit for users who have been scammed. Take9 directs users to this resource when they visit the 'Got Scammed?' page.
• Cyber Readiness InstituteflagshipGTM or Marketing PartnerProvides the Protect Your Business program that equips employees with strong cybersecurity habits, referenced in Take9's Tools & Guides section.
• Right To BeflagshipGTM or Marketing PartnerPartner organization offering Right To Be Trainings on how to respond, intervene, and heal from harassment. Listed in the scam fighter workshops section.
• Aspen Policy AcademyflagshipGTM or Marketing PartnerProvides workshops to become an effective cybersecurity policy expert and advocate through the Aspen Policy Academy's cyber civic engagement program.
• Digital Democracy Institute of the Americas (DDIA)coreGTM or Marketing PartnerProvides scam trend updates for the Spanish-speaking community through their newsletter, helping extend Take9's reach to bilingual audiences.
• Center for Cyber Safety and EducationcoreGTM or Marketing PartnerProvides online safety tips printouts for parents, referenced in the Tools & Guides section of the Take9 website.
• Digital Fluency CollectivecoreGTM or Marketing PartnerProvides the 'Raising Digitally Fluent Kids' guide for raising tech-savvy, secure, and self-aware children.
• 92NYcoreGTM or Marketing PartnerPartner organization listed on the Take9 About page as part of the coalition working to stop frauds and scams.
• Alabama School of Cyber Technology and EngineeringminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Atlantic CouncilcoreGTM or Marketing PartnerPartner organization listed on the Take9 About page as part of the coalition.
• Baddies in TechminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Black Girls HackminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Blue Star FamiliescoreGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Bob Woodruff FoundationcoreGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• California Voter FoundationminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Campaign VerifyminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Center for Internet SecuritycoreGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Center for Long Term CybersecuritycoreGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Cornell's Brooks Tech Policy InstitutecoreGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Cyber Civil Rights InitiativeminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Cyber CollectiveminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Cyber Innovation CentercoreGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Cyber Threat AlliancecoreGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• CyberPeace InstitutecoreGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• DoSomethingminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Education & Leadership FoundationminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• EveryoneOnminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Faith-Based ISAOminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Fight CybercrimecoreGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Food and Ag-ISACminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Foundation Layer InstituteminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• GASAcoreGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Gate 15minorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Geena Davis InstituteminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Girls Who CodeminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Girls Who HackminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Global Cyber AlliancecoreGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Hack ClubminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Hispanic Tech & Telecommunications PartnershipsminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Institute for Security and TechnologycoreGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Internet Security Research GroupcoreGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• IT-ISACminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Maryland STEM FestminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• National Cyber AlliancecoreGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• National Governors AssociationcoreGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• NDCAminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• NGO-ISACminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• NPowerminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• R StreetminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Retail and Hospitality ISACminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Rural Digital Resilience ProjectminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• SANS InstitutecoreGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• SuperbloomminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• TechCongressminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• TechSoupminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• The Cyber GuildminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• The Cyber HelplineminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• The Public Service AllianceminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• The Shadowserver FoundationcoreGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• University of San FranciscominorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• VetsinTechminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Wikimedia NYCminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Women in CyberSecurityminorGTM or Marketing PartnerPartner organization listed on the Take9 About page.
• Sesame StreetflagshipGTM or Marketing PartnerSesame Street's Count von Count character is featured in the 'Count Before You Click' campaign, which champions the power of a nine second pause to thwart online frauds and scams.

Recent moves6 records

Expansion highlights4 records

Emerging players

• Consumer Reports: A flagship Take9 partner that runs its own Security Planner tool and consumer fraud coverage. Comparable as a trusted consumer-advocacy organization with overlapping scam-aware content distribution.
• Common Sense Media: A flagship Take9 partner that also runs its own digital literacy curriculum and family-facing online safety education. Partial overlap with Take9's mission, particularly in K-8 education and family engagement.
• National Consumers League: A longstanding U.S. consumer advocacy nonprofit that operates Fraud.org and conducts scam awareness campaigns. Adjacent peer in consumer protection advocacy with a similar nonprofit, educational model.

Direct peers

• Cybercrime Support Network: A nonprofit that operates the Fraud.org and FightCybercrime.org resources to help consumers recognize and report cybercrime. Direct peer in the consumer-facing scam awareness and recovery space.
• Identity Theft Resource Center (ITRC): A nonprofit providing free consumer education, identity-theast victim assistance, and data breach response. Comparable to Take9 as a public-service nonprofit focused on consumer protection and identity safety.
• BBB Institute for Marketplace Trust: The educational arm of the Better Business Bureau that operates the Scam Survival Toolkit (already a Take9 partner). Directly comparable as a nonprofit consumer-protection and scam-prevention awareness initiative.
• Stop. Think. Connect. (CISA): The U.S. government's flagship cybersecurity awareness campaign managed by CISA. Directly comparable to Take9 as a public-service cybersecurity awareness initiative targeting consumers with simple, memorable behaviors and partner amplification.
• National Cyber Security Alliance (NCSA / StaySafeOnline): A nonprofit public-private partnership that runs the StaySafeOnline program and co-leads Data Privacy Week and other consumer awareness campaigns. Direct peer in cybersecurity awareness with overlapping partner organizations.
• AARP Fraud Watch Network: AARP's consumer-facing fraud awareness and scam prevention program aimed at older adults. Operates as a free public service with educational content, alerts, and a helpline — directly comparable to Take9's mission and consumer-first model.

Broad incumbents

• FTC (Pass It On / OnGuardOnline): The U.S. Federal Trade Commission's consumer protection programs, including OnGuardOnline and Pass It On scam-awareness campaigns. Comparable as a government-backed public awareness initiative targeting the same scam-prevention behaviors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/PauseTake9
• Facebookfacebook.com/PauseTake9

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Take9