Project K-9 Hero
Project K-9 Hero is a 501(c)(3) nonprofit providing 100%-covered medical care, prescription food, rehabilitation, and end-of-duty services for retired Police K-9s and Military Working Dogs, serving 401+ program members across multiple U.S. states.
- Company typePrivate
- Founded2016
- HeadquartersDetroit, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Project K-9 Hero does
Project K-9 Hero is a 501(c)(3) nonprofit organization founded in 2016 and headquartered in Whitwell, Tennessee, with additional offices in Frederick, Maryland and Detroit, Michigan. The organization provides comprehensive medical care, prescription food, rehabilitation, rehoming, and end-of-duty services at 100% coverage for retired Police K-9s and Military Working Dogs — a population that has no public funding mechanism for ongoing medical expenses after service. As of mid-2026, the organization supports 401+ program members with a stated average annual cost of approximately $4,000 per dog, though individual cases can exceed $25,000 cumulatively for chronic service-related conditions (e.g., cancer, orthopedic injuries, gastrointestinal emergencies). The organization also operates a 177-acre Rehabilitation & Rehoming Facility under construction, supported by a $9.76M capital campaign ($1.51M raised to date).
The organization's revenue model is multi-streamed and donation-centric: individual one-time and recurring donations form the primary stream, supplemented by merchandise sales (K-9 Kamo™, REDD®, K-9 Callie, K-9 Mattis, and National Ambassadors collections sold direct-to-consumer via Shopify and through retail partners including Murdoch's Ranch & Home Supply and Nine Line Apparel), corporate sponsorships, planned giving, workplace giving (CFC-approved), and emerging digital channels including cryptocurrency and stock donations through The Giving Block. The reported program expense ratio is 61¢ per dollar to direct program services, with cumulative funds raised of $18M since inception. Strategic priorities include passage of the K-9 Hero Act of 2026 (H.R. 9664), which would establish a $5 million annual federal grant program from 2027-2031 administered through qualified nonprofits, and construction of the Whitwell facility to absorb a backlog of over 1,000 pending applications.
The go-to-market motion is community-led and event-driven, leveraging founder Jason Johnson's 30+ years of law enforcement, military, and K-9 industry expertise, a 20+ partner cause-marketing ecosystem, multi-channel digital presence (Facebook, Instagram, YouTube, X, LinkedIn, email newsletter, peer-to-peer fundraising), and major events including the Inaugural Golf Tournament (November 2026) and the 6th Annual Performers for Paws (February 2027). The organization has earned a 4-star Charity Navigator rating and 9-year GuideStar Platinum status, with high-profile recognition including the 2025 American Humane Hero Dog of the Year award and the IAOTP Top CEO designation for the founder in 2026.
Project K-9 Hero firmographics
Firmographics- Name
- Project K-9 Hero
- Legal name
- Project K-9 Hero
- Website
- https://projectk9hero.org
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Project K-9 Hero is a 501(c)(3) nonprofit providing 100%-covered medical care, prescription food, rehabilitation, and end-of-duty services for retired Police K-9s and Military Working Dogs, serving 401+ program members across multiple U.S. states.
- Ownership category
- akta.pro rank
Project K-9 Hero industry classification
Industry- Product category
- Animal Welfare Services
- NAICS
- Veterinary Services (54194), Pet Care (except Veterinary) Services (81291), Voluntary Health Organizations (813212)
- SIC
- Services-Social Services (8300)
- akta.pro primary industry
- K9 Care, Kenneling & Veterinary Support Services (BPAKAKAM)
- akta.pro secondary industry
- Rescue, Transport & Emergency Animal Response (BPAGAIAB)
Keywords
Where Project K-9 Hero is headquartered
LocationHeadquarters
- HQ city
- Detroit
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Project K-9 Hero business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain, Others
Revenue model
- Donations (Individual): Primary revenue source. Individual donors contribute one-time or recurring donations. $4,000 average annual cost per dog in program. No public funding available for retired Police K-9s and Military Working Dogs.
- Merchandise Sales: E-commerce store selling apparel, accessories, drinkware, dog products. Collections include K-9 Kamo, REDD, K-9 Mattis, K-9 Callie, National Ambassadors. Prices range from $5-$100.
- Corporate Sponsorships: Corporate partners sponsor events and provide ongoing support. Includes monetary sponsorships and in-kind product donations.
- Planned Giving: Legacy giving through wills/trusts, retirement plan assets, life insurance beneficiary designations, donor-advised funds.
- Cryptocurrency Donations: Accepts Bitcoin, Ethereum, and 50+ other cryptocurrencies through The Giving Block partnership.
- Stock Donations: Direct stock transfers and appreciated securities donations through The Giving Block partnership.
- Workplace Giving: CFC (Combined Federal Campaign) approved nonprofit. Employer matching programs through Double the Donation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | One-Year Medical Assistance per K-9 Hero |
| Other | One time | End-of-Duty Service |
| Subscription | Monthly | Monthly Prescription Food |
| Other | One time | Wellness Exam Vaccines |
| Unit Pricing | One time | K-9 Kamo Collection Merchandise |
| Unit Pricing | One time | Hat Products |
| Unit Pricing | One time | Accessories |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels12 records
Project K-9 Hero product offering
Product offeringCore offering
Project K-9 Hero provides 100% medical coverage, prescription food, rehabilitation, rehoming, and end-of-duty services for retired Police K-9s and Military Working Dogs at no cost to handlers or adopters. The organization operates a 177-acre Rehabilitation & Rehoming Facility in Whitwell, Tennessee, and is supported by individual donations, corporate sponsorships, planned giving, and a branded merchandise e-commerce operation.
Product overview
Project K-9 Hero is a nonprofit organization offering a single integrated program of services for retired Police K-9s and Military Working Dogs — covering medical costs, prescription food, and end-of-duty services at 100% — supported by a merchandise operation and multiple digital donation channels. The product portfolio consists of: (1) Core Program Services: Medical Assistance Program, Prescription Food Program, End-of-Watch Services, and the Rehabilitation & Rehoming Facility in Whitwell, TN; (2) Merchandise: K-9 Kamo Collection, K-9 Callie Collection, K-9 Mattis Collection, National Ambassadors Monumental Heroes Collection, REDD Collection, plus Hats and Accessories categories; (3) Digital Donation Services: Peer-to-Peer Fundraising Platform, Stock Giving (via The Giving Block), Cryptocurrency Giving (via The Giving Block and Gemini), and Donor-Advised Fund Giving (via DAF Direct). The organization has no API product and no AI/ML capabilities.
Differentiator
Problem solved
Functional benefit
Brands
- K-9 Kamo: A custom, trademarked camouflage pattern inspired by working dogs who serve and protect. Features bold canine-inspired artwork created exclusively for Project K-9 Hero.
- REDD
Products and services
- Medical Assistance Program Provides 100% coverage of medical costs for retired Police K-9s and Military Working Dogs, including monthly prescriptions, surgeries, wellness exams, and emergency care. Averages $4,000 per year per program member.
- Prescription Food Program
Quantifiable outcome
- 304 heroes supported to date (now 401+), with $18M total funds raised and 61% of donations going directly to program services
- +4 more outcomes
Companies that use Project K-9 Hero
Customer profileNamed customers15 records
Segments3 records
Ideal customer profiles2 records
Project K-9 Hero technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Project K-9 Hero partnerships and signals
Strategic signalPartnerships
25 partnerships are on record, tiered core, featured and minor.
- Redbarn Pet ProductscoreOfficial dog food sponsor. Family-owned pet nutrition company founded in 1996. Supports Project K-9 Hero through fundraising and supplies food for retired K-9s in the program.
- Monster K9 Dog ToysfeaturedSince 2016, builds toughest, safest, most trusted dog toys. 10% of every sale supports Project K-9 Hero. Featured partner prominently promoting the cause.
- Summit Animal HealthfeaturedFounded 2018, creates veterinary-guided supplements for joint health and mobility. Donates 30% of sales to PK9H and supplements to program members. Code PK9H20 for 20% off.
- Dog CloudfeaturedCreates therapeutic dog beds with Cycloid Vibration Therapy. 15% of orders support Project K-9 Hero. $50 OFF with code PK9H.
- TreatinkminorAdds pet photos to veterinary-recommended treats and supplements. 20% of all purchases donated to Project K-9 Hero.
- Murdoch's Ranch & Home Supplyfeatured45+ stores across six states since 1994. Official Retail & Round-Up Partner. Supports PK9H through in-store and online purchases.
- Pet MatRxminorScience-driven pet nutrition creating performance supplements. 15% of purchases donated. Code K9HERO for 20% off.
- Nine Line ApparelcoreVeteran-founded lifestyle brand creating patriotic apparel. Retail partner featuring K-9 Hero collections including K-9 Callie, K-9 Mattis, National Ambassadors, MPC Lenny.
- Brutus BrothminorFounded 2016, makes nutritious bone broth for dogs. Supports PK9H through product donations via checkout code 'K9'.
- TiCK MiTTminorCreates chemical-free tick removal tools. 10% give back to PK9H with code PROJECTK9.
- Blue Line CoffeeminorFirst responder-founded brand crafting bold, high-quality coffee. 75% of net proceeds from each order go directly to PK9H.
- CaNine Clean NutritionminorCreates performance-driven raw nutrition for working dogs. 15% of Every Hero Pack Sale Supports PK9H.
- Heritage DistillingminorOne of America's most awarded independent craft distilleries. $10 of every bottle sold goes to PK9H.
- Tail BangersminorCreates freshly baked dog treats made with U.S.-sourced ingredients. Quarterly givebacks to PK9H.
- Cowboy Mud RubminorPremium seasoning blends inspired by classic Texas smokehouse flavors. Donates 1% of all sales to PK9H.
- Roast 2 OrderminorSmall-batch coffee roaster delivering freshly roasted beans directly to customers. Gives percentage of sales back to PK9H.
- HuggleHoundsminorMakes unique, durable pet toys combining innovative design with lasting quality. Donates portion of sales quarterly to Pk9H.
- Paw FangminorFamily-owned brand producing handcrafted pet products in USA using safe, non-toxic materials. Donates 10% of all sales to PK9H.
- So FetchminorBirmingham-based brand creating curated dog gift boxes for birthdays, new puppies, and everyday celebrations.
- The Giving BlockcoreCrypto philanthropy partner processing stock and cryptocurrency donations safely. Works with Renaissance Charitable Foundation.
- Lamar AdvertisingfeaturedDonated six months of billboard space in western Michigan worth over $100,000 to help reach more people and educate about retired working dog hardships.
- Petco LovefeaturedReceived $5,000 grant from Petco Love to support lifesaving care for retired working dogs. First EMS agency partnership for K-9 transport established.
- Life Force Air MedicalminorFirst EMS agency in Tennessee and fifth in the nation to transport critically ill or injured working K-9s.
- HaloLightsminorCEO Jason Johnson's company specializing in multipurpose pet products for Safety, Security & Health. 10% back to PK9H with code 'PK9H'.
- Blackbird ArmamentminorCEO Jason Johnson's company managing domestic and international contracts, training, and consulting services with civilian and government agencies worldwide.
Scale indicators10 records
Recent moves7 records
Expansion highlights8 records
Project K-9 Hero competitors and assessment
Company assessmentDirect peers
- Mission K9 Rescue: Direct peer nonprofit with a near-identical mission: providing medical care, rehabilitation, and rehoming for retired Military Working Dogs and police K-9s. Heads-to-head competitor for the same donor pool and federal advocacy space.
- Warrior Dog Foundation: Nonprofit dedicated to retired Military Working Dogs and Special Operations K-9s, providing medical care, adoption, and advocacy. Directly comparable in mission, beneficiary profile, and donor demographic.
- National Police K9 Foundation: Nonprofit supporting police K-9s and handlers with training, equipment, and post-service care. Directly comparable in K-9 beneficiary focus and grant-making orientation.
- Save A Vet: Nonprofit focused on rescue, rehabilitation, and rehoming of retired military and police K-9s. Direct mission parallel and competitor for the same donor base.
Emerging players
- K9s For Warriors: Largest nonprofit provider of service dogs to veterans with PTSD/TBI. Adjacent beneficiary group (veterans vs. retired K-9s) and similar donor demographic, but different operational model (training service dogs vs. caring for retired ones).
- Paws of War: Nonprofit that pairs veterans with rescued service and companion dogs, and provides support to military working dog teams. Partial overlap with Project K-9 Hero's veteran/working-dog focus.
- Pets for Vets: Nonprofit that pairs veterans with shelter dogs to help both heal. Adjacent in the veteran-and-animal welfare space with overlap in donor demographics and corporate sponsors.
Broad incumbents
- American Humane: One of the largest national animal welfare and humanitarian organizations. Operates the Hero Dog Awards that recognized Project K-9 Hero's Sgt. Bo, making it both a peer in the broader animal welfare nonprofit space and a credentialing authority.
- Best Friends Animal Society: Largest no-kill animal welfare organization in the U.S. with sanctuaries, advocacy, and a focus on shelter pet outcomes. Broader animal welfare competitor for donor dollars and corporate sponsorships.
Others
- Petco Love: Nonprofit arm of Petco that provides grants and visibility to animal welfare organizations, including a $5,000 grant to Project K-9 Hero. Functions as a funder/partner rather than direct competitor, but represents a class of corporate-affiliated animal welfare nonprofits.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Project K-9 Hero social profiles
Digital presenceProject K-9 Hero financial estimates
Financial estimateRevenue estimate
Valuation estimate
Project K-9 Hero leadership team
Management profileNumber of profiles
Profiles18 records
Project K-9 Hero funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Project K-9 Hero M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Project K-9 Hero
What does Project K-9 Hero do?
Project K-9 Hero provides 100% medical coverage, prescription food, rehabilitation, rehoming, and end-of-duty services for retired Police K-9s and Military Working Dogs at no cost to handlers or adopters. The organization operates a 177-acre Rehabilitation & Rehoming Facility in Whitwell, Tennessee, and is supported by individual donations, corporate sponsorships, planned giving, and a branded merchandise e-commerce operation.
Is Project K-9 Hero a public or private company?
Project K-9 Hero is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Project K-9 Hero founded?
Project K-9 Hero was founded in 2016. It employs 11 to 50 people.
Where is Project K-9 Hero based?
Project K-9 Hero is headquartered in Detroit, United States, in the North America region.
How does Project K-9 Hero make money?
Seven revenue lines are on record. Donations (Individual) is the primary driver. The others are merchandise Sales, corporate Sponsorships, planned Giving, cryptocurrency Donations, stock Donations and workplace Giving.
Who are Project K-9 Hero's main competitors?
Direct peers on record are Mission K9 Rescue, Warrior Dog Foundation, National Police K9 Foundation and Save A Vet. Emerging players are K9s For Warriors, Paws of War and Pets for Vets. Broad incumbents are American Humane and Best Friends Animal Society. Petco Love is listed as an others.
Does Project K-9 Hero have an API?
No public API is recorded for Project K-9 Hero.
What industry is Project K-9 Hero in?
Project K-9 Hero's product category is Animal Welfare Services. Its primary akta.pro industry code is BPAKAKAM, K9 Care, Kenneling & Veterinary Support Services, with a secondary code of BPAGAIAB, Rescue, Transport & Emergency Animal Response. Its NAICS code is 54194 and its SIC code is 8300.