now i lay me down to sleep

What now i lay me down to sleep does

Now I Lay Me Down to Sleep (NILMDTS) is a 501(c)(3) non-profit organization founded in 2005 and headquartered in Littleton, Colorado, that provides complimentary professional remembrance portrait photography and digital retouching to families experiencing pregnancy loss, stillbirth, or infant death. The organization serves three primary constituencies: bereaved families (who receive services free of charge), volunteer professional photographers (who are recruited, onboarded, and coordinated through the website at volunteers.nowilaymedowntosleep.org), and medical providers and hospitals (who refer families and, through the Medical Affiliate Program, are trained to capture portraits themselves when a volunteer photographer is unavailable). Operations are coordinated through a website-based photographer directory, a dedicated retouching request portal, a volunteer application portal, and mobile apps on iOS and Android, with affiliated facilities in the United States and internationally including Ireland.

The core technical footprint is standard non-profit infrastructure rather than a proprietary platform. The organization operates a WordPress-based website with Microsoft Clarity for behavioral analytics, Google Analytics for traffic analysis, Facebook Pixel for advertising attribution, SSL-encrypted payment processing, and the QGiv donation platform for online giving; digital retouching is performed by volunteer retouch artists rather than automated tooling.

NILMDTS is funded entirely through donations with no products sold for revenue to service recipients. Revenue streams include one-time and recurring donations, endowment contributions (including appreciated securities and planned giving), workplace giving including CFC (Charity Code 99442), peer-to-peer fundraising via Facebook Fundraisers and a supporter toolkit, and merchandise sales through shopnilmdts.org. The organization also generates modest direct revenue from Medical Affiliate training packages sold at $35 per seat with a minimum 10-seat purchase. Acknowledged tier levels for donor recognition include the Remembrance Network for major supporters and the NILMDTS Endowment Fund for long-term sustainability. The organization maintains 101-250 paid employees, sits on no disclosed venture funding, and is overseen by a board of directors under IRS EIN 77-0656322.

Name

now i lay me down to sleep

Legal name

Now I Lay Me Down to Sleep

Website

https://nowilaymedowntosleep.org

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

101–250 employees

Short description

Now I Lay Me Down to Sleep is a 501(c)(3) non-profit founded in 2005 that provides free professional remembrance portrait photography and digital retouching to families experiencing pregnancy loss, stillbirth, or infant death, delivered through a global volunteer photographer network and a Medical Affiliate training program, funded entirely by donations.

Ownership category

akta.pro rank

Headquarters

HQ city

Littleton

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. Donations and Fundraising: NILMDTS is a 501(c)(3) non-profit organization funded entirely through donations. All proceeds go directly into the operation of the organization to help parents experiencing the loss of a baby. The organization offers multiple giving mechanisms including one-time and recurring monetary donations, endowment fund contributions (including appreciated securities and planned giving), workplace giving through payroll contributions, and CFC Federal Workplace Giving (Charity Code 99442). The Remembrance Network is a donor recognition program for major supporters. The organization also sells merchandise through shopnilmdts.org.

Pricing tiers

Distribution channels5 records

Marketing channels8 records

Core offering

Now I Lay Me Down to Sleep provides complimentary remembrance portrait photography and digital retouching services to families experiencing pregnancy loss, stillbirth, or infant death. Volunteer professional photographers conduct portrait sessions in hospitals or other settings, then produce delicately retouched black and white heirloom portraits for families at no cost. The Medical Affiliate Program extends this capability by training medical staff to capture portraits when a volunteer photographer is unavailable.

Product overview

Now I Lay Me Down to Sleep (NILMDTS) is a 501(c)(3) non-profit organization that provides a single core service: complimentary professional remembrance portrait photography for families experiencing pregnancy or infant loss. The organization's main offering includes photography sessions conducted by volunteer photographers, followed by professional digital retouching to produce black and white heirloom portraits. The Medical Affiliate Program extends these services by training medical professionals to capture portraits when volunteer photographers are unavailable. Additional programs include the NILMDTS Endowment Fund for long-term sustainability, the Remembrance Network donor recognition program, and local impact training packages for medical professionals.

Differentiator

Problem solved

Functional benefit

Brands

• Remembrance Network: Donor recognition program that celebrates major supporters and keeps them connected with the organization's mission and community.
• Medical Affiliate Program

Products and services

• Remembrance Portrait Photography Complimentary professional portrait photography sessions for families experiencing the loss of a baby, delivering delicately retouched black and white heirloom portraits as keepsakes. Conducted by volunteer photographers, often in hospital or other supportive settings, at no cost to the family.
• Photography Retouching Services Digital retouching of remembrance portraits by volunteer retouch artists to produce delicate, professionally finished black and white heirloom photographs. Available to families and photographers through a dedicated retouching request portal on the NILMDTS website.
• Medical Affiliate Program Training program for medical professionals to provide remembrance portrait services when a volunteer photographer is unavailable, equipping clinical staff with the skills to capture heirloom portraits for bereaved families in hospital settings.
• Local Impact Training Packages Purchasable training course packages for medical professionals in local areas, sold in 10-packs at $35 per seat with a minimum of 10 seats, to support grieving families when NILMDTS photographers are unavailable.

Quantifiable outcome

• Provides the complimentary gift of professional remembrance portrait photography to all families experiencing the death of a baby at no cost

Named customers3 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

Integration4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Candid (GuideStar)coreOthersNILMDTS displays the GuideStar Platinum Seal of Transparency (2026), indicating the organization has met Candid's highest standards for nonprofit transparency. This partnership provides donors with verified organizational information including EIN# 77-0656322, financial statements, and impact data.
• Fundraising Regulatory AssociationcoreOthersNILMDTS displays the Fundraising Regulatory Association (FRA) Seal of Compliance, indicating adherence to federal and state fundraising regulations and best practices for charitable organizations.
• Professional Photographers of America (PPA) Community NetworkcoreOthersNILMDTS is a member of the PPA Community Network, an affiliation with the Professional Photographers of America. This partnership provides the volunteer photographer network with professional association backing, credibility, and access to PPA resources.
• Combined Federal Campaign (CFC)minorChannel Partner/ Reseller/ DistributorNILMDTS participates in the CFC Federal Workplace Giving campaign (Charity Code 99442), enabling federal employees to make payroll-deductible donations to the organization. This is a government-affiliated workplace giving program.
• Hospitals and Healthcare Facilities (Affiliated Facilities)coreChannel Partner/ Reseller/ DistributorNILMDTS maintains a network of affiliated hospitals and healthcare facilities where volunteer photographers are available. Medical providers refer families and coordinate portrait sessions. The organization also runs a Medical Affiliate Program that trains medical staff to provide portraits when a photographer is unavailable. Referenced as 'Affiliated Facilities' on the website.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• March of Dimes: Major US non-profit addressing maternal and infant health including pregnancy loss, with research, advocacy, and family-support programs. Much larger and broader mandate than NILMDTS, but with overlapping beneficiary population and hospital partnerships across the US.
• The Compassionate Friends: Large US-based bereaved-parent support organization with local chapters worldwide, offering peer support after any child's death. Operates at much larger scale than NILMDTS but covers a broader bereavement scope (all ages of child loss) without the photography-service specialization.

Others

• Centering Corporation: US publisher of bereavement books, journals, and resources used by hospitals, hospices, and bereaved families. Operates in the same perinatal bereavement ecosystem as NILMDTS and serves overlapping hospital customers, but as a resource vendor rather than direct service provider.

Emerging players

• Return to Zero: HOPE: US non-profit providing community, conversation, and healing programs for families after pregnancy and infant loss. Comparable beneficiary population and volunteer-driven model to NILMDTS, though focused on community-building rather than tangible remembrance keepsakes.
• First Candle: US non-profit focused on reducing infant mortality including SIDS and stillbirth while supporting bereaved families through counseling and bereavement materials. Comparable beneficiary population and healthcare-provider partnerships, with an additional prevention and research mandate NILMDTS does not have.

Direct peers

• Pregnancy Loss and Infant Death Alliance (PLIDA): US professional alliance supporting healthcare providers and families affected by perinatal loss through education, training, and bereavement resources. Overlaps with NILMDTS's Medical Affiliate Program and serves an identical beneficiary population, though it focuses on clinical training rather than direct photography service.
• MISS Foundation: US-based non-profit supporting families after the death of a child at any age, with peer-support programs, counseling referrals, and remembrance events. Closely comparable to NILMDTS in mission and beneficiary population, though broader in scope (not limited to pregnancy/infant loss) and without the photography-service core.
• Share Pregnancy & Infant Loss Support: US non-profit serving families experiencing pregnancy loss, stillbirth, or infant death through support groups, hospital partnerships, and bereavement resources. Direct peer in mission and beneficiary population; differs from NILMDTS in offering counseling/support rather than portrait photography.
• Bereaved Parents of the USA: US non-profit offering peer support, monthly meetings, and resources to bereaved parents after any child's death. Closely comparable to NILMDTS in beneficiary population and volunteer-driven model, though broader in age scope and focused on group support rather than tangible keepsake services.

Regional players

• Heartfelt Photography: Australian non-profit providing free professional remembrance photography for families experiencing stillbirth and infant loss. Operates the same core volunteer-photographer model as NILMDTS but serves primarily Australian and Asia-Pacific families, making it a strong regional analogue rather than direct US competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights6 records

Customer concentration

• Xx.com/NILMDTS
• YouTubeyoutube.com/@nilmdts
• Facebookfacebook.com/nowilaymetosleep
• LinkedInlinkedin.com/company/nilmdts
• Instagraminstagram.com/nilmdts

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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