Moms Demand Action for Gun Sense in America

What Moms Demand Action for Gun Sense in America does

Moms Demand Action for Gun Sense in America is a U.S. grassroots advocacy movement founded by Shannon Watts on December 15, 2012, the day after the Sandy Hook Elementary School shooting. The organization advocates for common-sense gun safety laws, including background checks, extreme risk protection orders, secure storage requirements, and restrictions on assault weapons and high-capacity magazines, and it operates survivor-centered programs such as the Everytown Survivor Network. It claims more than 11 million supporters and maintains chapters in all 50 states plus Washington D.C., alongside hundreds of local groups, with a sister organization (Students Demand Action) focused on high school and college campuses.

The organization's core product is the Demand Action Volunteer App, a mobile application on iOS and Android that enables volunteers to take local and national actions, track tasks, find events, and connect with other volunteers; this is supplemented by a website (momsdemandaction.org) that serves as the hub for joining, donating, event registration, and storytelling. The underlying technology stack is a conventional volunteer mobilization platform supporting email advocacy campaigns, event management, volunteer tracking, and social media engagement across Facebook, Instagram, TikTok, YouTube, Threads, and Bluesky. No AI/ML capabilities, proprietary models, or external API infrastructure are described in the source data.

Moms Demand Action operates as a 501(c)(4) social welfare organization under the Everytown for Gun Safety umbrella (formed via its 2014 merger with Mayors Against Illegal Guns) and generates revenue exclusively through individual donations via its website, offering one-time and recurring monthly contribution options. Its go-to-market is community-led grassroots organizing: local chapters recruit and mobilize volunteers, conduct state capitol and congressional advocacy days, run voter engagement and Gun Sense Candidate endorsement programs, and execute corporate campaigns. Key documented outcomes include the 2022 Bipartisan Safer Communities Act (the first major federal gun safety law in nearly 26 years), $200 million in California CalVIP funding in 2021, and open-carry prohibition commitments from Kroger, Walmart, Target, Starbucks, and Chipotle.

Name

Moms Demand Action for Gun Sense in America

Legal name

Moms Demand Action for Gun Sense in America

Website

https://momsdemandaction.org

Company type

Private

Operating status

Operating

Short description

Moms Demand Action for Gun Sense in America is a U.S. grassroots movement of more than 11 million supporters, with chapters in all 50 states, that advocates for gun safety legislation and survivor support through volunteer mobilization, the Demand Action mobile app, and state and federal advocacy campaigns under the Everytown for Gun Safety umbrella.

Ownership category

akta.pro rank

Product category

Gun Violence Prevention Advocacy

NAICS

Other Social Advocacy Organizations (813319), Social Advocacy Organizations (8133), Human Rights Organizations (813311)

SIC

Services-Social Services (8300)

akta.pro primary industry

Gun Violence Prevention & Public Safety Policy Advocacy (BPAGAFAM)

akta.pro secondary industry

Family & Parenting Support Services (BPAGAEAC)

Keywords

• Gun violence prevention
• Grassroots advocacy
• Public safety policy
• Volunteer mobilization
• Community organizing

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations: Moms Demand Action generates revenue primarily through individual donations from supporters. They offer options for one-time donations and monthly recurring donations through their website. Donors can give via their platform with various payment options.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Moms Demand Action is a grassroots advocacy movement that organizes more than 11 million supporters across all 50 states and Washington D.C. to advocate for common-sense gun safety legislation and community-based gun violence prevention. Its core deliverable is volunteer mobilization — recruiting and coordinating individuals, survivors, students, and families to lobby lawmakers, run corporate campaigns, and engage in voter outreach — supported by the Demand Action mobile app, an events platform, and an email advocacy infrastructure.

Product overview

Moms Demand Action operates primarily as a digital advocacy platform combining a volunteer mobile application (Demand Action) with a website-based movement platform. The organization enables grassroots volunteers to take action on gun violence prevention through the app and website, coordinate events, share stories, and connect with the broader Everytown for Gun Safety network. The core offering is the Demand Action mobile app supplemented by the organization's website which serves as the hub for volunteer coordination, donations, stories, and advocacy resources.

Differentiator

Problem solved

Functional benefit

Products and services

• Demand Action Volunteer App

Quantifiable outcome

• Passed Bipartisan Safer Communities Act - first major gun safety law in 26 years
• +4 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

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

• Everytown for Gun SafetyflagshipStrategic or Co-development PartnerMoms Demand Action is the founding grassroots organization of Everytown for Gun Safety, the largest gun violence prevention organization in the country. The organizations share leadership, staff, resources, and strategy. Everytown encompasses Moms Demand Action, Students Demand Action, Mayors Against Illegal Guns, and Everytown Law.
• Students Demand ActioncoreStrategic or Co-development PartnerSister organization focused on engaging students and young people in gun violence prevention. Led by young activists, it operates chapters on high school and college campuses nationwide. Shares leadership with Moms Demand Action under Executive Director Angela Ferrell-Zabala.
• Mayors Against Illegal GunscoreStrategic or Co-development PartnerCoalition of mayors working to end illegal gun trafficking and strengthen gun laws. Part of the Everytown for Gun Safety family of organizations. 18 mayors released an open letter calling on California Governor Newsom to increase CalVIP funding.
• Everytown Survivor NetworkcoreStrategic or Co-development PartnerProgram within Everytown for Gun Safety that connects gun violence survivors to build community, offers trauma-informed programs and trainings, and provides information and referrals to direct services. Multiple Moms Demand Action volunteers serve as Survivor Leads through this network.
• Everytown LawcoreStrategic or Co-development PartnerLegal arm of Everytown for Gun Safety that litigates cases to advance gun safety and represents survivors. Part of the integrated organizational structure working toward shared mission.
• Everytown Support FundcoreStrategic or Co-development Partner501(c)(3) organization providing research, programs, and community support. Publishes EveryStat data and manages grant programs including Community Safety Fund. Hosts volunteer stories and Black History Month content.
• Be SMARTcoreStrategic or Co-development PartnerNational program that promotes responsible gun storage and educates communities about the importance of secure storage to prevent unauthorized access, suicide, and accidental shootings. Moms Demand Action volunteers serve as Be SMART leads in multiple states including Montana.
• KrogerminorGTM or Marketing PartnerFollowing five years of advocacy and a 300,000-signature petition campaign by Moms Demand Action volunteers, Kroger announced it would prohibit open carry of firearms in its stores in 2019. This represents a corporate campaign victory rather than a formal partnership.
• WalmartminorGTM or Marketing PartnerAfter advocacy from Moms Demand Action and Everytown, Walmart announced it would limit ammunition sales and prohibit open carry in its stores in 2019. This represents a corporate campaign victory rather than a formal partnership.
• TargetminorGTM or Marketing PartnerFollowing Moms Demand Action campaigns, Target took steps to prohibit open carry in its stores. This represents a corporate campaign victory rather than a formal partnership.
• StarbucksminorGTM or Marketing PartnerFollowing Moms Demand Action campaigns, Starbucks prohibited open carry in its stores. This represents a corporate campaign victory rather than a formal partnership.
• ChipotleminorGTM or Marketing PartnerFollowing Moms Demand Action campaigns, Chipotle prohibited open carry in its restaurants. This represents a corporate campaign victory rather than a formal partnership.
• Office of Violence Prevention (Milwaukee)minorStrategic or Co-development PartnerMoms Demand Action Milwaukee chapter collaborates with the city's Office of Violence Prevention on community events and gun violence prevention initiatives.
• 414LIFEminorStrategic or Co-development PartnerMoms Demand Action Milwaukee chapter partners with this violence interruption program for community outreach and survivor support.
• WAVE (Milwaukee)minorStrategic or Co-development PartnerMoms Demand Action Milwaukee chapter partners with this organization for community events and gun violence prevention programs.
• Stop the Violence 53206minorStrategic or Co-development PartnerMoms Demand Action Milwaukee chapter collaborates with this grassroots organization on community events addressing gun violence in Milwaukee's 53206 zip code.
• Donovan Hines Foundation of Exuberance CominorStrategic or Co-development PartnerMoms Demand Action Milwaukee chapter partners with this foundation on community outreach and support programs.
• Advance PeaceminorStrategic or Co-development PartnerFounder Shannon Watts serves as an active board member of Advance Peace, a prominent community-based organization that works to end cyclical and retaliatory gun violence in American urban neighborhoods by investing in the development, health, and wellbeing of those at the center of the crisis.
• Emerge AmericaminorStrategic or Co-development PartnerFounder Shannon Watts serves on the board of Emerge America, one of the nation's leading organizations for recruiting and training women to run for office. This connection supports Moms Demand Action's goal of electing gun sense champions.
• Building Blocks DCminorStrategic or Co-development PartnerMoms Demand Action volunteer Fernando Smith served as expert advisor to this Washington D.C. initiative that contributed to the formation of the Office of Gun Violence Prevention.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Violence Policy Center: Research and advocacy organization focused on reducing gun violence through data-driven policy analysis. Comparable advocacy mission with a research emphasis.
• Everytown for Gun Safety: The parent 501(c)(4) organization of Moms Demand Action, encompassing Moms Demand Action, Students Demand Action, Mayors Against Illegal Guns, and Everytown Law. It is the largest gun violence prevention organization in the U.S. and shares leadership, infrastructure, and strategy with Moms Demand Action.
• Coalition to Stop Gun Violence: National gun violence prevention coalition combining policy advocacy, research, and grassroots organizing. Comparable mission and federal/state advocacy focus.
• Brady (Brady Campaign to Prevent Gun Violence): One of the longest-standing national gun violence prevention advocacy organizations, focused on background checks, extreme risk laws, and federal/state policy advocacy. Directly comparable in mission and advocacy model to Moms Demand Action.
• Giffords: Gun violence prevention organization led by former Congresswoman Gabrielle Giffords, combining policy advocacy, state-based organizing, and litigation. Direct peer in mission and federal/state advocacy strategy.
• March For Our Lives: Student-led gun violence prevention movement founded after the Parkland shooting, focused on youth organizing, voter registration, and federal policy. Direct peer targeting overlapping demographics with Students Demand Action.
• Sandy Hook Promise: National gun violence prevention organization founded after the Sandy Hook Elementary shooting, focused on school-based prevention programs and Know the Signs programming. Directly comparable mission and grassroots fundraising model.
• Students Demand Action: Sister organization under Everytown, focused on engaging students and young people in gun violence prevention on high school and college campuses. Shares leadership and operational structure with Moms Demand Action.

Broad incumbents

• NAACP: Largest U.S. civil rights advocacy organization with a broader multi-issue mission spanning criminal justice, voting rights, and gun violence. Compares as a large incumbent social advocacy organization with overlapping policy interest areas.

Others

• Emerge America: Organization recruiting and training Democratic women to run for office, on whose board Moms Demand Action founder Shannon Watts serves. Compares as a politically adjacent women's leadership and candidate pipeline organization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/MomsDemand
• YouTubeyoutube.com/@Everytown
• Facebookfacebook.com/MomsDemandAction
• Instagraminstagram.com/momsdemand
• TikToktiktok.com/@momsdemand

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Moms Demand Action for Gun Sense in America