New American Leaders
New American Leaders is a 501(c)(3) nonprofit founded in 2010 that trains first and second-generation Americans to run for, win, and serve in elected office. It runs Ready to Lead, Ready to Win, Rising to Run, and an Elected Officials Network, supported by individual donations, corporate sponsorships, and program fees.
- Company typePrivate
- Founded2010
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What New American Leaders does
New American Leaders (legal name: The New American Leaders Project) is a 501(c)(3) nonprofit organization founded in 2010 and headquartered in New York City. It operates the only national, nonpartisan training and support pipeline dedicated to preparing first and second-generation Americans — immigrants, refugees, and their children — to run for, win, and serve in elected and appointed public office. The organization delivers a portfolio of four core training programs: Ready to Lead® (entry-level candidate training), Ready to Win® (advanced two-track campaign boot camp for candidates and senior campaign staff), Rising to Run (intensive support for women of color and New American women who previously ran and lost), and the Elected and Appointed Officials Network (post-election governance support including continuing education, site visits, and peer networking). Complementary experiential programs (Shadow Day Program, Elected and Appointed Officials Site Visit Program) and major annual events (the New American Hero Awards, Power & Policy Summit) extend the pipeline. The curriculum is proprietary and tailored to New American candidates, covering stump speech writing, grassroots fundraising, messaging, campaign planning, and reframing immigrant heritage as a leadership asset.
The organization monetizes through three primary revenue streams: individual donations (via website, stock gifts, and check), corporate sponsorships for major events with tiered structures (Benefactor, Champion, Hero, Advocate), and program registration fees ($150 general / $250–$400 declared candidate) — partially offset by sliding-scale and travel/hotel scholarships. Programmatic reach now spans at least five U.S. cities (Aurora CO, New York, Atlanta, Detroit, Fresno), with alumni appearing on ballots in 10 states in 2025 and an 85% win rate. The organization also publishes a research series (State of New American Representation, State of Pay, Narrative Nation) in partnership with the Vote Mama Foundation and academic collaborators.
Operationally, NAL is governed by a Board of Directors (with personal annual giving minimums of $10K to NAL and $5K to the affiliated 501(c)(4)) and maintains a structural partnership with the New American Leaders Action Fund (NALAF), a 501(c)(4) affiliate that handles candidate endorsement and political activity. Founder Sayu Bhojwani is publicly recognized. As of end-2025, NAL has trained more than 2,000 New Americans, with 200+ alumni currently serving in elected or appointed office (54 specifically confirmed) and 255+ new alumni added in 2025 alone. The organization holds a Charity Navigator four-star rating, GuideStar Seal of Transparency, and a 2025 Great Nonprofits Top-Rated Award. There is no evidence of venture, private equity, or institutional investment ownership; the entity is a private nonprofit with no parent company.
New American Leaders firmographics
Firmographics- Name
- New American Leaders
- Legal name
- The New American Leaders Project
- Website
- https://newamericanleaders.org
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- New American Leaders is a 501(c)(3) nonprofit founded in 2010 that trains first and second-generation Americans to run for, win, and serve in elected office. It runs Ready to Lead, Ready to Win, Rising to Run, and an Elected Officials Network, supported by individual donations, corporate sponsorships, and program fees.
- Ownership category
- akta.pro rank
New American Leaders industry classification
Industry- Product category
- Civic Leadership Training
- NAICS
- Professional and Management Development Training (61143)
- SIC
- Services-Social Services (8300), Services-Educational Services (8200)
- akta.pro primary industry
- Refugee & Immigrant Support Services (BPAGAEAI)
- akta.pro secondary industries
- Immigrant & Refugee Rights Advocacy (BPAGAFAG), Incumbent Worker Training & Upskilling (EDAAAOAE)
Keywords
Where New American Leaders is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
New American Leaders business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Individual Donations: The organization accepts individual donations through its website. Donors can make gifts of stock or donate via check by contacting [email protected].
- Program Registration Fees: Training programs charge registration fees: $150 for general participants and $250-$400 for declared candidates. These fees are partially offset by scholarships.
- Corporate Sponsorships: Corporate sponsors support events like the New American Hero Awards and Power & Policy Summit, including sponsors at Benefactor, Champion, Hero, and Advocate levels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Ready to Lead General Registration |
| One time/ perpetual license | Pay-as-you-go | Ready to Lead Declared Candidate |
| One time/ perpetual license | Pay-as-you-go | Ready to Win General Participant |
| One time/ perpetual license | Pay-as-you-go | Ready to Win Declared Candidate |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels10 records
New American Leaders product offering
Product offeringCore offering
New American Leaders prepares first- and second-generation Americans (immigrants and refugees) to run for, win, and serve in elected and appointed office through a multi-tiered training and support ecosystem. Its core offerings include the Ready to Lead® candidate-training program, the Ready to Win® advanced campaign boot camp, the Rising to Run program for women of color who previously ran and lost, and the Elected and Appointed Officials Network that provides ongoing governance support to alumni who have won office.
Product overview
New American Leaders offers a multi-tiered training and support ecosystem designed to prepare first and second generation Americans to run for and hold elected office. The core portfolio consists of Ready to Lead® (entry-level candidate training), Ready to Win® (advanced campaign boot camp with two tracks), Rising to Run (for women who previously lost), and the Elected and Appointed Officials Network (governance support for those in office). These are complemented by immersive experiences including Shadow Day Program and Site Visit Program, annual events including New American Hero Awards and Power & Policy Summit, and a research publications arm that produces reports on representation gaps and barriers to political engagement. The organization positions itself as the only national, nonpartisan organization focused on bringing New Americans into the political process.
Differentiator
Problem solved
Functional benefit
Products and services
- Ready to Lead® Entry-level candidate training program that teaches New Americans how to message, fundraise, and embrace their heritage to become successful candidates. Includes access to one-on-one coaching for alumni.
- Ready to Win® Advanced campaign training boot camp with hands-on campaign skills offered as a Candidate Track or Campaign Leadership Track for those running for office or serving as senior campaign staff.
- Rising to Run Program designed for women of color and New American women who have previously run for office and lost, providing pre-training virtual sessions, a three-day in-person intensive, and post-training support.
- Elected and Appointed Officials Network Support network for New American elected and appointed officials that provides personalized governing support, continuing education programming, peer networking, and national visibility for immigrant public service.
- Shadow Day Program Immersive program for Ready to Lead® alumni and experienced community advocates to shadow elected officials, meet policymakers, and engage in day-long panel discussions and field experiences.
- Elected and Appointed Officials Site Visit Program Continuing education experience for Elected and Appointed Officials Network members featuring immersive site visits to locations serving as case studies for specific policy issues, with applied policy and strategy takeaways.
- New American Hero Awards (NAHA) Annual awards event that honors trailblazers shaping a more inclusive democracy and convenes elected officials, partners, donors, and community leaders to celebrate New American leadership.
- Power & Policy Summit Exclusive annual convening of elected officials, policy makers, thought leaders, NAL alumni, and activists to advance an inclusive-democracy policy agenda.
- Research Publications Research reports and fact sheets on New American political representation, pay equity, and narrative impact, including collaborations with academic and advocacy partners such as Vote Mama Foundation and Columbia University.
Quantifiable outcome
- 85% win rate - 26 alumni won elections in 2025
- +4 more outcomes
Companies that use New American Leaders
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
New American Leaders technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
New American Leaders partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered minor and core.
- ComcastminorSponsor of the 12th Annual New American Hero Awards (NAHA) celebrating trailblazers shaping inclusive democracy.
- Huntington BankminorSponsor of the New American Hero Awards. Previous Champion Sponsor for 2023 Power & Policy Summit.
- PepsiCominorSponsor of the New American Hero Awards and 2023 Power & Policy Summit (Hero Sponsor level).
- BMW Foundation Herbert QuandtminorSponsor of the 12th Annual New American Hero Awards.
- OAVotesminorSponsor of the 12th Annual New American Hero Awards.
- AFSCMEminorSponsor of the 12th Annual New American Hero Awards.
- InsperityminorSponsor of the 12th Annual New American Hero Awards and 2023 Power & Policy Summit (Hero Sponsor).
- Planned ParenthoodminorSponsor of the 12th Annual New American Hero Awards and 2023 Power & Policy Summit (Advocate Sponsor).
- ACCESSminorSponsor of the 12th Annual New American Hero Awards.
- Dr. Diana Da In Lee, Columbia UniversityminorAcademic partnership to create the Narrative Nation report studying the impacts of messaging on New American political engagement.
- Southwest Airlinesminor2023 Power & Policy Summit Benefactor Sponsor, providing support for the annual convening of elected officials and thought leaders.
- SiX (State Innovation Exchange)minor2023 Power & Policy Summit Hero Sponsor.
- Muslim Americans in Public Service (MAPS)minor2023 Power & Policy Summit Promotional Partner.
- Vote Mama FoundationcoreCollaborative research partnership to study the intersectional identities of mothers and New Americans serving in government. Joint publication 'New American Mamas Shaping State Legislatures in 2024' released combining both organizations' data and expertise.
- New American Leaders Action Fund (NALAF)coreNALAF is NAL's 501(c)(4) affiliate organization. NAL refers candidates ready to announce or actively running to NALAF for additional support. NALAF also provides endorsements and tracks candidates.
- Native American and African American Advocacy OrganizationsminorCollaborates with like-minded organizations raising political voices in Native American and African American communities, recognizing common goals of representation.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
New American Leaders competitors and assessment
Company assessmentBroad incumbents
- EMILYs List: Largest U.S. organization dedicated to recruiting, training, and electing pro-choice Democratic women. Much larger scale, partisan focus, and direct electoral spend via affiliated PAC—overlap is in candidate training/recruitment mission.
Direct peers
- Run for Something: Recruits and supports progressive candidates under 35 to run for down-ballett offices. Most direct peer by recruiting/training focus, but serves all young progressives rather than specializing in New Americans/immigrants like NAL.
- She Should Run: Nonpartisan nonprofit encouraging women to run for office; provides training and resources pipeline from interest to candidacy. Comparable program-architecture model but gender rather than immigrant background focus.
- New Politics: Recruits and supports candidates with backgrounds in service, including veterans and young leaders, who don't look like the typical political class. Most analogous peer by mission to diversify the candidate pipeline beyond traditional networks.
- Emerge: Recruits and trains Democratic women to run for office at state and local levels via state affiliates. Closely comparable in the structured cohort-training model and pipeline approach.
Regional players
- Latino Victory Fund: Dedicated to increasing Latino representation at all levels of government through endorsements and candidate support. Overlap in mobilizing Hispanic immigrant-descendant candidates, but partisan-aligned and Latino-specific rather than pan-New-American.
- AAPI Victory Fund: Focused on increasing AAPI political representation and building AAPI political power via endorsements and turnout. Functions as a parallel single-ethnicity infrastructure to NAL's pan-New-American scope; significant candidate pool overlap.
Emerging players
- IGNITE: Trains young women to run for office and lead political movements, with college and post-college programs. Comparable training-led model targeting younger demographics with overlapping immigrant/women-of-color intersection.
- Higher Heights for America: Builds the political power and leadership of Black women through training, civic engagement, and candidate support. Comparable in building a leadership pipeline for an underrepresented constituency rather than immigration per se.
- Vote Mama Foundation: Supports mothers and women of color running for office. NAL's published research partner (joint publication 'New American Mamas Shaping State Legislatures in 2024'); partially overlapping constituency and mission framing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
New American Leaders social profiles
Digital presenceNew American Leaders financial estimates
Financial estimateRevenue estimate
Valuation estimate
New American Leaders leadership team
Management profileNumber of profiles
New American Leaders subsidiaries and ownership
Company hierarchySubsidiaries1 record
New American Leaders funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
New American Leaders 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 New American Leaders
What does New American Leaders do?
New American Leaders prepares first- and second-generation Americans (immigrants and refugees) to run for, win, and serve in elected and appointed office through a multi-tiered training and support ecosystem. Its core offerings include the Ready to Lead® candidate-training program, the Ready to Win® advanced campaign boot camp, the Rising to Run program for women of color who previously ran and lost, and the Elected and Appointed Officials Network that provides ongoing governance support to alumni who have won office.
Is New American Leaders a public or private company?
New American Leaders is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was New American Leaders founded?
New American Leaders was founded in 2010. It employs 11 to 50 people.
Where is New American Leaders based?
New American Leaders is headquartered in New York, United States, in the North America region.
How does New American Leaders make money?
Three revenue lines are on record. Individual Donations are the primary driver. The others are program Registration Fees and corporate Sponsorships.
Who are New American Leaders's main competitors?
EMILYs List is listed as a broad incumbent. Direct peers are Run for Something, She Should Run, New Politics and Emerge. Regional players are Latino Victory Fund and AAPI Victory Fund. Emerging players are IGNITE, Higher Heights for America and Vote Mama Foundation.
Does New American Leaders have an API?
No public API is recorded for New American Leaders.
What industry is New American Leaders in?
New American Leaders's product category is Civic Leadership Training. Its primary akta.pro industry code is BPAGAEAI, Refugee & Immigrant Support Services, with a secondary code of BPAGAFAG, Immigrant & Refugee Rights Advocacy. Its NAICS code is 61143 and its SIC code is 8300.