What Hummingly America does

Hummingly America (legally Hummingly Foundation) is a US-based 501(c)(3) nonprofit founded in 2013 by Jolie Wills, a cognitive psychologist and survivor of the Christchurch earthquakes, to address the psychosocial — i.e., human and emotional — dimension of disaster recovery that physical-rebuilding efforts typically overlook. The organization develops evidence-based card decks (Cards for Calamity, Doing Well, Chatter Patter, A Pack of Tiny Adventures, Sparklers), a 24-video Wellbeing Snack Video series, a peer-reviewed Leadership Guide, and a research report ("Supporting the Supporters"), all grounded in cognitive psychology and field research with 100+ international crisis leaders and thousands of disaster-affected individuals. Its core thesis is that burnout among supporters is the greatest risk to successful community recovery.

Hummingly monetizes through a hybrid model: a self-serve Shopify e-commerce storefront selling individual card decks ($25–$49), workshop-in-a-box packages ($1,999–$2,499 for 20 participants), and video series ($2,499); plus a contact-based enterprise sales motion for live masterclasses, organizational implementations, and bulk/co-branding deals (e.g., Australian Red Cross nationwide rollout). Distribution is augmented by channel partnerships with Good360 and Direct Relief to reach disaster-affected communities at scale. Primary customers span government emergency-management agencies, healthcare systems, schools, humanitarian NGOs (including the American, Australian, and New Zealand Red Cross networks), and mission-driven enterprises (e.g., Cochlear Americas) — all groups whose staff operate under chronic high-pressure conditions.

Co-led by Wills and co-founder Elizabeth McNaughton, the organization is governed by a board chaired by Christa Lopez (PhD, CEM) and supported by a small advisory team; it has no disclosed headcount, no equity investors, and no public financials. Operating geographies include the US, Canada, Mexico, Australia, and New Zealand, with global product shipping and partnerships extending reach further.

Name

Hummingly America

Legal name

Hummingly Foundation

Website

https://hummingly.co

Company type

Private

Founded year

2013

Operating status

Operating

Short description

Hummingly America is a 501(c)(3) nonprofit that develops evidence-based card decks, workshops, and training programs to address burnout and emotional recovery among disaster responders and affected communities, serving government agencies, NGOs, healthcare systems, schools, and mission-driven enterprises across North America and the Pacific.

Ownership category

akta.pro rank

Product category

Disaster Recovery Training & Resilience

NAICS

Civic and Social Organizations (8134), Other Grantmaking and Giving Services (813219)

akta.pro primary industry

Disaster Recovery, Reconstruction & Resilience Programs (BPAGAAAK)

akta.pro secondary industries

Stress Management & Burnout Prevention Coaching (HSADAGAD), Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK)

Keywords

• Disaster recovery training
• Psychosocial wellbeing tools
• Crisis leadership workshops
• Emotional resilience programs
• Supporter burnout prevention

Headquarters

HQ city

Not disclosed

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Product Sales: Direct-to-consumer e-commerce sales of physical products including card decks (Cards for Calamity $39, Doing Well $49, Chatter Patter $25), workshop-in-a-box solutions ($1,999-$2,499), and video training series ($2,499). One-time purchase model with optional extender packs ($499).
2. Live Masterclass Delivery: In-person and online masterclasses delivered by CEO Jolie Wills across North America. Topics include leadership skills, disaster recovery, and supporting wellbeing under pressure. Customized to organizational needs.
3. Bulk and Co-branding Sales: Bulk discounts and co-branding opportunities for organizations (1000+ print runs). Includes partnership with Australian Red Cross for nationwide rollout of Cards for Calamity.
4. Workshop Facilitation Services: Fully-facilitated live training delivered by Jolie Wills and team for organizations, communities, and recovery groups. Includes Sustaining the Supporters workshops, Disaster Recovery Essentials, and Recovery Leadership programs.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Hummingly Foundation is a 501(c)(3) nonprofit that develops and sells evidence-based card decks, video training, and facilitated workshops-in-a-box to support the human side of disaster recovery. Offerings include disaster recovery cards (Cards for Calamity, Doing Well), wellbeing and emotional-literacy tools (Sparklers, Chatter Patter, A Pack of Tiny Adventures), bite-sized wellbeing videos, a free leadership guide, and pre-packaged or fully facilitated training programs for organizations and frontline recovery teams.

Product overview

Hummingly America offers a comprehensive portfolio of disaster recovery and resilience products and services, including card-based tools (Cards for Calamity, Doing Well, Chatter Patter, A Pack of Tiny Adventures), educational programs (Sparklers, Wellbeing Snack Videos, Leadership Guide, research reports), and facilitated training/workshops (Sustaining the Supporters, Disaster Recovery Essentials, Recovery Leadership Unlocked, Disastrous Dinner, Leading/Working Well Under Pressure). The company provides both boxed workshop solutions (Leading for Wellbeing and Performance Under Pressure, Optimizing Team Cohesion and Wellbeing) designed for 20+ participants with 6-month follow-on programs, and live masterclass delivery across North America. Products are designed for disaster-affected communities, organizational leaders, teams, educators, and families navigating recovery and resilience.

Differentiator

Problem solved

Functional benefit

Brands

• Cards for Calamity: Card deck providing practical strategies for navigating recovery challenges, tackling life-shaping decisions, coping with adversity, reimagining the future, and contributing to healing after disaster.
• Doing Well
• Chatter Patter
• Sparklers
• A Pack of Tiny Adventures
• Workshop in a Box
• Sustaining the Supporters
• Supporting the Supporters Research

Products and services

• Cards for Calamity A card deck providing practical strategies for navigating recovery challenges, coping with adversity, tackling life-shaping decisions, and reimagining the future after disaster. Designed for disaster-affected community members, organizations, and supporters.
• Doing Well card deck

Quantifiable outcome

• 95% of workshop participants say they would recommend the workshops to others
• +4 more outcomes

Named customers15 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Seven partnerships are on record, tiered core and supporting.

• Good360coreStrategic or Co-development PartnerMajor partnership for distributing Cards for Calamity and Hummingly resources to disaster-affected communities across the US. Good360 provides access to disaster-impacted communities and coordinates distribution of emotional recovery tools alongside physical goods. Enabled national rollouts for LA Fires, Maui, and other disaster responses.
• Direct ReliefcoreStrategic or Co-development PartnerDirect Relief funded Sustaining the Supporters workshops for LA Fire community supporters and recovery organizations. Partnership enabled delivery of emotional support workshops to local organizers, nonprofit staff, and government workers in fire-affected areas.
• Global Empowerment Mission (GEM)supportingStrategic or Co-development PartnerGEM uses Hummingly tools (Cards for Calamity) to support Maui wildfire survivors while also sustaining their own team members who are both survivors and responders. Case study partner demonstrating tool effectiveness.
• Santa Cruz County Long Term Recovery GroupsupportingStrategic or Co-development PartnerPartner using Cards for Calamity with disaster case managers to open emotional recovery conversations with clients. Cards enable asking questions beyond basic needs and connecting clients to further mental health services.
• Australian Red CrosscoreStrategic or Co-development PartnerCo-branding partnership for Cards for Calamity. Australian Red Cross partnered with Hummingly to co-brand cards for nationwide rollout into communities hit by disaster in Australia.
• Pali Long Term Recovery GroupsupportingStrategic or Co-development PartnerHosted monthly senior lunches using Cards for Calamity for trauma education and emotional processing after Palisades Fire. 150+ seniors participated in events that shifted from resource-focused to healing-focused.
• Alma Fuerte SchoolsupportingStrategic or Co-development PartnerSchool community where 60 families lost homes in Eaton Fires. Hummingly delivered Sustaining the Supporters workshop for educators who had been carrying heavy weight. Partnership with Good360 enabled this support.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Others

• Direct Relief: Major humanitarian aid organization that funded Hummingly's Sustaining the Supporters workshops for LA Fire responders. Comparable as a strategic partner and adjacent player in disaster recovery support, particularly in workforce wellbeing for emergency responders.
• Good360: Strategic distribution partner that channels Hummingly's resources to disaster-affected communities. Comparable as a nonprofit intermediary in the disaster recovery ecosystem and an adjacent player in disaster-related goods and resource distribution.

Emerging players

• BetterUp: Enterprise coaching and mental wellbeing platform serving corporate clients. Comparable as an emerging player in workplace wellbeing and burnout prevention with similar target customers in mission-driven and high-pressure organizations.
• Calm: Consumer and enterprise mental wellness platform offering mindfulness, sleep, and resilience content. Comparable as an adjacent player in the workplace wellbeing and burnout prevention space where Hummingly's Doing Well products also compete.
• Headspace: Mental wellbeing platform offering guided meditations, coaching, and educational content. Comparable as an emerging player in the broader mental wellbeing space with overlapping consumer workplace and individual resilience use cases.
• Crisis Text Line: Nonprofit providing 24/7 crisis support via text messaging. Comparable as an emerging player in mental health crisis response with overlapping customer base in disaster-affected communities and supporter burnout contexts.
• All Right?: New Zealand-based psychosocial wellbeing initiative born from the Christchurch earthquake recovery, directly comparable as a predecessor organization in the same niche of disaster-related mental wellbeing. Provides overlapping educational resources and community wellbeing tools.

Broad incumbents

• American Red Cross: Largest US humanitarian organization with comprehensive disaster response programs including psychosocial support. Serves as both a strategic partner (co-branding Cards for Calamity) and broad incumbent competitor for organizational disaster recovery training budgets.
• National VOAD: National umbrella organization for volunteer organizations active in disasters. Comparable as a broad incumbent that convenes disaster recovery NGOs and could serve as both an ecosystem partner and a coordination channel for Hummingly's offerings.

Direct peers

• Mental Health First Aid: National training program that teaches skills for responding to mental health and substance use crises. Comparable as a direct peer offering standardized training and certification for supporting people in crisis, including disaster-related contexts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/hummingly

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 Hummingly America