Start-Up Guide

• Proven: Supported by rigorous peer-reviewed research, and built on global and domestic evidence, Rx Kids is demonstrating improvements in maternal and infant health, family well-being, and population-level outcomes.
• Evidence-Based Design: Community-wide eligibility maximizes uptake, removes stigma, and reduces administrative burden; unconditional support gives parents the freedom to meet their family’s needs
• Ready to Launch: Enrollment systems, payment infrastructure, communications materials, implementation tools, and operational guidance are already built–requiring very little additional work from local service providers
• Secure and Efficient: Rx Kids is administered by GiveDirectly, using secure payment systems, strong fraud prevention, and industry-leading operational expertise.
• Flexible Funding: Communities can fund Rx Kids with investments from philanthropy, government, health systems, businesses, and more. Most communities use a braided funding approach, combining public and private support.
• Scalable: The same implementation model works for one community, multiple counties, or an entire state.

Start by defining the boundaries of your community or region for Rx Kids eligibility (e.g. city, county, zip code).  Consider places with high infant mortality, maternal health disparities, child poverty, or limited access to resources.

Then, find out how many babies are born in that geography. Usually, this can be found on the website of your state department overseeing birth records.

Then choose your program model:

• Prenatal + 6 Months: $4,500 per family (cost of the cash prescriptions)
• Prenatal + 12 Months: $7,500 per family (cost of the cash prescriptions)

Multiply the number of annual births by the per-family cost to set your initial funding goal. Note that these figures cover only the cost of the cash prescriptions. Additional program expenses – including outreach, operations, staffing, and evaluation – typically require an estimated 15% administrative rate on top of the total cash transfer amount.

Build a Local Coalition and Identify a Community Champion

Nationally supported. Locally led.

Successful Rx Kids communities are built through strong local partnerships.

Every community brings together a coalition of organizations committed to giving babies and families a healthy start. These partnerships often include local government, health systems, early childhood organizations, community foundations, businesses, nonprofits, faith organizations, and families with lived experience. Together, they help build awareness, strengthen community engagement, support fundraising, and ensure Rx Kids reflects the unique strengths and priorities of the community.

At the center of every coalition is a Community Champion—a trusted local organization that serves as the community-facing leader for Rx Kids. Working in partnership with the national Rx Kids team, Community Champions help bring the program to life locally by:

• Leading community outreach and engagement
• Building and convening local partnerships
• Elevating the voices of families
• Supporting fundraising efforts
• Coordinating launches, Baby Parades, and community celebrations
• Connecting families with local resources and services
• Helping ensure every eligible family feels welcomed, informed, and celebrated

The national Rx Kids team provides the infrastructure, implementation support, and technical expertise. Community Champions ensure Rx Kids reflects the strengths and spirit of their community. Together, we’ll ensure eligible families know about the program, enroll successfully, and feel welcomed and celebrated by their community from day one.