The Friedman Foundation For Educational Choice seeks to build momentum for school choice through various programs and services. It aims to create a positive atmosphere for choice by highlighting the benefits of choice such as better test scores, higher graduation rates, increased parent satisfaction, and savings for taxpayers. The Foundation provides services like readiness assessments, leadership development, and preliminary planning assistance. It is led by CEO Robert C. Enlow and promotes choice through legislative efforts like tax credit and voucher bills in various states.