Double Good: The Popcorn Fundraiser Disrupting Traditional Models

In the evolving landscape of fundraising, Double Good has emerged as a significant player, offering a tech-driven platform that reimagines how schools, youth teams, and community groups raise money. Founded on a simple premise – selling gourmet popcorn – the company has rapidly grown, boasting over half a billion dollars raised for its customers and achieving consistent growth for nearly three decades. This article examines the strategies behind Double Good’s success, its commitment to purpose, and its vision for the future.

The Rise of Virtual Fundraising

Traditional fundraising methods, often involving door-to-door sales and inventory management, can be time-consuming and inefficient. Double Good addresses these challenges with a 100% online model. The platform allows organizations to set up fundraisers in minutes through a dedicated mobile app, eliminating the demand for upfront costs or physical inventory. Fundraisers keep 50% of every dollar sold, with purchases shipped directly to supporters [Double Good]. This streamlined approach has resonated with groups seeking a simpler, more profitable fundraising solution.

A Foundation Built on Purpose: “Create Joy”

According to founder Tim Heitmann, the core of Double Good’s sustained success lies in its purpose: “Create Joy.” This principle guides both internal operations and external interactions. Heitmann recounts a pivotal moment when a letter from a fifth-grader, detailing how Double Good’s fundraising program enabled a trip to a band competition, solidified the company’s focus on fundraising over traditional retail channels [Fortune]. This shift led to the rebranding as Double Good and the launch of The Double Good Kid’s Foundation, which dedicates 50% of non-fundraising popcorn sales to supporting children with special needs and their caregivers.

Reinvention and Strategic Pivots

Double Good’s longevity isn’t solely attributable to a clear purpose; it’s also a result of a willingness to reinvent itself. The company’s transition from a retail-focused business to a fundraising-centric model demonstrates a commitment to adapting to market needs and maximizing impact. This involved not only a change in business strategy but also a significant structural overhaul, including rebranding and technological development. Heitmann emphasizes the importance of being willing to “ditch what you’ve already invested in” when a more aligned path emerges [Fortune].

The Double Good App and User Experience

Central to Double Good’s success is its user-friendly mobile application. Available on both Android and iOS, the app simplifies the fundraising process for teams and individuals. Key features include:

• Event scheduling and management
• Easy Pop-Up Store creation and sharing via text, email, or social media
• Real-time sales tracking and leaderboard functionality
• Direct-to-supporter shipping

The app’s intuitive design and gamified elements, such as alerts and a chat feature, contribute to an engaging and motivating fundraising experience [Google Play].

Impact and Growth

Double Good’s impact is substantial. The company has been recognized on the Inc. 5000 list 18 times, including receiving Inc.’s Legacy Award, and has maintained 28 consecutive years of growth [Fortune]. The average fundraising group sells over $3,000 worth of popcorn, demonstrating the platform’s effectiveness. The company’s success is not merely measured in financial terms but also in the positive impact it has on communities and the opportunities it creates for young people.

Looking Ahead

As Double Good looks to the future, the focus remains on impact over growth. Heitmann believes that by continuing to deliver value to customers and fostering a culture of purpose and reinvention, the company can sustain its success for years to come. The goal is to build a company that outlasts its founder, driven by a strong team and a lasting commitment to creating joy.