Lead: Denny's


Services:  Denny’s specializes in traditional diner food, with an emphasis on pancakes.  

Geographic Scope: The company operates more than 1,710 of its signature eateries located across the United States, Canada, Dominican Republic, El Salvador, Curacao, Costa Rica, Venezuela, Honduras, Japan, Mexico, New Zealand, Qatar, and the United Arab Emirates.

Revenue:  $100-$500 Million (USD) per year

Employees:  5,001 – 10,000 employees

Business Structure: The company owns and operates about 165 of its restaurants, while the rest are franchised or operate under licensing agreements.

Address & Phone:

Denny's, Inc.
203 East Main Street
Spartanburg, SC 29319

Website: Dennys.com

Quick Links:

How Denny's Combined Social Fundraising with Cause Marketing to Raise More Money

Story Behind Viral Post of Man's Act of Charity at a Utah Denny's Restaurant

Burger King Makes Peace Day Deals with Denny’s and More After McDonald’s Dismissal

Denny’s Corporation Donates $70,000 to Build Ninth Habitat Home in Spartanburg

Orders up! Watch Paula Abdul Go Undercover as a Denny’s Server to Help Raise Awareness for No Kid Hungry.

Rivals to Target: IHOP, Bob Evans Restaurants, Huddle House, The Original Pancake HouseVillage InnWaffle House, Egg & I

Analysis: Pancake houses like Denny's have the two essential ingredients for a successful six-figure cause marketing program. They have lots of locations and plenty of foot traffic. They are perfect businesses for point-of-sale fundraisers (charity pinups, register programs, round-ups, etc.).

Another option is an action-triggered donation program involving their signature menu item, pancakes, which are relatively cheap to produce. For example, on National Pancake Day, IHOP offer each guest a free short stack of their famous buttermilk pancakes. For every short stack of buttermilk pancakes served on that day IHOP guests are encouraged to make a voluntary donation to Children's Miracle Network (CMN).

Customers have responded generously! 

Since 2006, IHOP's National Pancake Day promotion has raised over $15 million to provide life-saving treatment, programs and medical equipment for child patients. In the weeks leading up to National Pancake Day, participating IHOP restaurants also sold “Miracle Balloons” for $1 and $5 to benefit CMN. Guests who purchased a $5 "Miracle Balloon" received a $5 discount coupon for their next visit. What a great combination of fundraisers!

I've seen similar fundraisers from other pancake chains like the Egg & I and Perkins Restaurant and Bakery.

Pancakes were the inspiration behind another company's cause marketing efforts. Williams-Sonoma created an exclusive pancake and waffle mix to benefit Share Our Strength’s No Kid Hungry campaign. 20% of the retail price from each jar sold benefited Share Our Strength.

Company Description

The home of the Grand Slam Breakfast, Denny's is one of the leading full-service, family-style restaurant chains in the U.S. Typically open 24 hours a day, the chain is best known for its menu of breakfast items, including eggs, pancakes, and combination plates carrying such names as All-American Slam, Lumberjack Slam, and the aforementioned Grand Slam Breakfast. Denny's also serves standard American fare (burgers, sandwiches, steak) for lunch and dinner. 

Consumer Profile

Meet The Smith’s

As the Americana family, the Smith’s are married, most likely with children ages 6-18+. One of their children may be a college student who still lives at home and participates in family dinners at Denny’s, but also stops by after class or late night with his friends. Mr. Smith works as a mid-level manager, while Mrs. Smith is a homemaker. Mr. Smith enjoys cycling, golf and tennis, and Mrs. Smith spends her time purchasing Mr. Smith’s corporate attire, baby products and weight loss supplements. The Smith’s are around 40 years old and most likely live in the Midwest or Northeast.  

Consumer Philanthropic Affinities

Charitable Focus & Programs

Denny's is hungry to serve the communities where it does business. As a neighborhood diner, Denny’s is committed to giving back to local communities through many programs, including No Kid Hungry, Hungry for Education, the United Way and countless local programs all aimed at making the world a better place. Denny’s team members get involved in their communities by volunteering their time, making charitable contributions, serving food to those in need and helping raise money for local schools, churches, hospitals and athletic teams, to name a few.

Key Initiatives

Cage-Free Eggs

America’s Diner is proud to announce a pledge to source and serve cage-free eggs in all U.S. restaurants by 2026. They’ve been committed to quality food and a true diner experience for over 60 years and this is just another way of honoring that commitment.

As the original home of all-day breakfast, Denny’s serves more than 400 million eggs each year, including classic breakfast items such as the signature Build Your Own Grand Slam, omelettes and delicious skillets.

This commitment is in conjunction with the evolution of supplier capabilities and part of a larger shift as Denny’s continues its focus on food quality in 2016, offering guests more premium ingredients and enhanced flavors with each new season. Denny’s has improved various menu items to offer guests higher-quality diner favorites including USDA Select beef, wild-caught and sustainable salmon, fresh-cut seasonal fruit and vegetables, 7-grain bread options and many healthier breakfast alternatives such as gluten free english muffins and hearty wheat pancakes.

Greg Linford, Vice President of Procurement for Denny’s added, “As America’s Diner, we’re proud to do our part to move the industry toward more humane sourcing practices. This shift towards a more humane method of egg production is just another step in ethical sourcing at Denny’s, adding to our requirements for ethical turkey, beef and pork treatment as well. We look forward to working closely with our suppliers to promote responsible sourcing, and refining our strategies as information, availability and supply chain capabilities evolve.”

Denny’s Hungry for Education

Since 2011, Denny’s has developed Hungry for Education, a scholarship program designed to recognize academic achievement. Today, nine leading non-profit minority advocacy organizations help launch the program in Denny's restaurant areas. In 2016, the program will award more than $500,000 in scholarships to elementary, high school and college students for their ideas to help Denny’s fight childhood hunger. Learn more here.

Notable Nonprofit Partners

No Kid Hungry

The team members at Denny's love to feed people, so it is hard for them to imagine kids not getting enough food each day. So, Denny's partnered with Share Our Strength’s No Kid Hungry program to make ending childhood hunger one of their main philanthropic causes. Every September, Denny’s locations across America participate in Share Our Strength’s Dine Out For No Kid Hungry, a national fundraising event that brings together thousands of restaurants and millions of consumers to help make sure that no child in America grows up hungry.

Key message = “Turn $1 into 10 Meals”.

Denny’s has helped connect hungry children with more than 33 million meals in the last five years.

United Way

Giving Back with the United Way of the Piedmont.

United Way of the Piedmont is a nonprofit, volunteer-driven organization dedicated to improving the quality of life for people in Spartanburg, Cherokee and Union counties of South Carolina. Volunteers review agency programs and initiatives and invest in those that positively impact the most critical needs of the community. Funds are raised in the annual campaign and distributed to help those who need it most.

Cookies for Kids' Cancer

Since 2010, Denny’s has supported Cookies for Kids’ Cancer, a non-profit agency in New York and Arizona, committed to raising funds and awareness for pediatric cancer.

To date, Denny’s has raised more than $400,000 for the cause.

Ella's Tea Party

Since 2011, Denny's has partnered with Ella's Tea Party in Arizona to support the fight against pediatric cancer. Children face incredible challenges during cancer treatment; the organization’s mission is to help fund safe and effective treatments, so researchers can increase the odds for success and offer new hope for the future.

In 2011 and 2012, Denny’s raised more than $66,000 for the cause.

Tour de Force

Each February, Denny’s launches a month-long annual fundraising campaign for Tour de Force, a Miami-based organization. It provides much-needed financial support to the families of Florida law enforcement officers killed in the line of duty.

To date, Denny’s has raised nearly $100,000 for the cause.

Disclaimer: The information contained in this Prospect Research Profile has been provided by Catalist based upon curated information from hundreds of public sources.  Catalist fact checkers and analysts have verified the information contained in this report, but is not held responsible for unknown inaccuracies or false claims by the company profiled. 

Lead: Valvoline Instant Oil Change (VIOC)


Services: Services all areas of the car engine, but known for its oil changes.

Geographic Scope: 1050+ storefronts in 40 states within the U.S.

Revenue: $100 - $500 million (USD) per year

Employees: 1,001 - 5,000 employees

Business Structure: Storefronts are company-owned and franchised.

Address & Phone:

3499 Blazer Pkwy
Lexington, KY 40509

Website: Valvoline.com

Quick Links:

2016 Fast Lube Guide to Lube Programs & Franchises

Cause Marketing Success may be as Close as Your Next Oil Change

Make-A-Wish Has the Midas Touch

Rivals to Target: Jiffy Lube, Meineke, Quaker State

Analysis: I've had some personal experience working with fast lube chains, specifically VIOC. They are great cause marketing partners for several reasons.

  1. Many of these fast-lube chains are franchised so even if you're local store is part of a national chain there's an excellent chance you can still work with franchisees in your area. For example, when I did my program with VIOC I worked with 40 locations in the New England market.
  2. The employees at fast-lube stores are talented sales people. They frequently "upsell" additional services to customers (e.g. transmission fluid change, radiator flush, etc.) so they are comfortable asking customers to give.
  3. You can run your fundraiser for a longer period than the 2 to 6 weeks I generally recommend for point-of-sale programs. Here's why. How often do you get your oil-changed? The suggested interval is three months or 3,000 miles, right? So, if you donate at your local fast-lube store you won't be back for a few months. During that time, fast-lube stores will service mostly new customers who haven't been back in months. That means you can extend your fundraiser. Probably not for three months - employee fatigue will kick-in and hurt your fundraising. But you could run the program for 8 to 10 weeks. A longer program means more money for your organization!
  4. While I do agree with the "Meet Chuck" consumer profile below, fast-lube stores are also focused on attracting women customers, who are generous donors. I've been told on several occasions that "Mini-van Moms" are a key demographic for fast-lube stores.

There is one key challenge you should be aware of when working with fast-lube chains.

They don't have the foot traffic that you would get in coffee shop, restaurant or retail chain. I was once told that getting 60 customers is a "good day" for a fast lube store. In short, you need to be realistic about how much you can raise with fast-lube chains. Here's the good news. Their sales savvy staff will give you an edge in closing more donations. Remember, as I pointed out above you can extend your fundraiser by several weeks. I also suggest you raise the donation ask for these stores. Instead of asking one dollar, how about $3 or $5?

Company Description

Valvoline Instant Oil Change – both company and franchised – operates 1,050 Valvoline centers across 40 states in the U. S., making it the second largest such operation in the nation (behind Jiffy Lube). In 2016, VIOC ranked as the #2 quick-lube chain by number of stores and #3 passenger car motor oil in the DIY market by volume brand in the United States. 

Consumer Profile

Meet Chuck

Chuck is a hardworking, blue-collar white guy from middle America who served in the U.S. military and is in his late 40s/early 50s.  He is married or divorced with kids ages 6-18.  As a naturally-handy guy, Chuck loves to hunt and fish and mostly spends any expendable money he has on purchasing tools, and big & tall and plus-sized men’s apparel.   

Consumer Philanthropic Affinities

Charitable Focus & Programs

Notable Nonprofit Partners

National Breast Cancer Foundation

Henley Enterprises, Inc., the largest franchisee of Valvoline Instant Oil Change is raising funds and increasing awareness for National Breast Cancer Foundation (NBCF). Throughout the month of October a portion of the sales of pink wipers was donated to NBCF. The wipers are available at over 210 participating Valvoline Instant Oil Change locations in 12 states. Now in its fifth year, the campaign has raised more than $55,000 for NBCF.  Valvoline Instant Oil Change kicked off the month-long campaign October 1st with a Pink Out Day including pink give-a-ways at participating locations. Double donations were made to NBCF on pink wipers sold that day. For more information visit www.viocPINK.com.

Dana-Farber Cancer Institute & The Jimmy Fund

Valvoline Instant Oil Change is a proud partner of the Jimmy Fund’s A Chance for Kids & Families Program. Customers who give $1 to benefit the Jimmy Fund at participating Valvoline Instant Oil Change stores throughout New England receive A Chance for Kids & Families promotion card with a guaranteed prize. All proceeds benefit the lifesaving mission of Dana-Farber Cancer Institute and the Jimmy Fund.

Opening Gates

Kentucky-based Valvoline Instant Oil Change, the nation’s second largest quick-lube chain, celebrated the grand opening of five new Louisville area service centers by raising money for Opening Gates, a local non-profit horse therapy group. Valvoline Instant Oil Change service centers launch the Donation Derby in honor of a local third grader, Ethan Vaughn, who is working to overcome behavior issues associated with attention deficit hyperactivity disorder (ADHD) and excel in school. Ethan has the help of his friend, Bear - an Irish Draught elite race horse who was imported from Ireland, abandoned by his owners, and rescued and trained by Opening Gates.

In spring 2016, all five new Louisville area Valvoline Instant Oil Change locations offered $24.99 conventional oil changes (usually $39.99) and donated $10 per oil change to Opening Gates (up to $3,000 maximum). VIOC’s goal was to raise $3,000 for Opening Gates so they could buy a shed to provide shelter for the horses and additional space for kids and horses for therapy tasks. Valvoline Instant Oil Change service centers also treated Ethan, his parents and twin sister to a day at the Kentucky Derby to watch the “most exciting two minutes in sports!”

Disclaimer: The information contained in this Prospect Research Profile has been provided by Catalist based upon curated information from hundreds of public sources.  Catalist fact checkers and analysts have verified the information contained in this report, but is not held responsible for unknown inaccuracies or false claims by the company profiled. 

Monthly Q&A: November 2016

Great call today! Here are a few of the key points we covered.

  1. How can a non-profit with little brand recognition be an attractive partner?
  2. Is the charity pinup market saturated? 
  3. Can we digital do digital programs instead? Can we get away from printing, writing, and hanging charity pinups on store walls and windows?
  4. Who is the best person to target in a company for a charity partnership?

Lead: Stripes Convenience Stores


Products: Full-service convenient store, including snacks, beverages, gas, food, with the opportunity for buffet lunch/dinners.

Geographic Scope: Texas, New Mexico, Oklahoma

Revenue: $5.8 Billion (USD) per year

Employees: < 1,000 employees

Business Structure: The company owns and operates all of its locations as a subsidiary under its parent company, Energy Transfer Partners.

Address & Phone:

8020 Park Lane
Dallas, TX 75231

Website: StripesStores.com

Quick Links:

Ep139: C-Store Raises $1.2 Million, Earns Cause Marketing Stripes

10 Best Cause Marketing Promotions of 2014 [#8 Cumberland Farms]

Raise More Money with Businesses with Donation Boxes [Profiles USO/Kangaroo Express Partnership]

BP Gas Stations Raise Money with Window Clings

Top 101 Convenience Stores

Rivals to Target: 7-Eleven, Speedway, Sheetz

Analysis: C-Stores are an area of opportunity for cause marketers. They're ideal for charity pinups, register fundraisers, purchase-triggered donations and donation boxes. A couple of things to note:

  • Check out the link above on the USO/Kangaroo Express partnership. The USO strategically used special events at key stores to build buzz for the program and to raise money.
  • As many c-stores have gas stations, check out the above link on how BP raised money by selling window clings at the pumps. Brilliant idea! These could be sold at the pump or at the register as a charity pinup for the window of your car!

Company Description

Stripes Stores is a chain of 700+ convenience stores in Texas, New Mexico and Oklahoma. These locations are former Circle K and Town & Country Food Stores. Other convenience store brands they operate under include IceBox andQuick Stuff. It is one of the largest non-refining operators of convenience stores in the USA.

Many locations offer Sunoco, Chevron, Conoco, Exxon, Phillips 66, Shell, Texaco, Valero, and unbranded gasoline; most locations previously sold gasoline under the CITGO name, when the chain was Circle K. More than 300 locations also feature the proprietary Laredo Taco Company brand of Mexican fast food, or Country Cookin’ branded fast food.

In 2007 the company acquired the Town & Country Food Stores chain and in August 2009, the company acquired 25 Quick Stuff convenience stores in Texas and Louisiana from Jack in the Box Inc.

In 2014, they were acquired by Energy Transfer Partners, the parent company of the east coast gas brand Sunoco.

Consumer Profile

Meet Jose

A hard blue-collar worker, Jose is in his 40s, married with young children.  His household income is less than $75K per year, so he is frugal with his spending.  When he does shop, he most likely purchases tools and clothes for his children.  In his spare time, he enjoys fishing and watching sports – especially professional wrestling. 

Consumer Philanthropic Affinities

Charitable Focus & Programs

Stripes Stores is committed to the communities where they live and work.  They invest in the children and youth that live in their communities, which is the center of their pillars of giving.

Stripes Stores has a longstanding tradition of investing in health and education programs that focus on children and youth. They participate with organizations that inspire them, and they are proud to give back in ways that support the communities they love so much.
For over a decade, they've invested more than $15 million in the communities where they operate. 

Notable Nonprofit Partners

Funding & Partnership Guidelines

Stripes LLC shall focus its community giving efforts exclusively on programs designed to enhance the health and education of youth residing in the communities served by the Company. Community Investment applications meeting this definition will be considered for, but not guaranteed, funding. Examples of programs that are included in the Company’s Community Investment focus include: 

  • Programs or activities that explicitly address issues that enhance the health and education of children and teens in communities served by the Company. 
  • Events whose primary focus is specifically related to improving opportunities for healthier and better-educated youth.  
  • Programs that improve access to, and communication of, information related to the healthcare or education of youth; such as referral services and information resources.
  • Programs that directly improve the quality of life of children residing in the Stripes LLC service area through advances in healthcare and education.

Organizations with programs aligned with the aforementioned charitable focus should meet the following eligibility criteria: 

  • Agencies or organizations must provide a copy of their 501(c)(3) IRS designation or other recognized tax-exempt designation. 
  • Applicants cannot be individuals, labor organizations, or political organizations. 

Additionally, Stripes LLC will not consider the following requests: 

  • Requests to support annual operating expenses will not be considered. 
  • Requests for endorsements, seminars, or reunions, or any travel costs associated with such, for any group or individual will not be considered. 
  • Stripes LLC does not allow third party marketing materials (i.e., flyers, posters, brochures, etc.) to be displayed on its property. 
  • Stripes LLC does not allow use of its property for outside fundraising efforts.

For complete guidelines and charitable request application, click here.

Disclaimer: The information contained in this Prospect Research Profile has been provided by Catalist based upon curated information from hundreds of public sources.  Catalist fact checkers and analysts have verified the information contained in this report, but is not held responsible for unknown inaccuracies or false claims by the company profiled. 

Lead: Petitti Garden Centers


Products: Landscape and garden plants, trees, and shrubs, outdoor furniture, pest control products, pet supplies, and gardening accessories.

Geographic Scope: Ohio

Revenue: $10-$25 million (USD) per year

Employees: 51-200 employees

Business Structure: Privately-Owned

Address & Phone:

25018 Broadway Ave.
Oakwood Village, OH 44146

Website: PetittiGardenCenter.com

Quick Links:

How a Hospital Grew Its Cause Marketing from Zero to $750,000 [Petitti's Partnership with Cleveland Clinic]

The Top 100 Independent Garden Centers

Rivals to Target: Home Depot, Lowe's, Local Garden Centers

Analysis: Garden centers are an untapped area of opportunity for nonprofits. Although seasonal, garden center chains have the foot traffic and affluent customer to raise five or even six-figures with register fundraisers. As Cleveland Clinic's partnership with Petitti's illustrates, garden centers can support causes outside their environmental sweet spot.

The fall and winter are an ideal time to target garden centers as they are planning their marketing for the busy spring and summer seasons. 

Company Description

Petitti Garden Centers is keeping Ohio green. Through nearly 10 locations in northeastern Ohio, the company sells landscape and garden plants, trees, and shrubs. It also offers outdoor furniture, pest control products, pet supplies, and gardening accessories. The company has horticulturists and nurserymen on staff to design home landscaping, as well as florists who specialize in wedding arrangements. Stores also feature seminars and demonstrations, from cooking with herbs to gardening for children. Angelo Petitti is the owner and founder of Petitti Garden Centers, which was established in 1971.

Petitti’s also owns a 1000-acre nursery in Madison, Ohio and 32 acres of greenhouses in Columbia Station, Ohio. By propagating from seeds and cuttings, Ridge Manor and Casa Verde Growers produces 98% of the live product sold at the Petitti Garden Centers. This translates into the greatest number of varieties and the largest selection of fresh, high quality plants available to the consumer. 


  • Growing a Beautiful World
  • We Grow Our Plants Locally in Northeast Ohio
  • Proudly Grown by Petitti’s

Consumer Profile

Meet Kathy

An Ohio native, Kathy is in her late 40s/early 50s, is married with children ages 2-10. She is either a homemaker or in a white-collar management position, with a household income surpassing $125K. With expendable income, Kathy is a super shopper and outdoor enthusiast, enjoying everything from cycling to hiking, golfing to winter sports! Her purchasing decisions are all her own, and are mostly seen in the natural wellness, gardening and women’s apparel categories. 

Consumer Philanthropic Affinities

Charitable Focus & Programs

Petitti Garden Center is proud to support many organizations in the greater Cleveland area. They donate thousands of plants a year to local non-profit organizations.  

They participate in several charitable organizations, through speaking engagements, donations of plants and donations of funds to local family-oriented groups such as St. Malachi Center, Cleveland Clinic, Rainbow Babies Hospital, Camp Cheerful, and University Hospitals Ireland Cancer Center.

Their Green Promise

New for 2010, retail locations will be encouraging Petitti customers to bring back their used Petitti pots and flats.  Designated recycling bins will be set up at each location so that you can easily drop off your used containers.

Energy Conservation

In 2009, they invested in a super high-efficiency biomass furnace installed at our “green house” production facility Casa Verde.  The furnace is fueled by waste wood chips that would normally be discarded in a landfill.  This helps the environment by reducing the dependency on non-renewable fuel sources, by producing low carbon emissions and by using the remaining ash for agricultural soil enrichment.

Water Efficiency

They are passionate about preserving our local Great Lakes water system, having always relied on natural rainwater collection to water their plants at all of their growing facilities.  Furthermore, they use capillary mats, drip irrigation and flood floor greenhouses to make the most of this resource.  All of these efficient irrigation practices save water by simply putting the water where the plant needs it to grow.  They make investments like this in their business to continually offer the customer the highest quality plants at the lowest cost and environmental impact.

Notable Nonprofit Partners

St. Malachi Center

In addition to funds from their Garden Party fundraiser event, Angelo Petitti also donates 100% of all proceeds from lectures and speaking engagements made by himself and his staff.  

Cleveland Clinic

Petitti Garden Centers partners with Cleveland Clinic through a register donation program. In April of 2016, Petitti Garden Centers and Scotts Miracle-Gro announced their 2016 Lend a Hand campaign benefitting Cleveland Clinic Children’s. From April 1- July 31, Petitti’s gave shoppers an opportunity to add a donation of $1, $5, or $10 to their Petitti’s purchase and Scotts Miracle-Gro matched it up to a total of $50,000.

In 2015, Petitti’s and Scotts Miracle-Gro made over a $100,000 contribution to Cleveland Clinic Children’s through this campaign. To kick-off the program, Petitti’s, Scotts Miracle-Gro and Cleveland Clinic Children’s patients will plant seeds of hope and healing during a garden therapy workshop.

Other Partners

  • Rainbow Babies Hospital
  • Camp Cheerful
  • University Hospitals Ireland Cancer Center

Funding & Partnership Guidelines

To be considered for a donation, you must put your request in writing on your nonprofit organization’s letterhead and send it to their corporate office at Petitti Garden Center – Attention: Anna.

Disclaimer: The information contained in this Prospect Research Profile has been provided by Catalist based upon curated information from hundreds of public sources. Catalist fact checkers and analysts have verified the information contained in this report, but is not held responsible for unknown inaccuracies or false claims by the company profiled.

Lead: LUSH Fresh Handmade Cosmetics


Product: Cosmetics, Beauty Supply & Perfume

Geographic Scope: LUSH operates more than 900 shops in 50 countries worldwide, as well as an e-commerce site and catalog.

Revenue: $50-$100 Million (USD) per year

Employees:  1,001 – 5,000 employees

Website: LushUSA.com

Business Structure: Privately-Owned

Quick Links:

LUSH Spoils Shark Fin Soup with Soap, Cause Marketing

Funding & Application Guidelines

Rivals to Target: The Body Shop, Sephora, BOMB Cosmetics

Analysis: I had never heard of LUSH's Charity Pot until Forbes writer Helaina Hovitz wrote about it. We're both lucky we found it.

The concept is simple. When you buy a Charity Pot body lotion all the money from the sale goes to the nonprofit featured on the lid. Since 2007, the promotion has raised nearly millions for hundreds of nonprofits.

Most of those nonprofits are animal welfare, environmental conservation, and humanitarian causes with annual revenues below $500,000. This program a full-time effort for LUSH. Three staff people manage the program year-round.

I love the Charity Pot program for several reasons.

1. LUSH gives 100% of the retail sale to the nonprofit. Percentage of sales programs have become a lightening rod for cause marketing controversy with people complaining about how much is going to the cause. Like LUSH, more companies should designate a product from which 100% will benefit a charity.

2. LUSH is supporting small nonprofits. These organizations often sit on the sidelines of cause marketing and watch the dollars flow to big charities like American Cancer Society, The Salvation Army and St. Jude Children's Research Hospital. More companies should make giving to small nonprofits a priority.

3. LUSH is impact focused. “We find these groups when they need a lift up, and ideally, after a year, we hope to get them in a position where they don’t need us anymore,” LUSH explained to Helaina. They also support their nonprofit partners with volunteering.

Want to join the Charity Pot program? You can learn about the process here.

Company Description

The natural cosmetics firm is a UK-based manufacturer and retailer of  environmentally-friendly natural cosmetics and fragrances (including many vegan-friendly products). Most of LUSH's products are handmade from natural (and edible) ingredients and carry an expiration date.

LUSH was founded in 1994 by Mark Constantine and his wife Mo, who opened the first store in Poole, England the following year. It is still run by Mark Constantine, who once worked with cosmetics behemoth The Body Shop.

Business Structure

LUSH is a privately owned company with a small number of shares available on an invitation basis only.  The company's growth is based mainly upon partnerships. There are two different types of partnership. The general partners own and operate the business and assume liability for the partnership, while the limited partners serve as investors only; they have no control over the company and are not subject to the same liabilities as the general partners.  LUSH is structured in the latter way, namely a limited partnership.

The company also owned the B Never Too Busy To Be Beautiful brand, which had outlets in Poole, Leeds, Covent Garden and Oxford Street, England. LUSH announced in 2009 that B would cease trading, saying "the company has NOT gone bust or bankrupt and there are no administrators involved, we are simply unable to make a profit. LUSH will be absorbing the business in order to retain the assets."

LUSH Products

LUSH produces creams, soaps, shampoos, shower gels, lotions, moisturizers, scrubs, masks and other cosmetics for the face, hair, and body using only vegetarian or vegan recipes. Solid shampoos as well as "Toothy Tabs" which are solid toothpaste tablets are also available for purchase online and in a retail store. LUSH is also known for their bath bombs which are solid bars of sodium bicarbonate, citric acid, essential oils and natural butters that fizz out and can produce an array of colors.

As of July 2012, LUSH began selling their "Emotional Brilliance" makeup collection, which includes liquid lipsticks, liquid eyeliners, and cream shadows. LUSH also launched their first mascara, Eyes Right, under the "Emotional Brilliance" line.

LUSH products are 100% vegetarian, and often contain fruits and vegetables such as grapefruit juice, vanilla beans, avocado butter, rosemary oil, fresh papaya and coconut. However, some products contain lanolin, milk, eggs, honey, and beeswax. Parabens are used to preserve a number of the products.

LUSH products are made in factories around the world including Poole, Dorset, Toronto, Canada, Dusseldorf, Germany and Vancouver, Canada, LUSH marks its trademark black tub products with stickers of the actual creators of the product being sold, a unique trademark stamped on their recyclable polypropylene plastic black pots. The company also offers customers a way to recycle used black pots by bringing empty ones back to the store for a free Fresh Face Mask for every five returned. Most LUSH products are to be stored at room temperature, with the exception of their Fresh Face Masks, which require refrigeration due to the absence of preservatives and the main ingredients being fruits and vegetables.

Stores do not typically sell products older than four or five months and most products have a shelf life of approximately 14 months, depending on the particular item. 


  • Fresh handmade cosmetics
  • Fighting animal testing
  • Ethical buying
  • 100% vegetarian
  • Naked packaging

Consumer Profile

Meet Abby

This progressive millennial is ethnically-diverse with a love for her urban atmosphere.  As the quintessential fashionista, she is a single, young professional who spends her $100K annual salary shopping for beauty supplies, fragrances, fine jewelry, clothing and shoes.  She loves to entertain and prefers to avoid outdoor activity.

Consumer Affinities

Charitable Focus & Programs

LUSH believes it's their responsibility to advocate for the environment, animals and people in need. They are passionate about giving back to organizations locally and around the world, and they do so through their Charity Pot program, SLush Fund, FunD and their people.

Charity Pot

In 2007, they invented a beautiful hand and body lotion called Charity Pot. 100% of the purchase price (every single penny minus the taxes) goes towards supporting humanitarian, environmental and animal rights causes locally and around the world.

Since its launch, Charity Pot has donated more than $10,000,000 to 850+ grassroots charities in 42 countries.  In fact, their new Charity Pot has been reformulated to contain seven ingredients from SLush Fund projects around the world. Their SLush mandate is simple: 2% of the amount they spend on raw materials and packaging is used to invest in sustainable farming and community projects from scratch.

Apply for funding: charitypot@lush.com


Charity Pot isn’t the only LUSH product that’s made to give; they also created a moldable, multi-purpose soap called FUN. They're proud to say that 2.5% of the sales of each bar goes directly towards their LUSH FunD.

After the earthquake in 2011 caused a rupture at a nuclear plant and contaminated the area, it became too dangerous for children to play outside. The FunD allows us to offer funding and support to grassroots charities that work toward creating safe places for children to play in Japan.

The Power of Products & People

Sometimes, LUSH works with organizations to create limited edition LUSH products that go to helping those in need.

They’ve handmade LUSH goodies for the Vancouver Humane Society, Sea Shepherd Conservation Society and Freedom to Marry; and used 100% of sales (minus the taxes) to support their ongoing work. In August 2014, they partnered with the Discovery Channel’s Shark Week and Sharkwater filmmaker Rob Stewart to bring awareness to shark finning practices with a distinctive soap.

They also believe that charitable giving extends beyond monetary donations, which is why they strive to volunteer their time for charities that need hands-on support.

Their staff members frequently participate with Charity Pot partners at home and across the globe. In June 2014, their team of LUSHies lent a hand with Save the Rain in Tanzania, helping to build Rain Catchment Systems. Plus, in November 2012, they hosted ten LUSH customers on a volunteer trip to Gold Butte, Nevada to plant native species with their Charity Pot partners Friends of Nevada Wilderness.

Charitable Values (as written by LUSH)

  • We believe in the true meaning of charity and authentic giving; helping those who need it most and supporting causes that they feel passionately about.
  • We believe in building good relationships with their charity partners and finding ways to go beyond monetary giving to support their cause.
  • We believe in the power of grassroots activism and in putting money into the hands of people who can make it go a long way.
  • We believe in supporting the groups and causes that others don’t and making their program accessible to all.
  • We believe being charitable is about what the donor can do for the charity; not what the charity can do for the donor.
  • We believe in supporting projects that aim to tackle the root cause of the problem rather than treating the symptom. They focus on campaigning and education efforts to make societal change.
  • We believe that it’s the hard work, dedication and results that matter, not how the group is registered.
  • Finally, we believe in telling customers clearly how much of their money will be donated and to whom.

Notable Nonprofit Partners

850 grassroots organizations within the following cause sectors:

  • Environmental Conservation
  • Education
  • Community
  • Animal Welfare
  • Water

Funding & Partnership Guidelines

Charity Pot funding goes to small, grassroots groups that have limited resources and often struggle to find funding. They support groups both in North America and around the world working in the areas of environmental conservation, animal welfare and human rights.

Almost all the groups they fund have annual incomes of $500,000 or less and often are run entirely or predominantly by volunteers. They believe they can make the most impact by funding causes that are often overlooked by other funders, therefore they give priority to less popular issues which are more difficult to raise funds for. They're looking for organizations that push the boundaries and challenge mainstream opinion.
They support non-violent direct action groups because they feel it plays an important part in bringing about social change. Non-violent direct action includes protests and demonstrations, and other non-violent interventions.

As a campaigning company, they look for projects that create long-term systematic change and address the root cause of the problem, which aim to alter opinion and behavior through raising awareness of issues, activism, education and campaigning. For example, they campaign against Canadian tar sands and palm oil, and they also fund groups that campaign against environmental destruction caused by the production and consumption of other natural resources, as well as other environmental injustices. They also believe that while it’s vital to rescue and provide long-term care for animals, they’re also looking to support organizations that fight against the root causes of animal neglect and why animals need shelters in the first place.

They're looking for initiatives that are far reaching, rather than those that benefit than just a few individuals. They also look for projects that promote and implement viable, fair and sustainable solutions.

The majority of the projects they fund are in North America, however they care deeply about causes around the world and they often fund projects overseas. To qualify for funding, these initiatives should be run by local people, and applications from organizations based in North America working overseas will need to demonstrate how local people are involved in making decisions and implementing projects.
Their support ranges from a few hundred dollars to a maximum of $25,000 per project. They do not do blanket funding and require a detailed budget breakdown when submitting your application. They will review what percentage of annual funding is diverted to administration costs, staff salaries and fundraising.

Disclaimer: The information contained in this Prospect Research Profile has been provided by Catalist based upon curated information from hundreds of public sources. Catalist fact checkers and analysts have verified the information contained in this report, but is not held responsible for unknown inaccuracies or false claims by the company profiled.