Icing Smiles
Icing Smiles is a 501(c)(3) nonprofit that delivers free custom celebration cakes to U.S. families impacted by childhood critical illness, coordinating a nationwide network of 14,000+ volunteer bakers across all 50 states.
- Company typePrivate
- Founded2009
- HeadquartersLaurel, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Icing Smiles does
Icing Smiles, Inc. is a 501(c)(3) nonprofit organization headquartered in Laurel, Maryland, that delivers custom celebration cakes at no charge to families in the United States impacted by the critical illness of a child. Founded by Tracy Quisenberry in 2009 and serving its first cake in January 2010, the organization provides Dream Cakes (tiered, 3D, or sculpted custom creations) and simpler Fun Cakes to medically qualified children, as well as dedicated cakes for siblings and bereaved families. It also operates a Cookie Program that ships over 11,500 custom-decorated cookie care packages to date. All cakes and cookies are produced free of charge to families, with no financial qualification required.
Operations are coordinated through a Quickbase-powered CRM that manages volunteer matching, family applications, and scheduling, but the organization owns no baking facilities. Instead, a nationwide network of more than 14,000 volunteer Sugar Angels and 140+ administrative volunteers executes all production and delivery, supported by a distributed small paid staff of fewer than 10 employees. The revenue model is donation-based, drawing on individual giving via Givebutter, a portfolio of roughly 10 corporate sponsors led by Satin Fine Foods (its first and largest donor since 2011), in-kind baking supply contributions, stock donations, merchandise sales (Smile Packs at $30 and an annual collectible ornament), and peer-to-peer fundraising events. Go-to-market combines direct-to-consumer family applications through the website, community-led outreach via Local Outreach Ambassadors across all 50 states, and a Make-A-Wish referral partnership for eligibility verification. Since inception, the organization has delivered over 35,000 custom cakes nationwide.
Icing Smiles firmographics
Firmographics- Name
- Icing Smiles
- Legal name
- Icing Smiles, Inc.
- Website
- https://icingsmiles.org
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Icing Smiles is a 501(c)(3) nonprofit that delivers free custom celebration cakes to U.S. families impacted by childhood critical illness, coordinating a nationwide network of 14,000+ volunteer bakers across all 50 states.
- Ownership category
- akta.pro rank
Icing Smiles industry classification
Industry- Product category
- Children's Nonprofit Charity Services
- NAICS
- Baked Goods Retailers (445291)
- SIC
- Bakery Products (2050)
- akta.pro primary industry
- Cake Shops & Custom Celebration Cakes (THAFAFAC)
- akta.pro secondary industry
- Dessert & Bakery Catering (Cakes, Pastries, Candy) (HSACAGAI)
Keywords
Where Icing Smiles is headquartered
LocationHeadquarters
- HQ city
- Laurel
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Icing Smiles business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Individual Donations: Tax-deductible donations from individuals via online platforms (Givebutter). Donors can make one-time or recurring gifts to support cake delivery operations.
- Corporate Sponsorships: Corporate sponsors provide financial contributions and in-kind donations (baking supplies, ingredients). Sponsors include Satin Ice, Domino Sugar, CH Sugar, Decopac, Nielsen Massey, Chef Rubber, Flavorx, Hanan Products, Icing Images, and Fat Daddios.
- Stock Donations: Donors can transfer appreciated securities directly to Icing Smiles, potentially eliminating capital gains tax while providing a charitable deduction at full fair market value.
- Merchandise Sales (Smile Packs): Smile Packs containing T-shirts, logo patches, and window clings are sold for $30 (plus $3 for 2x/3x sizes) to help supporters raise awareness locally.
- Fundraising Events: Virtual peer-to-peer fundraisers, Violet's Bake Sales, in-person events, restaurant nights, and Sip & Shop events generate donations from the community.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free Dream Cakes for medically qualified children |
| Other | Pay-as-you-go | Free Fun Cakes for medical children and siblings |
| Other | Pay-as-you-go | Sugar Angel Baker Reimbursement |
| Unit Pricing | Pay-as-you-go | Smile Pack Merchandise |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels10 records
Icing Smiles product offering
Product offeringCore offering
Icing Smiles is a 501(c)(3) nonprofit organization that delivers custom, professionally crafted celebration cakes (Dream Cakes and Fun Cakes) at no charge to children impacted by critical illness and to their siblings. Cakes are created and donated by a nationwide network of 14,000+ volunteer bakers called Sugar Angels, coordinated through a Quickbase-powered CRM. The organization also ships custom-decorated Cookie Care Packages as surprise gifts to families and sells branded Smile Pack merchandise to support outreach.
Product overview
Icing Smiles is a nonprofit organization that operates a nationwide cake gifting program for children facing critical illness and their siblings. The core offerings include Dream Cakes (custom tiered, 3D, or sculpted cakes) and Fun Cakes (simpler single-tier cakes), both created by volunteer Sugar Angels across all 50 states. The organization also offers Cookie Care Packages through its Cookie Club program. Supplementary offerings include the Sweet Smiles Podcast for sharing mission stories, annual collectible ornaments for fundraising, and Sugar Angel Smile Packs for community outreach. The organization coordinates all services through Quickbase-powered CRM operations and accepts donations via Givebutter.
Differentiator
Problem solved
Functional benefit
Products and services
- Dream Cakes Custom tiered, 3D, or sculpted celebration cakes created by volunteer Sugar Angels for medically qualified children facing critical illness and their siblings. Each medical child is eligible to receive one Dream Cake through the program, provided free of charge.
- Fun Cakes Simpler rectangular or single-tier round celebration cakes that provide flexibility for families and allow more volunteers to participate. Available for medical children (multiple) and siblings (one per calendar year), provided at no charge.
- Cookie Care Packages Custom-decorated cookie packages shipped as surprise treats to families, created through the Cookie Club program by Sugar Angels. Over 10,000 packages delivered to date.
- Sugar Angel Smile Pack Promotional merchandise package including a purple T-shirt with Icing Smiles logo, a logo patch for chef's coat/apron/notebook, and a window cling. Sold for $30 ($33 for 2x/3x sizes) to help supporters spread awareness in their local communities.
- Icing Smiles Annual Ornament Annual collectible ornament released each holiday season capturing the essence of Icing Smiles' mission. The fifth annual ornament was released in 2025.
- Sweet Smiles Podcast A podcast produced by Icing Smiles that shares heartfelt stories behind the mission of bringing joy to children facing critical illnesses through the power of a dream cake. Available on Apple Podcasts, Spotify, Deezer, iHeart Radio, YouTube, and Amazon Music.
Quantifiable outcome
- Over 35,000 custom cakes delivered to children with critical illness since 2010
- +2 more outcomes
Companies that use Icing Smiles
Customer profileNamed customers11 records
Segments3 records
Ideal customer profiles3 records
Icing Smiles technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Icing Smiles partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core, flagship and minor.
- RMH of Central Ohio (Ronald McDonald House)coreRyan Wilkens, Director of Marketing at RMH of Central Ohio, became founder Tracy Quisenberry's biggest cheerleader in 2009 and connected her with the organization. The first post-incorporation cake was made for RMH of Central Ohio in August 2009.
- Satin Ice (Satin Fine Foods)flagshipSatin Ice is Icing Smiles' first and largest corporate donor since 2011. Owner Kevin O'Reilly was the first corporate sponsor Tracy Quisenberry approached. Satin Ice provides premium fondant and icing products and continues to feature the Icing Smiles logo on their packaging. They are Icing Smiles' largest corporate donor to date.
- Domino SugarcoreDomino Sugar is a Champion-level sponsor supporting the Cookie Program. Their generosity fuels thousands of cookie care packages each year for families. VP of Marketing Paula Summers has publicly praised the partnership for transforming passion for baking into meaningful support for families facing pediatric illness.
- DecopaccoreDecopac is a sponsor of Icing Smiles, providing baking and decorating products to support the organization's mission of delivering custom cakes to children with critical illness.
- CH SugarcoreCH Sugar is a Champion of Compassion sponsor at the $10,000+ level, providing significant financial support to Icing Smiles' operations.
- Nielsen MasseycoreNielsen Massey is a Heroes in the Mix sponsor providing vanilla and flavor extracts for Sugar Angels' baking needs.
- Chef RubbercoreChef Rubber is an in-kind donor providing specialty baking and decorating products to support Icing Smiles' volunteer bakers.
- FlavorxminorFlavorx is a sponsor of Icing Smiles, providing flavoring products for Sugar Angels' cake baking.
- Hanan ProductsminorHanan Products is an in-kind donor providing baking supplies for Icing Smiles volunteer bakers.
- Icing ImagesminorIcing Images is an in-kind donor providing edible image and decoration products for Sugar Angels.
- Fat DaddiosminorFat Daddios is an in-kind donor providing baking pans and equipment for Icing Smiles volunteer bakers.
- Make-A-WishcoreMake-A-Wish is a strategic partner that can provide a Medical Eligibility Form (MEF) in lieu of the standard Icing Smiles MEF for families who are connected through Make-A-Wish. The initial acceptance/approval date must be within 2 years.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Icing Smiles competitors and assessment
Company assessmentDirect peers
- Make-A-Wish Foundation: National 501(c)(3) that grants wishes to children with critical illnesses; Icing Smiles is a documented Make-A-Wish Medical Eligibility Form partner, serves the same medically qualified child population, and complements (rather than competes with) wish-granting through celebration cakes.
- Cookies for Kids' Cancer: Nonprofit that funds pediatric cancer research through grassroots bake sales and cookie-based fundraising; closely comparable to Icing Smiles in combining volunteer baking communities with pediatric critical illness missions and corporate baking sponsorships.
- Starlight Children's Foundation: National nonprofit delivering joy, comfort, and entertainment programs to hospitalized and critically ill children; comparable mission of providing moments of joy to the same medically-qualified child and family demographic.
- Project Sunshine: Volunteer-driven nonprofit providing programs, activities, and toys to children facing medical challenges in hospitals; comparable in volunteer-led program delivery to families of critically ill children.
- Children's Wish Foundation International: Nonprofit granting wishes and celebration moments to children with life-threatening illnesses; serves the same medically-qualified child population as Icing Smiles and operates across all 50 states.
Broad incumbents
- Ronald McDonald House Charities: Larger established nonprofit supporting families of seriously ill children through lodging and services. Icing Smiles' founding story is directly tied to an RMH Central Ohio partnership, and the two serve overlapping populations through complementary program models.
- National Pediatric Cancer Foundation: Larger pediatric cancer nonprofit operating in the same disease and family demographic Icing Smiles serves; shares the donor-supporter pool but focuses on research funding rather than direct family celebration programming.
- Alex's Lemonade Stand Foundation: Major pediatric cancer nonprofit leveraging grassroots fundraising (lemonade stands) and a national sponsor network; structurally similar to Icing Smiles' volunteer/corporate-sponsored awareness model around a child-illness mission.
- CureSearch for Children's Cancer: National nonprofit funding children's cancer research and supporting affected families; shares the same donor demographics and pediatric critical illness mission space as Icing Smiles.
Others
- No Kid Hungry (Share Our Strength): Major national nonprofit that builds corporate partnerships and grassroots fundraising campaigns around food-related missions. Comparable to Icing Smiles as a peer in scaling a volunteer-driven, sponsorship-funded food/community model, though serving a different beneficiary population.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Icing Smiles social profiles
Digital presenceIcing Smiles financial estimates
Financial estimateRevenue estimate
Valuation estimate
Icing Smiles leadership team
Management profileNumber of profiles
Profiles8 records
Icing Smiles funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Icing Smiles M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Icing Smiles
What does Icing Smiles do?
Icing Smiles is a 501(c)(3) nonprofit organization that delivers custom, professionally crafted celebration cakes (Dream Cakes and Fun Cakes) at no charge to children impacted by critical illness and to their siblings. Cakes are created and donated by a nationwide network of 14,000+ volunteer bakers called Sugar Angels, coordinated through a Quickbase-powered CRM. The organization also ships custom-decorated Cookie Care Packages as surprise gifts to families and sells branded Smile Pack merchandise to support outreach.
Is Icing Smiles a public or private company?
Icing Smiles is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Icing Smiles founded?
Icing Smiles was founded in 2009. It employs 1 to 10 people.
Where is Icing Smiles based?
Icing Smiles is headquartered in Laurel, United States, in the North America region.
How does Icing Smiles make money?
Five revenue lines are on record. Individual Donations are the primary driver. The others are corporate Sponsorships, stock Donations, merchandise Sales (Smile Packs) and fundraising Events.
Who are Icing Smiles's main competitors?
Direct peers on record are Make-A-Wish Foundation, Cookies for Kids' Cancer, Starlight Children's Foundation, Project Sunshine and Children's Wish Foundation International. Broad incumbents are Ronald McDonald House Charities, National Pediatric Cancer Foundation, Alex's Lemonade Stand Foundation and CureSearch for Children's Cancer. No Kid Hungry (Share Our Strength) is listed as an others.
Does Icing Smiles have an API?
No public API is recorded for Icing Smiles.
What industry is Icing Smiles in?
Icing Smiles's product category is Children's Nonprofit Charity Services. Its primary akta.pro industry code is THAFAFAC, Cake Shops & Custom Celebration Cakes, with a secondary code of HSACAGAI, Dessert & Bakery Catering (Cakes, Pastries, Candy). Its NAICS code is 445291 and its SIC code is 2050.