Hilarity for Charity

What Hilarity for Charity does

Hilarity for Charity (HFC) is a California-domiciled 501(c)(3) public benefit nonprofit founded in 2012 by Lauren Miller Rogen and Seth Rogen after Lauren's mother was diagnosed with early-onset Alzheimer's at age 55. The organization operates with 14 full-time staff headquartered at 7656 W Sunset Blvd in Los Angeles and is structured around three programmatic pillars: direct support for family caregivers of people with Alzheimer's and other dementias, brain health education and prevention research, and youth advocacy through the Youth Movement Against Alzheimer's (YMAA) and the HFCUniverse online learning platform. Its flagship program is the Caregiver Respite Grant, which delivers free in-home care hours to families through a channel partnership with Home Instead, and the organization claims to be the nation's largest provider of free in-home respite care for dementia-impacted families.

HFC's underlying technology stack is non-proprietary: HFCUniverse is hosted on LearnWorlds, the website runs on standard WordPress, and digital outreach is conducted through major social platforms (Instagram, TikTok, Facebook, YouTube, LinkedIn). Rather than building technology products, the organization leverages strategic channel partnerships to scale service delivery—Home Instead for in-home care, ASHA and ALCA for clinical caregiver education, Remo Health for multimedia content, and a Netflix partnership through the Netflix Is A Joke Festival for signature live events.

The business model is donation-driven across four streams: signature celebrity fundraising events (e.g., 'Seth Goes Greek' at the Greek Theatre, which raised over $750,000 in May 2026), individual donations via donatehfc.com, corporate matching gifts, and grants from pharmaceutical Executive Council members (Biogen, Eisai, Eli Lilly, Genentech, Otsuka) and family foundations. All services are provided free of charge to eligible families. The organization has cumulatively raised over $28 million since 2012, delivered more than 530,000 hours of in-home care relief, and reaches approximately 1.3-2 million individuals annually through programs, events, and social media.

Name

Hilarity for Charity

Legal name

Hilarity For Charity

Website

https://wearehfc.org

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Hilarity for Charity is a California-based 501(c)(3) nonprofit founded in 2012 by Seth Rogen and Lauren Miller Rogen that provides free in-home respite care, online support, and brain health education to families impacted by Alzheimer's and other dementias, funded through celebrity events, individual donations, and pharmaceutical industry partnerships.

Ownership category

akta.pro rank

Product category

Alzheimer's Caregiver Support Services

NAICS

Services for the Elderly and Persons with Disabilities (62412), Other Individual and Family Services (624190), Voluntary Health Organizations (813212)

SIC

Services-Home Health Care Services (8082), Services-Social Services (8300)

akta.pro primary industry

Dementia/Alzheimer’s Respite Care (Specialized) (HLADAKAG)

akta.pro secondary industries

Cognitive Stimulation & Reminiscence Therapy (Non-Clinical) (HSABAEAH), Rare Disease & Special Needs Support Organizations (BPAGACAM)

Keywords

• Caregiver respite grants
• Alzheimer's caregiver support
• Brain health education
• Dementia awareness advocacy
• Youth brain health programs

Headquarters

HQ city

Beverly Hills

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Fundraising Events: Annual celebrity events including 'Seth Goes Greek' at the Greek Theatre during Netflix Is A Joke Festival, featuring performances by major celebrities. The 2026 event raised over $750,000.
2. Individual Donations: Direct donations from individuals supporting HFC's mission to care for families impacted by Alzheimer's, activate next generation advocates, and support brain health research.
3. Corporate Partnerships: Partnerships with corporations like Home Instead who provide matching gifts during live appeals and support the Caregiver Grant Program.
4. Grants: Grants from foundations and corporate partners including Biogen, Eisai, Eli Lilly, Genentech, Otsuka, and various family foundations supporting Alzheimer's research and caregiver programs.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Hilarity for Charity is a national nonprofit that delivers free, in-home respite care grants to families caring for loved ones with Alzheimer's disease and other dementias, complemented by online support groups, brain health education, youth advocacy programs, and awareness campaigns funded through celebrity-driven fundraising events. The organization has awarded more than 530,000 hours of in-home care relief and serves roughly 2 million people annually through programs, events, and social media.

Product overview

Hilarity for Charity (HFC) operates as a nonprofit organization offering a portfolio of caregiver support and brain health programs rather than a unified software product. The core offerings include the Caregiver Respite Program (providing free in-home care grants), Online Support Groups, and the Caregiver Road Trip for direct caregiver support. HFCUniverse is an online learning platform for youth brain health education, while the Youth Movement Against Alzheimer's (YMAA) provides youth advocacy initiatives. Brain Health Education programs focus on prevention through lifestyle modifications. The Humans of Dementia storytelling platform and the Taking Care documentary round out awareness and educational offerings. These programs collectively aim to support families impacted by Alzheimer's, activate the next generation of advocates, and advance brain health research and education.

Differentiator

Problem solved

Functional benefit

Products and services

• Caregiver Respite Program Provides free in-home respite care hours for families caring for loved ones with Alzheimer's disease and other dementias, offering relief to family caregivers through grants awarded in partnership with Home Instead.
• Online Support Groups Virtual support groups connecting caregivers and families impacted by Alzheimer's disease for peer support, shared experiences, and community connection.
• Youth Movement Against Alzheimer's (YMAA) Youth education and advocacy initiative empowering young people to understand, protect, and prioritize their brain health while engaging the next generation of Alzheimer's advocates.
• HFCUniverse Online learning platform providing brain health education and dementia awareness content for youth and young adults.
• Caregiver Road Trip Virtual community program providing caregiver support, connection, and companionship for families navigating the dementia journey.
• Brain Health Education Prevention and brain health education programs promoting lifestyle adjustments for dementia risk reduction.
• Humans of Dementia Storytelling initiative sharing personal narratives from families and caregivers affected by Alzheimer's disease.
• Taking Care Documentary Documentary film produced by Seth Rogen and Lauren Miller Rogen about caregiving, connection, and Alzheimer's disease.

Quantifiable outcome

• 530,000+ hours of in-home care relief awarded to families
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core and supporting.

• ASHA (American Speech-Language-Hearing Association)coreStrategic or Co-development Partner · 14 May 2026ASHA and HFC co-hosted a free, online event on May 20 for dementia caregivers focused on improving communication strategies at home. The event was held during National Speech-Language-Hearing Month and featured expert Ashley Haltenhof providing practical tips to reduce misunderstandings and enhance connection between caregivers and loved ones with dementia.
• ALCA (Aging Life Care Association)supportingStrategic or Co-development Partner · 25 April 2026ALCA partnered with HFC to provide 100 consultations for families navigating an Alzheimer's diagnosis. Free 'Ask an Aging Life Care Manager' virtual sessions are offered every Friday in May during National Aging Life Care Month.
• Home InsteadcoreStrategic or Co-development Partner · 15 April 2026Home Instead serves as the preferred home care provider for HFC's Caregiver Grant Program, which provides free respite care hours for families caring for loved ones with Alzheimer's. The expanded partnership includes joint storytelling, social campaigns, and advocacy efforts. Since partnering, Home Instead has supported over 3,000 families with more than 550,000 hours of in-home care through the grant program.
• Remo HealthcoreStrategic or Co-development Partner · 3 February 2026Remo Health and HFC launched a nationwide partnership providing educational resources and support to families and caregivers impacted by dementia. The collaboration offers free access to Remo Health's multimedia resources focusing on brain health, caregiver well-being, and end-of-life care.
• BiogencoreStrategic or Co-development PartnerBiogen is a member of HFC's Executive Council for Pharmaceutical Industry Professionals. Founded in 1978, Biogen is a leading biotechnology company pioneering innovative science to deliver new medicines for Alzheimer's and other neurodegenerative conditions.
• EisaicoreStrategic or Co-development PartnerEisai is a member of HFC's Executive Council for Pharmaceutical Industry Professionals. Eisai Inc. is a human health care company dedicated to pursuing innovative research and improving treatment journeys for people affected by Alzheimer's disease and other neurodegenerative conditions.
• Eli LillycoreStrategic or Co-development PartnerEli Lilly is a member of HFC's Executive Council for Pharmaceutical Industry Professionals. Lilly is advancing the fight against Alzheimer's disease as part of its broader mission to turn science into healing to make life better for people around the world.
• GenentechcoreStrategic or Co-development PartnerGenentech is a member of HFC's Executive Council for Pharmaceutical Industry Professionals. Founded over 40 years ago, Genentech is a leading biotechnology company that discovers, develops, manufactures and commercializes medicines to treat patients with serious and life-threatening medical conditions.
• OtsukacoreStrategic or Co-development PartnerOtsuka is a member of HFC's Executive Council for Pharmaceutical Industry Professionals. Otsuka Pharmaceutical is a global healthcare company researching, developing, and marketing innovative products with a focus on pharmaceutical products to meet unmet medical needs including Alzheimer's disease.
• Blue MoonsupportingStrategic or Co-development PartnerBlue Moon is a member of HFC's Executive Council for Senior Living & Care Professionals. Blue Moon invests exclusively in senior housing on behalf of institutional investors through commingled funds and separate accounts, with over 65 years of experience in senior housing finance and operations.
• Direct SupplysupportingStrategic or Co-development PartnerDirect Supply is a member of HFC's Executive Council for Senior Living & Care Professionals. Since 1985, Direct Supply has been committed to modernizing the delivery of care for seniors through AI and technology-driven capabilities.
• Safely YousupportingStrategic or Co-development PartnerSafely You is a member of HFC's Executive Council for Senior Living & Care Professionals. Founded in 2015 and spun out of UC Berkeley's AI Research Lab, Safely You empowers safer, more person-centered care across senior living through AI and world-leading technology.
• LTC PropertiessupportingStrategic or Co-development PartnerLTC Properties is a member of HFC's Executive Council for Senior Living & Care Professionals. LTC is a real estate investment trust investing in seniors housing and health care properties across 25 states with 189 properties.
• Global Alzheimer's Platform Foundation (GAP-Net)supportingStrategic or Co-development PartnerGAP-Net is a nonprofit foundation and In-Kind Partner supporting HFC. GAP was founded to speed the delivery of Alzheimer's treatments with commitment to promoting diversity in clinical research and lowering the cost of ADRD clinical trials.
• NetflixcoreGTM or Marketing PartnerNetflix partners with HFC through the Netflix Is A Joke Festival, hosting signature HFC events like 'Seth Goes Greek' at the Greek Theatre in Los Angeles. Netflix provides platform for HFC's annual fundraising events featuring celebrity performances.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• National Alliance for Caregiving: Coalition and research nonprofit focused on family caregiver issues across disease states, with deep policy and corporate partnerships. Comparable in caregiver advocacy orientation, with research and corporate-channel expertise complementary to HFC's program offerings.
• Caregiver Action Network: National nonprofit providing education, peer support, and resources to family caregivers across all conditions. Comparable to HFC in caregiver-focused free services and online support group model, with a longer operating history (since 1992).
• BrightFocus Foundation: National nonprofit funding research and providing public education on Alzheimer's, macular degeneration, and glaucoma. Comparable in scale and donor-supported model, with overlapping caregiver-education and brain-health content offerings that compete for the same donor audience.
• Alzheimer's Foundation of America: National nonprofit providing caregiver support, education, and advocacy for families affected by Alzheimer's and dementia. Closely comparable to HFC in mission and audience (family caregivers), with a similar mid-size organization profile and direct service offerings including a national helpline.
• Family Caregiver Alliance: National nonprofit providing direct caregiver support services, policy advocacy, and educational resources for family caregivers of people with chronic, disabling health conditions. Directly comparable in the caregiver-support and respite-adjacent services HFC specializes in.
• UsAgainstAlzheimer's: Patient- and caregiver-led Alzheimer's advocacy nonprofit focused on policy, research, and community engagement. Comparable to HFC in advocacy and community-building orientation, with an overlapping pharma and policy partnership model.
• Fisher Center for Alzheimer's Research at Rockefeller University: Major Alzheimer's research and caregiver education nonprofit, with an active program of caregiver resources, expert Q&As, and awareness content directly overlapping HFC's educational mission.
• Dementia Society of America: National nonprofit dedicated to dementia awareness, education, and improving quality of life for those impacted. Direct overlap with HFC's dementia caregiver and brain-health awareness mission, operating at a similar mid-size organizational scale.

Others

• A Place for Mom: Largest US senior care advisory and referral service, monetizing connections between families and senior living/memory care providers. Adjacent to HFC's mission: serves the same dementia family demographic but through a for-profit referral model rather than direct service.

Broad incumbents

• Alzheimer's Association: The largest US nonprofit dedicated to Alzheimer's care, support, and research, with a $400M+ annual budget, 24/7 helpline, and federal advocacy presence. Directly competes with HFC for donor dollars in the same disease category, but operates at materially greater scale and with a clinical/research orientation versus HFC's caregiver-respite focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/wearehfc
• Facebookfacebook.com/WeAreHFC
• LinkedInlinkedin.com/company/wearehfc
• Instagraminstagram.com/wearehfc
• TikToktiktok.com/@hfcuniverse
• Xx.com/hilar4charity

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Hilarity for Charity