Variety - the Children's Charity of Iowa

What Variety - the Children's Charity of Iowa does

Variety - the Children's Charity of Iowa is a 501(c)(3) nonprofit organization (EIN 42-6077108) headquartered in Des Moines, Iowa, and affiliated with Variety International. Founded in Iowa in 1975 by Stanley J. Reynolds, Steve Blank, Ray Johnson, and Mike Reilly through the launch of its first televised telethon, the organization is dedicated to serving children in Iowa who are at-risk, underprivileged, critically ill, or living with special needs. All funds raised in Iowa remain in Iowa, and programs reach children across all 99 of the state's counties.

The organization operates five core programs: an annual Grant Program funding tangible items (equipment, renovations, programming) at children's nonprofits (102 nonprofits supported in 2025, up from 81 in 2024); Mobility Programs that distribute adaptive bikes, gait trainers, mobile standers, and specialized strollers to children with special needs plus traditional bikes to underprivileged children (600+ traditional bikes and 150+ adaptive pieces in 2025); a Variety Van Program that has placed 400+ vans with nonprofit partners over 40 years; an Inclusive Playground initiative that has built five fully accessible Star Playgrounds; and a Compassion Fund that delivers emergency financial assistance to families with critically ill children through six partner hospital systems.

Revenue is generated entirely through charitable giving rather than product or service sales. The primary funding engine is the annual Variety Telethon, broadcast since 1975 on KCCI-TV (now a one-hour televised spotlight special), supplemented by large corporate retail partnerships with Hy-Vee (since 1983, $21M+ cumulative) and Fareway (139 stores, annual round-up campaigns), plus golf tournaments, a polo event, a radiothon, the Young Variety young-professionals branch, and a network of 800+ VIP volunteers generating more than $1 million annually. Cumulative fundraising since 1975 exceeds $148 million; recent telethon results include $6.5 million (March 2024) and $4.4 million (February 2026). The organization operates with a lean staff of approximately 7 employees plus extensive volunteer support.

Name

Variety - the Children's Charity of Iowa

Legal name

Variety - the Children's Charity of Iowa

Website

https://varietyiowa.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

1–10 employees

Short description

Variety - the Children's Charity of Iowa is a Des Moines-based 501(c)(3) nonprofit serving at-risk, underprivileged, critically ill, and special-needs children across Iowa's 99 counties through grants, mobility equipment, vans, inclusive playgrounds, and emergency family assistance funded by an annual telethon, corporate retail partnerships, and events.

Ownership category

akta.pro rank

Product category

Children and Family Human Services Nonprofit

NAICS

Voluntary Health Organizations (813212), Civic and Social Organizations (813410)

SIC

Services-Social Services (8300)

akta.pro industry

PRIMARYBPAGACAM

Rare Disease & Special Needs Support Organizations

Business & Public Services/Nonprofit, NGO & Social Services/Health & Medical Nonprofits

SECONDARYBPAGADAC

After-School, Tutoring & Academic Enrichment Nonprofits

Business & Public Services/Nonprofit, NGO & Social Services/Education & Youth Development Nonprofits

SECONDARYEDAMALAA

Multi-Activity Enrichment Camps (Academic + Arts + Sports)

Education/Supplemental & Enrichment Programs (Arts, STEM, Language)/Summer & Holiday Enrichment Camps (Multi-Activity, Academic)

Keywords

• Children's charitable services
• Pediatric mobility programs
• Inclusive playground development
• Nonprofit grant funding
• Community fundraising events

Headquarters

HQ city

Des Moines

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Donations and Fundraising: Variety raises funds through annual telethon events, corporate partnerships, individual donations, and retail round-up campaigns. The organization has raised over $148 million since the first telethon in 1975.
2. Grant Program: Variety provides annual grants to children's nonprofits across Iowa for tangible items such as building expansions, equipment, programming needs, and mobility equipment. In 2025, 102 nonprofits received grants.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels11 records

Core offering

Variety Iowa is a 501(c)(3) nonprofit that operates five integrated charitable programs supporting Iowa children: an Annual Grant Program funding children's nonprofits for equipment, renovations, and programming; Mobility Programs providing adaptive bikes, gait trainers, mobile standers, specialized strollers, and traditional bikes; a Variety Van Program providing transportation vans to nonprofits; the Inclusive Playgrounds (Variety Star Playgrounds) initiative building accessible community playgrounds; and a Compassion Fund delivering emergency hospital relief to families with critically ill children. All programs are funded primarily through an annual televised Variety Telethon and corporate/individual fundraising.

Product overview

Variety - the Children's Charity of Iowa is a nonprofit organization operating as a single unified charitable entity rather than a technology product platform. The organization offers five interconnected programs: the Grant Program for nonprofit funding, Mobility Programs for bikes and adaptive equipment, Variety Vans for transportation, Inclusive Playgrounds for accessible recreation, and the Compassion Fund for emergency hospital assistance. The Variety Telethon serves as the primary annual fundraising vehicle supporting all programs.

Differentiator

Problem solved

Functional benefit

Brands

• Young Variety: Young professionals' branch of Variety Iowa that provides opportunities to give back, support local children, and connect with others through fundraising events and strategic partnerships.
• Variety VIP

Products and services

• Grant Program Annual grant program that funds children's-serving nonprofits across Iowa for tangible items such as building expansions, renovations, equipment, and programming needs, organized into three categories: Essential Health & Wellness, Pathways to Success, and Access, Independence, and Inclusion. Recipients in 2025 totaled 102 nonprofits statewide.
• Mobility Programs Program providing specialized mobility equipment including adaptive bicycles, gait trainers, mobile standers, and specialized strollers to children with special needs, as well as traditional bikes, helmets, and locks to underprivileged children across Iowa. Recipients are identified through physical therapist and partner referrals.
• Variety Van Program Program that provides vans to children's-serving nonprofit organizations across Iowa for the purpose of transporting children to medical appointments, therapy sessions, and special activities.
• Inclusive Playgrounds (Variety Star Playgrounds) All-inclusive playground initiative that builds accessible play spaces for children of all abilities, with the developed playgrounds then gifted to partner municipalities. Locations include Ashley Okland Variety Star Playground at Ewing Park (Des Moines), Variety Star Playground at Noelridge Park (Cedar Rapids), Variety Star Playground at Riverview Park (Des Moines), Ashley Okland Variety Star Playground at Clive Greenbelt, and the Variety Star Playground at the Iowa State Fair (August 2025).
• Compassion Fund Emergency financial assistance program for families with critically ill children hospitalized at partner hospitals in Iowa (Blank Children's, ChildServe, MercyOne, Mary Greeley, UnityPoint St. Luke's). Provides immediate relief funds for gas cards, meals, bill payments, birthday celebrations, and sibling care, distributed through hospital social workers.
• Variety Telethon Annual televised fundraising campaign broadcast on KCCI-TV (ABC), serving as Variety Iowa's signature fundraising vehicle supporting all five core programs. The telethon has raised over $148 million cumulatively since 1975, including $4.4 million during the 52nd Annual Variety Telethon in February 2026.

Quantifiable outcome

• Over 800 specialized bicycles and mobility equipment pieces provided to Iowa children
• +4 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered core and secondary.

• Principal Charity ClassiccoreGTM or Marketing Partner · 1 June 2026Variety is one of four Tournament Charity Partners of the Principal Charity Classic. Through this partnership, the tournament has helped Variety provide more than 175 pieces of adaptive mobility equipment to children across Iowa.
• Hy-VeecoreGTM or Marketing Partner · 1 February 2026Long-standing corporate partnership since 1983. Hy-Vee conducts annual Round-Up campaigns at checkout where customers can round up purchases to support Variety. The partnership has generated over $21 million for Variety's mission. Hy-Vee also serves as presenting sponsor for the Two Days of Compassion Radiothon.
• City of ClivesecondaryStrategic or Co-development Partner · 1 October 2024Partnership to install Ashley Okland Variety Star Playground at Greenbelt Landing, a new park on the Clive Greenbelt site. Playground will be gifted to the City upon completion.
• Fareway StorescoreGTM or Marketing Partner · 1 July 2024Annual Round-Up campaign at 139+ Fareway store locations. Customers round up purchases to support Variety's mission. Partnership has generated over $151,000 annually (2024 campaign raised $151,089.86). Fareway is a family-owned Midwest grocery chain.
• Graham ConstructionsecondaryStrategic or Co-development Partner · 1 March 2024Construction partner for Variety projects; partnered with Confluence Brewing to release Construct Red beer with $1 per can donated to Variety.
• Confluence Brewing CompanysecondaryGTM or Marketing Partner · 1 March 2024Re-released Construct Red beer with Graham Construction donating $1 per can to Variety; originally created at Variety's Polo on the Green event.
• Bike World IowasecondaryStrategic or Co-development PartnerVariety partners with Bike World Iowa to provide bikes, helmets, and locks to children throughout Iowa. Bikes arrive in boxes and are assembled during volunteer bike build events hosted by companies and organizations.
• KCCI-TV (We Are Iowa - Local 5 ABC)coreGTM or Marketing PartnerKCCI-TV is the broadcast partner for the annual Variety Telethon, airing the televised fundraising special annually. The partnership dates back to the first telethon in 1975 and continues to be the primary broadcast outlet.
• Newsradio 1040 WHO and 106.3 KXNOsecondaryGTM or Marketing PartnerRadio partners for the Two Days of Compassion Radiothon, broadcasting statewide across Iowa Sports Radio Network along with KDAT in eastern Iowa.
• Blank Children's HospitalcoreStrategic or Co-development PartnerPartner hospital for Variety's Compassion Fund, distributing immediate financial assistance to families with critically ill children during hospital stays.
• ChildServecoreStrategic or Co-development PartnerPartner healthcare organization receiving Variety support for Compassion Fund distribution and has received grants for facility improvements.
• MercyOne Des Moines Medical CentercoreStrategic or Co-development PartnerPartner hospital for Compassion Fund distribution to families with critically ill children in central Iowa.
• Mary Greeley Medical CentercoreStrategic or Co-development PartnerPartner hospital for Compassion Fund distribution to families in central Iowa.
• Mercy Medical Center (Eastern Iowa)coreStrategic or Co-development PartnerPartner hospital for Compassion Fund distribution in eastern Iowa.
• UnityPoint Health - St. Luke's HospitalcoreStrategic or Co-development PartnerPartner hospital in eastern Iowa for Compassion Fund distribution, also receiving SleepSacks for newborns.
• Boys & Girls Clubs of Central IowasecondaryStrategic or Co-development PartnerRecipient of Variety Van for transporting children, plus grants for facility improvements. testimonial states: 'Our Variety Van takes kids places they didn't know existed and exposes them to a world of possibilities.'
• Iowa State Fair Blue Ribbon FoundationsecondaryStrategic or Co-development PartnerVariety partnered with the Foundation to update the Fun Forest play area to be fully accessible, opening a new inclusive playground during the Iowa State Fair in August 2025.

Scale indicators14 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Make-A-Wish Foundation (Iowa chapter): National children's charity that grants wishes to critically ill children and operates in Iowa. Directly comparable as a 501(c)(3) children's charity relying on event-driven fundraising and corporate partnerships, serving overlapping beneficiary populations.
• Ronald McDonald House Charities of Iowa: Hospital-adjacent family support nonprofit providing lodging/relief for families with critically ill children. Directly comparable to Variety's Compassion Fund program (emergency financial assistance during hospital stays) and partners with similar Iowa hospital networks.
• Easter Seals Iowa (Easterseals): Disability services and special needs support nonprofit operating locally in Iowa. Directly comparable on adaptive equipment, mobility, and inclusion programming for children with special needs — Variety's Mobility Program addresses similar use cases.
• Variety – the Children's Charity (National/International): National/international parent network of which Iowa is an affiliate. Operates the same children's charity mission (mobility, grants, inclusive programming) across 44+ chapters in 13 countries, sharing branding, history, and program models with the Iowa chapter.
• Muscular Dystrophy Association (MDA): Special needs health nonprofit focused on muscular dystrophy and related disorders; provides adaptive equipment, mobility aids, and inclusive programming. Directly comparable to Variety's Mobility Program mission and equipment-procurement model.
• Children's Miracle Network Hospitals: Children's health nonprofit raising funds through corporate partner campaigns (Panda Express, Costco, etc.) and televised fundraising events. Operates in Iowa through partner hospitals like Blank Children's, overlapping with Variety's hospital-network outreach and round-up model.

Emerging players

• Boys & Girls Clubs of Central Iowa: Local Iowa youth development nonprofit that received Variety grants (furniture) and a Variety Van. Comparable beneficiary base (underserved youth), partially competes for corporate donor dollars, and represents both an ecosystem partner and indirect fundraising competitor in Iowa.

Broad incumbents

• United Way of Central Iowa: Large, broad-based community fundraising nonprofit operating in Iowa. Competes with Variety for corporate workplace-giving campaigns and individual donors in Des Moines, though with a much wider mission scope.
• St. Jude Children's Research Hospital (ALSAC): Large national/international children's health charity with massive brand, televised fundraising (Thanks and Giving campaign), and corporate retail partnerships (Target, Walmart, etc.). Represents the scaled, national version of what Variety Iowa does within Iowa — useful comparable for trajectory.

Others

• Miracle Recreation Equipment Company: Manufacturer/supplier of inclusive playground equipment. Serves as an ecosystem partner to Variety's Star Playground program rather than a competitor; useful comparable for understanding playground cost structure and supply chain.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/varietyiowa
• YouTubeyoutube.com/channel/UCdG-LN5aeEuf28Nu-hq_E5w
• Facebookfacebook.com/157038484475783
• LinkedInlinkedin.com/company/varietyiowa
• Instagraminstagram.com/varietyiowa

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments3 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Variety - the Children's Charity of Iowa