Variety the Children's Charity of Texas

What Variety the Children's Charity of Texas does

Variety the Children's Charity of Texas is a 501(c)(3) public charity founded in 1936 and headquartered in Austin, Texas, that supports children and young adults with disabilities across the state through financial assistance grants, inclusive programs, and community events. Its flagship offering is the Heart of Variety grant program, which funds adaptive equipment (electric wheelchairs, adaptive bikes, communication devices, mobility aids), therapy, home accessibility modifications, and barrier-free summer camps for Texas families where insurance coverage is insufficient. The organization also runs an annual Adaptive Bike Camp in partnership with iCan Shine for riders ages 8–22, a statewide Activate Inclusion event series across Austin, Dallas, Houston, and San Antonio, and a new Mobile Accessible Restroom initiative for public events.

The organization's business model is donation-driven. Revenue is generated primarily through individual and corporate donations, foundation grants, peer-to-peer campaigns on North Texas Giving Day and Amplify Austin, and event-driven fundraisers — most prominently the annual Giveback Social in Dallas and the Cinema Passport program, where a minimum $500 donation buys a year of free movies at 20+ participating Texas theater chains. A limited-edition Gold Heart Pin co-branded with Illumination and Universal Pictures and a newly launched recurring GEM (Give Every Month) program add additional fundraising channels. Technology is operational rather than product-facing: a Wix-hosted website, online grant applications, online event registration, email newsletters, and active Facebook, LinkedIn, and Instagram accounts.

In March 2026, Variety Texas divested the Peaceable Kingdom Retreat Center in Bell County to a new standalone nonprofit after investing more than $11.6 million and serving over 80,000 participants over 13 years, refocusing the organization on its core grant-making and statewide inclusion programs. Leadership is small — Brittany Baize serves as President & Executive Director, with a Director of Operations and an Administrative Assistant on staff — and the organization relies on a board, an Advisory Committee including people with disabilities and family advocates, and a network of flagship partners including Cinemark and Illumination/Universal Pictures to execute its mission. Demand materially outstrips funded capacity: more than 900 families are on the Heart of Variety waitlist, 1,431 families remain unfunded, and families have disclosed over $950,000 in unmet needs in a single year.

Name

Variety the Children's Charity of Texas

Legal name

Variety, The Children's Charity of Texas, Inc.

Website

https://varietytexas.org

Company type

Private

Founded year

1936

Operating status

Operating

Headcount range

11–50 employees

Short description

Variety the Children's Charity of Texas is a 90-year-old Austin-based 501(c)(3) nonprofit that funds adaptive equipment grants, therapy, adaptive bike camps, and statewide inclusion programs for Texas children and young adults with disabilities, supported by donations, the Cinema Passport theater program, and corporate partners led by Cinemark.

Ownership category

akta.pro rank

Product category

Children's disability services nonprofit

NAICS

Child and Youth Services (62411), Grantmaking and Giving Services (81321)

SIC

Services-Social Services (8300)

akta.pro primary industry

Special Education, Disability Support & Inclusive Education Nonprofits (BPAGADAH)

akta.pro secondary industry

Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK)

Keywords

• Children's disability services
• Adaptive equipment grants
• Nonprofit fundraising programs
• Community inclusion events
• Adaptive recreation programs

Headquarters

HQ city

Austin

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, Technology or R&D, Others

Revenue model

1. Donations and Grants: Primary revenue source is donations from individual supporters, corporate donors, and foundation grants. The Giveback Social annual fundraiser is described as the largest annual revenue event, with sponsorships starting at $1,500. Funds support adaptive equipment grants, therapy services, and inclusive programs for children with disabilities.
2. Cinema Passport Program: Minimum $500 donation换取一张全年免费电影通行证，适用于持卡人及一名嘉宾在德克萨斯州参与影院。100%的捐款直接用于资助儿童福利项目。
3. Gold Heart Pin Sales: Illumination/Universal Pictures partnered with Variety Texas to sell limited-edition Gold Heart Pins at participating U.S. theaters for a minimum $3 donation per pin. Every dollar goes directly to Variety Texas programs serving children with disabilities and their families.
4. Annual Giveback Social Sponsorships: Corporate sponsorships at the annual Giveback Social event (Dallas, TX) begin at $1,500 per tier. Sponsorship dollars fund year-round grants and inclusive programs. Cinemark is identified as a headline sponsor. The event includes dinner, unlimited beer & wine, live music, games, and door prizes.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Variety the Children's Charity of Texas is a nonprofit that provides financial assistance grants and inclusive programs to Texas families raising children and young adults with disabilities. Its flagship Heart of Variety Grants fund adaptive equipment (electric wheelchairs, adaptive bikes, communication devices, mobility aids), therapy, accessibility modifications, and barrier-free summer camps not covered by insurance. Complementary programs include an adaptive bike camp with iCan Shine, community inclusion events, Mobile Accessible Restrooms for public events, and a Cinema Passport donor-perk program tied to a 20+ theater partner network.

Product overview

Variety the Children's Charity of Texas operates as a nonprofit organization offering a portfolio of programs and services rather than a unified software product. The core offerings include: Heart of Variety Grants (financial assistance for adaptive equipment, therapy, and mobility tools), Cinema Passport (donation-based free movie program), Adaptive Bike Camp (in partnership with iCan Shine), Activate Inclusion Program (community events), and Mobile Accessible Restrooms (accessibility initiative). Supporting these are fundraising programs including the Gold Heart Pin Campaign, annual Giveback Social event, and peer-to-peer giving options. The organization transitioned Peaceable Kingdom Retreat Center in 2026 to focus on its core financial assistance and inclusion programs.

Differentiator

Problem solved

Functional benefit

Brands

• Heart of Variety: Flagship financial assistance program providing grants for young people with disabilities to purchase equipment, services, and experiences including summer camps, mobility devices, and therapeutic services.
• Cinema Passport
• Adaptive Bike Camp
• Activate Inclusion
• Mobile Accessible Restrooms (MAR)

Products and services

• Heart of Variety Grants Financial assistance grants helping Texas families raising children and young people with disabilities access adaptive equipment, therapy, mobility tools, camps, and other essentials not typically covered by insurance. Uses a two-step online application with random selection from a waitlist and a maximum lifetime funding cap of $10,000 per child.
• Cinema Passport Donation-based program offering cardholders and one guest free movies all year at participating Texas theaters in exchange for a minimum $500 donation. 100% of each donation funds Variety Texas programs serving children with disabilities. 2027 Passport sales run November 1, 2026 through January 31, 2027.
• Variety Adaptive Bike Camp Five-day adaptive bike camp delivered in partnership with iCan Shine that teaches children and young adults with disabilities (ages 8-22) to ride a two-wheel bike. Uses specialized equipment and a step-by-step teaching method; registration follows a sliding scale based on Median Family Income for Travis County.
• Activate Inclusion Program Statewide initiative expanding disability inclusion through in-person and virtual events in Austin, Dallas, Houston, and San Antonio, fostering connection, visibility, and belonging for families across Texas.
• Mobile Accessible Restrooms (MAR) Mobile accessible restroom initiative that expands accessibility at public events and community gatherings across Texas by creating clean, private, fully accessible spaces for individuals who need assistance with personal care.
• Gold Heart Pin Campaign Limited-edition fundraiser in partnership with Illumination and Universal Pictures; pins are sold at participating theaters for a minimum $3 donation, with every dollar going directly to Variety Texas programs. The 2026 campaign features Minions & Monsters characters (James the Minion and Irene the monster) tied to the film's July 1, 2026 release.
• Giveback Social Annual Fundraiser Variety Texas' largest annual fundraiser bringing together theater partners, Dallas-area supporters, and community leaders. Features dinner, unlimited drinks, live music, games, and door prizes; sponsorships fund adaptive equipment grants and inclusive community programs.
• GEM (Give Every Month) Recurring Giving Program Formal recurring giving program that allows donors to make ongoing, reliable monthly contributions to support children with disabilities across Texas.
• Peer-to-Peer & Giving Days Donor engagement program that allows supporters to create personal fundraising campaigns through North Texas Giving Day and Amplify Austin to amplify Variety Texas within their communities.

Quantifiable outcome

• Over $3.5 million invested in health and therapeutic resources over 20 years
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor, core and flagship.

• Peaceable Kingdom Retreat of Bell CountyminorStrategic or Co-development Partner · 19 March 2026On March 19, 2026, Variety Texas transitioned stewardship of the Peaceable Kingdom Retreat Center to the newly formed Peaceable Kingdom Retreat of Bell County (PKRBC), ensuring the retreat center's mission continues under new leadership. Variety Texas had invested over $11.6 million in the property since 2012, serving over 80,000 students, campers, and community members. The Schreiner, Bowmer, Simmonds, and Neal families, and the Jim Bowmer Foundation originally established the retreat in 1984. Andy Bass serves as Board President of PKRBC.
• iCan ShinecoreStrategic or Co-development Partner · 1 January 2026iCan Shine is a nationally recognized leader in adaptive cycling programs. Variety Texas Adaptive Bike Camp uses iCan Shine's evidence-based curriculum and specialized equipment to help riders with disabilities achieve independence in just 5 days. The 2026 camp in Austin, TX serves children ages 8–22 from across Texas. iCan Shine provides the methodology, training, and adaptive bikes that make the program successful.
• CinemarkflagshipGTM or Marketing Partner · 1 January 2026Cinemark is Variety Texas' most steadfast corporate champion. Through the Cinemark Charity Classic and annual Gold Heart Campaign, Cinemark executives, theater leaders, and employees raise funds and awareness directly benefiting children with disabilities and their families across Texas. Cinemark is a headline sponsor of the 2026 Giveback Social. The partnership reflects a culture of service built over years that has strengthened communities throughout Texas.
• Illumination / Universal PicturesflagshipGTM or Marketing Partner · 1 January 2026Illumination and Universal Pictures collaborated with Variety Texas to create a limited-edition Gold Heart Pin featuring characters from Minions & Monsters (James the Minion and Irene the monster). Pins are sold at participating U.S. theaters for a minimum $3 donation, with every dollar going directly to Variety Texas programs serving children with disabilities in Texas. The film Minions & Monsters opens July 1, 2026.
• Cinema Passport Participating Theaters (20+ theater chains)coreGTM or Marketing Partner · 1 January 202620+ theater chains across Texas participate in the Cinema Passport program, accepting the passport for free admission and promoting the campaign to their audiences. Participating chains include Cinemark (85 locations), Flix Brewhouse, Galaxy Theatres, Santikos (12 locations), Studio Movie Grille, Star Cinema Grill, 4 Star Cinema, Angelika Film Centers, City Lights, Film Alley, Hometown Cinemas, ICON Cinemas, LOOK Cinemas, Premiere Cinemas, Schulman Theatres, The Texas Theatre, and others statewide. The generosity of these cinema partners makes 100% donation-to-program efficiency possible.
• The Traveling Cinema ThugsminorGTM or Marketing Partner · 1 January 2026The Traveling Cinema Thugs perform live rock covers at the Variety Texas 2026 Giveback Social annual fundraiser in Dallas on August 26, 2026, providing entertainment for donors, sponsors, and community supporters attending the event.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Easterseals: National nonprofit providing disability services, including for children. Direct peer in mission (disability services), funding structure (donations, corporate partnerships, signature events), and program model (therapy, adaptive equipment, community inclusion).
• Muscular Dystrophy Association (MDA): National nonprofit serving individuals with neuromuscular disabilities, including children. Comparable in mission focus on disability support, equipment access, and therapy/research funding, as well as corporate partnership-driven fundraising model.
• United Cerebral Palsy (UCP): National disability services and advocacy nonprofit. Direct peer in providing direct services and grants to individuals with disabilities, with comparable corporate partnership and event-based fundraising infrastructure.
• Shriners Children's: Pediatric specialty healthcare system serving children with disabilities and complex medical needs. Peer in serving children with disabilities across a multi-state footprint, with funding rooted in donations and a fraternal/corporate sponsorship network.
• Make-A-Wish Foundation: National nonprofit granting wishes to children with critical illnesses. Direct peer in mission (children with medical/disability needs), funding model (individual donations, corporate partnerships, signature fundraising events), and beneficiary profile (children and families).
• Variety – the Children's Charity (International): The international parent/affiliate organization of the same Variety brand. Variety Texas operates within this global network of children's disability charities, sharing mission, brand, and programmatic model. Direct organizational peer and governance counterpart.

Emerging players

• Best Buddies International: National nonprofit creating inclusion and friendship opportunities for people with intellectual and developmental disabilities. Comparable in mission focus on disability inclusion, although more centered on social integration than equipment grants or therapy funding.

Regional players

• The Arc of Texas: Texas state chapter of The Arc, advocating for and serving people with intellectual and developmental disabilities. Comparable Texas-based disability services and advocacy nonprofit with overlapping beneficiary and donor networks.
• Special Olympics Texas: Texas state program of Special Olympics, serving children and adults with intellectual disabilities through sports and inclusion programming. Comparable in Texas-based mission, inclusion focus, event-driven fundraising, and adaptive programming.
• Any Baby Can: Austin-based nonprofit serving children with special needs and their families across Central Texas. Comparable as a regional peer providing direct services, therapy, and family support to children with disabilities in overlapping Texas geographies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/VarietyTX
• LinkedInlinkedin.com/company/variety-the-childrens-charity-of-texas
• Instagraminstagram.com/varietytexas

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Variety the Children's Charity of Texas