The Change Reaction
The Change Reaction is a 501(c)(3) nonprofit that distributes direct cash assistance to working Angelenos facing financial crises through nearly 2,000 Change Agents embedded in 250+ partner hospitals, schools, and nonprofits. Since 2019 it has distributed over $40 million to more than 75,000 individuals.
- Company typePrivate
- Founded2019
- HeadquartersSherman Oaks, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What The Change Reaction does
The Change Reaction is a 501(c)(3) nonprofit direct-giving organization founded in October 2019 by Greg and Jodi Perlman and headquartered in Sherman Oaks, California. It channels immediate cash assistance to working individuals and families in Los Angeles (and, as of 2024, Santa Fe, New Mexico) who are facing urgent financial crises, including housing instability, medical out-of-pocket costs, transportation failures, immigration fees, and disaster-driven losses such as the 2025 LA wildfires. The organization's core operational technology is an internal online portal (portal.changereaction.org) used by approximately 2,000 vetted Change Agents — social workers, nurses, doctors, teachers, faith leaders, and community champions embedded in 250+ partner nonprofits, hospitals, schools, and faith organizations — to submit grant applications on behalf of clients, with most requests reviewed and funded within 24-48 hours.
The operating model is a portfolio of distinct programs: Nonprofit Angel Funds (typical grants of $500-$2,500 for emergency needs), the Upward Fund ($425/month for 12 months to working individuals in housing transition), Patient Support Beyond the Hospital (a multi-hospital partnership including Cedars-Sinai, UCLA Health, Children's Hospital LA, Providence, and City of Hope), Kinship Caregiver Initiative, School Heroes Emergency Fund (delivered through partner Canary, covering 30+ schools and nearly 5,200 staff), Community Change Agents, Next Level mentorship, and the January 2025 Wildfire Direct Giving Fund (initial $10M commitment, $50M goal). The School Heroes workflow is the only documented third-party technology integration.
The business model is philanthropic rather than commercial. The Change Reaction is funded entirely by charitable contributions and claims 100% pass-through of donations to beneficiaries with no overhead. Since inception, the organization has distributed more than $40 million to over 75,000 people, with $16 million going to 17,543 individuals and families in 2024 alone. Distribution operates at roughly 200 grant requests per week. Major funding has been anchored by the Perlman family (including a $10 million initial commitment to the Wildfire Direct Giving Fund), supplemented by institutional and individual donors such as the California Community Foundation.
The Change Reaction firmographics
Firmographics- Name
- The Change Reaction
- Legal name
- The Change Reaction
- Website
- https://changereaction.org
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Change Reaction is a 501(c)(3) nonprofit that distributes direct cash assistance to working Angelenos facing financial crises through nearly 2,000 Change Agents embedded in 250+ partner hospitals, schools, and nonprofits. Since 2019 it has distributed over $40 million to more than 75,000 individuals.
- Ownership category
- akta.pro rank
The Change Reaction industry classification
Industry- Product category
- Direct Giving Foundation
- NAICS
- Other Individual and Family Services (624190), Emergency and Other Relief Services (62423), Grantmaking and Giving Services (8132)
- SIC
- Services-Social Services (8300)
- akta.pro primary industry
- Mental Health & Crisis Support Services (BPAGACAD)
- akta.pro secondary industry
- K–12 Support & School Improvement Nonprofits (BPAGADAB)
Keywords
Where The Change Reaction is headquartered
LocationHeadquarters
- HQ city
- Sherman Oaks
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
The Change Reaction business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Donations and Charitable Contributions: The Change Reaction is a nonprofit 501(c)(3) organization funded entirely by donations. The organization commits that 100% of all donated funds go directly to individuals facing financial hardships, with no overhead costs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Nonprofit Angel Funds grants |
| Other | Monthly | Upward Fund monthly assistance |
| Other | Pay-as-you-go | School Heroes Emergency Fund |
| Other | Pay-as-you-go | Wildfire Direct Giving Fund |
| Other | Pay-as-you-go | Essential Workers Wildfire Support |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
The Change Reaction product offering
Product offeringCore offering
The Change Reaction is a Los Angeles-based nonprofit 501(c)(3) direct giving platform that provides immediate, no-red-tape cash assistance to hardworking individuals and families facing financial emergencies. The organization distributes funds through a network of nearly 2,000 Change Agents—social workers, nurses, teachers, faith leaders, and community champions—embedded across 250+ partner nonprofits, hospitals, and schools, with grant decisions typically rendered within 24-48 hours. Programs include Nonprofit Angel Funds, the Upward Fund, Patient Support Beyond the Hospital, School Heroes Support, the Kinship Caregiver Initiative, Community Change Agents, the Wildfire Direct Giving Fund, and the Next Level mentorship program.
Product overview
The Change Reaction is a direct giving platform (not a traditional tech product) that provides critical financial assistance to stabilize and strengthen working individuals and families in Los Angeles. The platform operates through several interconnected programs: Nonprofit Angel Funds (emergency grants for social workers to help clients), Upward Fund (monthly housing assistance), Patient Support Beyond the Hospital, Kinship Caregiver Initiative, School Heroes Support (via Canary platform), Community Change Agents, Wildfire Direct Giving Fund, and Next Level mentorship. The organization distributes funds through an online portal accessed by nearly 2,000 Change Agents embedded in partner nonprofits, hospitals, and schools, with grant decisions made within 24-48 hours. The company has expanded to Santa Fe, New Mexico as of 2024.
Differentiator
Problem solved
Functional benefit
Brands
- Wildfire Direct Giving Fund: Emergency relief fund launched in January 2025 providing direct cash assistance to wildfire victims in Los Angeles with an initial $10 million commitment.
- Nonprofit Angel Funds
- Upward Fund
- Patient Support Beyond the Hospital
- Kinship Caregiver Initiative
- School Heroes Emergency Fund
- Community Change Agents
- Next Level
Products and services
- Nonprofit Angel Funds Provides emergency grants ranging from $500 to $2,500 to social workers and frontline staff at partner organizations, enabling them to help clients facing urgent needs such as housing, transportation, economic mobility, and living expenses.
- Upward Fund Provides monthly assistance of $425 per month for one year to individuals transitioning into permanent housing, requiring participants to be at least 18 years old, working at least 30 hours per week, with a plan for self-sufficiency.
- Patient Support Beyond the Hospital Provides financial gifts to patients and families experiencing unexpected medical emergencies through partnerships with hospitals and medical centers across Los Angeles, addressing out-of-hospital financial burdens such as transportation, lodging, rent, and lost income.
- Kinship Caregiver Initiative Provides critical resources to family members (kinship caregivers) caring for children placed with them, including funds for beds, clothing, school supplies, and a 24-hour help desk.
- School Heroes Support Provides emergency grants of up to $2,500 per year to teachers and school staff through partnership with Canary technology platform, supporting those facing unexpected financial emergencies.
- Community Change Agents Empowers community members embedded in neighborhoods to provide emergency gifts to neighbors facing financial crises, with over 50 Community Change Agents distributed throughout Los Angeles.
- Wildfire Direct Giving Fund Emergency relief fund providing direct cash grants up to $5,000 to wildfire victims and essential workers who lost homes, with 100% of donations going directly to those impacted.
- Next Level Mentorship program connecting emerging nonprofit leaders with experienced LA leaders for personalized guidance, emotional support, skill development, and networking opportunities.
Quantifiable outcome
- $40 million+ distributed to 38,000+ families since 2019
- +4 more outcomes
Companies that use The Change Reaction
Customer profileNamed customers13 records
Segments8 records
Ideal customer profiles3 records
The Change Reaction technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature1 record
The Change Reaction partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered core and supporting.
- TMC Community CapitalcorePartnership with community development financial institution (CDFI) to help small business owners. Through this collaboration, 26 Southern California entrepreneurs received grants totaling over $160,000 to pay off their small business loans completely. TMC Community Capital had lent over $9 million across California, helping create $5.6 million in wage earnings and $18 million in local economic impact.
- CARECEN-LAcoreThe Change Reaction provided a $1 million gift to CARECEN-LA (Central American Resource Center), the largest Central American immigrant rights organization in the US. The funding supports approximately 1,000 immigrants with grants for DACA fees, green card filing fees, and citizenship-related costs to help remove financial barriers to legal status.
- CanarysupportingTechnology platform partner for School Heroes Emergency Fund. Canary routes emergency grants to employees, manages applications, and guarantees confidentiality of all requests, allowing school staff to access emergency funding quickly and privately.
- Cedars-SinaicoreMajor hospital partner for Patient Support Beyond the Hospital program. Clinical social workers access urgent funding to help stabilize patients and families dealing with out-of-hospital financial burdens.
- Children's Hospital LAcoreHospital partner for Patient Support Beyond the Hospital program providing financial assistance to families of pediatric patients facing out-of-hospital expenses.
- UCLA HealthcoreFounding hospital partner where founders Greg and Jodi Perlman started with a fund at UCLA Hospital. Perlman Angel Fund supports inpatient families identified by case managers, social workers, nurses, and doctors.
- Providence Health SystemcoreProvidence hospital network including Saint John's, St. Joseph, Tarzana Foundation, and Holy Cross participate in Patient Support Beyond the Hospital program.
- City of HopecoreHospital partner for Patient Support Beyond the Hospital program supporting cancer patients and families with out-of-hospital financial needs.
- Eisner HealthsupportingFederally Qualified Health Center partner providing care to underserved populations in Los Angeles.
- Keck Medicine of USCsupportingAcademic medical center partner for Patient Support Beyond the Hospital program.
- Los Angeles General Medical CentercorePublic hospital partner for Patient Support Beyond the Hospital program serving diverse LA communities.
- Venice Family ClinicsupportingFederally Qualified Health Center partner providing comprehensive primary health care to uninsured and underinsured patients.
- Miracles for KidssupportingNonprofit providing basic needs (food, clothing, shelter) to critically-ill children and their families in need.
- SharsheretsupportingOrganization supporting Jewish women and families facing breast and ovarian cancer.
- UCLA Rape Treatment CentersupportingSpecialized center partner providing support and financial assistance to survivors of sexual assault.
- B + FoundationsupportingFoundation supporting families of children with cancer.
- Violence Intervention ProgramsupportingProgram providing services to victims of violence and their families.
- Homeboy IndustriescoreReferral partner for Upward Fund program supporting individuals in life transitions. Homeboy Industries provides employment and services to formerly gang-involved and previously incarcerated individuals.
- Ready to SucceedsupportingReferral partner for Upward Fund program.
- Door of HopecoreReferral partner for Upward Fund and partner for wildfire relief. Nonprofit serving homeless families with children; CEO Megan Katerjilan praised The Change Reaction for immediate cash grants to staff during wildfires.
- LA Family HousingcoreNonprofit providing shelter and services to unhoused individuals and those at risk in LA. Social worker Veronica Galagos uses Nonprofit Angel Funds to help clients with emergency needs like car repairs.
- Mass LiberationssupportingReferral partner for Upward Fund program supporting individuals transitioning from incarceration.
- Los Angeles City Councilmember John LeesupportingLA City Councilmember District 12. Partner who connected teachers who lost homes in wildfires to The Change Reaction for immediate $5,000 checks each.
Scale indicators15 records
Recent moves7 records
Expansion highlights6 records
The Change Reaction competitors and assessment
Company assessmentDirect peers
- Modest Needs Foundation: Provides small, one-time emergency grants to low-income working families who fall through traditional safety-net gaps. Closest US-based peer to The Change Reaction's Nonprofit Angel Funds program in mission and grant size.
- Family Independence Initiative (FII): Direct-cash and capacity-building support to families seeking economic mobility, with a trust-based, no-strings-attached model. Highly comparable to The Change Reaction's Upward Fund and direct-giving philosophy.
- GiveDirectly: Pioneer of unconditional direct cash transfers to people in poverty globally. Most direct comparable to The Change Reaction's cash-grant model, though GiveDirectly operates internationally and primarily in developing markets.
Others
- California Community Foundation: Major LA-based community foundation listed as an investor/funding source for The Change Reaction. Relevant as a funder relationship and as a comparable capital-aggregation vehicle in the LA nonprofit ecosystem.
Broad incumbents
- United Way of Greater Los Angeles: Large LA-based umbrella nonprofit addressing poverty through housing, education, and emergency assistance. Broader scope and slower grant cycle than The Change Reaction, but competes for the same donor dollars in the same geography.
- American Red Cross Los Angeles Region: Incumbent disaster-relief provider with major presence in LA, including wildfire response. Competes for emergency-relief donor capital (especially around wildfires) that The Change Reaction is now targeting with its $50M Wildfire Fund.
- Robin Hood Foundation: Major NYC anti-poverty foundation known for evidence-based direct-giving and program-related investments. Comparable as a large-scale, data-driven poverty-relief platform; operates in a different geography but pursues a similar poverty-interruption thesis.
- 211 LA County: Centralized social services information and referral hub for LA County. Adjacent in mission (connecting residents to emergency assistance) but a referral/info model rather than a direct-giving one.
Regional players
- Homeboy Industries: LA-based reentry and workforce nonprofit — and a current Upward Fund referral partner for The Change Reaction. Comparable as a mission-driven LA nonprofit serving vulnerable populations, though with direct service rather than cash-transfer model.
- Baby2Baby: LA-based nonprofit providing essential goods (diapers, clothing, hygiene) to children living in poverty. Similar LA concentration and donor base, though in-kind rather than cash assistance.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
The Change Reaction social profiles
Digital presenceThe Change Reaction financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Change Reaction leadership team
Management profileNumber of profiles
Profiles11 records
The Change Reaction funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Change Reaction 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 The Change Reaction
What does The Change Reaction do?
The Change Reaction is a Los Angeles-based nonprofit 501(c)(3) direct giving platform that provides immediate, no-red-tape cash assistance to hardworking individuals and families facing financial emergencies. The organization distributes funds through a network of nearly 2,000 Change Agents—social workers, nurses, teachers, faith leaders, and community champions—embedded across 250+ partner nonprofits, hospitals, and schools, with grant decisions typically rendered within 24-48 hours. Programs include Nonprofit Angel Funds, the Upward Fund, Patient Support Beyond the Hospital, School Heroes Support, the Kinship Caregiver Initiative, Community Change Agents, the Wildfire Direct Giving Fund, and the Next Level mentorship program.
Is The Change Reaction a public or private company?
The Change Reaction is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was The Change Reaction founded?
The Change Reaction was founded in 2019. It employs 1 to 10 people.
Where is The Change Reaction based?
The Change Reaction is headquartered in Sherman Oaks, United States, in the North America region.
How does The Change Reaction make money?
One revenue line is on record: donations and Charitable Contributions.
Who are The Change Reaction's main competitors?
Direct peers on record are Modest Needs Foundation, Family Independence Initiative (FII) and GiveDirectly. California Community Foundation is listed as an others. Broad incumbents are United Way of Greater Los Angeles, American Red Cross Los Angeles Region, Robin Hood Foundation and 211 LA County. Regional players are Homeboy Industries and Baby2Baby.
Does The Change Reaction have an API?
No public API is recorded for The Change Reaction.
What industry is The Change Reaction in?
The Change Reaction's product category is Direct Giving Foundation. Its primary akta.pro industry code is BPAGACAD, Mental Health & Crisis Support Services, with a secondary code of BPAGADAB, K–12 Support & School Improvement Nonprofits. Its NAICS code is 624190 and its SIC code is 8300.