Turn It Gold

What Turn It Gold does

Turn It Gold is a 501(c)(3) nonprofit organization founded in 2013 by Mike and Angela Dina after their son Charlie's diagnosis with Stage 4 neuroblastoma in 2012. Headquartered in Houston, Texas, the organization focuses on elevating childhood cancer awareness and funding pediatric cancer research. EIN: 46-2319604. The organization operates with a small team of approximately 7 employees and no disclosed institutional funding or venture backing.

The organization's core product surface consists of three programs: (1) the Athletic Activism program, which partners with collegiate and professional sports teams (Texas A&M, Ohio University, Clemson, Columbus Crew SC) to host Turn It Gold games, Bravery Awards, and gold-ribbon stadium displays; (2) annual fundraising Galas held at venues such as Royal Sonesta Hotel Houston, with the 2022 event raising $600,000 and the 2026 event raising $740,000; and (3) a merchandise affiliate partnership with Passion Works Studio, in which 20% of themed-product sales are donated to Turn It Gold. Online donations are processed through the Network for Good platform, which lists 468+ supporters. There is no proprietary technology stack beyond a WordPress website and standard donation/ticketing SaaS integrations.

Revenue mechanics are event-driven and donation-based: the business has no traditional pricing model and no enterprise sales motion. Income streams comprise individual/organizational donations, gala ticket and sponsorship sales, and merchandise-affiliate revenue. Turn It Gold distributes proceeds to research institutions and hospitals, including a $300,000 grant to Texas Children's Hospital and ongoing donations to Children's Oncology Group and Greehey Children's Cancer Research Institute. The organization holds GuideStar Silver certification for transparency and is a member of the Coalition Against Childhood Cancer (CAC2).

Name

Turn It Gold

Legal name

Turn It Gold

Website

https://turnitgold.org

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Turn It Gold is a Houston-based 501(c)(3) nonprofit founded in 2013 that funds childhood cancer research through individual donations, annual fundraising galas, and an Athletic Activism program partnering with collegiate and professional sports teams.

Ownership category

akta.pro rank

Product category

Childhood Cancer Nonprofit Services

NAICS

Voluntary Health Organizations (813212), Grantmaking Foundations (813211), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)

SIC

Services-Social Services (8300)

akta.pro primary industry

Disease-Specific Research & Support (e.g., Cancer, Diabetes, ALS) (BPAGACAA)

akta.pro secondary industries

Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK), Research & Science Grantmaking Foundations (BPAGAKAI)

Keywords

• Childhood cancer awareness
• Nonprofit fundraising events
• Athletic activism programs
• Cancer research funding
• Community event organizing

Headquarters

HQ city

Houston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Marketing or Sales, Operations, Personnel, Others, Infrastructure

Revenue model

1. Donations: Individual and organizational donations made through the organization's website donation portal. Donations support childhood cancer research and awareness programs.
2. Annual Gala: Record-breaking annual fundraising gala events that have raised $600,000 (2022) and $740,000 (2026), featuring live auctions, entertainment, and community engagement.
3. Merchandise Sales: Passion Works Studio partnership sells themed merchandise including pins, magnets, tote bags, stickers, and Passion Flowers, with 20% of sales donated to Turn It Gold.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Turn It Gold is a 501(c)(3) nonprofit organization that elevates childhood cancer awareness and generates funding for pediatric cancer research. Its core offerings include the Athletic Activism program partnering with schools and universities, annual fundraising galas, an online donation platform, and story-sharing services for families impacted by childhood cancer. Funds are directed to research partners such as the Children's Oncology Group and the Greehey Children's Cancer Research Institute.

Product overview

Turn It Gold is a nonprofit organization founded in 2013 that operates as a single unified mission-driven platform focused on childhood cancer awareness and research funding. The organization runs its core Athletic Activism Program partnering with schools and universities, hosts annual Gala events as major fundraising initiatives, and facilitates story sharing to elevate voices of affected families. The portfolio includes a partnership with Passion Works Studio for themed merchandise (where 20% of sales support the cause), and an online donation platform powered by Network for Good for processing contributions. The organization funds research through partnerships with Children's Oncology Group and Greehey Children's Cancer Research Institute.

Differentiator

Problem solved

Functional benefit

Products and services

• Turn It Gold Nonprofit Organization Core 501(c)(3) nonprofit organization dedicated to elevating childhood cancer awareness and generating bold action through online story sharing, events, and media to increase research funding. Serves individual donors, families, schools, athletes, and corporate partners.
• Athletic Activism Program Partnership program for schools, colleges, and universities where athletes raise awareness of childhood cancer through their actions, teams, and fans. Includes gold-themed in-stadium displays, Bravery Award presentations, and game-day fundraising.
• Annual Gala Fundraising Events Annual fundraising galas (e.g., 2022, 2026 Galas at Royal Sonesta Hotel Houston) featuring live auctions, entertainment, and community engagement. Tickets and sponsorships support childhood cancer research.
• Online Donation Platform Network for Good-powered donation portal that allows donors to make one-time or recurring contributions to support childhood cancer research and Turn It Gold programs.
• Passion Works Studio Merchandise Partnership Collaboration with Passion Works Studio creating art projects installed in public locations and sporting arenas. Themed merchandise including pins, magnets, tote bags, stickers, and Passion Flowers, with 20% of sales donated to Turn It Gold.
• Story Sharing Platform Interactive service that allows users to submit, share, and view stories of giving and bravery from families impacted by childhood cancer, supporting awareness and community connection.

Quantifiable outcome

• $740,000 raised at 2026 Gala
• +4 more outcomes

Named customers4 records

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

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

• Passion Works StudiocoreGTM or Marketing PartnerPassion Works Studio teamed up with Turn It Gold and Turn It Gold OU to help promote childhood cancer awareness and research. They create art projects installed in public locations and sporting arenas. Passion Works Turn it Gold themed items dedicate 20% of sales to the Turn It Gold non-profit.
• Children's Oncology GroupcoreStrategic or Co-development PartnerTurn It Gold donates through Children's Oncology Group for cancer research funding. COG is a clinical research cooperative group focused exclusively on childhood and adolescent cancer research.
• Greehey Children's Cancer Research InstitutecoreStrategic or Co-development PartnerLocated at UT Health Science Center San Antonio, Turn It Gold donates to Greehey CCRI for Long-Term Survivorship Research as part of their two-arm approach to funding childhood cancer research.
• Coalition Against Childhood CancercoreStrategic or Co-development PartnerTurn It Gold is a proud member of CAC2, which provides extensive resources for children with cancer and their families. Member organizations collaborate and offer additional support.
• Texas A&M SoccerflagshipGTM or Marketing PartnerAggie Soccer partners with Turn It Gold for annual Turn it Gold games, raising awareness and funds for childhood cancer. Has raised $26,000 through these partnerships.
• Ohio UniversityflagshipGTM or Marketing PartnerOhio University partners with Turn It Gold through their Athletic Activism program, hosting Turn It Gold games with football and basketball teams, raising awareness through gold ribbons on helmets, fields, and stadium displays.
• Columbus Crew SCminorGTM or Marketing PartnerProfessional soccer team that partnered with Turn It Gold to honor children battling childhood cancer through meet and greets with players and presenting Bravery Awards.
• Clemson University Women's BasketballminorGTM or Marketing PartnerPartnered for 'Solid Orange, Turn It Gold' game to honor Coach Cathy Becker's son with a Bravery Award.
• ZonezcoreGTM or Marketing PartnerLocal partner that creates banners and shirts for Turn It Gold events, consistently supporting youth and the childhood cancer cause.
• Royal Sonesta Hotel HoustonminorGTM or Marketing PartnerVenue partner for annual Turn It Gold Gala events, hosting hundreds of attendees for fundraising events.
• Texas Children's HospitalcoreStrategic or Co-development PartnerMajor beneficiary of Turn It Gold donations, receiving $300,000 grant to provide individualized, state-of-the-art medical treatment to patients with childhood cancer and blood disorders.

Scale indicators8 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Alex's Lemonade Stand Foundation: Childhood cancer nonprofit funding research grants and family support, with a strong events-based and grassroots fundraising model. Directly comparable to Turn It Gold's mission, donor base, and grantmaking through COG-aligned research.
• American Childhood Cancer Organization: Childhood cancer advocacy and support nonprofit serving families affected by pediatric cancer. Comparable peer for family-facing support programs and awareness-driven mission.
• National Pediatric Cancer Foundation: Pediatric cancer nonprofit funding research through hospital partnerships and awareness campaigns. Comparable in donor-driven research funding model and hospital collaboration approach.
• Rally Foundation for Childhood Cancer Research: Childhood cancer research nonprofit using peer-to-peer and athletic/event-driven fundraising, including college campus programs. Closely comparable to Turn It Gold's Athletic Activism approach.
• St. Baldrick's Foundation: The largest US funder of childhood cancer research outside the federal government, running head-shaving and event-driven fundraising. Direct peer in mission, donor model, and COG research grantmaking.
• CureSearch for Children's Cancer: National childhood cancer nonprofit supporting the Children's Oncology Group and funding clinical trials. Comparable in mission focus on pediatric cancer research and COG-aligned grantmaking.

Emerging players

• Ty Louis Campbell Foundation: Family-founded childhood cancer nonprofit funding innovative research, with strong event and community fundraising. Comparable as a smaller, founder-led, awareness-and-research peer.

Others

• Coalition Against Childhood Cancer (CAC2): Coalition of childhood cancer nonprofits collaborating on research, advocacy, and family support. Turn It Gold is a member; comparable as an ecosystem convener in the same category.
• Children's Oncology Group: World's largest childhood cancer research organization and clinical trials cooperative. Strategic research partner to Turn It Gold; comparable as an institutional destination for pediatric cancer donations.

Broad incumbents

• V Foundation for Cancer Research: Major cancer research nonprofit funding all-cancer research including pediatric cancers through high-profile sports and entertainment partnerships. Broader incumbent in cancer research funding with a sports-adjacent GTM motion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TurnItGoldHQ
• Facebookfacebook.com/TurnItGold
• LinkedInlinkedin.com/company/turn-it-gold
• Instagraminstagram.com/turnitgold

Compliance1 record

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 Turn It Gold