Riley’s Cheer Guild

What Riley’s Cheer Guild does

Riley's Cheer Guild is a 501(c)(3) nonprofit volunteer auxiliary (EIN 35-6018517) founded in April 1924 and headquartered in Indianapolis, Indiana. It supports Riley Hospital for Children at IU Health and IU Health adult hospitals by providing comfort items, therapeutic programming, and direct family support services, reaching more than 2,000 families daily. Programs include the Toy Room (distributing over 9,000 items monthly at $70,000/year in funding), Music Therapy ($200,000/year), CompleteLife ($125,000/year), Dance Movement Therapy, and Art Therapy. The organization has logged over one million cumulative volunteer hours since its founding.

Name

Riley’s Cheer Guild

Legal name

Riley Cheer Guild, Inc.

Website

https://rileycheerguild.org

Company type

Private

Founded year

1924

Operating status

Operating

Headcount range

11–50 employees

Short description

Riley's Cheer Guild is a 501(c)(3) volunteer auxiliary founded in 1924 that supports Riley Hospital for Children and IU Health adult hospitals in Indianapolis by operating in-hospital gift shops, funding therapeutic programs, and serving over 2,000 families daily.

Ownership category

akta.pro rank

Product category

Hospital Volunteer Auxiliary Services

NAICS

Child and Youth Services (62411), Child and Youth Services (624110), Other Individual and Family Services (624190), Grantmaking and Giving Services (8132)

SIC

Services-Membership Organizations (8600), Services-Educational Services (8200)

akta.pro primary industry

Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ)

akta.pro secondary industry

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

Keywords

• Hospital volunteer auxiliary
• Patient comfort programs
• Music therapy services
• Nonprofit fundraising operations
• Hospital gift shop retail

Headquarters

HQ city

Indianapolis

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Supply Chain

Revenue model

1. Gift Shop Sales: Operates eight gift shops across IU Health hospital locations selling Riley logo merchandise, books, clothing, jewelry, giftware, balloons, stuffed animals, toys, candy, snacks, and more. Proceeds directly fund hospital programs.
2. Individual and Chapter Membership: Individual membership at $25/year, chapter membership options, with members receiving quarterly newsletters and invitation to Annual Member Luncheon.
3. Events and Fundraising: Annual events including Music Therapy Rocks concert series. Raises over half a million dollars annually through events, gift shops, and donors.
4. Individual Donations: Financial donations designated to General Fund, Toy Room, Music Therapy, or CompleteLife program. Tax-deductible as 501(c)(3) organization.
5. Local Business Partnerships: Partnerships with local businesses for donations, sponsorships, and support of hospital programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Riley Cheer Guild is a 501(c)(3) volunteer auxiliary that raises funds and provides comfort and clinical support programs to pediatric and adult patients at Riley Children's Health and IU Health hospitals in Indianapolis. It operates eight hospital-based gift shops and funds programs including the Toy Room ($70,000 annual budget, 9,000+ items distributed monthly), Music Therapy ($200,000 annual budget with four board-certified therapists), CompleteLife integrative medicine ($125,000 annual), and DREA's DREAM Pediatric Dance Movement Therapy. The organization raises over $500,000 annually through gift shop sales, memberships, events, and donations.

Product overview

Riley Cheer Guild operates as a volunteer auxiliary supporting hospital programs at Riley Children's Health and Indiana University Health hospitals. The organization offers a portfolio of therapeutic and support programs including the Toy Room Program (distributing 9,000+ items monthly), Music Therapy Program (funded at $200,000 annually), CompleteLife integrative medicine program ($125,000 annually), and DREA's DREAM Pediatric Dance Movement Therapy. Fundraising is conducted through eight gift shop locations across Indiana hospitals and membership programs. Additional offerings include educational internship and practicum programs for music therapy students, and the annual Music Therapy Rocks! Concert Series. The core value proposition is enhancing the hospital experience for patients and families through comfort, cheer, and therapeutic services.

Differentiator

Problem solved

Functional benefit

Products and services

• Toy Room Program Provides toys, games, puzzles, books, accessories, stuffed animals, dolls, and craft items to pediatric patients at Riley Hospital for Children at IU Health, processing over 9,000 items monthly for distractive therapy and play. The program also processes all hospital in-kind donations to ensure safety.
• Music Therapy Program Clinical and evidence-based music interventions provided by four board-certified music therapists, including bedside and group sessions for songwriting, singing, instrument playing, and digital music creation to promote wellness, manage stress, alleviate pain, and support physical rehabilitation. Funded at $200,000 annually, serving pediatric and adult patients.
• CompleteLife Program Integrative medicine program including Art Therapy, Music Therapy, Massage Therapy, and Yoga Therapies for patients at IU Health Melvin and Bren Simon Cancer Center. Funded at $125,000 annually.
• DREA's DREAM Pediatric Dance Movement Therapy Program Pediatric dance movement therapy program funded by the Andrea Rizzo Foundation, providing therapeutic movement activities for Riley Children's Health patients.
• Riley Arts in Health Program Program that enriches the healing environment at Riley Children's Health through music, visual arts, dance, and live performances, fostering moments of joy, connection, and creativity.
• Hospital Gift Shop Operations Eight hospital-based gift shops across Riley Hospital for Children, IU Health University Hospital, IU Simon Cancer Center, IU Health Methodist Hospital, IU Health North, and IU Health Fishers. Sell Riley and IU Health logo merchandise, books, clothing, handbags, jewelry, giftware, balloons, stuffed animals, toys, candy, drinks, snacks, and home decor. Proceeds directly fund hospital comfort programs.
• Individual Membership Annual membership at $25 that provides quarterly newsletters and an invitation to the Annual Member Luncheon. Available to individuals who support the Riley Cheer Guild mission.
• Chapter Membership Organizational membership for local chapters to support the Riley Cheer Guild mission and community fundraising efforts.
• Music Therapy Rocks! Concert Series Annual concert series celebrating music therapy services, featuring performances at Riley Hospital for Children and sponsorships to support the $200,000 annual music therapy budget.
• Music Therapy Internship Program Clinical internship program for music therapy students with rotations across multiple hospital departments including Pulmonary, Neurology, NICU, Hematology/Oncology, and others.
• Music Therapy Practicum Observation and advanced practicum opportunities for music therapy students at Riley Children's Health.

Quantifiable outcome

• Over 9,000 Toy Room items distributed monthly to pediatric patients
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor and core.

• Music Therapy Rocks Concert Series SponsorsminorGTM or Marketing Partner · 1 January 2025Various sponsors supporting the 2025-2026 Concert Series at multiple levels: $1,000 sponsors (Dee Banta, Don Trame, Emily Mueller, John Michael Meyer, Julia LaMotte, Karen Trame, Linda Hancock, Rebecca Meyer), $750 sponsors (Pile CPAs), $500 sponsors (Forever Young Farms Inc., IPS Centers for Inquiry Retired Teachers, Katz Sapper & Miller, Ruth Williams Family, Stephen Schnelker, Zeta Epsilon Chapter Psi Iota Xi), $250 sponsors (various individuals and organizations).
• Andrea Rizzo FoundationcoreStrategic or Co-development PartnerAndrea Rizzo Foundation funds DREA's DREAM pediatric Dance Movement Therapy Program at Riley Children's Health. The foundation's generous support enabled restart of the dance movement therapy program for pediatric patients.
• Riley Children's Health Creative Arts Therapy TeamcoreStrategic or Co-development PartnerPartnership with Riley Children's Health Creative Arts Therapy Team including Music Therapists, Art Therapists, and Dance Movement Therapists who deliver clinical therapeutic services funded by Riley Cheer Guild programs.
• Certification Board for Music TherapistscoreTechnology or IntegrationNational certification body that administers the board certification exam for music therapists. Riley music therapists have completed specialized training and passed national certification exams administered by this board.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Market position

Strengths5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCTvP1MCFuxawzDlyFK1hdog
• Facebookfacebook.com/CheerGuild
• Instagraminstagram.com/rileycheerguild
• LinkedInlinkedin.com/company/riley-cheer-guild-inc

Revenue estimate

Valuation estimate

Number of profiles

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 Riley’s Cheer Guild