the tutu project

What the tutu project does

The Tutu Project is a U.S.-based 501(c)(3) breast cancer nonprofit that operates as a campaign of The Carey Foundation (EIN# 45-4907360), headquartered at 110 Chestnut Ridge Road #185, Montvale, New Jersey. Founded in 2012 by Bob and Linda Carey after Linda's breast cancer diagnosis, the organization began as a personal gesture in which Bob photographed himself in a pink tutu to lift Linda's spirits during treatment, and subsequently evolved into a donor-supported assistance program. Its functional offering consists of two primary aid mechanisms: direct financial grants covering everyday expenses such as transportation to chemotherapy, childcare, food, and mortgage payments; and Tutu Cheer Packages providing emotional support items to women in active breast cancer treatment. Funds are vetted and distributed through a partnership with the Vital Options foundation, founded in 1983 by Selma Schimmel, which operates grant allocation infrastructure including an Amazon portal for recipient grocery purchases.

The organization is monetized almost entirely through tax-deductible donations collected via Network for Good, supplemented by 100% net-proceeds merchandise sales (tutus, books, stickers, and signed limited edition prints) and corporate sponsorships. Named major sponsors include Bloomingdales, Jetlinx, AstraZeneca, and LympheDIVAs. Community fundraising is driven by the annual #Dare2Tutu campaign, a two-month grassroots initiative with events and social media participation, and by the Notes of Hope children's art program that supplies additional patient support content. Operational scale is small and described as "hands-on," with the Vital Options partnership explicitly created to manage grant request volume that the core team could not process independently. Geographic reach for merchandise and donations is global, while patient grant distribution is concentrated in the United States.

The Tutu Project does not operate a technology product. Its technical footprint consists of a WordPress-based public website (thetutu Project.com), an e-commerce storefront (shop.thetutu Project.com), a Network for Good donation page, a Flodesk email newsletter, and standard social media channels. There is no public API, no proprietary platform, and no disclosed AI, machine learning, or data assets. The brand's principal intangible asset is the personal narrative of its founders and Bob Carey's tutu photography, which has received earned media coverage in the New York Times and forms the basis of the trademarked "The Tutu Project(TM)" identity used across merchandise and the #Dare2Tutu campaign.

Name

the tutu project

Legal name

The Tutu Project of The Carey Foundation

Website

https://thetutuproject.com

Company type

Private

Founded year

2012

Operating status

Operating

Short description

The Tutu Project is a 501(c)(3) breast cancer nonprofit, founded in 2012 by Bob and Linda Carey, that provides donor-supported financial assistance for everyday expenses and Tutu Cheer Packages to women in active breast cancer treatment, distributing funds through a partnership with the Vital Options foundation.

Ownership category

akta.pro rank

Product category

Nonprofit Cancer Support Services

NAICS

Other Individual and Family Services (624190), Voluntary Health Organizations (813212)

SIC

Services-Social Services (8300)

akta.pro primary industry

Community Health, Prevention & Health Education (BPAGACAC)

akta.pro secondary industry

Community Fundraisers & Charity Events (Gala/Walks excluded) (MPAGAEAK)

Keywords

• Breast cancer support
• Patient financial assistance
• Nonprofit fundraising
• Cancer care packages
• Community cancer support

Headquarters

HQ city

Montvale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Fundraising: Primary revenue source through individual donations and corporate sponsorships. Donations support the Carey Foundation's breast cancer assistance programs. 100% net proceeds from shop sales go to the Foundation.
2. Merchandise Sales: Online shop selling tutus, books, stickers, and breast cancer gifts. Net proceeds fully support the Foundation.
3. Corporate Partnerships: Partnerships with major sponsors (Bloomingdales, Jetlinx, AstraZeneca, LympheDIVAs) provide ongoing financial support.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

The Tutu Project is a grassroots breast cancer nonprofit that provides donor-supported financial assistance for everyday expenses (rides to chemo, childcare, food, mortgage payments) and Tutu Cheer Packages offering emotional support to women in active breast cancer treatment and their families. The organization operates as a campaign of The Carey Foundation, a registered 501(c)(3) nonprofit.

Product overview

The Tutu Project is a breast cancer nonprofit organization offering multiple programs and merchandise. Its core offerings include the Dare2Tutu fundraising campaign encouraging supporters to wear tutus and raise funds, Tutu Cheer Packages providing emotional support to patients, an online shop selling pink tutus, books, and stickers (with 100% of net proceeds supporting the Carey Foundation), Ltd Edition Gallery Prints for supporters, and the Notes of Hope art therapy program for children. The organization also provides extensive educational blog content covering breast cancer treatment, emotional support, and caregiver resources.

Differentiator

Problem solved

Functional benefit

Brands

• #Dare2Tutu: A fundraising campaign and community initiative encouraging supporters to wear tutus and share photos to raise breast cancer awareness and funds.
• Notes of Hope

Products and services

• Tutu Cheer Packages
• Online Shop (Tutus, Books, Stickers)
• Signed Limited Edition Gallery Prints
• Notes of Hope Program

Quantifiable outcome

• Hundreds of breast cancer patients supported annually through partner organizations

Named customers1 record

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

Seven partnerships are on record, tiered core and major.

• Vital OptionscoreStrategic or Co-development PartnerVital Options is a patient and caregiver foundation started in 1983 by Selma Schimmel. The foundation provides financial assistance to qualified patients including buying groceries, paying utility bills, and providing transportation for medical appointments. They help vet patients and distribute funds, with a process that ensures those who need help most get it first. Every family receives a phone call for direct connection to the foundation. Partnership created to help The Tutu Project manage and allocate funds effectively.
• BloomingdalesmajorGTM or Marketing PartnerMajor corporate sponsor of The Tutu Project, featured on the corporate sponsors page.
• JetlinxmajorGTM or Marketing PartnerMajor corporate sponsor of The Tutu Project, featured on the corporate sponsors page.
• AstraZenecamajorGTM or Marketing PartnerMajor corporate sponsor of The Tutu Project, featured on the corporate sponsors page.
• LympheDIVAsmajorGTM or Marketing PartnerCorporate sponsor and partner of The Tutu Project, featured on partners page.
• AmazoncoreTechnology or IntegrationAmazon partnered with Vital Options to create a unique platform for Vital Options Grant recipients to access grant money via an Amazon portal. This system ensures recipients make nutritious choices for themselves. Dave Duplay directly contacted Jeff Bezos to initiate this partnership.
• The Carey FoundationcoreOthersThe Tutu Project is a campaign of The Carey Foundation, a registered 501(c)(3) nonprofit organization (EIN# 45-4907360). 100% of net proceeds go to the Foundation.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Pink Fund: Provides direct financial assistance to breast cancer patients in active treatment for everyday living expenses. Highly comparable as both organizations target the same patient population with non-medical financial aid during treatment.
• Living Beyond Breast Cancer: National nonprofit offering educational content, emotional support, and community connection for those affected by breast cancer. Directly comparable mission in patient support and education.
• Young Survival Coalition: Focused on young adults diagnosed with breast cancer, offering peer support, resources, and advocacy. Comparable as a breast cancer-focused nonprofit serving patients with community-driven programs.
• METAvivor: Dedicated exclusively to metastatic breast cancer through research funding and patient support. Comparable as a grassroots, cause-specific breast cancer nonprofit aligned with Linda Carey's metastatic journey.
• National Breast Cancer Coalition: Grassroots advocacy and policy organization focused on ending breast cancer. Comparable as a cause-driven breast cancer nonprofit engaging community supporters through campaigns.
• Tigerlily Foundation: Provides education, support, and advocacy for young women with breast cancer. Comparable as a community-engaged breast cancer nonprofit serving patients directly through programs and partnerships.

Broad incumbents

• Susan G. Komen: Largest breast cancer nonprofit, funding research, patient support, and advocacy globally. Comparable as the dominant incumbent in the breast cancer nonprofit space with a much broader scale.
• Breast Cancer Research Foundation: Funds breast cancer research worldwide. Comparable as an established health nonprofit operating in the breast cancer cause area, though primarily research-oriented rather than direct patient aid.
• American Cancer Society: Largest US cancer nonprofit providing research, patient services, and advocacy across all cancer types. Comparable as a broad incumbent in the cancer nonprofit space where Tutu Project operates.

Emerging players

• Bright Pink: Focuses on prevention and early detection of breast and ovarian cancer in young women. Partially overlapping mission in breast cancer education and community engagement.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/carey-foundation

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 the tutu project