Good Intentions and a Bucket of Popcorn: Learn how this “Marvel” does good by selling popcorn!

Want to know how this “Marvel” pulled it off?

Keep reading below!

Good Intentions and a Bucket of Popcorn: Learn how this “Marvel” does good by selling popcorn!

Going into business to do good for others is a noble yet challenging undertaking. 

While others are always willing to support a business that’s trying to do right by others, this doesn’t mean that a company is immune from the realities of doing business, be it low sales or a changing consumer preference.

Yet despite these odds, fundraising company  Double Good  has managed to keep the lights while supporting the American youth for nearly 30 years.

How?

By selling popcorn! 

For those who may not know, Double Good is a virtual fundraising platform that helps out communities, schools, and youth teams raise money through the sales of gourmet popcorn. 

Fundraising campaigns could be set up through an app without the worry of cash handling or inventory requirements. Moreover, those who set up campaigns through Double Good keep 50% of every dollar sold through the app.

The company was founded in 1998 and last year, it (together with its partners) managed to raise over USD 10 million across youth sports, schools, and community organizations.

To understand how this fundraising platform has managed to deliver in both impact and longevity, we need to take a look at its founder.

His name?

Tim Heitmann!

Heitmann is the founder and current CEO of Double Good. Under his leadership, the company has enjoyed many years of continued growth. 

The company has even been named 18 times to  Inc. Magazine’s  “Inc. 5000 list” —an annual list of the fastest-growing companies in the U.S. 

So, how has he managed to sustain the continuous growth and longevity of Double Good?

Heitmann boiled it down to three things:

• Commit to a purpose
  
  Double Good’s purpose has been anchored on creating joy internally and externally.
  
  Internally, Heitmann frames joy as  “talented people doing meaningful work that delivers on the company mission.”
  
  Throughout the years, Heitmann credited Double Good’s commitment to its purpose as the reason for its pursuit of long-term impact and achievement of growth in the process.
  
  
• Be open to reinvention
  
  Heitmann credits reinvention as another factor to Double Good’s success. According to him, a few of the company’s biggest turning points have come from being open to reinvention.
  
  Among the biggest turning points include Double Good’s transition from being a big-box channel supplier to a fundraising company. Another one is the company’s rebranding to Double Good from Popcorn Palace.
  
  Heitmann said  “when you’re innovating, you can’t be afraid to ditch what you’ve already invested in when a better, more aligned path becomes clear.”
  
  
• Build a firm that can outlast its founder
  
  Heitmann says founders who chase longevity should build a company that can outlast them, emphasizing the importance of bringing in a team that can lead and run an organization.
  
  Moreover, he underscored the importance of identifying and supporting capable leaders who can keep fulfilling a company’s purpose.
  
  Heitmann says he’s been practicing this, as he has recruited experts that align with Double Good’s purpose and values.
  
  Most importantly, Heitmann underscores that building a company that can outlast its founder also means being open to change. He said a founder can either drive change or react to it, and if he or she doesn’t react well to it, he or she won’t last very long.

Given these principles, it’s no surprise Double Good has lasted this long!

Heitmann’s strong commitment to his company’s purpose, openness to reinvent, and strong belief that’s oriented towards longevity are the hallmarks that has enabled him to run a multi-million dollar fundraising firm that has raised millions for young Americans since its founding.

If you’re an aspiring founder or business leader, the story of Double Good and Heitmann is definitely something you can take inspiration from.

After all, building a high-growth and long-lasting business doesn’t just require a strong business acumen. It also needs a strong sense of purpose and openness to change.

Hope you’ve found this week’s topic interesting and helpful.

Stay tuned for next Monday’s Marketing Marvels!

Ever notice how some people can take something ordinary—like a secondhand jacket or a scrappy idea—and turn it into a full-blown movement?

Learn more about  Sophia Amoruso  in next week’s article!