Double Good is a tech-powered fundraising platform that allows youth organizations and schools to raise money by selling gourmet popcorn. Pulse 2.0 interviewed Double Good founder and CEO Tim Heitmann to learn more.
Tim Heitmann’s Background
Could you tell me more about your background? Heitmann said:
“I’ve always believed business can be a force for good. In 1998, we started out as Popcorn Palace, which was founded from a store on Navy Pier in Chicago, evolved into Double Good when we saw the impact created from schools and youth programs selling our popcorn to fundraise. That realization — that we could combine creating joy with meaningful impact — changed everything. We reoriented the business around purpose and built a platform that expands access and opportunity for kids across the country.”
Formation Of The Company
How did the idea for the company come together? Heitmann shared:
“Fundraising hadn’t seen innovation for decades. Door-to-door sales, cash collection, and manual order forms were time-consuming and cumbersome. In 2017, we rebranded as Double Good and heavily invested in our online fundraising platform so anyone can run a four-day fundraiser from their phone. Supporters order online, products ship directly, and groups keep 50% of every dollar raised. The goal is effortless, accessible fundraising to everyone.”
Favorite Memory
What has been your favorite memory leading the company so far? Heitmann reflected:
“Hearing from kids, coaches, and principals whose programs were possible because of a Double Good fundraiser. When a team can afford new uniforms or a student goes on a first-ever field trip — that impact keeps our whole team grounded in the mission.”
“An unforgettable moment for me came in the form of a thank-you note. A student wrote to me because he was able to raise the $300 he needed for a band trip to Washington DC by selling Double Good popcorn. After reading the note, I realized how fulfilling and impactful it was to help kids do what they love to do. Shortly after, I decided to exit the wholesale business and go all in on fundraising.”
Core Products
What are the company’s core tech products and features? Heitmann explained:
“At its core, Double Good is a best-in-class technology company redefining how youth organizations raise funds for the causes they care about. In just a few clicks, coaches, teachers, and parents can easily start a fundraiser, invite others to set up a Pop-Up Store and sell popcorn to raise money for their cause – and 50 percent of every dollar sold goes back to their team, school, or organization.Users launch a pop-up store through the app, share a link with friends and family, and watch funds roll in through live progress tracking. Everything ships directly to supporters, so organizers never have to handle money or products. Beyond the app, we’ve built a platform that automates everything – sales tracking, payouts, and logistics – so fundraising can scale without complexity.”
Challenges Faced
Have you faced any challenges in your sector of work recently? Heitmann acknowledged:
“When you experience rapid growth and you don’t have the infrastructure to help grow people, you outgrow your people really quickly. That’s one of the unfortunate things. I’ve had to re-up our leadership team a couple times during that period and I think the biggest thing that’s changed is we’ve got a really incredible executive leadership team. Upleveling leadership and putting the right people in the right seats has been critical.”
Evolution Of The Company’s Technology
How has the company’s technology evolved since launching? Heitmann noted:
“We went from a popcorn company to a proprietary, cloud-based fundraising ecosystem that powers tens of thousands of concurrent fundraisers. We’ve moved beyond simple e-commerce to real-time analytics, performance metrics, automated distribution, and integrated payouts — transformation that lets organizers focus on their cause, not the process.”
Significant Milestones
What have been some of the company’s most significant milestones? Heitmann cited:
“There have been several moments that defined our journey: Rebranding from Popcorn Palace to Double Good in 2017 to reflect our mission of doing good through technology. Hitting nearly $300 million in total sales in 2024, with $150 million going directly back to schools and nonprofits. Being recognized on the Inc. 5000 list for 18 consecutive years – the longest-standing company on that list. Being featured on Crain’s Fast 50, which highlights the most innovative and fastest-growing companies in the country. Each milestone reinforces that purpose and growth aren’t mutually exclusive – they can thrive together.”
Customer Success Stories
Can you share any specific customer success stories? Heitmann highlighted:
“Poe Elementary on Chicago’s South Side has raised nearly $500,000 over four years using our app, funding uniforms, enrichment, and experiences their students wouldn’t otherwise have. Their principal once told our team, ‘You don’t just make popcorn — you change lives.’ It’s a powerful reminder of why we build.”
Funding/Revenue
Are you able to discuss funding and/or revenue metrics? Heitmann revealed:
“We’ve never raised outside capital and are proud of the sustainable growth we’ve achieved through our direct-to-consumer model. We’ve scaled organically by focusing on product excellence, trust, and measurable impact for the schools, sports teams, and organizations we serve. We’re now over $300 million in annual revenue and there’s a lot more growth ahead.
Differentiation From The Competition
What differentiates the company from its competition? Heitmann affirmed:
“One of our defining strengths is our comprehensive approach—we handle product manufacturing, distribution, and cutting-edge fundraising technology. Our goal is to control every aspect of the customer experience, ensuring it’s truly memorable from start to finish. We provide effortless fundraising technology paired with delicious popcorn, making it easy to raise funds for the causes our customers care about. We don’t simply provide tools and step back. We continuously improve the experience to empower organizations to raise funds effectively and feel good about it. This is where exceptional product quality meets genuine, lasting impact.”
Future Company Goals
What are some of the company’s future goals? Heitmann emphasized:
“Our goal is to continue expanding the reach of the Double Good platform and make fundraising accessible to every team, classroom, and community organization in the country. We’ll keep evolving the app to deliver even more seamless user experiences, more automation, and more ways to connect generosity with impact. Ultimately, we want to redefine what fundraising feels like – simple, joyful, and deeply impactful.”
Additional Thoughts
Any other topics you would like to discuss? Heitmann concluded:
“In 2017, with my wife Natalie, we founded the Double Good Kids Foundation, a nonprofit organization dedicated to bringing joy to children with special needs through fun, interactive experiences. Since its founding, the Foundation has expanded its reach by partnering with like-minded organizations to positively impact children facing physical, neurological, and social challenges. This growth led to an important milestone: the launch of Double Good Days, where children of all abilities — along with their families and caregivers—come together to experience joy with a purpose. 50% of every purchase from doublegood.com goes to the Double Good Kids Foundation and supports joy-filled events designed for kids with special needs.”
“Doing good and doing well can coexist. The future of tech isn’t just about convenience – it’s about connection. We measure our success not by the dollar growth, but by the impact we have on communities every day. When technology can help people support causes they care about in seconds, that’s when innovation truly matters.”
