Welcome to the third edition of Cause & Capital.
My goal: Inform your giving strategies.
Every month in Cause & Capital, I break down a brand’s corporate giving campaign or one of the world’s leading philanthropists — uncovering what worked, why it worked, and how you can apply those insights to your own cause investments, whether you’re giving as a brand or an individual.
Let’s get into it.
Depending on your age and interests, you might know Paul Newman as an actor, an entrepreneur, or “that salad dressing guy.”
But he’s also one of the most successful charitable founders of all time.
Since launching Newman’s Own in 1982, he’s donated more than $600 million to charity.
Who He Is (And Why It Matters)
Paul Newman was a Hollywood icon with little interest in business. He started bottling his homemade salad dressing for friends. Which Paul described as a “bit of a lark”.
His friends loved it so much they urged him to sell it to stores.
When the dressing became a hit, Newman made an unusual decision: every penny of profit would go to charity.
That idea evolved into a business model that still exists today - a consumer brand whose only shareholder is a foundation.
The Big Promise
Newman’s Own set out to prove that a business could exist purely to do good.
The company donates all profits and royalties to the Newman’s Own Foundation, which supports children facing adversity through nutritious food, Indigenous food justice, and camp experiences for seriously ill children.
Their tagline is “Let’s give it all away” and four decades on, the company continues to generate millions each year for these causes.
Full Breakdown of the Strategy
Cause Selection
The foundation focuses on children’s wellbeing and equity. Its grants target three main areas:
Expanding access to healthy food and nutrition education
Supporting Indigenous food systems
Creating joy and belonging through SeriousFun camps
Partnership Approach
Newman’s Own funds established partners such as:
SeriousFun Children’s Network, founded by Newman himself, which has delivered more than two million free camp experiences.
FoodCorps, improving school meals and food education in hundreds of schools.
Indigenous-led food sovereignty projects across the United States.
Channels Used
Retail packaging carries the message “100% Profits to Help Kids” across supermarkets nationwide.
A 2022 rebrand and campaign, Let’s Give It All Away, refreshed awareness for younger audiences.
Public initiatives like “Newman’s Deal” invited other brands to try the 100%-to-cause model.
Ongoing communications through thought-leadership talks and articles showing how the model works in practice.
Scale, Spend, and Reach
Over $600 million donated since 1982.
Programs reaching more than 500,000 students through FoodCorps.
2 million camp experiences funded through SeriousFun.
What Actually Worked (And Why)
1. Structure Drives Consistency
Because the business is wholly owned by the foundation, every sale directly funds charitable work. This structure removes the need for ongoing fundraising or investor pressure.
2. Legal Protection
In 2018, the U.S. government granted the “Newman’s Own exception”, allowing the foundation to own the company indefinitely as long as profits continue to go to charity. This ensures the mission can’t be sold or diluted.
3. Tangible Results
Clear, measurable outcomes - children fed, camps funded, schools supported - help shoppers see exactly where their money goes.
4. Timeless Brand Trust
Newman’s face and promise of giving have endured for forty years, maintaining authenticity even as consumer trust in brands has declined.
What Fell Flat, Felt Performative, or Didn’t Land
Some shoppers remain skeptical about “100% of profits” claims, underlining the need for transparent financial reporting and partner updates.
“Newman’s Deal” earned press coverage but few brands actually took part.
The heavy reliance on Paul Newman’s image still limits how far the brand can evolve beyond his legacy.
The ongoing dispute between some of Newman’s children and the foundation board has raised questions about how founder intent is preserved once leadership changes.
Lessons Whether You’re a Brand or Individual
1. Build purpose into ownership
Hardwire your mission into your company’s structure rather than relying on yearly campaigns.
2. Share real numbers
Impact is easier to believe when you publish clear figures on reach, funding, and outcomes.
3. Empower expert partners
Trust established nonprofits to deliver results instead of creating new programs in-house.
4. Keep generosity visible
Use packaging, storytelling, and retail presence to remind consumers what their purchase supports.
5. Protect mission permanence
If you own a business or family foundation, explore governance options that ensure the mission survives succession.
Thanks and till next month,
Christine