Charitable T-shirt Company, Pay It Forward, Develops A Plan That Uses Millennials to Impact Positive World Change

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PIF Apparel teaches customers how to make a lasting impact with their charitable giving and philanthropy efforts, using t-shirts to peak the interest of the next generation of donors and encouraging them to pay it forward for what they believe needs changed.

Pay It Forward T-shirts

Tees for World Change

We want to connect people with organizations that align with their passions; we are not interested in convincing people on what they should be passionate about.

People often struggle with what charity to give to, or whether or not a particular charity is actually using your donations for the cause they represent. However, with websites such as Charity Navigator and Guidestar growing in popularity donors are becoming much savvier givers, and giving trends may be shifting. The old model of charities that promote themselves as the “most recognizable” is being traded in for non-profits organizations promote transparency and frugality in terms of how it handles donations. One new apparel company recently launched a website that promotes smaller, but more effective charities to the next generation of donors.

Pay It Forward, or PIF, is a socially minded t-shirt company that uses its clothing line to motivate, inspire, and educate its customers while also raising money for some much needed causes. The company uses its fashionable line of t-shirts to appeal to Millennials, a group it refers to as Generation Give. With every item that is purchased customers are required to select their favorite charity from a list of options that is provided by PIF. 25% of each item is then donated to the charity that customer selects. Each charity that is featured on the website is unique in terms of what they represent but all have at least a three out of four star rating with Charity Navigator, the most trusted non-profit evaluator.

PIF’s goal is to teach customers that they should have a better understanding of who they give their money to. In a recent video “How to make the most out of your holiday giving” the company’s CEO discusses their “cause first” approach to charitable giving. The premise is that donors should identify a cause first which allow them to then select the charity that is going to use the highest percentage of their donations to impact the cause.

By promoting the importance of charitable giving, not just one particular cause, the company hopes to convert more people to true advocates for the various causes that it represents. “We want to connect people with organizations that align with their passions; we are not interested in convincing people on what they should be passionate about. That is not how you create true advocates…it does not promote sustainable change,” states the companies CEO.

As for the product, PIF Apparel designs all of their art work to represent their target market and promote Paying It Forward. All of the t-shirts are printed in the U.S. and all of the shirts are printed on high quality poly/cotton blend t-shirts for added softness and comfort. The items are priced at $23 and the company often offers promotions for multi-unit sales. Having only launched in August, the company is certainly still young but the support for early customers and the non-profit community may be a sign for great things to come.


PIF Apparel was established in August 2012 as the world's first online apparel firm launched specifically to connect the next generation of donors to the world's best run charities in the world. The company donates 25% of every sale to it's charity partners, all of which have an established track record of excellent financial stewardship and a model for impacting positive world change.

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Matthew Moses
PIF Apparel
419-794-0538 118
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