The collaboration leverages Change’s technology to handle the complex backend of charitable giving, including nonprofit verification, donation processing, and regulatory compliance. By consolidating these functions into a single donor-advised fund structure, the platform removes the friction of managing separate agreements for different organizations. This infrastructure now connects participating retail brands with over 1.3 million pre-vetted nonprofits globally.

MarketNation, the creator of +Shop, aims to shift the retail focus from mere selection and price to social impact. For K-12 schools, PTAs, and youth-serving nonprofits, the tool offers a way to secure ongoing funding by encouraging supporters to use specific store links for their routine purchases. According to Steve Dueck, founder and CEO of MarketNation, the goal is to establish a transparent ecosystem where brands and shoppers can ensure every transaction supports a specific cause. Sonia Nigam, CEO of Change, noted that providing this scalable backbone is essential for helping the platform grow its network of brands and community partners.