About Us


Mission Statement

Think It Up is an initiative of the Entertainment Industry Foundation (EIF), a 501(c)(3) charitable organization, created to bring broad cultural attention to the urgency of improving the learning experience in America. The national education initiative will seek to reframe the public discussion about education, create a culture of excitement about learning everywhere in America and build a sense of optimism about the potential of education in classrooms across the country. Think It Up will invite public middle and high school students to work with their teachers to develop projects that draw on their passions and help pursue their educational goals. Posted on thinkitup.org, in collaboration with DonorsChoose.org, the student-powered, teacher-led projects will be crowdfunded by citizen donors beginning September 2015. The projects will entail rigorous skill development that prepares American youth for post-high school life, helping pave the way for career success, regardless of the path.

About Us

Created in 1942 by Samuel Goldwyn, Humphrey Bogart, the Warner brothers and other Hollywood leaders, the Entertainment Industry Foundation (EIF) was established to unify the entertainment community’s generous giving. The combined power of media and celebrities could be used as a force to rally the nation to address pressing issues. Throughout its history, EIF has championed urgent needs: raising money for war bonds, supporting the USO and the Red Cross, generating awareness about childhood polio, promoting seat belt use, raising consciousness about AIDS, fighting hunger, encouraging colon cancer screening and, perhaps most notably, creating Stand Up To Cancer (SU2C) in 2008. EIF is now launching Think It Up, a new initiative in support of our nation’s young people, teachers and schools. We aim to help create a culture of excitement about learning everywhere in America and build a sense of optimism about the changes underway in classrooms across the country. thinkitup.org is a first-of-its-kind platform to fund student-powered, teacher-led learning projects in partnership with DonorsChoose.org, the popular teacher crowdfunding charity. As of this Fall, public middle and high school students can work with their teachers to develop projects that draw on their passions and help pursue their educational goals, which the public can crowdfund through thinkitup.org. Throughout the year, Think It Up will engage celebrities and others in the entertainment community to help generate excitement about learning. “Our hope is that by creating opportunities to unlock their passions, talents, and strengths, Think It Up will help students, working together with their teachers, to forge lasting connections between their learning experiences now and the futures they shape for themselves,” says EIF President & CEO Lisa Paulsen.