The AllState Foundation 2018 Purple Purse Challenge

AllState Foundation 2018 Purple Purse Challenge

The AllState Foundation 2018 #PurplePurseChallenge Fundraiser

Serena - High Quality

About The AllState Foundation

Established in 1952, The Allstate Foundation is an independent, charitable organization made possible by subsidiaries of The Allstate Corporation. The Allstate Foundation works to create more prosperous communities where people are inspired and empowered to fulfill their hopes and dreams by breaking the cycle of domestic violence, inspiring the next generation of leaders, closing the nonprofit leadership gap and honoring Allstate volunteers. More information about The Allstate Foundation is available at

About AllState Foundation Purple Purse®

Allstate Foundation Purple Purse® is aimed at creating long-term safety and security for survivors of domestic violence through financial empowerment. Since 2005, Allstate Foundation Purple Purse has increased awareness of the invisible weapon of financial abuse, which occurs in 99 percent of abusive relationships. The program has propelled more than 1.3 million victims on the path to safety and security, and invested more than $60 million to empower women to break free from abuse through financial education, job training and readiness and small business programs. For more information, visit

What Is The Purple Purse Challenge? 

The Allstate Foundation Purple Purse Challenge is a friendly, online fundraising competition between nonprofits across the country that provide financial empowerment services to survivors. In its fifth year, nearly $10 million has been raised through the Purple Purse Challenge for national, state, and local nonprofits and the survivors they serve since 2014. Generous contributions from donors across the country have helped nonprofits, like SCCADVASA, provide life-changing services to survivors, help them secure the financial knowledge, skills and resources to break free from abuse and rebuild their lives. The 2018 Allstate Foundation Purple Purse Challenge runs from Oct. 2 through Oct. 31. To learn more or make a donation, visit

2018 Purple Purse Program Ambassador: Serena Williams

Tennis champion and women’s advocate, Serena Williams, is in her second year as the Purple Purse program ambassador. Serena Williams designed a limited-edition purple purse for the 2018 Allstate Foundation Purple Purse Challenge. The purses will help domestic violence nonprofits raise funds for survivor services. Each eligible participating Purple Purse Challenge partner will receive one purse to use in its fundraising efforts during the Challenge in October. One Purple Purse Challenge donor each week will win a 2018 purple purse designed by program ambassador Serena Williams in a random drawing.

The 2018 Allstate Foundation purple purse is a backpack designed by tennis champion and Purple Purse program ambassador Serena Williams, with all women in mind. At 11 inches wide, 15 inches tall and 5 inches deep, the backpack can carry all of a woman’s necessities while making no sacrifice when it comes to style as it transitions seamlessly from daytime to evening. To complement its silver zippers and accents, the front of the leather and suede backpack features a custom silver inscription, “Serena Williams for Purple Purse.” Produced in extremely limited quantities, the estimated retail value of the bag is $350.

Watch Serena's PSA: Invisible Weapon


2018 AllState Foundation Purple Purple Facts & Figures

Domestic Violence and Financial Abuse Statistics

  • One in four women in America will experience domestic violence in her lifetime.
  • More women will experience domestic violence in their lifetime than the number affected by breast, ovarian and lung cancer combined.
  • Three million children witness domestic violence every year.
  • In 99 percent of domestic violence situations, victims experience financial abuse, a devastating control tactic that keeps them trapped in abusive relationships.
  • Financial abuse is one of the main reasons why a victim “just doesn’t leave,” or, why she returns to her abuser.
  • Victims in immediate danger should call 911, a local hotline, or the U.S. National Domestic Violence Hotline at 1-800-799-SAFE and TTY 1-800-787-3224.
  • In March of 2018, The Allstate Foundation launched a public opinion survey to understand Americans’ perceptions of domestic violence and financial abuse. Key findings include:
    • 62 percent of Americans rank domestic violence as an extremely serious issue in America.
    • 55 percent of respondents reported being a victim of domestic violence or financial abuse themselves, or at least knowing a victim.
    • 1 in 3 Americans think discussing domestic violence is taboo.
    • More than 50 percent are unaware of the impact of finances on domestic violence victims.
    • 84 percent agree that money is the greatest barrier keeping victims trapped.
    • 56 percent of respondents think that programs, like Allstate Foundation Purple Purse, that provide financial resources to victims are the best way to help victims leave abusers and not return. 

Facts About AllState Foundation Purple Purse 

  • Purple Purse is committed to ending domestic violence through a proven solution: financial empowerment services for survivors.
  • Allstate Foundation Purple Purse is focused on ending financial abuse, because one of the top reasons domestic violence survivors stay in, or return to, abusive relationships is lacking the financial resources to break free and stay free from her abuser.
  • The program name is symbolic. Purple is the national color of domestic violence awareness and a purse is a symbol of a woman’s financial domain.
  • Since 2005, Allstate Foundation Purple Purse has:
    • empowered more than 1.3 million survivors on the path to safety and security. 
    • invested more than $60 million to empower women in communities across America to break free from abuse through financial education, job training and readiness and small business programs for survivors

For more information about our involvement in this year's AllState Foundation #PurplePurse Challenge Fundraiser, please email