Founded by leaders in the restaurant industry, round it up america (RIUA) is a NON-profit organization that strives to make change across america through a simple, YET powerful charitable giving program.mission partners - participating RIUA businesses - provide their patrons with the opportunity to ADD donations to their purchases UPON the close of sales. Donations are then distributed to charities quarterly.in addition to being a platform for the american public to donate to charity, round it up america serves as a vehicle for mission partners to easily increase company giving. Mission partners simply select charities each year to be recipients of their donations. While the individual donations may be nominal, their collective SUM is powerful. Small change CAN indeed make big change.