Marijuana retailers giving to charity

It's proven to be a profitable industry in Colorado. And now the marijuana industry is being asked to give back.

The website 420givesback.org recently launched with a mission: to get pot retailers and customers to donate money to non-profits.

The website has partnered with the nonprofit Denver Gives. Kevin White, founder of Denver Gives, and creator of 420givesback.org, says the new program is an opportunity for the pot community to show its philanthropic side.

"There's no baseline for giving in the 420 community," he said. "Nobody really knows how giving the community is."

White says 100% of the money raised on the crowdfunding website will go to Denver Gives. The nonprofit will use that money to provide programs and services to small nonprofits in Denver.

"We will utilize that money for that (purpose) for however long that money lasts," White said.

So far, only a few companies have donated. White hopes to grow the effort and expand it in the coming years, giving pot businesses a chance to give back.

"They are a growing industry," he said. "And sometimes philanthropy takes a backseat."