Giving is not a substitute or trade-off

Ask yourself this question.

While a business committing to donate a portion of profits to achieving impact is noble, it is not a substitute or trade-off. How else can your business work for equality, and have a positive social and environmental impact through its core operations?

Use platforms to reach consumers

“We always try to authentically communicate what's worked and what hasn't. We wrote a 10 minute read about why we've switched our model on our blog, and have also taken questions on Q and A via social media. A lot of the questions were either resolved, or there was understanding on why we've done what we have.”

Demonstrating your commitment to purpose

creates an opening to engage with customers in a deeper way.

Providing customers with opportunities to interrogate your decision-making and understand your approach enables them to ‘identify with and feel ownership of’ the business’s purpose.

Bring customers on the journey

Be as transparent as possible.

If you are changing the fundamentals of your existing giving model, be as transparent with your customers as possible. While there may be misunderstandings and criticisms, allow space for these conversations and be prepared to explain why your business is taking a different approach.

Look to impact

over activities or outputs

This may require further training and learning about impact evaluations and theory of change methodologies. Get to grips with what meaningful change would look like in this context. Allow room in the budget for the nonprofit to undertake reporting, and be clear on what they are measuring.