Why we give 15% to charity
Virtually every brand now has some type of cause that it is affiliated with. That’s a good thing. Some are a natural fit. And others are clearly bolted on in a way to catch up with a customer that cares about how you show up.
When creating Publicwill, we wanted to build a give back element in from the very beginning. We believe that people will connect with us because we are not only making beautiful products but when they buy them their support will help address some important issues. Owning a Publicwill product is an expression of your own values.
We studied every possible type of cause relationship. We looked at the buy one, give one model. We thought about identifying with one specific issue or region of the country or world. We explored starting our own charity or foundation. We talked about identifying specific needs that Publicwill customers could easily address. All of these approaches have merit.
Ultimately, we arrived at three conclusions:
- Our contribution needs to be significant. We didn’t want a token gesture of support.
- Great organizations already exist doing important work. They need more money to deliver their missions.
- The more we can involve the people buying our products in the decision on whom to support, the better. There needs to be a choice of charities but not an overwhelming number of choices.
So we created our own model for giving back:
- We will give 15% of purchase price to charity on all of our products. We feel this represents a serious commitment to doing good.
- We have developed relationships with charities we feel are doing really important work in areas that will help to make the world more equitable – food, water and education (more in future blogs).
- When you buy a product, at check out you get to direct where the contribution goes among the partner charities.
We will continue to learn and evolve the model but are excited to see it in action.
Our shorthand is simple. We make. You give.