People care about the impact they have on our planet. We see this in consumer trends and the products people choose to purchase. (Eco-friendly products are one of the top five factors people consider when making a purchase.) We see this in daily behaviours like the way we consume and use energy and water and the way we move about. And we see it in the organisations and causes people choose to support. More than ever, consumers and supporters alike are aligning themselves with the brands and organisations that match their own values and preferences.
Whether someone makes a financial contribution to an environmental cause or donates goods or time to a charity with local impact, people want—and need—to know that these organisations and causes also respect the world around us. We refer to this as sustainable giving, and your charity has a key role to play.
In this post, we highlight the role of charities to drive sustainable giving, from transparency and accountability in your operations and supply chain to an actionable commitment to our environment.
What is Sustainable Giving?
When supporters give to your mission, they want to know where and how the funds will be used. They also care about the social and environmental impact of their donations, whether it’s a financial donation or a gift of time or goods. The concept of sustainable giving means providing clear information to your supporters to help them make conscious, values-driven choices when it comes to giving.
For example, your supporters will want to know where exactly their donation goes. Will it support research investments? Will it go directly to beneficiaries? They want to know whether your charity aligns with their own values and priorities. For example, will their money or time support sustainable and ethical initiatives? Do you have a positive impact on our people and our planet, from supply chain to charity shop? And they want proof. Storytelling, annual reports, sustainable certifications, and case studies are all effective tools to share your charity’s own values and foster trust and clarity—and lifelong giving—among your supporters.
Your Role as a Charity
As we mentioned above, your charity has a key role to play to drive sustainable giving. Here’s a few considerations and tactics to keep in mind for your upcoming campaigns and communications.
Transparency and Accountability for your Charitable Merchandise
If your charity sells fundraising merchandise, it’s important to provide details on your website or in printed materials about these products. Inform your supporters about who made the products, where they were manufactured, and how.
In the Charities Management magazine, Rocket Charities Director Veena Dookoo calls our attention to the incident in which Comic Relief Spice Girls t-shirts were found to be manufactured in poor working conditions, leading the public to ask questions of the causes they support. Unfortunately, today, supply chains continue to be notoriously opaque and workers around the world are underpaid for their labour and contend with unsafe working conditions.
However, we see progress. Increasingly, corporations and charities are establishing ethical purchasing guidelines. We also see the use of technologies like AI and blockchain to better understand how the “complex web” of global supply chains work. Your charity can do its part. In fact, your success hinges on your ability to establish trust with supporters, donors, and partners. Get to know—like really know—your suppliers. Dookoo’s advice is to stay informed, get involved, and commit to ethical manufacturing every step of the way.
Commitment to the Environment
The Office for National Statistics reports that nearly 75% of adults are worried about climate change. Once again, your charity has a key role to play to protect our planet. Support sustainability by choosing eco-friendly merchandise, like products made from recycled materials. Recycled materials help reduce waste and conserve precious resources. Opting for more eco-friendly products also contributes to a beneficial, circular economy. Launch a sustainability committee at your charity and look for ways to make your offices and practices more eco-friendly, and partner with organisations who support like-minded initiatives to protect our planet.
How Rocket Charities is Empowering Change
Rocket Charities has long been inspired to empower change, and we hope to set a replicable example for other organisations. For one, we pride ourselves on our ethical manufacturing. Our Ethical Sourcing Policy is available to anyone, and it includes a Supplier Code of Conduct and other certifications we stand behind, like the 2015 Modern Slavery Act to protect workers, ISO9001 to ensure quality, and our membership in SEDEX to drive supply chain improvements.
Rocket Charities is also an accredited Climate Positive Business, meaning that we offset our carbon impact. Reducing our business footprint via the Climate Positive certification was a logical, attainable, and impactful way to practise our values.
And, of course, we offer a wide range of eco-friendly merchandise. Chances are, if you have a product in mind, we have a sustainable version of it.
Your charity can also empower change. We hope this post illuminates the importance of making conscious choices and changes, from transparency and accountability to combating climate change. It takes time. It takes dedication. It requires participation from everyone at your charity. But it feels good to know that you’re doing your part—and your supporters will feel this, too.
We’d love to share our own journey with you and tell you more about how we’re empowering change. Please get in touch with us anytime to ask about our sustainable policies and certifications, our eco-friendly merchandise, or how we can work together to protect our planet and our people.