Today, donating to charity is more important than ever. Not only individuals but also a sustainable brand and other businesses can use their power to help by donating. It has been studied that 90% of Gen Z believes companies must act to help social and environmental issues, and 75% will do research to see if a company is being honest when it takes a stand. Donating to charities isn’t the only way to help others in need but it’s a simple way to give money to organizations that know where the money is truly needed while the world pandemic, natural disasters, and humanitarian crises are constantly increasing the need for donations.

In this blog post, we’ll be elaborating on why companies should consider donating and how to choose the right organization for your sustainable brand.

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Why should your sustainable brand donate

We often think that we should donate in order to do good. It is obvious that by donating, you will improve the lives of people who are in desperate need for help. For us individuals and for our businesses, donating is a great way to bridge the gap between intention and action.

For sustainable brands, donating to reputable organizations is a way to increase brand trust. Being an impact brand might not be easy in terms of being trusted by consumers. It takes a lot of effort from companies to prove that their actions are authentic and not done to only profit money. By choosing a right organization you will show your consumers that you are willing to take the extra steps to help people and the planet. 

By donating as a brand, you will also be able to raise awareness. Sustainable brands have often an audience that shares similar values and interests. Therefore, sharing the name of the organization you are donating to as a brand with your audience might be beneficial. People who see that their favorite brands are doing good are more likely to engage and take steps to do good themselves too.

Although donating is mostly about giving something to people in need, you will also gain something while doing good. The biggest benefit you and your brand can have is the joyful feeling when helping others. No matter which organization you choose to donate to, you will support a good cause by collaborating with these organizations.


How to choose a right organization for your sustainable brand

After deciding to donate, it might be hard to make the last decision to which organization to donate. There are thousands of charities out there supporting different causes from environmental to social issues. The most important thing to think about before deciding is the cause you want to support, and whether you want to donate locally or globally. Do you want to help combat hunger, fund research, enable access to education, or fight against climate change? There are many options to choose from, and for brands, it is best to choose an organization that shares your business values.

After choosing the organization, it’s time to decide how you want to help. There are many ways to help from donating by having your brand name on the benefactor list, donating anonymously, or organizing events. The way you donate depends simply on what you think is the best way to do so for your brand.

Lastly, always watch out for the red flags. It is good to remember that not all the organizations out there are trustworthy. Always do your research to be sure your donations go where they are supposed to. Below, we have listed five excellent organizations you can donate to.

5 Organizations to donate 

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Cultural Survival

Cultural Survival is an Indigenous-led nonprofit supporting a movement of empowered Indigenous Peoples organizing their communities to engage the international processes, national policies and human rights bodies to respect, protect, and fulfill their rights. 

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Earthjustice is a nonprofit public interest law organization. The company is dedicated protecting natural resources, wildlife and defending the right of all people to a healthy environment.

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American Forests

American Forests is the oldest national nonprofit in the US. Their mission is to build a reforestation movement in America, from cities to rural landscapes.  


350 is an international movement working to end the age of fossil fuels. Their mission is to build a world of community-led renewable energy for all.

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World Resource Institute

World Resource Institute is working on improving people’s lives and protect nature. Their programs are focusing on solving seven major challenges at the intersection of environment and human development: Cities, climate, energy, food, forests, the ocean and water.


Author: Oona Yletyinen