Climate change: rise of the eco-friendly donor

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According to the United Nations, sustainability means: “Meeting the needs of the present without compromising the ability of future generations to meet their own needs.” In essence, it’s about finding ways to move forward without damaging the environment.

For charities, that can cover a whole range of areas – from who you choose to invest in, to the suppliers you work with, the merchandise you sell, and whether or not you print off that Word doc.

People are worried about climate change – and they’re taking action

People are concerned. The Office for National Statistics reports that 74% of adults are worried about climate change. In fact, when asked about a range of challenges, climate change was the second biggest concern for adults in Great Britain, just behind the cost-of-living crisis, which came in first at 79%.

That concern is translating into action, with 75% saying they had made a lot or some lifestyle changes to help tackle climate change.

Consumers are increasingly eco savvy…

Concern about climate change is impacting our behaviour as consumers. According to the 2022 Global Sustainability Study, 71% of consumers around the world are making changes to the way they live and the products they buy in an effort to live more sustainably.

For 66% of those surveyed, sustainability was one of the top five factors when making a purchase, with 32% willing to pay more for sustainable services or products.

…and that means donors are too

Donors want to know that the charity they’re supporting is committed to sustainability. When the Chartered Institute of Fundraising asked its members whether their stakeholders had asked them about their organisation’s environmental policies or practices, they found these results:

• 50% had been asked by staff
• 24% had been asked by individual supporters or donors
• 25% had been asked by funders

The public are rightly concerned about the climate and that means your charity needs to be too. We have a collective responsibility to take climate action before it’s too late to prevent devastating impact of rising temperatures.

Make your green credentials crystal clear

Donors want to know that the money they give to you won’t only support your service, but that it will also be kind on the planet. Make it really easy for them to find out how you’re taking climate action. You could consider some of the following ideas.

Measure what you’re achieving

Stats often hit harder than words, so start measuring your impact and the improvements you make. You might like to look at the UK Government’s guide to measuring and reporting your greenhouse emissions as a starting point, or complete the WWF’s free carbon footprint calculator.

Shout about your green wins

Make sure donors know what you’re doing about climate change. Tell them about it in your annual reports, blogs, campaign newsletters, or social media. If you’re using eco-friendly promotional materials, explain why. If you’ve made strong commitments to sustainability, share exactly what you plan to do and how you’re hitting your targets.

Get involved with Earth Day 2023

Earth Day is held on 22 April every year and is a great way to focus employees on sustainability. The theme for 2023 is ‘Invest In Our Planet’ and there are plenty of ways to get involved. Don’t forget to share what you’re doing on social media.

Never greenwash

Public trust is essential for any charity to survive, so don’t be tempted to over exaggerate your climate actions. Shout about them, of course, but don’t overstretch the truth or miss out important information. The public is increasingly savvy about consumer brands that greenwash. This can be harmful to a consumer brand, but mistrust in a charity can be devastating. To bring greater transparency to your work, you could consider sharing your definitions for words like ‘organic’ or ‘eco-friendly’. Take a look at some that Amnesty use.

Pledge your commitment

The Association of Chief Executives of Voluntary Organisations has created a framework to help structure a charity’s thinking on climate issues. Pledging your commitment is one way to show the world that you’re serious about climate action.

Talk about who you’re working with

If sustainability is at the core of your work, it’s likely you’re being a lot pickier about who you choose to work with. If you’re working with third party suppliers who have an environmental standard or certificate, let your supporters know. That could be by showcasing a contractor’s credentials in blogs or posting about how your commitment to the planet influences who you choose to work with.