Buy One Give One campaigns and companies seem to be popping up a lot lately and make ‘change-making’ easy and affordable.
Toms Shoes is often regarded as a model for an innovative enterprise solution to poverty. The company’s implementation of the one-for-one business model, means that for every pair of shoes that a customer bought from Toms Shoes, the company would give away a free pair to someone who needed shoes.
People Water is not a charity or a non-profit organisation. It’s a for-profit, cause-based business, committed to alleviating the global water crisis. Working with a double-bottom-line means that they believe that success goes beyond just turning a profit. There’s a responsibility to make a positive impact on the world its community.
When a well is put into a community it changes everything. No more drinking dirty water, no more long exhausting walks for women and children, and most importantly, the people of the village can be healthier.
For People Water it doesn't matter if they are building a new well or fixing a broken one. The only thing that matters is that people are getting clean water and with that clean water a chance to live a better life. That's why they do what they do.
What can we learn from People Water?
Connect a donor to the recipient.
We know from research that people are most motivated to help when they feel a connection to those whom they’re helping. It is easier to connect to a person than to an abstract action. So if a company is giving 10% for research, it’s hard to feel passionate about that. But if you are helping communities to have access to clean drinking water, there is a very direct connection. It’s psychologically a smart strategy to connect one donor to one recipient.