Photo Jeff Johnson
When Yvon Chouinard et Craig Matthews decided in 2002 to found 1% for the Planet, they had one goal in mind: “to increase the effectiveness of associations campaigning on the ground for environmental preservation, by providing them with funds.” They chose the number 1 because it is simple, and associated with turnover because it is a number "dur", which is not linked to the variation in profits. It is a bias, from the start, which has since allowed 20 years and thanks to more than 5250 companies or brands in the world today (at a rate of 200 new ones per month, including 40 in France), to pay back more than 50 million annually to associations of Environmental Protection.
Despite these figures, the environmental cause remains, even today, the poor relation of philanthropy: in France it only represents 7% of the sums coming from corporate sponsorship. This is insufficient given the challenges we are facing and will face.
The team's job is therefore to convince companies to dedicate 1% of their turnover to philanthropy and to direct this philanthropy towards the environmental cause. We offer them scopes of commitment: the entire company, one or more of their brands, or even a range. With a prerequisite in the case of entry via a range: a minimum annual philanthropy of €20k, which allows us to avoid using "Low cost" of our logo.
For any scope whatsoever, and with increased vigilance when it is within the framework of a range, our team strives to verify that the communication does not exceed the scope of philanthropic commitment. The semantics usable in communication are contractual and strive to remain on real, fair and appropriate terms.
At the same time, for the direct allocation of their 1%, we put companies in contact with associations, during 1% coffees Meetings for the Planet, Or Advent calendarThis connection between businesses and charities allows for the acceleration of donations to the latter, an acceleration which directly increases their effectiveness. It is also a fantastic tool allowing any company to involve its employees in its philanthropic choices.
Third key point in the 1% model: verification of compliance with the commitment. We compare the turnover and the amount of donations made annually. The obligation to provide proof makes all the difference between a displayed philanthropy and verified philanthropyIf a company does not respect the (contractual) commitment, it must leave the collective.
Finally, if business feeds philanthropy, the reverse is also the case: philanthropy feeds business. The companies in our movement are, for the most part, very committed; they are well aware of the need for alignment between their footprint and their philanthropic commitment, and if this is not the case, the associations are there to remind them. It is this two-way exchange that makes our movement so rich.
The 1125+ French companies that support us today alone represent more than €9 million in annual philanthropy, an amount vital for the (sur)vival of many associations.
The use and distribution of these funds will be detailed in our Activity Report, soon published on our website, to share our efforts in complete transparency.
Our small team works tirelessly to fulfill the mission entrusted to us 20 years ago by Yvon Chouinard and Craig Mathews: to increase the effectiveness of grassroots environmental conservation organizations by providing them with funding.
Thank you to the 646 approved associations in France for the energy they devote to defending biodiversity, the climate and all issues of ecological and social transition.
Time is running out, the road is still long and we are stubbornly following it.
— An article from 1% for the Planet —