Why Brands Support Charities – and How To Choose A Charity

Brands often align with charities to:

  • Demonstrate their values (e.g. compassion, environmental responsibility, community care)
  • Build trust and goodwill with customers, employees and partners
  • Enhance brand image and reputation
  • Engage staff through meaningful initiatives (e.g. volunteering, matched donations)
  • Strengthen customer loyalty by supporting causes that matter to their audience
  • Create media or content opportunities (e.g. PR, storytelling, campaigns)
  • Differentiate themselves in a crowded market through purpose-driven marketing.

 

But this is not purely altruistic. Brands usually look for some form of return:

What Brands Look for in Return

  • Alignment with brand values and mission
  • Positive PR and brand association
  • Audience reach (shared demographics)
  • Measurable impact and transparency
  • Low reputational risk
  • Opportunities for staff or customer engagement
  • Content/storytelling potential (e.g. for campaigns)
  • Tangible results or metrics to report (e.g. funds raised, lives impacted).

Charity Partnership Checklist for Brands

Use this checklist to evaluate whether a charity is the right fit for your brand:

1. Mission & Values Alignment

  • Does the charity’s mission align with your brand’s values or purpose?
  • Is the cause one your team and/or customers genuinely care about?
  • Is the charity apolitical and non-controversial, or are there sensitive issues involved?

 

2. Credibility & Track Record

  • Is the charity registered, audited and compliant with local laws?
  • Does it have a clear history of impact and transparency?
  • Can they provide annual reports or case studies?
  • Are there any past scandals or controversies? (Google the organisation’s name + “controversy” or “criticism”)

 

3. Brand Reputation Risk

  • Is the charity involved in polarising issues (e.g. politics, religion, activism)?
  • Could a partnership alienate any part of your customer base?
  • Is the organisation financially or operationally stable?
  • Are they associated with any individuals or groups that carry reputational risk?

 

4. Partnership Fit

  • What type of partnership is expected? (e.g. donations, co-branding, content, volunteering)
  • Are expectations clear and manageable on both sides?
  • Are there opportunities for shared campaigns, PR, or storytelling?
  • Is the charity responsive and professional in their communication?

 

5. Impact & Accountability

  • Can the charity show how donated funds are used?
  • Are there measurable outcomes you can report on?
  • Can they help you create content, visuals or case studies for your brand?
  • Will they acknowledge your support publicly?

 

6. Audience Match

  • Does the charity’s community or demographic overlap with your customer base?
  • Will your audience see this partnership as authentic?
  • Could you involve your customers in fundraising or awareness campaigns?

 

Caution: Red Flags to Watch For

  • Poor financial transparency or vague impact reporting
  • Strong political, ideological or religious affiliations (unless clearly aligned)
  • Highly emotional or manipulative fundraising tactics
  • Unprofessional communication or lack of clarity about expectations
  • Demands for exclusive or long-term commitments too early
  • Charities that focus heavily on the founder or have a cult of personality
  • Charities in unstable regions or with potential legal/ethical complications.

Case Studies

Positive Case Studies (Good Fit, Clear Wins)

  1. Whittaker’s & Kiwis for Kiwi (NZ)
  • What happened: Whittaker’s partnered with Kiwis for Kiwi to raise funds for kiwi conservation, releasing limited-edition chocolate bars with conservation-themed wrappers.
  • Why it worked:
    • Strong national pride appeal
    • Whittaker’s brand already aligned with ethical sourcing and local values
    • High consumer engagement with a measurable outcome: each bar helped fund kiwi (endangered bird, national icon) sanctuaries.
  • Takeaway: Simple, authentic, values-aligned partnership with local impact wins hearts and builds brand loyalty.

 

  1. Patagonia & Environmental Causes (USA)
  • What happened: Patagonia donates 1% of its sales to grassroots environmental groups and often takes clear stances on environmental issues.
  • Why it worked:
    • Deep authenticity: the brand’s entire business model supports sustainability
    • Long-term commitment and transparency
    • Appeals to their core audience who expect purpose-driven action.
  • Takeaway: If a brand walks its talk and aligns deeply with its cause, even bold political stands can strengthen loyalty.

 

  1. Boots & Macmillan Cancer Support (UK)
  • What happened: Boots UK formed a long-term partnership with Macmillan Cancer Support, training pharmacy staff to support cancer patients.
  • Why it worked:
    • Staff involvement created internal buy-in
    • Tangible help for people in vulnerable moments
    • Professional execution and consistency.
  • Takeaway: Deeper partnerships (beyond donations) create more impact and credibility.


Negative or Risky Case Studies (Poor Fit or Controversy)

  1. Pinkwashing Backlash – Various Brands & Breast Cancer Charities (Global)
  • What happened: Some brands (especially in the beauty, alcohol, and processed food industries) partnered with breast cancer charities, while selling products that may increase cancer risk (e.g. alcohol, high-sugar foods).
  • Why it backfired:
    • Accusations of “pinkwashing” – using a serious cause to mask harmful products
    • Disconnect between cause and brand values
    • Little real transparency about where money went.
  • Takeaway: A poor fit between product and cause creates cynicism and reputational risk.

 

  1. Save the Children & UK Government (UK)
  • What happened: Save the Children faced criticism for giving former PM Tony Blair a “Global Legacy Award”, despite controversy over the Iraq War.
  • Why it backfired:
    • Staff and public outrage – over 500 employees signed a protest letter
    • Seen as politically compromised.
  • Takeaway: Charity reputation issues can blow back on brand partners – especially when politics are involved.

 

  1. Woolworths & Aussie Farmers (Australia)
  • What happened: Woolworths launched the “Fresh in our Memories” campaign to support drought-stricken farmers – but asked customers to donate at checkout rather than contributing corporate funds.
  • Why it backfired:
    • Perceived as shifting responsibility to the public
    • Brand profiting from the goodwill without real sacrifice
    • Media and public backlash.
  • Takeaway: Performative charity without skin in the game feels hollow and can spark backlash.

Summary

When done well, brand-charity partnerships:
  • Strengthen trust
  • Deepen customer engagement
  • Create powerful stories.

But when done poorly, or when the brand seems opportunistic, misaligned or uncommitted, they can quickly become PR liabilities.