Call for bold brands

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Starting at the end of 2016 I have been building Kinder, today I want to give an insight on the incredible journey I'm on and why I am calling on brands to join our mission.

It all started as an idea for an iPhone App.

What Tinder is for dating, Kinder is for donating.

The app allowed you to swipe through charitable organisations and quickly make a donation to those you liked. The algorithm would feed you organisations which would fit your giving profile, show you backed organisations by friends or influentials or you could browse through collections and categories.

End of 2016 we started building Kinder. It started as an idea for an iPhone App.

What Tinder is for dating, Kinder is for donating.

The app allowed you to swipe through charitable organisations and quickly make a donation to those you liked. The algoritm would feed you organisations which would fit your giving profile, show you backed organisations by friends or influentials or you could browse through collections and categories.

But quickly the idea for this app evolved into something bigger.

After diving head first into this unknown charitable space I met people who were talking about effectiveness of programs and I learned that some excellent programs were 1000x more effective than their good enough alternatives.

That started with these questions:

What if with the same money raised but spent on this excellent program the impact could be 1000x higher on the problem we're trying to solve?
Wouldn't it make sense than to try to get every organisation focussing on that problem implementing that excellent program instead of a good or mediocre one?
How, in this silo-ed sector where all organisations are competing for the same donors, can we start nudging organisations towards this impact-driven approach?

These questions (and a dozen more) set us on the path to become the world first organisation trying to make sense of the charitable space and all the organisations in it. The vetting framework we started to build should allow us to benchmark charitable organisations focussing on a certain problem in a certain region and simply allowing the funders to pick the best performers. Everybody wins. The funders, the organisations, the beneficiairies, the planet.

So fast forward to 2020.

The pandemic is making it very tough for organisations to connect to funders in the conventional ways. All sports events (often used for fundraisers) are paused. All fundraising events they normally organise are cancelled. Even door collections or street raising has come to a halt. So there is some real urgency in providing new and improved ways to raise funds.

Right now we are at the stage that we have a great university backed framework. We've vetted over 2500 organisations and tweaked the algorithm. And we've created some great products and services to raise funds. Right now it is time to connect the data to the funders and start raising for the top 10%.

Call for brands

And for this we need to involve brands. 

Bold brands that really want to do good, better. Brands that want to tackle important problems in the world.

Brands that will embrace an appeal to fix that problem.

Because together we have the power to effect change and to inspire and motivate people.

We want to enable this strength to make a difference, creating a community of concerned citizens and organisations that are creating lasting impact.

I’ve seen the effects of a silo mentality in the charitable landscape.

This call is for Brands that dare to stand up and tear down these silos. Because only together we can make a change.

Who is the business leader that I need to speak to?

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