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Could having a charity focus be good for CBD businesses?

Home » Could having a charity focus be good for CBD businesses?

Estimated reading time: 7 minutes

Thinking about adding a charity or give-back option to your CBD business, but are unsure how to implement it?

There are many different reasons why having a charitable give back program may work for your company. The options are endless when it comes to the different areas for donation.

Here are five companies that have made it work for them.

Why is it good for brands to have a charity focus?

Charitable work supports the values of a company, especially CBD brands that are dedicated to helping their customers feel better. It can positively impact the reputation of a company while increasing the reach to a wider audience. Partnering with different brands can not only help charities to provide valuable resources but can also give the brand access to a new social reach and consumers.

A study on consumers revealed that 82 per cent would choose a brand that was perceived as philanthropic rather than not. However, it’s increasingly easy for consumers to check which brands follow through with their promises to support charities or services.

If you are thinking about adding a charitable focus or a giving back program to your brand, then here are some companies that have made it work.

Charity focus: CBDiablo

CBDiablo: Mental Health support

Ian McLauren and Sam Williamson co-founded CBDiablo together in 2019, an online, Edinburgh-based CBD store that has a particular focus on mental health. Both men have experienced mental health difficulties in their lives, which made them feel passionate about offering help to others who may be struggling. So much so that they donate a portion of their profits to mental health charities.

They chose to partner with Campaign Against Living Miserably (CALM), a charity that takes a stand against suicide in the UK. It helps by raising awareness of the stereotypes while offering help and running life-saving services.

Ian and Sam decided to donate 20 per cent of their profits to CALM. In September, they posted on their Instagram that they donated £665. CALM highlighted that just £8 can answer one life-saving call and that they managed to answer over 83 of these over the month of August.

Sam Williamson explained why having a charitable focus worked for CBDiablo: “When we were considering whether or not to have a charitable focus attached to our business, we decided it would be worthwhile for a number of reasons. Firstly, it felt like a good and obvious thing to do given the business type that we have. Many people take our products for health and wellbeing purposes, so we wanted to tie that focus in with support for a charity that people could contact if they felt their mental health was really deteriorating.

We also knew that we’d be doubly motivated to grow the business, not only to increase sales but also to increase the amount we donate to charity each month. It really does feel amazing to donate money every month to a cause that we really believe in and when the going gets tough, it’s motivating to remind ourselves how much we’ve raised. Plus, there is definitely a marketing advantage. Much of our feedback highlights that many of our customers decided to buy from us based partly on our charitable focus, and we also get to use the charity branding within our own marketing materials, which definitely adds legitimacy to the business.”

 

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Our Remedy: Women’s health

Our Remedy is a CBD brand with a focus on menstruation and women’s health.  They sell wellness tea blends and CBD oils. With each product sold the brand makes a donation to period poverty charity, Bloody Good Period.

The team chose to partner with Bloody Good Period as they understand how difficult it can be to have period pain on a daily basis. They wanted to help anyone struggling with heavy or painful periods who may not be able to afford basic sanitary care. Period poverty is a huge issue globally but also in the UK.  It is estimated that currently, over 137,000 children across the UK have missed school due to period poverty.

Our Remedy also participated in ‘Environmenstrual week‘ which was organised by The Women’s Environmental Network. The brand donated money for every like, share or comment they received on social media on Instagram for the week.

 

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Max and Neo CBD: Animal well-being 

Although CBD is not legal for pets in the UK, there is a huge American industry for animal-friendly products. This includes oils, treats, food and treatments.

Kenric Hwang started Max and Neo in 2015 after his brother’s dog Max passed away. The CBD brand is based in Scottsdale Arizona and sells a range of CBD oils, chews and salves. The company matches the purchases its consumers make with an equivalent donation to pet rescue organisations.

The company work through an alphabetical list of non-profit animal organisations each year. The website gives customers the opportunity to select a particular shelter from a long list when they are making a purchase.

In January 2021, the company and some volunteers packed up 4,000 boxes of dog supplies as a donation for rescues and shelters.

CBD charity: A CCELL vape

CCell: Veterans

CCELL will be partnering with the Veterans Walk and Talk (VWAT) to gift its members with limited edition CBD vapes that highlight their military service.

Veterans Walk and Talk is a community project based in the US, offering support, psychedelic therapy and cannabis.

Speaking with Cannabis Health, Joe Strain, vice president of CCELL said: “US military veterans are some of the most selfless individuals, so we thought they would be a perfect fit. We heard about what VWAT is doing for veterans and decided to support the organisation on its mission to help improve the lives and health of veterans by providing them with CBD vaporisers. The alignment was undeniable, and we’re honoured to be a part of helping them further their mission.”

He added: “CCELL has produced limited edition CBD vapes which will signify that the users of the vapes are members of Veteran’s Walk and Talk. Not only is this great for the members, but it is also significant for this non-profit organisation as it helps to spread awareness about the great work that VWAT does and will help encourage more people in need to join.”

 

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Ethica CBD: Planting trees

Ethica CBD owner Ruarri Spurgeon is committed to being as sustainable as possible while tackling the businesses impact on the world. This has led the brand to use environmentally friendly packaging and ensure they use the most effective ways to grow their hemp.

The team decided to partner with Tree-Nation, a non-profit NGO dedicated to fighting climate change one tree at a time. For every product sold, the company plants a tree. The aim to is help preserve the future generations of the plant while fighting climate change. They also work with Surfers against Sewage, Cornwall Wildlife Trust and through their packaging company World Land Trust

Tree-Nation allows citizens and companies to plant trees across the world in order to offset their CO2 emissions. When they make a purchase, customers get a planting certificate and can keep track of the trees as well as follow the CO2 offset of the EthicaCBD forest. So far, the company have planted 3014 trees and captured a total of 59.32 tonnes of CO2.

Speaking with Cannabis Wealth, Ruarri Spurgeon, Founder of Ethica CBD said: “As far as benefits to our company, personally I like being able to leverage our business to contribute to the environment; I would not have been able to do this in a personal capacity. Within the next 12-18 months, I hope we can plant 1 million trees; we have got some way to go but there are plans afoot to achieve this. We have started an initiative called the 100 club where we will need 10,000 members to hit our target.”

He added: “I am a keen surfer and have a special relationship with Seals, I had had many close encounters. So Surfers against Sewage and Cornwall Wildlife trust were obvious choices for me, both do amazing work. I live within walking distance of the Atlantic Ocean for which I am very grateful. The people locally are generally responsible for the environment, we participate in Beach Cleans etc. One Tree-Nation and World Land Trust enable us to not only offset our businesses negative impact on the environment but give back, make it better, at least I hope so.”

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