The DoNation

The DoNation is a new form of sponsorship that replaces cash with action, enabling people to actively engage their friends in living more sustainably and doing social good.

Website: www.thedonation.org.uk

The DoNation works much like existing sponsorship sites, but when a 'doer' does a big challenge e.g. a marathon, instead of asking for money they ask their friends to support them by doing simple actions e.g. eating local seasonal food, cycling to work, or washing clothes at 30°C. The value of their 'donations' is calculated in terms of how much CO₂ it saves, with the potential CO₂ savings published alongside their pledge and comment on their friends sponsorship page.  The sponsor also receives helpful advice and reminders about their action throughout the sponsorship period - which is two months long. See here for an example. 

Since launching the beta site in May 2011, over 1,200 people have supported over 120 challenges, ranging from triathlons to knit-a-thons and wedding gift lists. Together, they've done over 1,500 'DoActions', saving over 167 tCO₂ and generating a wide range of other benefits, including improved wellbeing, health, and financial savings.

The Donation wants to broaden the focus beyond environmental sustainability to incorporate more social 'DoActions.'

The Award: The DoNation has been awarded £48,750 to integrate more social 'DoActions' onto the site and to develop key partnerships that will increase the number of people participating.

Contact

Hermione Taylor, Founding Director: Hermione@thedonation.org.uk