For 40 percent of the world, there is no need to stop and imagine what it is like without access to personal sanitary systems. There is a significant lack of running water and proper sewer systems, which leads to the spreading of diseases from fecal matter and other contamination. In an effort to combat this issue, Australian entrepreneur Simon Griffiths took the logical approach and went straight to the paper, literally.

Who Gives A Crap was started on a fundamentally different notion that charities and donations should not be an extra burden or request on consumers and the public. Instead, work with the purchases people already make and funnel those funds towards the cause.  “I realized we couldn’t simply ask people to give 15 times more, or have 15 times as many people on the street stopping people and asking them to support a cause,” Griffiths says. “We had to completely change the way that we funded social impact.”

Enter toilet paper, one of the most used necessities in the developed world. Through Who Gives A Crap, half the profits from the sale of its toilet papers go towards building toilets and improving sanitation systems around the world. In partnership with WaterAid, both organizations are also spending time in rural areas in developing countries helping people not only learn about the importance of hygiene and public facility maintenance. They are also helping communities use the available resources to build sustainable toilets.

The business model Griffiths has used for his company is similar to the one Ethos Water along with other companies use. It is a recognition that fundraising, donations, and charitable giving should not add to an individual’s finances but simply be a part of it. This way, not only will people be more willing to buy a brand whose proceeds go towards charity but organizations will not have to strain themselves trying to sell an unnecessary gift or perk to unenthusiastic donors.

– Deena Dulgerian

Source: Co.EXIST