When charity: water began, we made a bold promise. 100% of public donations would fund clean water projects. And it is a promise we still maintain. We even pay back credit card fees, meaning if a donor gives us £100 with a credit card and we only get £97 because of the fees applied, we make up the £3 and send the full £100 to our partners in the field. Since we treat the clean water and operations sides of our business differently—separate purposes, separate fundraising goals, separate bank accounts—we can guarantee that every public penny donated helps bring clean water to people in need. And so far, more than 1 million people from 100+ countries have given this way. See our 100% Model Statement.
From day one, we’ve relied on a small group of generous philanthropists to fund our operating expenses—things like staff salaries, office rent, and trips to the field. It’s not always easy, but it’s an approach we believe in deeply. So, to help us grow in the UK market, we now invest Gift Aid payments from HMRC into our operations budget. Year after year, our commitment to transparency inspires support from passionate donors, enthusiastic fundraisers, long-standing brand partners, and loyal volunteers who believe—like we do—that clean water truly changes everything.
These entrepreneurs, artists, musicians and business leaders fund our overhead costs - costs that include office rent, staff salaries and benefits, flights, and even the toner for our copy machine. By committing multi-year support for operations funding, Well Members allow us to plan for the future, creating efficiency and stability. And Members of The Well provide more than just financial support—they’re also some of our most loyal teammates, our most visionary partners, and our most outspoken champions.
Like any startup, we need visionary investors who believe in and support our business model, so we can stay focused on what matters most: solving the water crisis. Since we can’t offer stock options or the promise of a big buyout to our generous investors, our Well Members’ ROI is measured in the number of people whose lives are transformed by clean drinking water. That’s now 11 million people and counting, thanks to their support of our work.
Angel Investors and entrepreneurs, Michael and Xochi Birch joined our mission in 2008, just two years into charity: water’s existence. They became the first family to donate a one-time gift of $1 million to support operations, at a critical time in the organization’s growth. Their radical generosity allowed us to focus on building an innovative and inspiring brand that would one day reinvent charity for millions. The Birches even invested in charity: water’s technology, helping us build out our first online fundraising platform.
The Birch family has continued to invest in our infrastructure and work in the field year after year, and they remain the largest single contributors to our work. They’ve also traveled as a family with charity: water in more than 10 countries to see the completed work in person.
The Pool is a community of business leaders, founders, and entrepreneurs who donate a portion of their private holdings to support our operations and provide a unique employee benefit.
This new giving community is the first-ever program to incentivize and reward nonprofit employees through equity, and the newest way to power our 100% model so that all public donations can go directly to providing clean water for people in need.Learn More
Beyond The Well, a select group of companies and foundations have chosen to support our staff salaries and operations through corporate gifts, percentage of sales, and campaigns tailored to each business' market and brand.
From technologies to office furniture, much of what we have is donated by generous companies. We're deeply grateful to those who provide equipment and services to help us get the job done with quality and style.