Why we built this, methodology, and sources
Businesses have made a lot of headlines recently with huge donations. Have you ever felt as if you just can't make the same level of impact? Individuals, like us, who want to help the cause, feel like our $10 is nothing compared to a celebrity or company's $10 million. Why donate if we can only make one-millionth of the impact? But when you scale down these seven-figure donations from billion-dollar multinational to the average household, many of these donations have a proportionate impact of our donating less than $100.
A company like Home Depot gets loads of good PR from a million dollar pledge, but they make gross profit of around $40 billion. That's a donation of just 0.003% of their income. 0.003% of the average Canadian's income comes out to less than a toonie. We can all spare a toonie, can't we?
We made this site to demonstrate how every one of us can make the same proportional impact. If companies, in their performative activism, can pledge pocket change and make a difference, so can we.
Corporate and personal finances are two wildly different worlds. Because funny corporate accounting tends to skew taxable income, we chose to compare pre-tax figures that we felt best represented the amount of money that is under the company/person's control to decide spending.
Many businesses post negative taxable revenues (e.g. Uber) while still clearly generating revenue, so we used a measure of revenue less cost of revenue. Public companies have wide ability to choose exactly what figures to report, so the cost of revenue was not always provided. We used the following list of figures, in order of priority, moving down the list if the previous figure was not available, to calculate "profit".
In the case of brands being wholly-owned subsidiaries, we attribute the whole donation to the parent company. For joint donations, we assume an equal split between organizations. If a company pledges to donate over a number of years, the donation value shown is the whole pledge divided by the number of years. If a number of years is not given, we divide by five.
In the personal world, we chose to this metric with total income, since there is no cost of revenue in personal finances. The Canadian, American, and British censuses report median household total income by FSAs (the first three letters of postal codes), ZIP codes, and MSOAs, respectively.
This website includes information copyright the Canada Post Corporation (2016). This website uses United States Census Bureau data but is not endorsed or certified by the Census Bureau. This website contains data from the United Kingdom Office for National Statistics licensed under the Open Government Licence v3.0 and Royal Mail data under Royal Mail copyright and database right (2020).
The adjusted figure shown is calculated by taking the percent of profits donated and multiplying by the local median income.