’Tis the Season: December’s Guide to Nonprofit Giving

This article first appeared in the December 2024 issue of Presence Marketing’s newsletter.

By Steven Hoffman

December is a time when the conscious CPG industry traditionally leans in to support nonprofit organizations dedicated to healthy living, the environment, community development, social justice, nutrition and hunger, animal welfare, education and more. Ask anyone in the natural channel what mission they support and more often than not, you’ll get a passionate earful. Surely, you and/or your company have particular causes you support. Yet, in this season of giving, we’d like to present 12 nonprofits worthy of consideration for their invaluable contributions to people and the planet.

Adopt a Native Elder
For more than 30 years, Adopt-A-Native-Elder (ANE) has used an integrated approach to go beyond charity to assist traditional elders on the Navajo Reservation in Utah and Arizona. ANE serves to help reduce extreme poverty, food insecurity and hardship facing traditional elders living on the Navajo Reservation. ANE is a humanitarian organization focused on delivering food, medical supplies, firewood and other forms of elder support while honoring the tradition and dignity of Navajo elders. ANE also offers one-of-a-kind, handmade woven rugs and jewelry available for sale, in which 100% of the proceeds benefit the elder artist.

Alaffia Foundation
Growing up and working to support his family in Togo, West Africa, Alaffia founder Olowo-n’djo Tchala witnessed firsthand the injustices and inequalities many of the women in his village faced. After attending university in the U.S., he felt driven to do something about it. In 1996, Tchala met his partner Prairie Rose Hyde, who served in his village as a Peace Corps volunteer. Inspired by a shared mission, the two launched Alaffia’s first shea butter collective in 2003. In 2004 they established the Alaffia brand in the U.S. Alaffia partners with Global Alliance for Community Empowerment (GACE), a 501(c)3 organization, to empower women and their communities in West Africa by investing in fair trade, maternal care, child education, clean water and climate change.

Comparsa
Comparsa is a documentary film dedicated to shining a light on a group of young women in Guatemala who use performance art to empower their community against gender-based violence. Directed by veteran filmmakers Vickie Curtis and Doug Anderson, Comparsa follows sisters Lesli and Lupe, who are spurred to action after the murder of their friend Siona in a fire. Driven to overcome a culture of silence, the sisters stage a grand public performance called a "comparsa" to raise awareness and combat violence against women, and to inspire a new generation of young leaders in Latin America. The nonprofit Girl Rising team is collaborating with the filmmakers of Comparsa to share Lesli and Lupe’s inspiring story.

Conscious Alliance
From exchanging copies of a poster donated by the String Cheese Incident to concertgoers at Denver’s Fillmore Auditorium for cans of food for a food drive in 2002, today Conscious Alliance operates out of an 11,000-square-foot distribution center, serving local communities and Native Americans, in particular the Pine Ridge Reservation in South Dakota. Working with top bands and musicians, including Dave Matthews, Widespread Panic and others, along with renowned poster artists, Conscious Alliance’s Art that Feeds program has delivered millions of pounds of food and helps feed students at all 15 schools on the Pine Ridge Reservation. The group also serves communities hit by natural disasters. Conscious Alliance works directly with natural food companies for product donations. Buy a concert poster and make a donation at ConsciousAlliance.org.

The HerbiCulture Project
Established by Catherine Hunziker, founder of herbal products leader WishGarden Herbs, The HerbiCulture Project (HCP) is a nonprofit organization dedicated to advancing medicinal plants while promoting regenerative production methods to ensure the highest quality botanicals, and to rebuild soil health and sequester carbon. HCP brings together a network of herbalists, regenerative farmers, permaculturists, researchers, soil health and climate specialists, nutritional supplement providers, agri-voltaic leaders and more. HCP has a mission of reintroducing medicinal herb crops at scale domestically as a solution to three critical issues: 1) Generate more lucrative crop revenues and healthier soil for farmers, 2) Support a growing demand and need for sustainable wellness ingredients sourced in the U.S., and 3) Introduce strategies that can improve soil health, which is at the root of our climate crisis. Visit The HerbiCulture Project’s Go Fund Me Page to donate.

Kiss the Ground
With award-winning documentary films and storytelling, educational materials and partnering with companies, Kiss the Ground (KTG) is at the forefront of advancing regenerative agriculture. Founded in 2013, KTG holds the vision that every person has a unique way to participate in the reverence, stewardship and regeneration of the planet. In 2020, in partnership with Big Picture Ranch, Kiss The Ground released a groundbreaking documentary on Netflix narrated by Woody Harrelson. The film and its sequel, Common Ground, which have been viewed by millions of people, explore regenerative agriculture, an innovative approach to farming that combines indigenous knowledge, holistic management and modern science and has the potential to heal the planet, create food security and mitigate climate change. Learn more about partnering with KTG here.

Living Lands & Waters
After years of being told "no" by the government, in 1997, East Moline, Illinois, resident Chad Pregracke decided to start cleaning up the Mississippi River by himself, founding Living Lands & Waters. Inspired by NASCAR races, the nonprofit organization received its first sponsorship, and Chad was able to remove 45,000 pounds of refuse from the river in his first year. Today, with the help of more than 126,500 volunteers and supporters, Living Lands & Waters hosts river cleanups, watershed conservation initiatives, educational workshops, tree plantings and other environmental efforts. Since the organization was founded, it has grown to be the only “industrial strength” river cleanup organization like it in the world, and has removed over 13 million pounds of garbage from U.S. waterways. Learn more about Living Lands & Waters in this video, and contribute here.

Rodale Institute
Celebrating more than 75 years of organic leadership, The Rodale Institute remains at the vanguard of science and best practices in advancing organic and regenerative agriculture. Rodale's nearly four-decades-long flagship study, the Farming Systems Trial, has scientifically proven that organic agriculture performs as well as, if not better than, conventional agriculture. Rodale focuses on demonstrating the power of nutrient-dense organic food in preventing and reversing diseases and works to create economic vitality in rural communities by training tomorrow’s organic farmers. Rodale also partners with schools, hospitals and other community organizations to help people make informed choices about the food they eat and how that impacts their health. Visit https://rodaleinstitute.org.

Salt & Light Coalition
Based in Chicago, the Salt & Light Coalition is a grassroots organization dedicated to breaking the cycle of human trafficking through mind-body restoration and workforce development. Salt & Light believes that yoga, fitness, proper nutrition and spirituality can change the world. The organization provides a one-year program for survivors of trafficking that focuses on healing, job training and building self-sufficiency. Most victims are immigrants and people of color, says Salt & Light founder Isabel Olson, Ph.D. It's also an epidemic in our own back yard -- “Even though we’re not aware of it, 25,000 women are trafficked in the Chicago area every year. That’s two women every hour of every day,” Olson says. Learn more and contribute at https://saltandlightcoalition.com.

The Organic Center
The Organic Center (TOC) is the organic products industry’s leading independent research and education organization advocating for the nutritional, health, environmental and climate mitigating benefits of organic food and farming. Founded in 2002 as a nonprofit 501(c)3 organization under the administration of the Organic Trade Association, TOC collaborates with leading academic and governmental institutions to advance research on organic food and farming, and to communicate those findings to the public. TOC is hosting its second annual Organic Night Out fundraiser on March 5 at Expo West 2025, and is currently accepting nominations from brands and businesses for the Organic Champions Awards, to be presented at the event. Visit https://www.organic-center.org.

Vitamin Angels
Founded in 1994 by natural products industry veteran Howard Schiffer, Vitamin Angels is a public health nonprofit organization working to improve nutrition and health outcomes in low-resource settings worldwide. The organization helps to strengthen, extend and amplify the impact of partner organizations working to reach the most nutritionally vulnerable groups, including pregnant women, infants and children, with evidence-based nutrition interventions and health services. Vitamin Angels works with more than 2,000 local organizations, including governments, to reach more than 60 million women and children in 65 countries annually. Vitamin Angels will host its 2025 Celebration on March 4 at Expo West. Visit https://www.vitaminangels.org.

WomenServe
In 2006, Nioma Marissa Sadler traveled to Rajasthan, India, as the Goodwill Ambassador for leading tea company Traditional Medicinals. While visiting the farms, she would sit with local women and listen to their stories of the oppression that still exists in rural India. Inspired by the stories they shared, WomenServe was born. Since then, the organization has invested over $5 million, with a mission to cultivate self-reliance in women and their communities by providing platforms and skills that foster community engagement, advocacy and collective participation. "Through amplifying women's voices and leveraging their strengths, we enhance local power and resilience. Rajasthan is just the start of our mission to establish gender equity and transform the lives of women and girls," says Nioma. Traditional Medicinals partners with WomenServe, particularly in farming communities in India. Visit https://www.womenserve.org.

Steven Hoffman is Managing Director of Compass Natural, providing public relations, brand marketing, social media and strategic business development services to natural, organic, sustainable and hemp/CBD products businesses. Contact steve@compassnaturalmarketing.com.