A giving plan is not a giving claim. Name the recipient, the amount, and the reporting date; report what actually went out; and never let a promise to give do the work of proof.
For we aim at what is honorable not only in the Lord's sight but also in the sight of man.2 Corinthians 8:21
When Paul carried a large gift from the churches to Jerusalem, he did something unusual: he arranged for others to travel with it, so nobody could question how it was handled. His reason is 2 Corinthians 8:21 — “we aim at what is honorable not only in the Lord's sight but also in the sight of man.” Generosity was not enough. It had to be visibly trustworthy.
Businesses that give face the same test today. “A portion of every sale goes to charity” is one of the most common lines in marketing, and one of the least checked. Customers have learned to tune it out. The way through is not to give less — it is to be specific, report what actually happened, and never let the promise do the work of proof.
SIX33 names Love on The World as its intended giving. It has not launched, so it has given nothing yet — and it says so. That distinction is the whole guide.
1. Know the difference between a giving plan and a giving claim.
A giving plan is a statement about the future: “we intend to give 10% of profit to this organization.” A giving claim is a statement about the past: “we gave $1,240 to this organization last quarter.” Both are fine. Confusing them is not. Before you have given anything, only the plan is true — so present it as a plan.
Plan: “We intend to give…” — honest before launch.
Claim: “We gave…” — only after money actually moved.
Never: “Every purchase changes a life” — unless you can show it.
2. Be specific: who, how much, and when.
Vague giving language hides the details customers need to trust it. Name the organization. Say whether the amount is a percentage of revenue, a percentage of profit, or a fixed amount per item — these are very different numbers. Say when you will report.
Who receives it — named and linked.
Revenue, profit, or per-item — say which.
How often you give and when you report.
What happens if there is no profit yet.
3. Report what actually went out — even when it is small.
A short public note — date, amount, recipient, and, where possible, the recipient confirming it — does more for trust than any campaign. Report small amounts too. A first gift of a few hundred dollars, honestly reported, is a stronger foundation than a vague promise of millions.
4. Do not borrow the recipient's results as your own.
If you give to a ministry or charity that does real work, its results are its own. Your business gave money; the organization did the work. Say “we gave $X to Y, which does Z” — not “our customers fed a thousand families,” unless the recipient can actually attribute that outcome to your gift.
This site keeps that line on purpose: the ministry results Daniel and Katie's work has published are reported on their own ledger, and none of it is counted as SIX33 impact.
5. Give from the heart, report for trust.
Jesus warned against giving to be seen (Matthew 6:1–4), and Paul arranged for his giving to be seen as honest (2 Corinthians 8:21). Both are true. Give because God loves a cheerful giver, not because it sells. Report because the people who trusted you deserve to know where the money went. The motive is private; the receipts are public.
The short versionA giving plan is not a giving claim. Name who, how much, and when; report what actually went out; credit the recipient's work to the recipient; give from the heart and report for trust.
Direct answers
Questions about business giving and cause marketing.
How should a business give a percentage of profits?
Name the recipient, say whether the commitment is a percentage of revenue, a percentage of profit, or a fixed amount per item, say how often you give and report, and publish what actually went out — including small amounts.
Is “a portion of every sale goes to charity” misleading?
It can be, because it does not say how much, to whom, or when. Specific, reported giving is far more trustworthy.
Can a business claim the impact of the charity it supports?
Only if the charity can attribute that outcome to the gift. Otherwise report what the business gave, and credit the outcomes to the organization that did the work.
Does SIX33 give to charity?
SIX33 names Love on The World as its intended giving: a big part of its heart is raising funds for that ministry, and the giving is meant to grow as the brand grows. SIX33 has not launched, so it has not given anything yet.
