The relationship between Minus18 and Dr. Bronner’s is something we’re proud of – because it offers a masterclass in how values-aligned brands and organisations can drive sustainable impact. In this case, through a "product-first" fundraising model.

While Dr. Bronner’s (managed by Lateral Foods in Australia) has been a long-time supporter of Minus18, the official launch of their fundraising efforts through the "All-One!" Giving Program last year allowed for a deeper insight into the crucial work being done for LGBTQIA+ youth.

Known globally as the “fighting soap company,” Dr. Bronner’s has always operated with an activist spirit. For retailers looking to collaborate on impact, this case study serves as a blueprint for moving beyond one-off campaigns and into "evergreen" revenue streams.

The Challenge: Moving Beyond Seasonal Activism

For many retail and eCommerce brands, fundraising is often reactive – triggered by specific months like June (Pride) or August (Wear It Purple® Day). While these peaks are vital, they can create spikes in admin and capacity needed, and inconsistent support for the charity.

Dr. Bronner’s sought a model that was consistent, logistically straightforward, and deeply integrated into their sales cycle.

The Strategy: The “One-Product” Giving Model

The core of Dr. Bronner’s strategy is the All-One! Australia Giving Program. Instead of complex, sitewide percentage donations, they chose a targeted approach: donating 100% of sales from one specific product – the Deluxe Sampler Pack – for a set period.

Why it’s a Powerful Model

• Ease of Entry: By selecting a product that is "always in stock," Dr. Bronner’s minimised the need for new supply chain logistics.
• Radical Transparency: The 100% donation model removes customer skepticism. It offers clarity; customers know exactly where their dollars are going, which builds immediate trust in the brand.
• Brand Awareness vs. Self-Promotion: Mel from Dr. Bronner’s notes that they "ask for nothing in return". This selfless approach actually deepens customer loyalty because it prioritises the cause over the corporate profile.
• The Result: A Deepened Connection

The success of this foundation gave Dr. Bronner's the confidence to expand their support. What began as a sampler pack fundraiser has evolved into a limited-edition Pride Soap collaboration for Pride Month 2026.

By working towards an Australia free from discrimination together, Dr. Bronner’s and Minus18 have shown that when a business treats fundraising as a core operation rather than a marketing add-on, the impact is both measurable and long-lasting.

What’s Next?

The success of our initial fundraising relationship has led to our next exciting collaboration: the limited-edition Pride Soap.

Just in time for Pride Month 2026, Dr. Bronner’s is offering a limited-edition 946ml bottle of Pure-Castile Liquid Soap in Cherry Blossom. This special edition bottle further educates customers on a cause Dr Bronner’s believes in, while featuring organic, fair-trade ingredients in a 100% post-consumer recycled bottle.

Support the fundraiser: Check out the Dr. Bronner’s Store

Build Your Strategy: Is your retail brand ready to move toward an evergreen giving model? Learn how your business can fundraise for Minus18.