EUSL Foundation

Charity as a Business Concept

Care to Change the World

Introduction

Introduction
The EUSL Foundation exists to explore and normalize Charity as a Business (CaaB) within European society. With roots in the European Social Label movement, we fund, support, and catalyze initiatives that demonstrate how inclusive business models can deliver both financial return and measurable societal value.

Our Purpose
We work at the intersection of entrepreneurship, social equity, and regulatory reform—empowering small and medium-sized enterprises (SMEs), municipalities, and institutions to pilot CaaB-aligned models. Through these projects, we help shape a more inclusive economy where doing good and doing business are not mutually exclusive.

What We Support

Pilot projects that test CaaB logic in European markets
Research and advocacy for inclusive procurement and sustainable regulation
Public-private collaborations that benefit local communities
Ecosystem support for SMEs aiming to become certified Social Label holders

Strategic Role
The EUSL Foundation serves as a European counterpart to its African sibling, supporting North–South cooperation, especially in areas where social impact meets entrepreneurial potential. Our work complements EU policy frameworks, philanthropic funding streams, and private sector innovation.

Connected but Distinct
While our methods align with the broader Social Label ecosystem, our mandate is regional. We seek to ensure that CaaB becomes a viable and respected model across Europe—not only as theory, but in practice.

About the Model

Charity as a Business (CaaB) is built on a simple but powerful idea: businesses don’t have to choose between making a profit and making a difference. In fact, when done right, the two can strengthen each other.

At the core of the model is what we call the Triple Purpose. First, every member contributes to real, measurable social impact—supporting people and communities who need it most. Second, businesses benefit financially by gaining access to valuable services that help them grow and operate more efficiently. And third, the model fosters a sense of community—among members, partners, and the people they serve—creating a network of businesses that support each other and share a common purpose.

This isn’t charity in the traditional sense. It’s a new way of doing business—where helping others is part of the business model itself.

How It Works

When a business joins the CaaB network, it becomes part of something bigger. Each member pays a monthly fee, and in return, they receive a carefully selected package of services—things like branding support, accessibility consulting, and digital tools. These services are worth far more than the membership fee alone, making it a smart investment from day one.

But here’s where it gets special: the surplus from those fees doesn’t go into someone’s pocket. It goes into a foundation that funds social initiatives—projects chosen by the members themselves. That might mean daily food handouts during the winter, support for local families, or programs that help people find work and dignity.

And because the foundation publicly promotes the businesses that make these efforts possible, members gain something else too: visibility. Customers see who’s making a difference—and they choose to support those businesses. Over time, this creates a ripple effect. More customers. More members. More impact.

It’s a cycle where everyone wins—and it’s already working.

Real-World Impact

The Charity as a Business model isn’t just a theory—it’s already changing lives. One powerful example comes from a winter initiative where member fees funded daily food handouts for homeless individuals, students, and struggling families. This ran from October through April, offering not just meals, but dignity and warmth during the coldest months.

But the impact didn’t stop there. Local restaurants and hotels that donated their surplus food saw something unexpected: more locals began choosing to eat and spend time there, knowing these businesses were giving back. That shift in loyalty led to the creation of new jobs—on average, one and a half positions per business in roles like waitstaff, kitchen help, and cleaning. It’s a clear sign that when businesses care for their communities, the communities respond in kind.

This is what CaaB is all about—real, measurable change that benefits everyone involved.

Why Join?

Joining the CaaB network means becoming part of a movement that’s reshaping how business is done. As a member, you gain access to valuable services that help your business grow—branding, digital tools, accessibility consulting, and more—all bundled into one affordable monthly fee.

But more than that, you become a Changemaker. You’re not just helping people—you’re inspiring other businesses to follow your lead. Your success becomes a story others want to be part of. And in a world where customers are increasingly making conscious choices, being part of CaaB gives you a clear edge.

It’s not just good for business. It’s good business.

Who Supports Us

The CaaB model has earned the trust and support of major institutions that recognize its potential to drive inclusive development. Organizations like COMESA, the African Development Bank (AfDB), UNDP, and FAO have all seen how this model activates the private sector in ways that align with global goals—from the UN Sustainable Development Goals to Agenda 2063.

Their support isn’t just symbolic—it’s a sign that CaaB works, and that it’s ready to scale. Automatically this reflects to our members, who joins us and works with us for the same reasons.