Goodify brings the Giving Economy to retail: 2,35 million euros donated to non-profit organisations over 10 years

The Giving Economy model developed ten years ago in Italy by the benefit company Goodify has exceeded 2,35 million euros in donations, 120.000 people involved and thousands of beneficiary non-profit organisations.

An insight that taps into Italians’ particular sensitivity towards solidarity. According to the World Giving Report 2026 by the Charities Aid Foundation, among Italians who donated money in 2025, 42% say they did so because they consider it a duty to help others when they have the opportunity, compared with 38% globally.

In this context, Goodify has evolved from its first local tests between Bolzano and Bassano del Grappa into a national model adopted by organisations such as Md, Würth, Ferrari Trento, Promotica, Dedagroup and Unguess, as well as by dozens of new local businesses and small companies every day.

“When we started, we had a simple idea: to enable people to do good through their purchases, freely choosing the cause to support. Technology was meant to make this gesture easy and part of everyday life. After years of experimentation, the more than 2,35 million euros allocated to non-profit organisations demonstrate that the model works and can generate a tangible impact. Now we want to give more and more people the opportunity to change the world, one purchase at a time,” explains Paolo Plebani, CEO and founder of Goodify.

With every purchase, the company donates and the consumer chooses

The principle is simple: the company provides the donation, but the individual chooses where it goes. When purchasing from a Goodify partner company, the consumer can receive a donation funded entirely by the company, without spending a penny more, and allocate it to the non-profit organisation they care about or to a cause they identify with: from children to animals, from the environment to scientific research, through to older people and the fight against poverty.

Goodify is the technological infrastructure that brings together three protagonists: the people who buy, the companies that sell and the non-profit organisations that turn every donation into a positive impact. Companies combine growth with social value; people do good without spending more; non-profit organisations receive new donations on an ongoing basis.

From donation to impact

Behind the 2,35 million generated overall are thousands of individual choices. One of the most significant examples concerns animals: through donations activated with Goodify, 45.000 euros were allocated to Balzoo – Banco Italiano Zoologico Onlus. The resources contributed to the distribution of more than 60 tonnes of food, helping more than 3.000 animals and 400 families in difficulty and supplying 35 shelters in eight Italian regions.

The Giving Economy

The Giving Economy does not arise in opposition to business. Goodify’s premise is that positive impact and business objectives can mutually reinforce each other.

Corporate donations – deductible at 100% – thus also become a tool for building a different relationship with customers, employees and partners: they make the company’s social commitment visible and directly involve people, rather than merely communicating a decision made from above. The model can be integrated into physical and digital channels, in B2C as well as B2B.

Goodify is now seeking to accelerate the spread of the Giving Economy in retail and e-commerce, subscription services and corporate welfare. At the same time, it is developing partnerships with payment and banking operators capable of taking the model to scale, consolidating it in Italy before gradually looking beyond its borders.

“When we started, we were not yet talking about the Giving Economy. We began with a conviction: running a business and generating a positive impact should not be two separate activities. It is a vision with deep roots in Italy: as early as 1765, in Antonio Genovesi’s civil economy, the market was also considered a place of trust, reciprocity and the common good. With Goodify, we bring that principle into everyday life: every purchase can generate a donation funded by the company, leaving the individual free to choose the cause they truly care about. For us, this is the heart of the Giving Economy,” concludes Paolo Plebani.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.