What makes NFullerArt special?

I saw an advert on YouTube for a charity, and they had this incredible concept that got me thinking...

The primary premise is that when you donate, 100% of your donation goes to the project and groundwork itself. The rest is funded by grants and other schemes, so you aren’t paying for an admin person to run the charity—we all know how that feels.

There’s a lot of controversy around this with almost all of the larger, household-name charities. Back to this later.

Have you ever bought a seasonal greetings card from a supermarket and noticed it says it's supporting a charity on the back? It always sticks in my throat. I think, “Yeah right, my £2 card pack—probably less than a penny goes to them, and none of that will go to the support it actually needs.” I find it all a bit icky.

The secondary premise of that charity was that you get some kind of confirmation or literature that shows you how much you donated and where it went to support the cause.

This all got me thinking. There are so many wonderful, unique, and effective smaller charities and conservation projects around the world—but most people only donate to the Big 5. These are highly controversial, and I think we can do better. I’m not saying they don’t do incredible work, or that you should cancel your subscriptions and donations. I just want to do it differently.

I have so many ideas for products and prints I can make, and I thought—why not pick smaller or more niche wildlife charities and projects to support?

The other thing that always puzzled me was how shops often have charity boxes at tills, and they’re contracted—usually annually—to support only one charity, meaning they have to decline donations to “rivals.” I get that spreading money out can reduce impact, but if it means someone won’t donate at all, then that’s silly.

So I came up with this crazy idea that my husband thinks is both impractical and logistically impossible:
I want to give a fixed 10% of all my profits from our original work, to conservation projects around the world.

I know it’ll mean pennies per charity at first, but as I grow, so will that amount. I want to tell people exactly how much of their money went to charity and what that charity does. I want transparency. I want to shine a light on how much actually goes to groundwork.

Let’s say I pick a larger charity—which I might, if the product fits—I won’t avoid them completely, they have big affects on conservation and we would be lost without them. But I want more clarity in how we donate and support conservation. I want to find the estimates on percentage of donations that go to groundwork vs. admin or marketing, and show you.

I want every purchase from work we created, to tell you exactly how much you donated and where it went—even just roughly.

I hope to educate people on the variety of conservation work they can support. To shift people from being donors to just the Big 5, to becoming supporters of diverse, global projects that need it just as much.