Design for Good
Design for Good is a UK-registered charity that mobilises 2,000+ designers from 16+ corporate members across 30 countries to co-create open-source products and services with NGOs and affected communities, targeting UN Sustainable Development Goals through structured two-year cycles.
- Company typePrivate
- Founded2022
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Design for Good does
Design for Good is a UK-registered charity (Charity No. 1212756) founded in 2022 and headquartered in London, operating as a global alliance that mobilises designers from leading organisations to co-create open-source products and services with NGOs, charities, and affected communities, primarily targeting the United Nations Sustainable Development Goals. The organisation runs structured two-year cycles focused on specific SDGs — Cycle 1 (2022–2024) addressed SDG 6 (Clean Water and Sanitation), Cycle 2 (2024–2026) targets SDG 4 (Quality Education), and Cycle 3 (2026–2030) will focus on SDG 3 (Good Health and Well-being) and SDG 13 (Climate Action). To date, it has mobilised more than 2,000 designers from 30 countries and produced 32 impact projects including mobile applications (Million Wells App in India, WaterStarters Maintenance App in Kenya, MaliMai in South Africa), physical products (Project Bu biodegradable flipbook, SABAL DIY toilet kit), and educational/social media campaigns.
The organisation's technology stack is primarily a coalition and project-delivery platform rather than a software product business. Core enabling technology consists of an AI-augmented design collaboration layer — provided through Alliance partnerships with OpenStudio (AI design platform) and Miro (AI collaboration tools) — used by volunteer designers to accelerate concept exploration, iteration, and execution. The product portfolio is open-source and freely distributed, with apps available on Google Play and Apple App Store, and physical/digital products downloadable from the organisation's website. The RCA x Design for Good Academy, delivered in partnership with the Royal College of Art, provides a six-module training programme with formal RCA certification, and is opening to 50 paid public places in 2026–2027.
Design for Good's revenue model is a hybrid charity model with three primary streams: (1) individual public donations via weekly, monthly, quarterly, and annual subscription tiers (£10–£75 presets); (2) upfront contributions and recurring membership fees from 16+ Alliance corporate members including Microsoft, Nestlé, PepsiCo, Philips, General Mills, LIXIL, Logitech, Nedbank, McKinsey, bp, Airbus, Lloyds, and DBS Bank; and (3) forthcoming paid Academy tuition from public participants. Alliance members additionally contribute designer volunteer time, in-kind expertise, and strategic oversight through a Board of Trustees that includes former IDEO CEO Sandy Speicher, McKinsey's Ben Sheppard (Chair), and former Philips CDO Sean Carney. Customer segments span NGOs/charities as primary project partners, corporate Alliance members as funders, affected communities in 13+ countries as co-design participants and end beneficiaries, and individual designers and educational institutions as secondary audiences for training and open-source content.
Design for Good firmographics
Firmographics- Name
- Design for Good
- Legal name
- Design for Good
- Website
- https://designforgood.org
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Design for Good is a UK-registered charity that mobilises 2,000+ designers from 16+ corporate members across 30 countries to co-create open-source products and services with NGOs and affected communities, targeting UN Sustainable Development Goals through structured two-year cycles.
- Ownership category
- akta.pro rank
Design for Good industry classification
Industry- Product category
- Social Impact Design Services
- NAICS
- Industrial Design Services (54142), Graphic Design Services (541430), Other Specialized Design Services (54149)
- akta.pro primary industry
- Industrial/Product & Furniture Design (BPAHAKAM)
- akta.pro secondary industry
- Event Theming, Mood Boards & Concept Design (HSACAOAH)
Keywords
Where Design for Good is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Design for Good business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Donations and Charitable Contributions: Design for Good is a registered UK charity (number 1212756) that relies on donations. The website offers one-time, weekly, monthly, quarterly, and annual donation options with preset amounts (£10, £25, £50, £75) and custom amounts. The charity also receives investment from Alliance member organisations who commit upfront funding.
- Alliance Member Contributions: Founding partners commit investment of upfront funding and bring volunteers from within their organisations' design community. Corporate members including General Mills, Logitech, Microsoft, Nestlé, PepsiCo, Philips, Nedbank, and others contribute resources, designer time, and expertise to the alliance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | General donation options for public support |
| Other | One-Time | 5% cover the fee option for donation processing |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Design for Good product offering
Product offeringCore offering
Design for Good is a UK-registered charity that mobilises a global alliance of designers from leading corporations and institutions to co-create open-source products and services with affected communities, advancing the United Nations Sustainable Development Goals. It runs two-year innovation cycles (design + implementation) and operates an RCA-accredited Academy training programme; all project outputs are released free and open-source for any organisation to adopt.
Product overview
Design for Good is a global charity (UK Charity No. 1212756) that mobilises a worldwide alliance of designers from leading global organisations to co-create open-source products and services addressing the United Nations Sustainable Development Goals (SDGs), working directly with affected communities. The organisation does not offer a traditional SaaS product; instead, its portfolio consists of an Alliance membership network, an RCA x Design for Good Academy training programme, and a suite of open-source impact projects. The Alliance connects corporate design teams (from companies including Microsoft, Nestlé, PepsiCo, Philips, Nedbank, and General Mills) with NGOs and charities through a structured two-year cycle model: one year of innovation followed by one year of implementation. All project outputs are released open-source for global use. Notable digital products include the WaterStarters Maintenance App (mobile tool for Kenyan water entrepreneurs), the Million Wells App (well-logging database for Bengaluru), and the MaliMai Digital Ecosystem for household water security in South Africa. Physical and educational products include Project Bu (biodegradable hand hygiene flipbook), SABAL (DIY toilet kit), and various social media campaigns. The organisation has partnered with OpenStudio to integrate AI design tools across its ecosystem, and with Miro for collaborative workflows.
Differentiator
Problem solved
Functional benefit
Brands
- RCA x Design for Good Academy: Training program delivered by world-class experts and industry leaders that upskills creatives to advance social and environmental good through design. Provides certification from the Royal College of Art.
Products and services
- WaterStarters Maintenance App A mobile application for WaterStarters franchisees in Kenya to plan and execute maintenance on climate-smart water supply systems, record information, and upload images and data with offline access and automatic sync. Built by Design for Good with partners Rubico and Upande.
- Million Wells App A community-led map database app developed with partner Atta Systems for the Million Wells Campaign in Bengaluru, India. Tracks open and recharge wells, supports Mannu Vaddars (traditional well diggers) in submitting well data, and contributes to a scientific understanding of the shallow aquifer. Available on Google Play Store and Apple App Store.
- RCA x Design for Good Academy A training programme delivered by the Royal College of Art and Design for Good that upskills creatives in life-centred design for social and environmental impact. Includes six training modules, world-class expert lectures, and an RCA-awarded certification. Public edition offers 50 paid places (October 2026–March 2027), available live online or on-demand worldwide.
- Project Bu — Hand Hygiene Flipbook A biodegradable, universally understandable flipbook that communicates handwashing through intuitive frame-by-frame animation without words for children aged 5–7. Developed with The WASH Foundation for use in the Dominican Republic and adaptable for any language or education context.
- SABAL — DIY Make-Your-Own-Toilet Kit An end-to-end product and service solution — a DIY toilet kit — designed for women in urban slums of India to set up temporary toilets at home or use existing shared community toilets safely, with awareness and education components. Created with partner Swasti.
- MaliMai — Digital Ecosystem for Household Water Security A three-pronged digital ecosystem (Water Bill Translator, Water Security Review, and Student Project module) rooted in Community-Led Monitoring for household water security in South Africa, built with ITPC using the 4AQSE framework to strengthen household understanding and support community advocacy.
Quantifiable outcome
- 10 million lives targeted for improvement by 2030
- +5 more outcomes
Companies that use Design for Good
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles3 records
Design for Good technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability3 records
Feature6 records
Design for Good partnerships and signals
Strategic signalPartnerships
42 partnerships are on record, tiered core, strategic and minor.
- OpenStudiocoreSan Francisco-based AI design platform joined Alliance to provide AI technology, expertise, and platform access to accelerate impact projects. Enables designers to spend more time on research, evaluation and testing.
- MirostrategicAI collaboration tools provider for the alliance, supporting designers with real-time collaborative design capabilities.
- RubicostrategicBuilt the WaterStarters Maintenance App in partnership with Upande, enabling franchisees to maintain water systems in Kenya.
- UpandestrategicWater system enterprise resource planning and remote sensing provider that co-built the WaterStarters Maintenance App.
- LaunchminorCreative marketing agency that optimises NGO partner websites for SEO, such as the Munje Tunusuru Women's website.
- Atta SystemsstrategicPro-bono app development partner that developed the Million Wells App prototype in October 2024. App went live August 2025.
- DBS BankcoreJoined as Alliance member at June 2024 event, expanding the alliance to 14 global companies.
- General MillscoreFounding Alliance member bringing designers from their global design community. Global Chief of Design Teman Evans participates as panelist at Design for Good events.
- LogitechcoreAlliance member contributing design talent. Participated in projects including Germ Buster portable handwashing kit with LIXIL.
- LIXILcoreAlliance member contributing designers. Teams worked on Germ Buster, Sabal DIY toilet kit, and Team 118 period product matchmaking app.
- McKinsey & CompanycoreFounding Alliance member with Chair Ben Sheppard leading global design research. Provides strategic oversight and design team coordination.
- Microsoft (led by Xbox)coreFounding Alliance member. Microsoft-led team worked on Team 118 project for period product access in Liberia.
- NedbankcoreSouth African Alliance member. Executive Head of Design Terry Behan serves as panellist and contributes to Academy masterclasses on business model design.
- NestlécoreFounding Alliance member with Global Head of Design Ximena O'Reilly participating in panels and Academy masterclasses on lifelong learning.
- PepsiCocoreFounding Alliance member. Contributed to People's Public Toilet Builder project with World Toilet Organisation.
- PhilipscoreFounding Alliance member with former Chief Design Officer Sean Carney serving as Board of Trustee. Worked on Sabal toilet kit and WaterStarters app projects.
- Royal College of ArtcoreFounding academic member delivering the RCA x Design for Good Academy with six training modules and RCA certification. Hosts events at Battersea campus.
- Airbus CommercialcoreAlliance member contributing design talent to global collaboration efforts.
- bpcoreAlliance member contributing design expertise to social impact initiatives.
- Lloyds Banking GroupcoreAlliance member contributing designers to global design alliance.
- Clean TeamcoreDevelopment organisation partner in Ghana providing portable toilet services. Design for Good redesigned their service model enabling 1,800 households to gain access.
- WaterStarterscoreSocial enterprise supporting franchisees for clean water in Kenya. Design for Good created maintenance app now supporting 14,500 people with clean water access.
- The WASH FoundationcoreNon-profit focused on water, sanitation and hygiene education. Partnership created Project Bu flipbook educating children on handwashing.
- Foot Forward FundcoreNon-profit coordinating volunteers to educate girls in East Africa on menstrual health. Partnership redesigned educational materials with hero characters.
- WaterWisecoreUK NGO focused on water conservation. Partnership created Water Saving Week social media campaign reaching 3.5 million people.
- Biome Environmental TrustcoreBengaluru non-profit working on sustainable water solutions. Partnership created Million Wells App tracking 620+ wells.
- VanashaktistrategicMumbai-based environmental NGO working on wetland conservation. Partnership created We-Act social media profile reaching 25,000+ people.
- SwastistrategicBangalore-based public health non-profit. Partnership created SABAL DIY toilet kit for women in urban slums.
- CORDIO East AfricastrategicResearch and conservation NGO in Mombasa, Kenya. Partnership created website for Munje Tunusuru Women's mangrove restoration group.
- ECO-UNESCOstrategicIreland's Environmental Youth Organisation. Partnership extended Water Saving campaign to schools in Ireland.
- Green-Schools IrelandstrategicEnvironmental management programme operated by An Taisce. Partnership delivered water saving campaign to primary and secondary schools.
- International Treatment Preparedness Coalition (ITPC)strategicGlobal network of activists working on HIV treatment access. Partnership created MaliMai digital ecosystem for household water security in South Africa.
- Children in CrossfireminorNorthern Ireland charity working with children in developing countries. Invited to present challenges for Cycle Two.
- Right to PlayminorOrganisation transforming lives through play. Invited to present challenges for Cycle Two focusing on Quality Education.
- Project RealminorEducational programme on media literacy for young people. Invited to present challenges for Cycle Two.
- Global Water ChallengestrategicDevelopment organisation partner focused on water access.
- Liberia Youth Parliament for WaterstrategicYouth-led organisation promoting safe drinking water. Partnership created Team 118 period product matchmaking app.
- Mega GroupstrategicEuropean water solutions company. Partnership created WaterStarters franchisee model.
- AMP HealthminorDevelopment organisation partner.
- AMREF Health AfricastrategicAfrican health organisation that co-founded WaterStarters social enterprise.
- Her Best Foot ForwardstrategicNon-profit championing menstrual health solutions for girls in East Africa to help them stay in school.
- World Toilet OrganizationstrategicPartnered with PepsiCo, Nestlé, RCA and McKinsey on People's Public Toilet Builder project to create centralised public toilet design guidelines.
Scale indicators16 records
Recent moves10 records
Expansion highlights5 records
Design for Good competitors and assessment
Company assessmentOthers
- Ellen MacArthur Foundation: UK-registered charity leading the global circular economy movement through design and business innovation. Comparable as a UK-based, design-led, charity-status organization driving systemic change aligned with UN SDGs, particularly relevant to DfG's planned SDG 13 climate focus.
- Google.org: Google's philanthropic arm funding AI, social impact, and education-focused non-profits. Relevant as a potential funder/peer for DfG-style design-for-impact work, particularly given the AI design platform integration DfG has pursued.
- Microsoft AI for Good: Microsoft's philanthropic AI program funding non-profits applying AI to humanitarian, accessibility, environmental, and cultural heritage challenges. DfG is itself an alliance partner; comparable in mission and corporate-backed non-profit structure.
Direct peers
- IDEO.org: The non-profit arm of IDEO focused on designing products, services, and systems for social impact in poverty-related challenges. Operates with a similar charity/alliance model delivering human-centred design to underserved communities, the closest direct comparable to Design for Good.
- Dalberg Design: Design firm purpose-built for social impact, partnering with global organizations and NGOs to design services and products for emerging markets. Comparable target customer base (NGOs, social enterprises) and global delivery model.
- Design that Matters: Non-profit product design organization that designs and ships products addressing social challenges in low-resource settings. Operates with a similar volunteer-friendly model and produces open-source design documentation, directly comparable to DfG's project portfolio.
Broad incumbents
- frog (Capgemini Invent): Global design and innovation consultancy (now part of Capgemini Invent) with a heritage of designing products and services across industries. A broad incumbent with comparable design capability, though primarily commercial rather than charitable.
- IDEO: Pioneering global design consultancy serving commercial and social impact clients across industries. A broader incumbent whose work spans the same design disciplines DfG activates; overlaps in corporate design-for-impact programming but operates commercially.
Emerging players
- Copenhagen Institute for Interaction Design (CIID): Design education and research institution focused on interaction design and its societal applications. Comparable in the Academy/training dimension of DfG's RCA partnership, though primarily an academic setting rather than an industry alliance.
- The Index Project: Danish non-profit running the Index Award to inspire, fund, and scale design-led innovations addressing global challenges. Overlaps with DfG's mission to advance social/environmental impact through design, but operates primarily as an award and ecosystem builder.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Design for Good social profiles
Digital presenceDesign for Good financial estimates
Financial estimateRevenue estimate
Valuation estimate
Design for Good leadership team
Management profileNumber of profiles
Profiles18 records
Design for Good funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Design for Good M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Design for Good
What does Design for Good do?
Design for Good is a UK-registered charity that mobilises a global alliance of designers from leading corporations and institutions to co-create open-source products and services with affected communities, advancing the United Nations Sustainable Development Goals. It runs two-year innovation cycles (design + implementation) and operates an RCA-accredited Academy training programme; all project outputs are released free and open-source for any organisation to adopt.
Is Design for Good a public or private company?
Design for Good is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Design for Good founded?
Design for Good was founded in 2022. It employs 1 to 10 people.
Where is Design for Good based?
Design for Good is headquartered in London, United Kingdom, in the Europe region.
How does Design for Good make money?
Two revenue lines are on record. Donations and Charitable Contributions are the primary driver. The others are alliance Member Contributions.
Who are Design for Good's main competitors?
Others on record are Ellen MacArthur Foundation, Google.org and Microsoft AI for Good. Direct peers are IDEO.org, Dalberg Design and Design that Matters. Broad incumbents are frog (Capgemini Invent) and IDEO. Emerging players are Copenhagen Institute for Interaction Design (CIID) and The Index Project.
Does Design for Good have an API?
No public API is recorded for Design for Good.
What industry is Design for Good in?
Design for Good's product category is Social Impact Design Services. Its primary akta.pro industry code is BPAHAKAM, Industrial/Product & Furniture Design, with a secondary code of HSACAOAH, Event Theming, Mood Boards & Concept Design. Its NAICS code is 54142.