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Case study of

#00115 Fund reforestation from the surplus of a profitable consumer product, locked so it can't be diverted

Global — planting partners in 35+ countries (HQ Berlin, Germany)

#00123

OngoingGlobal

Implementer

Ecosia GmbH, paying local planting/restoration partner NGOs

Timeline

Since Dec 1, 2009

Location

Global — planting partners in 35+ countries (HQ Berlin, Germany)52.5200, 13.4050

Description

Ecosia (Berlin, founded 2009) earns ad-click revenue from search results syndicated via Bing/Microsoft and Google, and channels its surplus into reforestation by paying local planting and restoration partner NGOs across 35+ countries rather than planting itself. At least 80% of profits are contractually directed to tree-planting; the remainder goes to renewable energy and other climate work. Monthly financial reports naming partners and transferred amounts are published publicly. The funding commitment is durable because it sits inside a mission-locked steward-ownership structure that prevents the pledge from being cut or sold away, enabling partners to plan on multi-year funding cycles. Replicators should note: the model funds restoration, not prevention of clearing, and ground-truth survival/additionality outcomes remain largely self-reported by partners with thin independent verification.

Metrics

5
Trees funded since 2009 (via partners)0200M–250Mtrees
Countries with planting/restoration partners035+countries
Share of profit directed to tree-plantingat least 80%% of profit
Approx. searches to fund one tree~45searches/tree
Monthly transfer to planting partners (representative month)~1EUR millions

Funding

Search advertising revenue (ad-click share via Bing/Microsoft and Google); no external equity investors

Lessons learned

  • Tying restoration funding to an everyday consumer behaviour (search) gives partners a steadier, multi-year flow than episodic grants — but the revenue base depends entirely on ad-click volume, so user acquisition is a prerequisite, not a given.
  • Paying established local NGOs leverages existing planting capacity but delegates survival and additionality verification to those partners; a replicator must build independent verification into partner contracts from the start, not after the fact.
  • Monthly public reporting of named partners and transferred amounts creates a meaningful transparency floor for the funding side, but disclosed spend is not equivalent to verified forest outcome.
  • The pledge is durable specifically because the company sits inside a mission-locked ownership structure; without that structural lock, the commitment is as cuttable as any CSR budget during downturns or ownership changes.

Documented Jun 29, 2026

Author AvatarArnaud Gissinger

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