Dr. Bronner’s “All-One Activist” series profiles influential activists who are advancing the core causes supported through Dr. Bronner’s philanthropy and advocacy. As part of the ongoing All-One Activist series, we highlight organizations supported by the All-One Canada Initiative. This initiative donates a minimum of 1% of sales from participating international markets annually to support local efforts focused on social justice, environmental sustainability, and animal advocacy.
Securing funding for initiatives can be challenging, especially for activists operating within a philanthropic landscape rooted in systemic inequity, top‑down decision-making, and extractive capitalism. Often, those with the resources to fund efforts for change, often do not appreciate the power of grassroots, bottom‑up change. As a result, conventional philanthropic inadvertently replicates the very injustices it aims to address. That’s why organizations dedicated to reimagining philanthropy—by supporting grassroots organizers and frontline activists—play a vital role in nurturing meaningful social change.
Since 2020, Dr. Bronner’s has supported the Groundswell Community Justice Trust Fund through its All‑One Canada Initiative, the Canadian chapter of our international philanthropy program, the All-One International Initiative. Run by a collective of volunteers serving as its Board of Trustees, Groundswell channels funding directly to those on the frontlines of social change work. Recently, Groundswell reported a record number of funding applications for the 2024–2025 grant cycle.
Our public relations team interviewed the Groundswell Board of Trustees to learn more about the organization, why they do what they do, and to hear from them about the work and organizations they fund. They responded as a collective—to keep the focus squarely on the work, rather than the individual trustees. Here’s what the Board had to say:
To start, can you share Groundswell’s mission and explain how your organization puts that mission into practice through its programs and partnerships?
Groundswell Community Justice Trust Fund exists to move money to the frontlines of social change. Our mission is to redistribute wealth in a way that supports bold, grassroots organizing work, which challenges the root causes of oppression and builds long-term infrastructure for justice and liberatory movements.
Numerous small donations, combined with large donations from wealthier individuals, have the potential to fund both established and emerging movements, organizations and projects; to build infrastructure for organizing in the long term; and to create new avenues to discuss and disseminate political ideas. It’s important that we collaborate with others who share similar values as a way of maintaining our integrity and trust among one another but also to the movements we support. As such, we partner closely with Resource Movement, a network of young people with access to wealth who are taking leadership in conversations about wealth redistribution and fundraising. Together, we raise funds through political education, community events, and community networks, then direct these funds to underfunded and transformative projects across what is colonially known as Canada.
How was Groundswell founded, and what motivated you all to come together to collaborate?
Groundswell Community Justice Trust Fund began in 2011 as a political and financial experiment: a community trust created to challenge conventional philanthropy practices and get more money into the hands of grassroots organizers at the forefront of social movements, while building a capital base to benefit social justice organizing over the long term. A group of activists came together to talk honestly about money and personal wealth, and to encourage people with extra money who believe in grassroots social change to get serious about funding movements in Ontario and beyond. Our hope is to create a practice of consistently and dependably funding social movements by getting people to contribute what they can on a monthly or yearly basis. Our ultimate goal is not to generate more money for Groundswell, but to get more cash flowing directly to movements, building a capital base to support current struggles, while also securing long-term sustainability for future movement work. That vision continues to guide us today.
Can you share more about Groundswell’s participatory grantmaking approach, including the involvement of former grantees in the selection process, and why this approach is meaningful?
We believe the people closest to the struggle know best where funding should go. That’s why we have a participatory approach to grantmaking that prioritizes accountability, transparency, and the wisdom of movement organizers.
Our selection process is multi-layered and rooted in community expertise. First, a pre-selection committee, composed of Groundswell trustees, carries out an initial screening of applications. Then, a selection committee, half made up of trustees and half of external committee members from organizations who have received Groundswell funding, thoroughly and collaboratively assess applications over a period of two months. Groundswell criteria prioritizes applications from member-led, community-based organizations that are clearly confronting systems of oppression with transformative, long-term strategies and have difficulty accessing other sources of funding. At least 50% of our grants go to Black- and/or Indigenous-led work.
This approach flips the usual power dynamic in philanthropy. Instead of donors selecting applications, these important decisions are guided by organizers with lived experience and deep knowledge of grassroots community organizing, making these decisions in collaboration with experienced Groundswell trustees.
How has Groundswell’s work evolved since its inception?
The first several years were slow, hard work, as we were a small group of volunteers seeking applications, raising money, making decisions about where the funding should go, and distributing the funds. We experienced a big boost when we teamed up with Resource Movement, whose members brought new energy, leadership, and fundraising muscle. Once we had raised $100,000 for our capital fund, we could start giving out bigger grants. Since then, we’ve been growing our approach, while staying true to our values of community control and long-term support of transformative social change.
Are there any movements or organizations that you find inspiring or promising at the moment?
We’re inspired by Indigenous-led movements, from land and water defence to projects that focus on sovereignty and seed-saving. These groups are deeply rooted in community care and cultural survival, and they serve as a strong example of what transformative organizing looks like. We are also inspired by the many courageous movements and groups that persist and remind us of what is possible, despite increased surveillance and repression, such as Palestine liberation and solidarity movements.
Why is an “All-One” or intersectional approach important to work for change?
An “All-One” approach means recognizing how interconnected and interdependent we are, and how systems like colonialism, white supremacy, capitalism, and patriarchy connect and overlap. We need to support work led by those most affected in ways that build our collective power across our various struggles. We must also remain accountable to one another, taking stock of our shifting relationships to power, access and oppression. None of us are free until all of us are free!
How has Dr. Bronner’s support helped advance your work, and why is it important that companies like Dr. Bronner’s fund this kind of impact?
Dr. Bronner’s has helped us grow our grants, while being a consistent source of funding. While we never know how much money we will be able to distribute from year to year, having substantial and reliable donors like Dr. Bronner’s makes our work possible. Dr. Bronner’s support helps build our capital base, so we can keep backing movements for years to come, meaning organizations don’t have to scramble just to survive. It’s powerful when companies put their money where their values are, not just for a one-time donation, but by investing in grassroots leadership and justice over many years.
How can readers best support your work?
The most effective and powerful way to support Groundswell is by joining us as a monthly donor. No amount is too small! Consistency helps us plan and grow our impact. Funding movements is a powerful act of solidarity, and we’d love to have you join us! You can also talk to others in your community about moving money and why it matters. Support us by clicking here.
What is your favorite Dr. Bronner’s product and scent?
We’re big fans of the Unscented Pure-Castile Magic Soap. It’s accessible to people with sensitivities, and we really appreciate that Dr. Bronner’s has made that option available. We also love the Unscented Organic Magic Balm, which serves multiple purposes and is so soothing and moisturizing, especially for those of us with skin sensitivities. These products clearly reflect care and inclusivity, and we respect that!
To learn more about the 2025 grant recipients of the Groundswell Community Justice Trust Fund, see: https://groundswellfund.ca/2025-grant-recipients/