We're Donating 1% of Revenue to SENDure CIC, Right Here in Whitby
We said a while back that we didn't want to make a charity promise with no name, no number and no date attached to it — the kind of line that reads well and means nothing. So here's the specific version instead.
Starting now, SENdyno is donating 1% of revenue — not profit, revenue, from every order — to SENDure CIC, a community interest company based right here in Whitby supporting children, young people and families in the SEND community.
Why revenue, not profit
Profit is a number a business controls. It moves around depending on how a quarter's gone, what's been reinvested, what's classed as a cost this month versus next. Revenue doesn't bend like that. Committing a percentage of it means the commitment doesn't quietly shrink the moment things get tight — which, for a business at our stage, they sometimes will. We'd rather commit to something that costs us something real than something that looks generous on a page and evaporates under pressure.
Why SENDure, specifically
We didn't want to pick a large national name because it photographs well. SENDure is a new, Whitby-based organisation doing genuinely local work with SEND children, young people and their families — the kind of organisation that benefits enormously from steady support and gets very little of it, because it isn't big enough yet to be anyone's easy headline.
Full transparency, because that's the whole point of writing this properly instead of vaguely: SENDure is young. It was only incorporated this year. That's not a reason to hold back — if anything it's the opposite. Early, unglamorous support is the support that actually moves something. We'd rather be a small, steady partner from near the beginning than a large logo attached once the hard part's already done by someone else.
What this actually looks like in practice
This isn't a one-off donation or a launch-week gesture. It's a running percentage, applied to every order, for as long as we're trading. We'll publish the actual number here — including the quarters where it's small, because a young brand's early revenue is going to be small sometimes, and pretending otherwise would undo the entire point of doing this honestly.
We're starting the relationship in our first year knowing it's a beginning, not a finish line. As the business grows, so does the number attached to this — not because we're promising to be more generous later while doing less now, but because 1% of more is, mechanically, more. The commitment is fixed. The number moves because the business does.
Why this, why now
Every product we make is built around one idea: that neurodivergent people shouldn't have to constantly explain themselves to be understood. SENDure is doing that same work in a completely different form — direct, local, practical support for families navigating a system that asks a lot of explaining from people who are already exhausted by it.
Different method, same actual point. Felt like an easy yes.
[Read more about SENDure CIC's work →]
If you're a SENDure family, a volunteer, or just someone who knows the organisation better than we currently do — we'd like to hear from you. This partnership works better the more it's shaped by people who actually know what's needed, not just decided from our side of it.