We Don’t Run Earth Day Campaigns at Convert

Earth Day hasn’t always been a day for cute wishes and false promises.

Back in 1970, when the first Earth Day was celebrated, over 20 million people across the United States came together—students, teachers, activists, everyday citizens—with the sole aim of demanding action for the environment.

They protested against oil spills, toxic dumps, factory pollution, and the loss of wilderness. It was loud, it was powerful, and most importantly, it worked.

This celebration―or should I say revolution?―led to the creation of the U.S. Environmental Protection Agency and major environmental laws that became responsible for regulating pollution, improving air and water quality, and, in conjunction, making a massive impact on nature and human life.

But the years ticked by. Slowly, our Planet Earth deteriorated. Ozone layer depletion, deforestation, more recurrent natural disasters, and by 2024, Earth Day had been reduced to cute, leafy “Happy Earth Day” posts and one-day pledges.

But that is not how we do things at Convert.

Where others run shallow Earth Day campaigns, we have built a business grounded in sustaining our planet Earth for generations to come.

We give 10% of our topline revenue—not profits—to climate-focused initiatives every single year. 

That’s not a marketing line. It doesn’t even come from our clients’ pockets. This mission we embarked on is one we care deeply about, that even goes as far as to affect what brands we’ve associated with.

Without hesitation, we have turned down $100k+ deals because they didn’t align with our values.

Yes. Every prospective Convert customer goes through a Conscious Business screening. If their practices or values don’t align with ours, we walk away. No matter how big the contract.

In 2024 alone, we turned down multiple opportunities worth over $100,000 because they didn’t meet our ethical criteria. And we don’t regret it.

Though Earth Day is every day at Convert, we do appreciate what today means: a pause. A moment of attention. A chance for reflection—not just on what’s broken, but what’s being built differently.

So, in that spirit, we’re using this Earth Day to open up our books and share with you what 10% of our topline revenue did for the Plan-et in 2024.

33,631 Trees Planted with TIST—and an Entire Model of Regenerative Growth

We broke down the 10% and pushed 8% into TIST: the International Small Group and Tree Planting Program. That funding went directly into the planting of 33,631 new trees in 2024 across Uganda, Kenya, Tanzania, and India.

But the trees were just the start.

For context, TIST, in addition to planting trees, focuses on helping smallholder farmers regenerate degraded land through agroforestry, build food security by intercropping with staple crops, and earn income via carbon payments that help families cover immediate needs such as school fees, medical care, and so on—all while maintaining ownership of their land which is why:

Though Convert planted 33,631 trees through TIST in 2024, what we really invested in was dignity, equity, and long-term sustainability.

But What Happens If Planting Trees Is Not Enough To Save The Plan-et?

Well, Convert is currently investing 1% in a backup plan. Stripe Climate provides solutions that focus on permanently removing carbon dioxide already in our atmosphere—a damage that has been ongoing for the past 200 years.

And we’ve made it our mission to help make sure the world is ready when the carbon budget is exceeded―be it in 20 years or even 30 years.

Climate-Related Disaster Victims Were Not Left Out 

While we poured 8% of our revenue into restoration and 1% into future-readiness, we reserved the final 1% for those already facing the brunt of climate change.

We directed that final share to All Hands and Hearts, an organization that doesn’t just respond to disasters—it created new homes for people who had lost all hope.

In 2024, their teams were on the ground after hurricanes in Florida and North Carolina. They rebuilt schools in Nepal—years after the earthquakes, long after most media coverage faded. They also showed up for students in Mexico, helping create safe learning environments after storm damage wiped them out.

This wasn’t aid that evaporated with attention. This was measured, steady work done in silence and dust. 

And Convert’s 1% helped communities recover not just from disaster, but from the weight of being forgotten.

We’re a SaaS company. Our product is A/B testing. But if the only thing we ever optimized was click-through rates, we’d be missing the point.

Back in 2016, Convert made a bold decision by establishing a Conscious Business approach, which no other A/B testing or conversion-focused company has ever done, and since then, we haven’t looked back. 

Strictly focused on building a 100x carbon negative company, we took the first step by migrating to a carbon-neutral hosting environment, Akamai CDN, that guaranteed clients’ privacy, and have come so far as to help offset 276 tCO₂e in the atmosphere and plant over 66,000 trees.

This is just a sliver of what we call Plans for the Plan-et. It’s not a campaign. It’s a system. And as Convert grows, so does the climate impact we’re able to fund—automatically, proportionally, and permanently.

But underneath the numbers and the projects is something deeper: a belief in doing business consciously.

That means:

• Building a team-centered company with diverse remote workers.
• Creating a gender and racial equal environment for employees and clients alike.
• Working with partners who understand that sustainability is more than optics—it’s an obligation.

This is the purpose behind the brand.
We didn’t create Convert just to build better experiments. We created it to explore what business can look like when it’s aligned with people, planet, and long-term repair.

So yes, we’ll keep optimizing landing pages and online stores. But more importantly, we’ll keep optimizing for impact—because the future we’re trying to help build demands nothing less.

Take a quick look at how far we have come.