Canva's Two-Step Plan: Build a Leading Company, Do the Most Good

Table of Contents

• 🪜 The Two-Step Plan in Plain Terms
• 💼 Step One: Building a Valuable Company
• ❤️ Step Two: Doing the Most Good
• 🌍 The Imagination Era and Why It Matters
• 📊 How We Measure Impact and What Success Looks Like
• 🌱 Programs and Initiatives That Drive Change
• 💸 Why Cash Transfers Work
• 🎤 Stories from the Community and Team Highlights
• ⚖️ Challenges, Criticisms, and How I Handle Them
• ⏳ The Long View: Our Lifetime Goal and Why It’s Worth Chasing
• ✍️ How You Can Join the Movement and Share Your Goal
• 🔁 How the Two-Step Plan Keeps Evolving
• 🔍 The Role of Measurement in a Moral Mission
• 🤝 Partnerships: Why We Can't Do This Alone
• 📚 Education and Public Imagination
• 🔮 A Final Note on Hope and Realism
• ❓ FAQ

🪜 The Two-Step Plan in Plain Terms

When I think about why we started and where I want us to go, it always comes back to a simple two-step idea that has guided almost every decision I make. Step one is to build one of the world's most valuable companies. Step two is to do the most good we can. That sounds straightforward, but the work under each step is rich, complicated and deeply human.

I believe that building something valuable and sustainable gives you the means to be generous at scale. If you spend your energy on short-term charity alone, you help a few people for a little while. If you build something that endures, you can direct enormous resources, expertise and influence toward systemic change. That is the logic behind these two steps, and it has been my north star for years.

This plan is not just corporate strategy. It is a moral and practical framework. It says: do the hard work to create durable value, and then use that value aggressively to help other people. That idea has guided how I hire, how we design product features, how I approve partnerships and how I measure success.

💼 Step One: Building a Valuable Company

When I say I want to build one of the world's most valuable companies, I'm not talking about wealth for the sake of wealth. I'm talking about building a platform that empowers millions of people to express themselves, solve problems and get things done. Design is core to how people communicate ideas, so making design ubiquitous and intuitive has always been my goal.

I want design to be a tool everyone can access. That means removing technical barriers, building beautiful templates, simple workflows and powerful features that don't require a design degree. It's about creating experiences where a teacher in a small town can produce a lesson plan that looks and feels professional, where a nonprofit can run a fundraising campaign with on-brand assets, where a student can bring an idea to life without fighting complicated software.

Creating that experience requires investments across product, infrastructure, customer support, content and trust. It requires hiring talented engineers, product designers and community managers. It requires prioritizing reliability, security and performance so people can depend on the tools when they need them most. It also requires focusing on sustainable growth—building a business model that supports massive free access while still allowing us to reinvest in the product and in impact programs.

There is a broader responsibility too. If you want to have the freedom to do radical good later, you must earn the legitimacy and resources to be trusted. That is why I push for excellence in execution. Earning the world's trust is an often overlooked form of currency. When you combine operational excellence with a clear mission, the company grows in a way that enables impact at scale.

❤️ Step Two: Doing the Most Good

The second step is where my heart lives. Once you have built something durable, how do you deploy it to help as many people as possible? For me, doing the most good means thinking broadly and acting practically. It means asking not only which causes are worthy but which interventions are effective.

To date, we've donated over $1.5 billion in product value to students, teachers and nonprofits. That number is not vanity. It represents real tools in the hands of people who need them. Over 800,000 nonprofit teams now have access to Canva Pro for free. Those teams are designing programs, communicating missions, building fundraising campaigns and amplifying their work. When an organization can put its message in front of more people in a clear and compelling way, it multiplies its impact.

We're also trying to be smart about environmental impact. Through our One Print, One Tree program, over 12 million trees have now been planted. That program ties everyday product use to a tangible environmental outcome. It creates a simple incentive: when people print, we plant. The scale might surprise some people, but small, consistent actions add up.

Last month I committed $100 million to expand our partnership with GiveDirectly. That commitment is set to empower 185,000 more people living in extreme poverty through direct cash transfers. Why cash transfers? Because the evidence is strong. When people receive cash, they decide how to allocate it in the context of their own lives. That autonomy matters. The research shows that cash leads to improvements in health and nutrition, increases in school enrollment and, in many cases, a significant reduction in child mortality.

When people spend their cash locally, they stimulate local economies. That economic stimulus creates a virtuous cycle that sustains communities long after a single transfer is given. This kind of impact aligns with my view that compassion is more powerful when it respects people as decision makers rather than beneficiaries.

🌍 The Imagination Era and Why It Matters

One of the themes I return to often is that everything good was once imagined. Imagination era is a phrase I use to describe a moment where tools and platforms let more people imagine better futures and then create them. For me, this is about raising the volume of human possibility. If we can help teachers, students, charities and entrepreneurs imagine better solutions, they can build them with the right tools.

I believe that everyone holds goals for the planet, their country and their communities. Those goals need a voice beyond closed-door policy debates. They need public visibility, collective commitment and practical pathways. That is partly why I launched a public prompt: what's one goal you hope to see achieved in your lifetime? We collected hundreds of thousands of responses and what became clear is that there is so much more that unites us than divides us.

People told us they want unity through education, equality and peace. They want every child born anywhere to grow up healthy and able to fulfill their potential. Some said kindness should be treated like currency and generosity the best investment. Many expressed the same simple aspiration: a world free from extreme poverty where basic needs are met. Those responses have shaped how I think about priorities. They remind me that our work has to be human-centered and grounded in empathy.

Imagination matters because it is the starting point of action. A clear vision makes it easier to measure progress and to align resources. When people imagine a better world and see others imagining the same thing, that momentum becomes contagious. My goal is to help spark that imagination and turn it into coordinated action.

📊 How We Measure Impact and What Success Looks Like

Measuring impact is one of the hardest but most essential parts of doing good at scale. For me, measurement is not a box to tick. It is a way to learn, to iterate and to hold ourselves accountable.

On the product side, we measure how many people have access to our free and paid features, how those features change behavior and how users' outcomes improve. For example, when a nonprofit reports increased donations after using better-designed materials, we track that as evidence that access to professional design can move the needle.

On the philanthropic side, I look for outcomes that are tied to people's lives. Cash transfers are evaluated by changes in health, nutrition, school attendance and economic activity. Tree planting programs are evaluated by survival rates of planted trees, biodiversity outcomes and community engagement. With GiveDirectly, a major advantage is the availability of randomized controlled trials and strong longitudinal data showing improvements in material well-being.

Success looks like people making better choices because they have more options. It looks like local economies getting stronger, child mortality declining, school enrollments going up and communities sustaining themselves. It also means the changes are not just temporary. We aim for durable progress that survives the next economic shock.

When we say we have donated over $1.5 billion in product value, that number reflects the cumulative worth of product access, training and support given to students, teachers and nonprofit teams. It includes free subscriptions, educational resources and pro features provided at no cost to organizations doing vital work. I insist on transparent accounting so we can show how resources flow and where they are most effective.

🌱 Programs and Initiatives That Drive Change

I want to unpack a few of the programs that exemplify how the two-step plan turns into action.

• Canva Pro for Nonprofits — More than 800,000 nonprofit teams now have free access to pro features. These teams use templates, design tools and collaborative workflows to build campaigns, share impact stories and engage donors. The practical result is better communications and more efficient outreach.
• Education Donations — Students and teachers receive free product value that helps classrooms stay modern and engaging. From lesson plans to classroom posters, we focus on giving educators tools that save time and empower teaching.
• One Print, One Tree — We plant a tree for certain print jobs. That simple linkage encourages environmentally conscious behavior and helps fund reforestation projects at scale. Over 12 million trees planted is a concrete manifestation of how product usage can translate into environmental benefits.
• GiveDirectly Partnership — Direct cash transfer programs respect the agency of recipients. Our $100 million commitment supports 185,000 people in extreme poverty. The program is designed to be efficient, evidence-based and accountable.

Each program has its own operational challenges, but they all share a philosophy: provide practical tools, remove barriers and measure outcomes. That pragmatic approach makes it more likely that resources lead to real change.

💸 Why Cash Transfers Work

I want to make a clear case for cash transfers because it's a topic that raises questions. Why give cash instead of services or goods? The short answer is autonomy and efficiency.

Cash allows recipients to prioritize based on their immediate needs. Families invest in what matters most: food, health care, school fees, tools for work or a small business. The diversity of individual needs means that a one-size-fits-all package often falls short. Cash respects local knowledge and local markets.

Research shows that cash transfers lead to measurable improvements. Households show improved nutrition, better child health indicators and higher rates of school attendance. In some studies, child mortality dropped nearly by half. Recipients often spend money locally, boosting markets and helping small businesses grow. These local multipliers help communities bounce back and thrive.

There are operational advantages too. Cash transfers can be distributed quickly and scaled efficiently, especially with digital payment systems. They reduce logistical bottlenecks like procurement and warehousing, and they tend to minimize leakage and corruption when properly executed.

Of course, cash transfers are not a panacea. They need to be well-targeted, accompanied by protection mechanisms and complemented by investments in systems like health care and education. But when used thoughtfully, cash respects dignity and often delivers better long-term outcomes than in-kind aid.

🎤 Stories from the Community and Team Highlights

Numbers are necessary, but stories are what make impact real. I want to share a few examples that have stuck with me.

A teacher in a regional town told me she used our templates to create an engaging end-of-term portfolio for her students. The parents were so impressed that they shared the work on social media, leading to a community fundraiser that funded materials the school needed. A small nonprofit used pro features to produce a clear, compelling case for support and saw a significant increase in donations. In both cases, a tool that reduces friction made new outcomes possible.

In our reforestation programs, local communities have told us how the planted trees provide shade, improve soil quality and create future livelihood opportunities. These are the kinds of ripple effects that no one number can fully capture, but they are tangible and meaningful.

On the team side, I am constantly humbled by people who dedicate hours to pro bono projects or who volunteer to train teachers. When a software engineer spends time building a small tool that saves teachers ten hours a month, that is impact multiplied. The team is the engine, and their empathy and skill turn ambitious goals into practical results.

⚖️ Challenges, Criticisms, and How I Handle Them

I won't pretend our approach is without critics. Some people worry about corporate philanthropy being PR-driven or about planting trees as a superficial fix. Others question whether a tech company should be involved in poverty alleviation.

My response is simple: we need to be honest about limitations and rigorous about evidence. When we plant trees, we track survival rates and work with local partners who know the land. When we fund cash transfers, we partner with organizations that have a track record and rigorous evaluation. When we donate product, we ensure long-term access and training so benefits last.

I also welcome scrutiny because it makes us better. Skepticism pushes us to improve our measurement, to publish data and to iterate on programs. If we are going to use our resources to do good, we owe it to the people we serve to be transparent and accountable.

There is also a broader critique about scale. Some argue that private companies should not be the primary drivers of social change and that governments should shoulder responsibility. I agree that governments are essential and that public systems must lead many solutions. But the reality is that public systems are often under-resourced. When private resources can be deployed transparently and in partnership with public and civic actors, they can accelerate progress without replacing the role of governments.

⏳ The Long View: Our Lifetime Goal and Why It’s Worth Chasing

My crazy big dream is this: that by the end of our lifetime, everyone who shares this planet will have their basic human needs met. It's a bold statement because it should not be radical to expect people to have food, shelter, health and opportunity. And yet globally, millions still lack these basics.

I hope that this dream becomes the baseline, not the aspiration. That means building systems and coalitions that are durable over generations. It means committing to long-term investments, even when the payoff is decades away. It means prioritizing policies and programs that create structural change rather than short-term wins.

Achieving this goal requires an army of collaborators—governments, nonprofits, entrepreneurs, communities and people like you. It will take the lifetime of institutions and individuals working in alignment. That is exactly why I focus both on building a durable company and on directing its resources toward evidence-based solutions.

✍️ How You Can Join the Movement and Share Your Goal

If you are inspired and want to help, there are a few practical ways to get involved. First, think about one goal that you want to see achieved in your lifetime. It can be personal, community-based or global. Share it publicly. Goals gain power when they are shared because other people can connect, contribute and hold you accountable.

We created a public platform where people can declare one goal. Use that as a way to reflect and commit. When people express simple, concrete goals—like "every child has access to qualified teachers" or "my city reduces food waste by 50 percent"—those goals can be turned into plans and tracked.

Beyond declaring a goal, support organizations that you trust, volunteer your skills, or use your professional expertise to help groups that need it. If you work in design, communications or tech, pro bono support can make an outsized difference to a small nonprofit. If you have buying power, consider supporting businesses that contribute to sustainable practices.

Finally, remember that small habits add up. Choosing to plant a tree, support local businesses or donate product credits can create ripple effects. Collective action starts with individual choices and gains momentum quickly when people see real results.

🔁 How the Two-Step Plan Keeps Evolving

The Two-Step Plan is not static. As we learn, we adapt. New evidence about what works will always shape how I deploy resources. New challenges like climate shocks or digital divides will change priorities. The plan is a compass, not a map.

For example, as we scale cash transfers, we will continue testing complementary interventions like savings programs, market development and training. As we expand tree planting, we will align with local regeneration projects that focus on biodiversity and livelihoods. Each program evolves as we gather data and hear from communities.

What will not change is the underlying ethic: build value, then use it to maximize good. That principle helps me direct limited attention toward programs with the highest potential returns to human well-being.

🔍 The Role of Measurement in a Moral Mission

I am a believer in metrics, but I also understand their limits. Some dimensions of human flourishing are hard to quantify. Trust, hope and dignity are not always captured in a spreadsheet. Still, measurement helps us avoid wishful thinking. It forces us to ask hard questions and to make trade-offs explicit.

That's why I insist on a mix of quantitative and qualitative measurement. Numbers show us trends. Stories show us meaning. We use both. For example, cash transfer programs are evaluated with randomized trials and surveys. Tree programs include ecological monitoring and interviews with local communities. Product donations include outcome tracking and user testimonials.

Good measurement is also a tool for humility. It reminds us that intentions are not the same as impact. My job is to keep asking whether our actions are actually improving lives and to be willing to change course when they do not.

🤝 Partnerships: Why We Can't Do This Alone

Partnerships are a core part of the plan. We cannot build systemic solutions by acting alone. Partnerships bring expertise, local knowledge and capacity. They also create checks and balances: partners hold us accountable and broaden our perspective.

Our partnership with GiveDirectly is a good example. They have deep experience executing cash transfers and evaluating outcomes. Partnering with them allowed us to scale an evidence-based approach quickly and responsibly. In environmental work, partnering with local reforestation groups ensures that tree planting respects local ecosystems and community needs.

When I choose partners, I look for three things: competence, alignment on purpose and willingness to be transparent. Those are the ingredients for partnerships that endure and produce meaningful impact.

📚 Education and Public Imagination

Education is central to everything I care about. When children have quality education, their life trajectories change. Education is a multiplier: it improves earning potential, health outcomes and civic participation.

That's why a big part of our donated product value has gone to students and teachers. I want educators to have tools that reduce administrative burden and help them focus on teaching. I want students to have platforms that let them create, collaborate and think critically.

Education also fuels public imagination. When young people learn to imagine alternatives, they become problem solvers rather than passive recipients of policy. Encouraging imagination in classrooms helps create a generation that thinks creatively about how to meet global challenges.

🔮 A Final Note on Hope and Realism

Hope without action is empty, and action without hope is wearying. I try to balance optimism with a hard-nosed focus on what works. I firmly believe that the world we want is possible, but it will not come from wishful thinking alone. It requires resources, evidence, partnerships and grit.

If you asked me what keeps me going, it is the conviction that many people—if given a better set of tools and the freedom to decide—will create better outcomes for themselves and their communities. That conviction is why I keep investing in building something enduring and why I keep directing resources toward interventions that have proven effects.

Everything good was once imagined. My hope is that we keep imagining, keep testing, and keep scaling what works until the baseline for life includes basic dignity and opportunity for everyone.

❓ FAQ

What is the Two-Step Plan?

The Two-Step Plan is a simple framework: first, build one of the world’s most valuable and durable companies; second, use that value to do the most good possible. The idea is to create lasting resources and then deploy them toward evidence-based social and environmental programs.

How much product value has been donated so far?

We have donated over $1.5 billion in product value to students, teachers and nonprofit organizations. This includes free access to premium features, educational resources and support for mission-driven teams.

How many nonprofit teams have access to Canva Pro for free?

More than 800,000 nonprofit teams now have access to Canva Pro at no cost. These teams use the platform to design communications, fundraising campaigns and educational materials.

What is One Print, One Tree?

One Print, One Tree is a program that plants a tree for certain print actions made by users. The goal is to tie everyday behaviors to environmental outcomes, and so far the program has helped plant over 12 million trees.

Why did you choose to partner with GiveDirectly?

I partnered with GiveDirectly because they have rigorous experience delivering cash transfers and evaluating outcomes. Direct cash respects recipient autonomy and the evidence shows it improves health, school attendance and local economic activity when executed responsibly.

How many people will the $100 million GiveDirectly commitment support?

The $100 million commitment is designed to empower approximately 185,000 people living in extreme poverty through direct cash transfers. The program emphasizes accountability, evidence and efficient distribution.

Do cash transfers really work?

Research shows that cash transfers commonly improve nutrition, health and school enrollment. In several studies, child mortality rates decreased substantially. Cash transfers also often stimulate local economies as recipients spend money locally.

How do you measure the impact of these programs?

We use a mix of quantitative and qualitative methods: randomized trials where possible, longitudinal surveys, ecological monitoring for tree programs and user feedback for product donations. We prioritize transparency and continuous learning.

Can individuals get involved or contribute?

Yes. Individuals can declare and share a goal on the public platform we created, volunteer skills to nonprofits, support organizations financially, choose sustainable consumption patterns or simply amplify initiatives they believe in. Small actions add up when many people participate.

How do you ensure transparency and accountability?

We partner with organizations that publish rigorous evaluations, track outcomes openly and commit to third-party audits. Transparency is a core value, and we publish program results, methodologies and learnings to the extent possible.

What should governments do versus companies?

Governments must lead on systemic solutions like universal health care and public education. Companies can complement these efforts by innovating, funding evidence-based programs and partnering with public institutions. The best outcomes arise when public and private sectors work together.

How do you respond to critiques that corporate philanthropy can be PR-driven?

I welcome scrutiny. To guard against empty gestures, I insist on evidence, long-term commitments and transparent reporting. If programs are only designed for PR, they will not survive evaluation. I make decisions based on impact potential rather than optics.

Are tree planting programs enough to address climate change?

Tree planting is one part of a broader climate strategy. It supports biodiversity and local livelihoods, but it must be paired with emissions reductions, sustainable land use and policies that protect ecosystems. We design our tree programs to complement these larger efforts.

How do you decide which initiatives to fund?

We evaluate initiatives based on evidence of effectiveness, potential for scale, alignment with basic human needs and partnership quality. We prefer interventions that have measurable outcomes and that can be integrated into larger systems for long-term sustainability.

What does success look like in 10 years?

In ten years, success looks like more resilient local economies, higher rates of school enrollment in underserved areas, continued reductions in preventable child mortality where it is most prevalent, millions more trees established and a global community that treats basic human needs as a baseline expectation.

Where can I share my one goal?

You can share your goal on the public platform we created for this purpose. Declaring a goal helps build public momentum and connects you with others who share similar aims. It is a simple but powerful first step toward collective action.

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