Increase the impact of your donations by donating through the “I Love to Help” environment today!


Today, 29 November marks the fourth national donation day in Estonia. That day, the most impactful donations can be made through donation environment “Ma armastan aidata“ (“I love to help”), where Swedbank will leverage the donations with up to €40,000.

“I hope that everyone finds a charity that is close to their hear. Today is the day that your donation can make the most impact as Swedbank leverages the donations that people make to charity organisations,” explained Merje Klopets, Swedbank’s Corporate Social Responsibility Manager and promoter of the “I love to Help” environment. “This year, we have focused a lot on helping Ukraine and so, charity projects aimed at Ukrainian people have garnered significant support in the “I Love to Help” environment. At the same time, donation projects aimed at mitigating problems in Estonia have received just as much donations as last year. We are glad that we have plenty of kind-hearted donors for all great charity organisations.”

The more that people donate on the website, the bigger Swedbank’s contribution will be. If people donate EUR 10,000, the bank will add another EUR 10,000; if donations reach EUR 20,000, the bank will contribute EUR 20,000, and so on until the limit of EUR 40,000. Swedbank’s contribution will be distributed among the organisations in proportion to the donations made to them.

Everyone can get involved in the donation campaign by supporting their preferred charitable organisation.  New regular donors are particularly welcome, as regular donations provide the charities the sense of security they need.

By donating through “I love to Help”, the donors can be sure that every euro goes directly to the organisation in need, there are no fees involved. You do not have to be a customer of Swedbank to make donations. Customers of all larger banks can donate directly to charity through the donation environment.

“I Love to Help” is a portal that Swedbank created in 2008 in cooperation with the Good Deed Foundation, bringing together donors and charity organisations in Estonia. Donations can be made to over 60 organisations that collect donations in five different fields; education, children, nature and animals, and health and a strong society. You can donate to well-known organisations, such as the cancer treatment support foundation “Gift of Life” (Vähiravifond Kingitud Elu), the Tartu University Hospital Children’s Foundation and the Estonian Refugee Council; but also to smaller initiatives, such as TLPO Kodukotus, the substitute teacher programme and the Estonian Human Rights Centre. Over the years, almost EUR 3.7m of donations have been made through the “I Love to Help” environment.

The Estonian donation day is organised by the Estonian Civil Society in cooperation with the regional development centres. Donation day is part of an international charity movement called Giving Tuesday, which got started 10 years ago in the States to counteract the consumption craze of Black Friday. This year, Giving Tuesday is celebrated in 85 countries.