What we are looking for
Every year, we are inspired and humbled by the passion, talent, and dedication of the hundreds of individuals who apply to join the Kickstarting For Good programme. This interest reflects the growing global momentum to transform the food system towards plant-based and the many talented people who want to contribute to making that change happen.
Within that wealth of talent, we aim to identify the most exceptional individuals who are not only passionate, but who also show that they are able to launch, lead and scale a high-impact nonprofit initiative.
On this page we have explained our evaluation criteria for both and ideas and individuals.
You can also see the graduates from our 2025 programme here to give you an idea of how wide and varied the ideas can be to change the food system.
Learn more
Kickstarting For Good has super transformative. It made me believe that I have the possibility to change the world.
- Sabine Brels
How we evaluate ideas
Aligned with our mission to transform the food system towards a plant-forward future
The most important requirement is that your idea is clearly aligned with our mission. Whether you’re working on policy, education, institutional change, public engagement or movement building, your initiative must contribute to directly or indirectly transforming the food system towards a plant-forward future. See our previous graduates for examples of initiatives which do this.
Fixes an important problem
We prioritise ideas that aim to solve big, meaningful problems. The issue you’re tackling should be highly consequential – one that, if addressed effectively, could lead to major improvements for animals, people and the planet.
Measurable and tractable
You can only measure impact if the results are clear and trackable. We look for ideas with defined outcomes and indicators so that progress can be measured and effectively evaluated.
Solves a neglected issue
We prioritise initiatives that focus on overlooked or underfunded issues. We’re looking for ideas that address areas where few others are working but where there’s high potential for change and impact.
Will my idea be accepted for the programme?
A quick checklist of what ideas are most likely to be successful when applying to Kickstarting For Good:
- Aligned with our mission to transform the food system towards a plant-forward future
- Non-profit or charity
- Fixes an important problem
- Measurable and tractable
- Solves a neglected issue
- Likely to receive funding
- Well-timed
- Led by the right people
- Scalable and high-impact
- Priority given to ideas that are aligned with our list of idea areas that we are most wanting to pursue
We are not looking for:
- Ideas for food products
- For-profit companies or initiatives
Likely to receive funding
We support ideas that have a strong chance of securing follow-on funding to ensure that the project is not only able to survive but thrive. That means your initiative should be aligned with the interests of philanthropic funders and be capable of demonstrating clear value, impact and cost-effectiveness to future donors.
Well-timed
Timing matters. The most effective ideas are those that respond to current opportunities – whether it’s a policy window, a social shift or a breakthrough in research. We look for ideas where now is the right moment to act.
Led by the right people
For an idea to be successful, it needs exceptional people with experience, enthusiasm and the relevant skill sets to make it a reality. We’re also especially keen to work with teams of two or more co-founders who bring complementary skills, dedication and strategic thinking. Founders should be committed to our mission and be open to mentorship and collaboration.
Scalable and high-impact
We want to develop ideas that can expand well beyond their initial scope, reaching new regions, communities or sectors to deliver massive change. We are also excited by ideas that have already proven themselves in one region or sector that have the potential to expand to others.
What we are NOT looking for:
While we’re deeply supportive of innovation, for-profit initiatives and companies, or product-based ideas are not currently applicable for Kickstarting For Good.
If you have an idea for a food product which replaces an animal product, we would recommend the ProVeg Incubator. If you have a for-profit vegan or plant-based business, we would recommend Vegan Business Tribe.
You should apply for K4G if you want to be with the best of the best from the movement
- James Hoot
How we evaluate candidates
Past Success
I have launched or led independent, complex projects without supervision.
You should be able to take responsibility for making things happen – and have a strong track record of showing that you can. This might include having already launched your own nonprofit, having delivered a significant workplace or organisational initiative, or implemented a far-reaching student project.
Interpersonal Skills
I am good at communicating and developing relationships.
Communication and storytelling are some of the most important skills for those looking to lead our movement. A successful social entrepreneur builds trust, collaborates well, and can inspire others to join their mission.
Score yourself as a potential social entrepreneur:
Complete our quiz to find out if you have the potential to become a high-impact social entrepreneur. Rate yourself from 1 – 5 on each of our success criteria.
Answer the first question below and then click ‘next’ to start.
Hard-Working
I go above and beyond at work.
Creating change is hard. Building a successful nonprofit requires persistence, energy, drive and the willingness to work through setbacks, uncertainty, and long hours.
Impact-Focused
Creating positive impact is the biggest driver in my life.
Your desire to make change should be visible not just in your words, but in your past actions and decisions. In our movement, you will likely find your reward through the positive impact you create more than by financial motivation.
Leadership
In groups, I am often the one taking charge.
Whether through formal roles or informal dynamics, we look for people who naturally step forward to organise action, harness the energy of others, and take responsibility for creating high-impact outcomes.
Life Circumstances
My life circumstances allow me to fully focus on my work for the next few years.
The life of a social entrepreneur can be intense and unpredictable. Change rarely happens overnight and often not even in the first years. You need the stability and time to be able to stay focussed on your mission for the long-term.
Pragmatism
I adapt quickly to changing circumstances and I focus on results.
Great founders focus on delivering outcomes – even if that means significantly changing the plan to achieve them. You know how to test, learn, and quickly adapt – prioritising progress over perfection.
Integrity
I always aim to align my actions and my work with my beliefs and my values.
Social entrepreneurs are consistent in their values and are guided by ethical principles. In our movement, it is important that your ethics are clear, consistent, and central to how you operate.
Growth Mindset
I like to increase my knowledge and I see failures as learning opportunities.
You’re a lifelong learner, knowing that you gain as much from setbacks as from successes. You seek out new information and people to learn it from – embracing technology and advancements for the new opportunities they present.
Resourcefulness
I constantly build my network, especially with other entrepreneurs.
No one builds a movement alone. High-impact social entrepreneurs know how to connect, collaborate with other organisations and movements, and are able to build networks that help them amplify their reach and resources.
Why we share our evaluation criteria for applicants
We believe in transparency and growth. Our hope is that this page gives everyone who applies to K4G, whether accepted or not, a clear path forward. This may mean building new skills, launching your initiative independently to show progress and test an idea, creating an MVP to prove a concept, or increasing your knowledge, experience or connections with others in the movement.
Take your self-assessment
We are looking for people who score strongly in all the above criteria and to help you, we’ve created a simple self-assessment quiz that you can find on this page. It takes just a couple of minutes to score yourself out of five for each of our criteria.