CEO of Doctors in Distress, Mary Jane Roberts, uses the metaphor of Monopoly for Millennials to highlight how charities lead the way in community building, nature‑based support, and human‑centred innovation.
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Traditional Monopoly is the height of capitalism in a game form. You win if you have money. You win because others lose. You win because of ownership. Most of us leading charities grapple with this core consideration all the time. Where does capitalism fail? Are we leading charities because we must pick up vital tasks of humanity that are not achieved within the system?

Five years ago I was given Monopoly for Millennials. Forget everything you know about traditional Monopoly. This version earns ‘experiences’ as the currency instead of money. The squares are social places: a makers’ space for artists, a meditation retreat. There are also real life places that people access in need: a friend’s couch is a space on the board. The community chest cards include things like being gifted a coat from a family member, or having a surprise success at work. Less fun but realistic things like Go To Jail still exist as does the passage of time (‘Passing Go’). I deeply love this game.

Charities essentially live Millennial Monopoly. We operate on a different plane – one of reality, charities work where the rubber hits the road. Our stress levels are from trying to somehow match supply with demand. But we are also exactly those people who value things differently. Our currency is that of the game: of experiences. You will find no greater empaths, pragmatists, or lived-experience sociologists than charity leaders.

What does the game describe? Vintage stores, cafes, National Parks. This feels like it summarises lots of the core elements that charities have been moving towards and where charities have led the way in recent years. We were the first to see shopping not just as a transaction: we encourage community with every volunteer behind the counter, and every time we are clear that our store staff should chat about our mission and life to our customers. We were also the first to run cafes that multi-tasked. Arguably the earliest versions were in care for those experiencing homelessness. Haircuts, podiatry and postal services as well as the cup of coffee. Charities have also been the clear societal leaders in linking humans back to nature as part of their community endeavours. From the Macmillan coastal walks to the ‘OG’ of charity marathons and runs: we have led this field.

Which leaves us thinking two things. First, that we still face the continued challenge of the mismatches between capitalism and what humans need in society. This feels symbolically represented in the continued dominance of Monopoly whereas the Millenials version ceased after a time. We can only hope that a reprint called Humanity Monopoly reappears.

Second, we are proud to be charity people. Proud that nature matters to us, that communication and experiences that join people matter. So through everything you do: the food collection, the marketing campaign, the advocacy let your values -your Monopoly - shine.

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