Greater Good

Through its City Ratings program, the nonprofit PeopleForBikes seeks to make biking safer and more accessible to people across the U.S.

After the country emerged from a devastating pandemic, the Arthritis Foundation's defining "We Journey Together" campaign needed a jump start. That opportunity presented itself in 2023, the 75th anniversary of the foundation. Working with the agency Mower, the foundation showed the difference it can make to people living with arthritis — to great effect.

Retention of fundraising talent is a big problem for many nonprofits, but the situation is far from hopeless. Through everything from career development programs to involving staff more deeply in the organization's mission, some nonprofits are successfully attracting and retaining fundraisers, and creating an organizational culture that motivates them to stay.

Nonprofit organizations must comply with patchwork state data privacy laws and adapt their fundraising strategies for a privacy-first world. Experts share how to navigate this increasingly complex legal landscape.

Brands will most likely face a severe backlash — and accusations of greenwashing — unless they can show the public that their sustainability activities are making a tangible difference in protecting the environment. Simply advertising their efforts with aspirational messaging won't cut it with discernible consumers.

An "artivist" in residence at the purpose agency Grounded World, Savon Bartley documents the human experience as an act of activism. His work in multiple facets is designed to engage, inspire, and change people's hearts.

The Sing Me a Story organization brings together patients and musicians from around the world to create unique, long-format music videos.

Since the murder of George Floyd in 2020, many nonprofit organizations have re-examined their efforts to integrate DEIB into everyday practices. From creating toolkits to improving recruiting and hiring activities to being more accountable, nonprofits are improving the culture of their organizations.

Participation among people of color in the outdoors is around 10 percent in the U.S. Mark Boles, founder of Massachusetts-based Intrinsic Provisions, one of just four Black-owned outdoor stores in the country, is doing his part to increase diversity in the industry. His business offers a "different approach to retail — a thoughtful, highly curated one that partners only with brands that have a positive social impact."

When Chipotle CMO Chris Brandt met with some of the founders of The Farmlink Project, which connects farmers to food banks to deliver food to people in need, he didn't have to think too long about starting a partnership with the nonprofit. After helping to get the word out via several marketing vehicles in the past few years, Chipotle has lived its brand mission and continues to provide the nonprofit with invaluable support.

In December 2022, TIME and American Family Insurance bestowed their first "Dreamer of the Year" award on Donnel Baird, founder and CEO of BlocPower, a national climate technology company focused on "greening" aging urban buildings. The partnership tied nicely to American Family's tagline, "Insure Carefully, Dream Fearlessly," and was a perfect example of leading with purpose.

To foster inclusivity and representation across the fitness industry among people with disabilities, the personal care brand Degree created the #TrainersforHire platform. The B2 Award-winning platform provides fitness brands with a repository of qualified differently abled trainers and educational resources to make fitness centers more accessible.

The New York Islanders wanted to take its relationship with the Guide Dog Foundation to a higher level, so the National Hockey League team created Puppies with a Purpose. The program, now in its third year, provides funding and training for puppies that are eventually partnered with people who are blind or visually impaired. Throughout the training process the pups get to mingle with fans at games and community-related events, which is crucial for the development of guide dogs.

An environmental activist, social entrepreneur, and artist, 22-year-old Maya Penn has already launched a sustainable fashion brand and a related nonprofit organization, among other noteworthy accomplishments. She shares her perspective on how brands can best weave purpose into their business and speak to the concerns of gen Z.

Easterseals’ Tyler Hall, recipient of the 2022 ANA Nonprofit Federation Rising Leader Award, is highly regarded for his good trouble, generosity, and grit, as well as for his data-driven fundraising practices. In this Q&A, Hall shares his professional journey and the lessons learned along the way.

Brands and organizations can appeal to much more diverse and wider audiences, thanks to a new online platform offered by Microsoft Advertising. The program consists of nearly 40 business attributes based on research showing what is most important to people in building trust with brands.

The venerable Toys for Tots program, run by the United States Marine Corps Reserve since 1947, launched an initiative with the Marine Toys for Tots Foundation to provide toys, books, and other gifts to Afghan children who have been granted asylum in the U.S. The aim is to offer some comfort and hope to these young refugees as they adjust to their new lives.

As head of global activism strategy, Christopher Miller advances numerous social causes to grow the Ben & Jerry's brand.

Led by Faye Nelson, the nonprofit Casting for Recovery provides women a therapeutic technique to aid their recovery from breast cancer.

Through activism, home-grown fair trade supply chains, and organic products, soapmaker Dr. Bronner’s stays true to its founder’s legacy.