NationSwell’s Strategic Advisor Network is a group of accomplished leaders who have steered global nonprofits, scaled purpose-driven companies, shaped policy, and catalyzed systems change. Together, they bring unparalleled experience and visionary leadership to strengthen our mission-driven community.

In our latest installment of Five Minutes With…, we sat down with one member of this network, Maggie Carter — a senior advisor and consultant specializing in strategic planning, impact measurement, program development, and partnerships who previously served as Director of Social Impact at Amazon Web Services (AWS) — to give our community a closer look at her leadership journey, what drives her work, and the impact she’s championing today.

Here’s what she had to say:

NationSwell: What is the “why” behind your impact work? What’s your personal north star?

Maggie Carter: My “why” stems from my childhood, growing up in a multi-generational household where my parents and grandmother taught me the importance of giving back. I saw them model this firsthand, spending Thanksgiving and Christmas packaging meals and clothes for the homeless in Washington, D.C. That instilled in me the value of using whatever resources you have to help others.

That foundation was cemented during my time at the NBA, when Hurricane Katrina struck. I saw firsthand how vulnerable populations are disproportionately impacted by catastrophic events. That experience stuck with me and fueled a passion for mobilizing resources for social good.

That’s where my time at AWS became so meaningful. We weren’t just about providing technology; we were about applying our scale and resources to solve problems in real-time. This was never clearer than when I co-led Project Sunflower, AWS’s global response to Ukraine. We mobilized over 350 employees and technologies to support more than 30 organizations, earning us the Ukraine Peace Prize. That experience showed me how powerful it is when a company’s core business value is intentionally used to create meaningful, lasting good.

At its core, my “why” is to help build and support organizations that genuinely live their values by using their unique strengths and resources to create lasting good in the world. My north star is to contribute to a future where values consistently drive decisions and actions, creating a virtuous cycle of innovation and impact.

NationSwell: What’s one insight or trend you think every impact leader should be paying more attention to right now?

Maggie Carter: Impact leaders must simultaneously embrace two critical aspects: technological curiosity and profound self-awareness. They need to regularly assess whether their leadership style and the organization’s current structure effectively meet present and future needs, especially in a rapidly evolving digital landscape.

NationSwell: What role do you see NationSwell playing in this moment; why did you choose to get involved?

Maggie Carter: The social sector is at a crossroads, with an urgent need to transition from performative to transformative action. I see NationSwell as a trusted convener, amplifier, and catalyst for this essential change. In a time when many leaders grapple with defining meaningful progress, NationSwell offers a vital space for courageous dialogue and nurtures a community committed to tangible action.

I joined NationSwell because I wanted to be part of a community that addresses challenges authentically and transparently. It’s an opportunity to sharpen my practice, deepen relationships, and actively contribute to a future where values truly drive decisions.

NationSwell: In your experience, what’s one underrated lever for advancing social or environmental progress from inside an organization?

Maggie Carter: In my experience, finance is one of the most underrated levers for advancing social and environmental progress within an organization. Finance teams uniquely understand the priorities of executive leadership and boards, and how investments are measured. They can push thinking beyond short-term ROI to include social ROI, long-term outcomes, and opportunity costs. When CFOs, controllers, and budget managers become true stewards of social impact, rather than just financial health, they can unlock significant scale, accountability, and systemic change.

NationSwell: What’s one book, podcast, ritual, or person that’s fueling you lately?

Maggie Carter: I’m currently reading “Non-Governmental Organizations, Management and Development” by David Lewis. This book is shaping my understanding of how the social sector develops strategies, architects organizational structures, and delivers impact. It’s also prompting me to consider how organizations should navigate crises and who is best equipped to lead through such changes: whether it’s the CEO, a donor, or the Board.

My recent daily ritual involves a morning walk through town. This simple act allows me to connect with nature, reflect on ideas, and find inspiration. I also have weekly walking meetings with peers, which I find incredibly invigorating and conducive to creative problem-solving outside traditional meeting settings.