Category: Five Minutes With…

As corporate impact programs grow more ambitious, they’re also becoming more complex. Employee engagement, grants, foundations, and product-led giving often evolve in parallel — built by different teams, on different systems, at different moments in time. The intent is strong — but without shared infrastructure, friction sets in: fragmented data, inconsistent governance, duplicated nonprofit relationships, and rising operational costs.

Enter Goodstack, which was built to address that disconnect. As expectations around transparency, compliance, and measurable impact continue to rise, the need for connective infrastructure has become more important than ever. Rather than layering new initiatives onto old systems, Goodstack helps organizations unify nonprofit verification, donation rails, governance, and reporting into a cohesive impact operating system — allowing distinct programs to remain purposeful while connected in execution.

For this installment of Five Minutes with…, NationSwell spoke with Aylin Oncel — VP of Social Impact at Goodstack — about what breaks down when social impact efforts remain siloed, why infrastructure is emerging as the next frontier of corporate impact, and what becomes possible when programs evolve from ad hoc initiatives into a connected, compounding strategy.

Here’s what she had to say:

NationSwell: How would you describe the core problem Goodstack is trying to solve for in corporate social impact — what tends to break down inside companies when CSR programs, employee engagement, and product-led giving aren’t connected to each other?

Aylin Oncel, VP of Social Impact, Goodstack: In my role as VP of Social Impact at Goodstack, I spend a lot of time talking with companies that are deeply committed to doing good, but are navigating increasingly complex impact ecosystems. What I see consistently is not a lack of intent, but a lack of connective infrastructure.

Many impact efforts across an organization start off siloed. Employee engagement, grants, and product-led giving are usually built at different moments, by different teams, in response to different needs. That’s a realistic and often effective starting point. The challenge emerges as those programs scale.

As organizations grow, disconnected systems begin to create friction. Impact data fragments, experiences become inconsistent, and strategic alignment becomes harder to sustain, both internally and for the nonprofits on the receiving end. We often see the same nonprofit relationships managed across multiple tools, different verification standards applied across programs, and teams spending significant time reconciling data rather than learning from it. Operational costs increase, global rollouts slow down, and risk rises when governance and tracking are inconsistent.

Goodstack helps by providing shared infrastructure that allows these efforts to remain distinct in purpose, but connected in execution. By standardizing nonprofit verification, donation flows, governance, and reporting across programs, we help company impact evolve from standalone initiatives into a coherent, resilient impact operating system.

NationSwell: How do you define the role Goodstack is actually seeking to play for companies, and why does that distinction matter in the current CSR landscape?

Oncel, Goodstack: We think of Goodstack as infrastructure for corporate impact, and also as a strategic partner helping companies bring their impact efforts together in a way that’s sustainable over time.

Our role is to provide the core systems companies and nonprofits can rely on, including nonprofit verification, donation rails, governance frameworks, and shared visibility across employee programs, customer experiences, foundations, and grants. Our partnership shows up in helping teams see and operate those efforts as part of a single impact strategy, rather than as separate initiatives competing for attention or resources.

That distinction matters because impact work today is inherently cross-functional, while expectations around trust, compliance, and measurement continue to rise. Companies need flexibility in how they activate and scale giving, but they also need a partner who understands the full ecosystem and can help connect programs into a cohesive strategy. When that foundation is in place, teams spend less time rebuilding systems and more time focusing on outcomes, engagement, and long-term impact.

NationSwell: You’ve identified a gap between different internal CSR stakeholders — HR, foundations, product, sales — who often aren’t talking to each other. What’s lost when that fragmentation persists, and what becomes possible when those efforts are connected?

Oncel, Goodstack: When CSR efforts stay fragmented, the biggest thing that’s lost is momentum.

Each team may be doing meaningful work in isolation, but those efforts rarely reinforce one another. Employees don’t always see how their time or giving fits into a broader narrative. Impact data lives in disconnected spreadsheets. Leaders miss opportunities to understand what’s resonating, what’s scaling, and where real outcomes are being created.

When efforts are connected through shared infrastructure and standards, participation tends to increase because experiences are simpler and more transparent. Insights improve because impact is measured consistently. Companies move from one-off campaigns to an always-on strategy that scales across teams and geographies. Impact shifts from episodic to compounding.

NationSwell: Without getting into proprietary details, can you share an example of a moment when things really clicked — when a company started to see its impact efforts as one connected system, and changed how they worked or thought about CSR?

Oncel, Goodstack: One of the clearest “click” moments I’ve seen is when a company realizes it no longer needs separate systems for nonprofit programs, employee giving, and grants. Once the underlying infrastructure is standardized across nonprofit verification, donation flows, and shared reporting, impact stops feeling like a collection of disconnected initiatives and starts functioning as part of the company’s operating system.

Teams spend less time managing logistics and more time thinking strategically. Reporting cycles that once took weeks begin to happen in near real time, and moments like GivingTuesday shift from one-off obligations into genuine opportunities to accelerate engagement. Volunteer initiatives spark interest in giving, giving data surfaces the causes employees care about, and those insights inform grantmaking nominations and company-wide campaigns. Product-led programs reveal new opportunities to engage customers more meaningfully. Instead of running ad hoc initiatives, teams learn from patterns, adapt faster, and move forward with a shared sense of purpose.

NationSwell: How would you describe the next evolution of CSR, and what signals tell you whether or not we’re already moving in that direction?

Oncel, Goodstack: I see the next evolution of CSR unfolding across three dimensions.

First, expanding stakeholder engagement by embedding giving into products and everyday experiences. Thoughtful design makes participation intuitive and expands who gets to be part of impact.

Second, meet employees where they already are. Atlassian, a Goodstack partner, exemplifies this approach in its employee engagement program. As Atlassian employees volunteer and donate, they earn rewards for themselves and nonprofits they care about directly on the platform – with high-impact activities unlocking bigger rewards. It recognizes a wide range of giving behaviors and gives people a clear, flexible path to increasing their impact.

Third, connecting efforts across teams so impact isn’t experienced as a series of disconnected programs, but as a cohesive narrative that demonstrates compounding progress over time.

The signals are already here. More leaders are asking not just how much was given, but who it reached, what changed, and how programs influence behavior and outcomes. That shift in questioning reflects a maturing field.

NationSwell: Goodstack sits at a unique intersection of data, infrastructure, and ecosystem visibility. How do you think about using that vantage point to not just report on impact, but to help shape better decisions?

Oncel, Goodstack: We’re thoughtful about how we use data and AI, because visibility alone doesn’t drive better decisions. It has to be paired with strong infrastructure, clear standards, and human judgment.

Where AI becomes powerful for us is in reducing friction and surfacing patterns that are difficult to see across large, complex impact programs. That can include revealing where engagement drops off, where interest clusters around specific causes, or where programs unintentionally overlap. These insights help teams act with greater confidence and intention.

Importantly, AI isn’t replacing decision-making. It’s supporting it. By pairing intelligent systems with verified nonprofit data, consistent governance, and transparent reporting, we help leaders spend less time reconciling information and more time designing impact strategies that are intentional, equitable, and resilient over time.

NationSwell: For CSR leaders who feel stuck repeating the same campaigns year after year, what’s one question they should be asking themselves if they want to unlock a more integrated, strategic approach to impact?

I’d encourage leaders to step back and ask, what problem are we actually trying to solve?

It’s easy to default to familiar formats and moments on the calendar without reassessing whether they’re still aligned with today’s challenges. Instead of starting with what you’ve always done, it can be more powerful to focus on how you might unlock new impact in service of your goals and overall mission.

That might mean pulling different levers, such as engaging customers in giving, designing employee programs that drive meaningful behavior change, or increasing access to funding and visibility for nonprofits that are often overlooked. When infrastructure is stable, leaders have the freedom to think creatively, test new approaches thoughtfully, and learn from what works.

The shift isn’t about reinventing the wheel. It’s about being clearer on the outcomes you want and more strategic in how you get there.

At a moment when the accounting profession faces both a shrinking talent pipeline and an urgent need to diversify who enters the field, the Center for Audit Quality’s Accounting+ program is reshaping perceptions of what a career in accounting could look like. 

Launched as a profession-wide response to longstanding recruiting challenges, Accounting+ meets students where they are to spotlight the dynamic, impactful opportunities that exist within the accounting profession. Now in its fifth year, CAQ’s 2025 Annual Report shows that Accounting+ has strengthened awareness and engagement with accounting careers through data-driven content, strategic partnerships, and sustained outreach that reflects real student interests and aspirations. 

For this installment of 5 Minutes With, NationSwell sat down with Liz Barentzen — Vice President of Operations and Talent Initiatives at the Center for Audit Quality — to talk about how, against a backdrop of declining accounting graduates and broader enrollment pressures, Accounting+ is not just raising visibility for the profession but also helping to rewrite its narrative for the next generation of talent.

Here’s what she had to say:

NationSwell: What specific gap have you identified in the types of applicants the accounting profession typically attracts that made a broad, student-facing awareness campaign feel necessary? How has the Accounting+ program sought to address that gap?

Liz Barentzen, CAQ: The accounting profession was facing a dual challenge: a shrinking talent pipeline overall and persistent underrepresentation of Black, Latino, and other students of color. But what made a broad, student-facing campaign feel necessary — rather than just more targeted recruitment — was the data on awareness. Many students, particularly those without family connections to business or professional services, simply didn’t have accounting on their radar as a viable, appealing career path. They associated it with tax prep or number-crunching, not with the strategic advisory work, global mobility, or earning potential the profession actually offers.

So Accounting+ was designed to intervene earlier and more broadly — to shift perceptions before students make decisions about majors or career tracks. We’re working to widen who even considers accounting, not just compete for students already headed toward business fields.

NationSwell: You’ve described Accounting+ as working in two major buckets: large-scale brand awareness and in-classroom activation. How do those two strategies reinforce each other in practice, and where have you seen the strongest shifts in student perception?

Liz Barentzen, CAQ: The large-scale brand awareness work — think digital campaigns, influencer partnerships, broad-reach content — creates cultural receptivity. It plants the seed that accounting is something worth paying attention to. But awareness alone doesn’t give students the information or confidence to actually pursue it.

That’s where the in-classroom activation comes in, primarily through our partnership with EVERFI. We’ve reached nearly 260,000 students across thousands of high schools with a curriculum that goes deeper — explaining what accountants actually do, the variety of career paths, the earning potential and stability.

And critically, it doesn’t stop at awareness. When these previously primed students come to the Accounting+ website, they’re offered concrete next steps — internships, scholarships, programs that help them continue the journey. So we’re not just inspiring interest and then leaving students to figure it out on their own. We’re building a pathway from “I didn’t know this was an option” to “here’s how I actually get there.”

Some of the strongest perception shifts we’ve seen are around long-term earning potential and career stability. Students are starting to see accounting as a path to financial security — not just a boring desk job that requires advanced mathematics.

NationSwell: What has your research revealed about how students’ priorities are changing over time, and how has Accounting+ — and your messaging strategy — adapted in response?

Liz Barentzen, CAQ: Our longitudinal research has tracked a real shift. When we first launched the campaign, the messages that resonated most were about accounting as a pathway to starting your own business or giving back to your community. Students were drawn to the autonomy and purpose narratives.

Now, what’s landing is stability and long-term security. When we ask high school students what matters most in a career, long-term earning potential outranks starting salary — 68.5% prioritize it. They’re thinking about financial trajectory, not just what they’d make in year one.

That shift likely reflects the broader environment these students are coming of age in — economic uncertainty, headlines about layoffs and AI disruption, watching their families navigate instability.

So, our messaging has adapted accordingly. We’re still telling the full story of what accounting offers, but we’re leading with the durability of the career path, the flexibility it provides, and the financial foundation it builds. We’re meeting students where their priorities actually are, not where we assumed they’d be.

NationSwell: Accounting+ has been explicit about reaching students with the least exposure to accounting; what are the mechanics you employ to ensure that the campaign is widening the funnel rather than simply reaching students already on a professional track?

Liz Barentzen, CAQ: This is something we’re deliberate about. The mechanics include: partnering with 38+ state CPA societies to reach schools in communities with less exposure to professional services; working through EVERFI to deploy curriculum in Title I schools and districts we wouldn’t otherwise access; and ensuring our digital content doesn’t just target business-oriented students but reaches broader interest categories.

We also track who we’re reaching. If our data showed we were just preaching to the choir—students already in AP Economics or DECA — we’d know something was off. What we’re seeing instead is engagement from students who didn’t have accounting anywhere in their consideration set before encountering our content. The goal is exposure equity: giving students the same information about this career that kids with accountant parents or professional networks get at the dinner table.

NationSwell: As AI reshapes the accounting profession and companies rethink entry-level hiring, how are you reframing the value proposition of accounting for students today?

Liz Barentzen, CAQ: This is the live tension right now. Students are hearing headlines about AI replacing jobs and firms pulling back on entry-level hiring. If we’re not careful, the narrative becomes “why would I pursue a profession that’s automating itself out of existence?”

Our reframe is this: accounting skills are foundational to understanding how any organization works—financially, operationally, strategically. AI will change how accountants work, but it increases the need for people who can interpret, advise, and exercise judgment. The profession is shifting from compliance and data processing toward analysis and strategy.

We’re also honest with students that the entry-level landscape is evolving, and we’re working with firms and educators to ensure there are clear pathways in. But the core value proposition — financial literacy, career stability, multiple exit options, strong earning trajectory — remains sound. We just have to tell that story with more nuance now.

NationSwell: Your annual report shows accounting enrollments growing significantly faster than overall college enrollment, driven largely by Black and Latino students. What does that data tell you about what’s working — and what still needs to change to sustain this momentum long-term?

Liz Barentzen, CAQ: The headline is striking: accounting enrollments grew 13.9% while overall undergraduate enrollment grew just 5.2% — and that growth was driven disproportionately by Black and Latino students. Accounting programs are outperforming national trends across all demographic groups.

What does that tell us? First, that the awareness investment is working. When students know about a career path and see people like them succeeding in it, they pursue it. Second, that the profession’s efforts on diversity and inclusion — however imperfect — are registering with students. They’re voting with their enrollment decisions.

But to sustain this? We need to ensure students don’t just enroll — they persist, they pass the CPA exam, they get hired, they advance. That’s where the ecosystem needs to keep evolving. The pipeline is widening, but the profession has to be ready to receive and develop this talent. That’s the next chapter.

Liz Barentzen, CAQ: Is there anything else that feels important to mention?

First, Accounting+ is a coalition effort — major firms, state societies, educators, NABA Inc., AICPA, and more. That’s unusual in professional pipeline work, and it’s been essential to our scale and credibility. When students see the whole profession showing up, not just one firm recruiting for itself, it signals something different.

Second, we’re at the five-year mark, and we’ve seen meaningful movement. But this isn’t a problem you solve in five years. The question now is how we sustain momentum, continue adapting to a changing landscape, and ensure this generation of students has the support they need all the way through — from awareness to enrollment to career success.

For this installment of Five Minutes With, NationSwell sat down with Ann Canela, director of Corporate Giving at Niagara Bottling and head of Niagara Cares, to talk about the new “Love Your Happy Place” campaign — a colorful, citywide initiative encouraging people to show love for the places they call home.

Rooted in behavioral science and built on empathy rather than guilt, the campaign aims to make environmental action feel joyful, personal, and contagious — proving that small, “too-small-to-fail” acts can add up to big community impact.

Here’s what Ann had to say:

NationSwell: What was the inspiration for this kind of community-focused coalition building? What are the main goals of the initiative? 

Ann Canela, head of Niagara Cares: The “Love Your Happy Place” campaign began as a national initiative but drew its real inspiration from local communities. The idea was to spark local “too-small-to-fail” actions — picking up litter, recycling, joining a cleanup — that collectively show love for where we live. Grounded in behavioral science, we studied why recycling rates stagnate, following people in their daily routines to understand their confidence, confusion, and barriers. What we found was that emotion — especially empathy and optimism — moves people more effectively than guilt or logic. This insight shaped a campaign that leaned into joy, play, and gamification in order to motivate environmental action.

Our first pilot in Austin wrapped the city in messages of love — from murals and bus wraps to community events—and boosted recycling confidence and civic pride by double digits. That success has since expanded to San Diego, where coalitions of partners are leading beach cleanups, park recycling competitions, and tree plantings, with activations culminating around Valentine’s Day and Earth Month. The model is spreading rapidly — next stops include Denver, Los Angeles, Dallas, and Oakland — and has already earned Keep America Beautiful’s award for Best Sustainable Communications. It’s a campaign powered by optimism, local pride, and the belief that love, expressed through small daily actions, can create measurable change.

NationSwell: What do you think it is about small coalitions that activates this optimism or civic pride lever in folks’ brains? 

Ann Canela: People see these huge signs that say love and it’s disruptive, it makes you stop and look, but it’s also universal. Love is something everyone understands; to me, it’s the purpose of everything. The challenge with many climate-related campaigns is that we often ask too much of individuals. But when you break it down into small, tangible actions — like picking up a piece of litter on a walk — and remind people that thousands of others are doing the same, the collective impact becomes visible and real.

Those simple acts connect people to a larger purpose. It’s not just about one person recycling or cleaning up; it’s about feeling part of a shared movement that turns small gestures into massive change. There’s a kind of magic in that: When people can see themselves reflected in the solution and recognize that love, expressed through everyday action, truly adds up.

NationSwell: What compelled you to get involved in sustainability in the first place? What galvanized your interest in piloting bold solutions? 

Canela, Niagara Cares: When I joined Niagara, there wasn’t a formal CSR platform, just a family fund rooted in decades of charitable giving. My career throughline has always been strategic philanthropy: using funding in ways that align with a company’s purpose, engage employees, and resonate with consumers. For Niagara, that meant mapping philanthropy to what we make — water — and investing in recycling, water restoration, and disaster relief. Rather than forcing climate work into our business, we’ve focused on making every dollar work smarter, advancing multiple goals at once: driving impact, supporting employee volunteerism, and shifting culture.

As a private, B2B company, we’re not a household name, but our products touch people’s lives daily. That’s why we hold ourselves accountable for every philanthropic investment — we want each dollar to serve both business and community. Beyond funding, we take an active role with grantees: fundraising alongside them, hosting events, and investing deeply in their success. My goal is to help move philanthropy forward — not just by what we fund, but by how we give, ensuring it’s collaborative, strategic, and built for lasting change.

NationSwell: What do you feel is the North Star of your leadership — the principle or ideal you look to in order to be the most effective leader possible? 

Canela, Niagara Cares: I’ve always believed that effective leadership, like strong branding, requires a balance between head and heart. To truly connect with people, you need both strategic clarity and emotional authenticity. I’m not afraid to show emotion; the issues we work on are real and deeply human. My approach is to pair a thoughtful, data-driven strategy with genuine empathy — to be both the mind and the soul of the business. That balance allows me to lead in a way that’s motivational, grounded, and real.

At the same time, none of this work happens alone. Behind every success is a team that inspires me daily, partners who share our vision, and nonprofits doing the hard work on the ground. It’s a collective effort — each part strengthening the other — and I couldn’t be prouder of the people I get to collaborate with. Together, we make each other better and turn strategy into meaningful, lasting impact.

NationSwell: What is exciting you right now? What is the next thing on the horizon that has you really excited? 

Canela, Niagara Cares: What’s exciting is that this is a new strategy for Niagara — we launched it at the start of 2024, so we’re only in our second year. The first year was about benchmarking: understanding what was possible and how to execute it. By year two, we established ambitious KPIs — feeding 150,000 people a month, planting a million trees, and restoring a billion gallons of water over five years. But we’ve already surpassed expectations: 400,000 trees planted this year alone, 70,000 people fed, and water goals we’ll likely reach within 18 months.

Now we’re asking ourselves what’s next — how we can stretch even further and scale our impact. Reevaluating and expanding these goals isn’t just a metric exercise; it’s a reflection of the legacy we want to leave in the world. Seeing how much we can accomplish in such a short time makes me incredibly proud and motivated for what’s ahead.

NationSwell: What, to your mind, is sort of defining the world of philanthropy right now? What are you seeing that is giving you the most hope? 

Canela, Niagara Cares: In corporate philanthropy, the shifting flow of money is redefining everything. Funding models are changing so quickly that many nonprofit leaders are struggling to adapt — but what I find hopeful is how many corporate peers are stepping up to help. Companies are working more closely with partners, offering flexible funding, and showing real empathy for the challenges nonprofits face. I recently joined a roundtable on the state of corporate giving where people were moved to tears — and to me, that emotion reflects deep commitment to sustaining impact in uncertain times.

Even as traditional funding sources dry up, I’m inspired by the innovation happening across the sector. Nonprofits are reorganizing, forming new partnerships, and finding creative ways to stay resilient. We may see more collaboration and consolidation, but not collapse — and that gives me tremendous hope. There’s a shared determination, both in business and philanthropy, to evolve together and continue supporting the work that matters most.

As technology continues to reshape every industry, too many workers and communities are at risk of being left behind. The Digital Opportunity Playbook, developed by the Tata Consultancy Services’ Digital Empowers team with partners across business, government, and the nonprofit sector, offers a practical roadmap for closing that gap. Drawing on insights gleaned from more than 70 leaders nationwide, the playbook outlines four “plays” that help communities and employers move from access to agency: expanding digital inclusion, strengthening K–12 STEM, building digital confidence, and reskilling adults for meaningful careers.

At a moment of rapidly shifting workforce needs, the Digital Opportunity Playbook is designed to help industry and community partners act together to align economic growth with equity by ensuring digital skills and pathways are accessible.

For this installment of Five Minutes With… NationSwell sat down with Katie Levey — Global Program Director of Digital Empowers — to learn about how the playbook came together, what it reveals about the future of work, and where the work is headed next.

NationSwell: Can you give us an overview of the playbook’s scope — how does it build upon TCS’s legacy of community investment?

Katherine Levey, Global Program Director, Digital Empowers: TCS has a long history of supporting underinvested communities’ entry into the digital economy through STEM, literacy, entrepreneurial and career readiness programs.

Digital Empowers builds on that legacy by bringing together stakeholders across sectors to collaborate on these issues. Sometimes that looks like research, insights, and webinars; other times, it looks more like collective action with partners who are working toward specific solutions in STEM, digital opportunity, or workforce readiness.

Before moving forward with the playbook, we spoke with 70 leaders from business, government, and nonprofits across the U.S. to help us understand where the need was greatest. From those conversations, we identified four key themes, or “plays,” that form the foundation of our work: expanding digital inclusion, strengthening K–12 STEM, building digital confidence, and reskilling adults for high-demand careers. 

NationSwell: What makes the playbook unique — how does it stand apart from other reports or initiatives in the space?

Levey, Digital Empowers: Unlike many white papers, the playbook draws on interviews with a wide cross-section of stakeholders to define problems as communities and industry see them together. The process took a lot of time, all of which proved to be a valuable investment. It  gave us a really strong pulse check on shifting needs and perspectives. The findings now serve as a foundation for collaboration through regional events and the new national Digital Opportunity Council.

The response from stakeholders has been consistent as we’ve shared elements of the playbook: Across companies and communities, there’s strong alignment around ideas related to workforce reskilling needs. These aren’t abstract “future of work” conversations anymore — the challenges are here and now. With limited funding and increasing constraints, collaboration is essential, and this initiative is designed to create the partnerships needed to address them.

NationSwell: During the course of those interviews, did you uncover any particularly surprising insights that might be surprising to readers?

Levey, Digital Empowers: Two points really stood out for us: First, in the workforce, there’s growing recognition that, while four-year degrees remain important, alternative pathways are  critical for the many people who can’t immediately access a bachelor’s degree. Companies are increasingly exploring credentialing, learn-to-work programs, and apprenticeships as viable routes to support opportunity.

Second, when we talk about STEM education, we’re not just talking about technical skills anymore. There’s a strong push to integrate social and emotional learning — soft skills like problem solving, leadership, communication, and the ability to collaborate and contextualize work. What surprised me is how often practitioners emphasized that this isn’t a “nice to have”; it’s essential. To ground AI and other technologies in the real world, people need both technical literacy and human skills. Teaching STEM proficiency alone isn’t enough. Without addressing barriers to areas like resilience and belonging, these technical skills can only go so far. The combination of STEM and social-emotional learning is what truly prepares people to thrive.

NationSwell: How does TCS define its role in shaping inclusive digital ecosystems, and what do you see as your responsibility beyond the private sector?

Levey, Digital Empowers: This work is really part of our DNA. TCS’ parent group, Tata Sons, was founded in 1868 with a vision to help India grow and develop. As the company grew into a global enterprise, Tata has invested in communities through skilling, literacy, and partnerships with diverse populations around the world, and that legacy of community investment continues to shape how we operate today.

With Digital Empowers, our focus is on building an inclusive ecosystem by working with communities rather than imposing solutions. While we run STEM-education, literacy and other programs nationwide, this initiative — and the playbook — has been more about listening: we’re gathering feedback, learning from different perspectives, engaging stakeholders closest to the issues, and bringing corporate partners into the fold. Through regional events and advisory councils, we’re ensuring collaboration is built in at every step.

NationSwell: What are the next steps for Digital Empowers after this report — and what are your call-ins for the NationSwell community?

Levey, Digital Empowers: Digital Empowers is launching a series of regional events, Collaborating for Connected Futures, in New York, Detroit, Chicago, and Dallas to take the playbook deeper at the community level. The first, held in New York during UN Week, will bring civic, industry, and nonprofit leaders together to explore digital inclusion, hear directly from community voices, and spark new partnerships that adapt the four “plays” locally.

In parallel, we’re also establishing the Digital Opportunity Council — a national forum of companies and select nonprofits committed to expanding digital opportunity and workforce development. Designed to be light on time but high on impact, the Council will focus on digital skills, workforce readiness, and community partnership, with members connecting regularly to co-define problem statements and co-design informed solutions. We are currently accepting partners interested in serving on the Council.

To learn more about opportunities to get involved, reach out here.

For this installment of 5 Minutes With, NationSwell sat down with Lisa Lawson, president and CEO of the Annie E. Casey Foundation, to talk about her new book, Thrive: How the Science of the Adolescent Brain Helps Us Imagine a Better Future for All Children.

The book explores how breakthroughs in adolescent brain science reveal what young people need to thrive, why our systems so often fail to provide those essentials, and how families, communities, and institutions can come together to build the stable relationships, opportunities, and supports that help all children reach their full potential.

We asked Lisa what the research means for educators, policymakers, and young people themselves — here’s what she had to say:

NationSwell: Your book weaves together a lot of powerful new insights from brain science. How should this research change the way educators, youth leaders, or policymakers show up for young people?

Lisa Lawson, president and CEO of the Annie E. Casey Foundation: The research is clear: young people’s brains are still under construction through their mid-20s — especially the parts that control judgment, planning and emotional regulation. We also know they are wired for rewards, highly influenced by peers and learn best when they’re actively engaged rather than passively instructed. That means that some of the behaviors we sometimes label as defiance in young people is often just development in action.

Knowing this, we should redesign systems to work with the adolescent brain, not against it. That means moving beyond one-size-fits-all instruction and embracing hands-on, real-world learning; shifting from compliance to connection; prioritizing relationships and rewards; and creating meaningful opportunities for young people to shape programs and policies that affect their lives. 

As I write in Thrive, when we align our programs and policies with what science tells us young people need, we not only set them up for success — we strengthen our workforce, our communities and our country’s future.

NationSwell: We know relationships and real opportunities are essential for kids to thrive. Where do you see the biggest disconnect between what the science says and what young people actually get from our systems today?

Lawson: The science tells us teens need caring adults and chances to learn and lead. But our systems too often offer punishment without purpose and rules without relationships. 

In foster care, for example, tens of thousands of teens age out each year without a permanent family. Many want to be adopted, but to do so, they may be forced to cut legal ties with their birth family. That’s why the Annie E. Casey Foundation partnered with young people to create the SOUL Family Framework. It lets youth choose a circle of caring adults who can support them legally — without cutting off their existing connections. Kansas has been the first state in the nation to create a SOUL Family legal permanency option. 

At the end of the day, if we want different outcomes, we need different systems that trust young people’s voices and build with, not for, them.

NationSwell: Unequal experiences of adolescence often ripple into lifelong inequities; what does it look like in practice to make sure every young person — especially those growing up in poverty or foster care — has a fair chance to thrive?

Lawson: It starts with meeting their most basic needs. When young people are just trying to survive — worrying about food, housing, health care or safety — they can’t thrive.

That’s why “basic needs” is one of the five essentials the Foundation invests in through our Thrive by 25 ® effort. But we go beyond survival. We work with communities to ensure youth have stable relationships, flexible education paths, real work opportunities and chances to lead.

NationSwell: Outside of formal systems, what role do you see families and neighborhoods playing in putting brain science into action for everyday adolescent development?

Lawson: Families and communities are such an important part of the construction crew for the bridge to adulthood. Brain science tells us teens are wired for rewards and responsive to relationships — which means parents, neighbors, coaches and mentors have enormous influence.

Just being present, especially during the messy moments, is powerful. The guidance of one caring adult can buffer trauma, strengthen resilience and shape a young person’s sense of identity and possibility.

Even small acts of support — like a teacher who listens, a neighbor who offers a job or a relative who sticks around — can anchor a young person during this period of immense growth.

NationSwell: If you could wave a wand and get policymakers to make one change tomorrow that aligns with what we now know about adolescent development, what would it be and why?

Lawson: I would have policymakers shift from crisis response to prevention. Too often, our systems only engage with young people after something has gone wrong — after they’ve dropped out, gotten in trouble or landed in foster care. But adolescent brain science tells us prevention isn’t just more humane — it’s also smarter and more cost-effective.

Imagine if our child welfare systems invested as much in strengthening families on the front end as they do in out-of-home placements. Or if our cities dramatically expanded summer job programs and mentorship opportunities, which we know reduce the likelihood that young people will come into contact with the justice system.

Policies that reflect adolescent development would focus on building stability, opportunity and connection before a young person falls into crisis. That shift would not only change individual lives — it would strengthen our workforce, our communities and our country’s future.

NationSwell: Finally, thinking about NationSwell’s community of leaders and changemakers: if there’s one call to action you’d want them to take from Thrive, what would it be?

Lawson: I would call on them to use their influence to shift the narrative about adolescence. Too often, we see teenagers through a deficit lens — focusing on what’s wrong instead of what’s possible. Thrive makes the case that adolescence is one of the most powerful windows of opportunity we have to shape the future.

That means every leader, no matter their sector, has a role to play in building a stronger “bridge” from childhood to adulthood. I use this metaphor throughout the book because adolescence really is a long, sometimes shaky crossing. Young people are still developing the skills and supports they’ll need to stand firmly on the other side. When the bridge is missing planks or guardrails, too many fall through. But when we reinforce it with caring adults, real opportunities and policies grounded in science, we give every young person a sturdy path forward.

Policymakers can invest in prevention instead of waiting for crisis. Employers can create meaningful first-job experiences. Communities can make sure every young person has at least one caring adult walking alongside them.

If NationSwell’s leaders step up in these ways — guided by the science and by the voices of young people themselves — we can ensure this generation doesn’t just make it across the bridge, but thrives once they do. And when our young people thrive, so does our country.

For this installment of Five Minutes With, NationSwell sat down with Liz Lund, Senior Director of Philanthropy at Medtronic Communities Foundation, which is working to propel 1 million students from low income households into life-changing careers in health tech – transforming their futures, their families, and their communities.

We asked Liz about expanding science, technology, and engineering opportunities for underrepresented populations, her leadership style, and the subtle shift from being solely a funder to becoming a service provider.. 

Here’s what she had to say:

NationSwell: What brought you to the field that you’re in right now? Was there a moment, a relationship, or an experience that galvanized your commitment to driving bold action?

Liz Lund, Senior Director of Philanthropy, Medtronic Communities Foundation: I am not a stranger to the impact non-profit and community-based organizations can have. I grew up in a modest household and relied on a range of programs that helped shape my path. One of the most formative experiences was joining Inroads in high school, where I learned how to navigate professional spaces and prepare for college. With the support of incredible mentors, I secured a four-year internship at Target, which laid the foundation for my business career.

Years later, when my mother had a stroke that left her paraplegic, I once again turned to the nonprofit sector for help. Organizations like Courage Kenny and the United Way connected me with critical resources as I stepped into a caregiving role. These experiences deeply ingrained in me the importance of giving back—through time, service, and philanthropy. Eventually, I transitioned from a traditional business role into community relations at Target, bringing my career full circle and solidifying my commitment to this work.

NationSwell: How would you describe your leadership style? What is it about the way that you lead in the space that makes you an effective leader?

Lund, Medtronic: I try to be a very thoughtful leader — to really make time and space to understand the goals and objectives of not only the work, but of the people that work with me. 

I also fundamentally understand that the work doesn’t get done by any one individual, it gets done by a collective, so the health of the collective is what’s critically important to achieving great results. I really try to understand the culture, what the needs are, what the opportunities are, what the skills of the collective are, and what role can I play in helping to grow. 

I consider myself to be a continuous learner; I’m learning things every single day from the people that work for me in addition to the subject matter experts that I work with in this space, and I find that exhilarating.  I fundamentally have an operations brain, so I’m always trying to figure out how things come together. I love problem solving, and so I love collaborating with people that work with me that are undaunted by the problem. 

NationSwell: Is there a particular program, a signature initiative, or some facet of the work that you would like to spotlight for us that you feel is particularly exemplary or differentiated?

Lund, Medtronic: When I joined the Medtronic Foundation, one of my early projects was assessing our program portfolio to determine where we should focus long-term. I’m a whiteboard person, so I mapped out an idea to concentrate more intentionally on expanding STEM opportunities for underrepresented populations. Then COVID hit, and that plan went on the back burner. But what we did during the pandemic became one of the most meaningful efforts of my career.

We pivoted quickly from traditional grantmaking — long applications, financial analyses, six-month review cycles — to something radically different. In 12 countries, we launched virtual interview-based applications to rapidly support nonprofits identified by our employees. We did our due diligence on the back end and got funding to our partners within six weeks. Even more importantly, we let nonprofits define what success and impact looked like. It was collaborative, fast, and deeply human. The feedback we received from our partners was overwhelmingly positive.

That experience shifted how we approach grantmaking even today. It showed us the power of trust, flexibility, and partnership. 

NationSwell: You’ve mentioned all the ways that you moved with agility and speed to fast track different approval processes. How much of that is carried over to the new, post-COVID modus operandi?

Lund, Medtronic: What’s really carried over is the belief in the art of the possible. We’re now operating with a 10-year commitment from our board — something we’ve never had before, and that’s rare for corporate foundations, especially those tied to publicly traded companies. Social impact takes time, and historically, corporate timelines haven’t always allowed for that. But we’ve done things differently, experimented, and brought our board along with us. That long-term commitment is a powerful reflection of the trust we’ve built and the results we’ve started to show.

Another key lesson is knowing when to step back and let subject matter experts lead. As funders, one of our greatest responsibilities is to listen — really listen — so we can make informed investments that actually move the needle. That mindset shift started during our COVID response and continues to guide how we work today: stay open, trust the people closest to the work, and fight for what matters.

NationSwell: Finally, what are some of the challenges you’re facing? How can NationSwell’s social impact community help you with those challenges?

Lund, Medtronic: The biggest opportunity we have right now is tied to a major shift in how we operate. Historically, the Medtronic Foundation — like many others — focused on making direct financial investments in nonprofit organizations delivering services. But we’re now building and executing our own programs, moving from being solely a funder to also becoming a service provider.

This is a significant pivot, and it means we need to absorb as much insight as possible to do it well. We’re especially focused on workforce development — from early stage learning to a career — and committed to continuously refining our programs to ensure they’re designed for real, lasting impact.

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, Rose Kirk — a C-level executive in the telecommunications industry with more than 35 years experience leading sales, marketing, customer service, go-to-market strategies, and responsible innovation functions — 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?

Rose Kirk: The thing I come back to again and again is how best to develop and empower a team. People need leadership that is strategic and purposeful, that holds them accountable, and that expects them to deliver. My mission isn’t just to delegate, but to work alongside my team and give them the tools to meet their goals. The most successful leaders step up with excitement, embrace the challenge of finding new opportunities, move work forward in fresh ways, and measure real outcomes.

My path into ESG and corporate social responsibility was almost accidental. What began as a temporary assignment at Verizon became permanent when I realized the opportunity to use corporate assets to make a broader impact on society.

And really, who doesn’t want to go to work every day thinking about what a company owes its citizens, how it can leverage its assets, and how it can both drive revenue and deepen purpose? Looking back now, post-Verizon, at the legacy I left and the work still continuing, I feel affirmed that the vision was right, the execution strong, and the opportunities enduring.

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

Rose Kirk: I can speak to the trends we’re seeing both as someone who’s practiced this work day-to-day and now from the vantage point of a corporate board. Corporations, especially in the U.S. but also globally, are trying to navigate today’s systems and government engagement on a wide range of issues. One of the biggest opportunities I see is grounding this work directly in business strategy. That requires practitioners to truly understand how the company makes money, align with the broader strategy, and build relationships across P&L functions in ways they may not have before. They also need to help the CEO navigate the current environment. Those who succeed earn a seat at the table, where their perspectives are valued. That’s what will sustain this work and carry it through challenging times.

NationSwell: What role do you see NationSwell playing at this moment? Why did you choose to get involved?

Rose Kirk: What I love about NationSwell is that it’s not just about the network — it’s about the insights, perspectives, and willingness to tackle complex issues in ways that lead to real solutions. The thoughtfulness in how rooms are curated, and how members themselves are empowered to curate, creates a true give-and-take that sets NationSwell apart. Unlike other organizations where events feel one-directional, NationSwell is a genuine two-way street.

What also stands out is the culture of sincerity. When leadership asks, “How can I help?” it isn’t just talk — they take action. Too often organizations want more from their members than they’re willing to give back, but NationSwell operates differently. As a Strategic Advisor, I take that seriously and strive to represent the brand with the same spirit of generosity and authenticity that defines its leadership and community.

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

Rose Kirk: One of the biggest levers many practitioners overlook is building relationships with the board of directors and the board’s committee chair for ESG.  Presenting to the board is valuable, but the real opportunity lies in connecting with those leaders directly. Board members are often senior executives at other corporations, serve on multiple boards, and bring a wealth of insight into where the company is headed and what it needs. Developing those relationships helps hard-code this work into the company in a more integrated way. Many ESG leaders don’t utilize this connection. 

At Verizon, I was fortunate to have the CEO’s support, the reputation, and the relationships that allowed me to engage meaningfully with the board and several of its members.

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

Rose Kirk: I’m definitely a consumer of The Daily — I appreciate how they break down the news and give you a broader sense of the “why.” I also love Michelle Obama’s podcast, and how she shows up with such generosity — constantly sharing wisdom, being vulnerable, and giving back when she doesn’t have to. Her podcast with her brother is such a powerful example of sibling relationships and how to navigate grief. After losing their mom, the way they lean on each other — the only two people who shared that lifelong bond with her — is both moving and joyful. They manage to be insightful, vulnerable, and fun at the same time, which always makes me want to text my own siblings little love notes.

What I especially value is that it isn’t political — it’s just real conversations about life. And I think that matters: stepping away from politics to simply connect with the humanity and joy in someone else’s journey.

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.

Amidst stagnating rates of charitable giving and volunteering in the U.S., Bonterra — a software company focused on helping nonprofits, foundations, corporations, and beyond scale their impact — has a mission to boost giving and volunteerism to 3% of U.S. GDP by 2033. So, they took a fresh approach to Bonterra’s annual impact report. Developed in partnership with NationSwell, the 2025 Impact Report gives Bonterra’s customers actionable insights on how to empower the “Generosity Generation”: a cross-generational community empowered by technology to unlock time and dollars, in order to increase giving and drive the impact they want to see in the world.

For this installment of Five Minutes With, NationSwell spoke with three key Bonterra leaders to unpack the report’s insights: Ben Miller, SVP of data science and analytics; Kimberly O’Donnell, chief fundraising officer; and Sara Kleinsmith, principal strategist for thought leadership and corporate messaging.

“Collaborating with Bonterra to create their new Impact Report was an inspiring challenge,” said Amy Lee, Chief Strategy Officer at NationSwell. “We worked very closely with Ben, Sara and their team to push beyond standard insights. Bonterra has a wealth of smart insights from its products and relationships, and we wanted to make sure that whatever we included was data-driven, forward-looking and on target for the goal to catalyse a new Generosity Generation.”

We asked the Bonterra team how they blended proprietary data with powerful storytelling to create a tool that goes beyond standard, backward-looking reporting — serving instead as a strategic blueprint for how organizations can rethink, revamp, and re-energize their entire approach to impact with intentionality and inspiration at its core. 

Here’s what they had to say:

NationSwell: Tell us a little bit about what you set out to accomplish with this report. What were your initial goals, and how did they evolve?

Ben Miller, Bonterra: One thing we know about movements is that they aren’t a start and stop experience — they’re ongoing. So when we sat down to think about creating this report, we did it through the lens of building the “Generosity Generation” — a multi-age community of donors, volunteers, funders, and nonprofit leaders that gets activated with the help of technology to respond to crises faster; build lasting relationships; and overcome all of the barriers that have caused charitable giving and volunteering in the US to remain stuck at 2.5% of GDP for over 50 years.

In a way that mirrors what our technology is designed to do, we wanted to create a report that could deliver insights in a faster, more personalized way, and that was an important framework adjustment that served us well. We didn’t spend as much time as we had in the past focusing on the tallies and the totals (although they are still there in the report to substantiate our findings) — we wanted to dive right in. We also added an interactive tool that allows organizations to benchmark themselves against other organizations. 

NationSwell: How did Bonterra’s proprietary data play a role in shaping the report?

Ben Miller, Bonterra: One of our huge strengths is that we have a true data science team, not just data marketing folks. Logan, our chief marketing data analyst, constantly pushed back, saying “there’s nothing here” or “this isn’t strong enough,” and as a result we discarded a lot of findings. You might not see it at first glance, but the analysis was thorough. We only included insights that were statistically sound and actionable. A lot of reports don’t go that deep, but our team basically operates like scientists.

Existing data tells us that only 19.4% of donors give a second gift, but our finding was that once they do, they’re far more likely to stick around. That first 90 days is absolutely critical, but there are also folks who give way later — giving up entirely will likely not serve you in the long run. We also saw that about 10% of donors give after more than a year. So even if someone doesn’t respond in that first 90 days, it doesn’t mean they’re gone; you just have to treat them differently.

Sara Kleinsmith, Bonterra: That ties into another data point: 63% of nonprofits stop after one rejected grant application, but on average it takes 1.24 tries to get funded. So many organizations are missing the chance to go back, learn, refine, and try again. Fundraising is evolving, and there’s a real opportunity in persistence and learning from the first “no.”

Ben Miller, Bonterra: Data shows that only 53% of people trust nonprofits — the lowest that trust has ever been, which is a huge issue. But our research shows that you can use digital to help restore some of the trust and humanity that’s been lost over the years. We saw it in disaster response in particular: people were ready to engage, and digital tools helped nonprofits meet that urgency. So it’s not just about maximizing each channel, it’s about using those channels to build relationships. That’s the core insight: digital doesn’t have to mean disconnected — it can actually bring people closer, if we’re intentional.

NationSwell: What were the internal conversations like on how to strike the right balance between qualitative and quantitative storytelling?

Sara Kleinsmith, Bonterra: We’ve done a lot of customer stories and case studies, so we had strong qualitative storytelling to draw from — our customers at Bonterra have incredible missions and impact. The challenge was linking those stories to the data.

One way we did that was during a recent webinar, when we matched our customers to specific data points and asked them to speak to the proof we wanted to showcase. It became a kind of matching exercise — pairing the mission, the people, and their challenges, like burnout or federal funding cuts, with the insights from Ben’s team. From there, we asked: which customers can speak to this? How is Bonterra helping solve these problems?

Ben Miller, Bonterra: Instead of starting with who we knew and pulling from what was available, we started with the data: who’s doing X really well? Then we went out to those organizations and asked if they’d share their stories. That led to fantastic case studies.

Kimberly O’Donnell, Bonterra: Most impact reports rely on examples people already know are good. What we did was different — we had enough breadth to ask: who’s doing this best, why, and what’s the “secret sauce”? What makes a fundraising campaign or grant program truly transformational?

NationSwell: What were some of the lessons you learned in putting this report together — were there any unexpected obstacles or challenges? How did NationSwell help you to meet those challenges?

Ben Miller, Bonterra: One of the toughest parts was wanting the data to tell the story while also realizing that waiting on the data meant risking not having enough time. We had to pivot together as insights emerged. We’d spot something interesting, ask, “Is there more here?” and then look for supporting organizations.

It was also challenging because we were rigorous. We reviewed the data four or five times, and sometimes had to revise earlier numbers. That could’ve created confusion or mistrust, but instead it fostered transparency and a shared commitment to getting it right.

Internally, we all understood we were working toward something meaningful, and NationSwell played a huge role — the team didn’t push us down a rigid path, they were flexible and helped us shape the right story as the right data came in.

Sara Kleinsmith, Bonterra: We kept revisiting: what comes first, the data or the narrative? At one point, we were curious about generational giving — Gen Z, millennials, boomers, Gen X — who’s giving the most, who should we be reaching? But it was hard to chart that internally. Then Ben had this great idea: instead of age, what if we looked at impact maturity — where someone is on their giving journey? Are they a first-time donor or a lifelong giver?

That shift reframed everything. Rather than focusing on age, we began thinking in terms of giving readiness. It made the concept of the “Generosity Generation” more inclusive — a multi-generational group of givers and doers, each with different motivations and maturity levels.

It felt like a win — something that came out of a shared insight between us, NationSwell, and Ben’s framing. Generational labels can be reductive, but generosity spans all ages. This unlock helped us to better meet people where they are in their giving life.

NationSwell: Based on the report’s insights, what are your call-ins for our membership community when it comes to charitable giving? What feels most important for them to take away from this report?

Kimberly O’Donnell, Bonterra: Our call to action is to digest the data — there are six key takeaways, some relevant to nonprofits, others to funders and corporate partners. Think critically about how your practices compare, and how you might adopt or adapt based on what the findings show.

Sara Kleinsmith, Bonterra: And for anyone creating thought leadership or content — especially those reaching donors, partners, or investors — we’re at a critical point in how we work with AI. Writers, marketers, and creators need to be transparent: How are you using AI? How are you using human creativity alongside it? Customers, donors, and volunteers want to understand that balance. It’s evolving fast, and being clear and thoughtful about it positions you as a leader, no matter your sector.

Kimberly O’Donnell, Bonterra: That ties into how we delivered this impact report — it’s unique. If you’re advising others on their own reports, show how each takeaway connects directly to your audiences in digestible ways. It’s not just about showcasing big impact or good stories. What are the three to six insights you want readers to remember?

Ben Miller, Bonterra: Our big goal is 3% by 2033. We can’t get there alone — we’ll need everyone to contribute. If you’re part of the NationSwell community, join us. Even a 2% improvement across your network, your organization, your campaigns — it all adds up. That’s how we hit the goal: through collective action and shared best practices. That’s what the Generosity Generation is about.