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.
