Innovating for good: February Newsletter
Welcome …… to our first 2026 newsletter.
Innovation is a primary focus for ABM for Good this year. We’re asking: How can we adapt Account-Based Marketing principles and practices to better support nonprofits? How can we bring ABM and corporate social impact together in creative new ways? And, most importantly, how can we connect nonprofit organizations, marketing leaders, and corporate programs to develop new solutions to our most pressing community challenges?
ABM itself was a meaningful innovation for corporate growth back in the early 2000s and collaborative innovation has always been central to the strongest ABM programs. It’s not about selling more; it’s about working together to create new ways to grow and create value with your most important partners.
Can we bring this kind of ABM-as-collaborative innovation to the nonprofit world, too? Early indications are good but we’re just getting started. Interested in pitching in? Send me a note!
Rob Leavitt, President and CEO
rob@abmforgood.org
February 10: Quarterly Briefing Call
Please join us on February 10 at 12pm ET to:
Discuss our plans for 2026
Brainstorm new ways to bring ABM into the nonprofit world
Explore potential new projects
What We’re Up To: Notes from the Team
Four Ways ABM Can Help Nonprofits
The more we work with and learn from nonprofit leaders, the more confident we are that account-based marketing (ABM) can help nonprofits achieve their goals and accelerate positive change.
As we look ahead to our next set of projects, we see at least four ways ABM can help nonprofits succeed:
Strategic focus
Structured process
Partner-first messaging
Organization-wide engagement
Read more about the four ways ABM can help nonprofits succeed.
New Value Proposition
As good ABMers, we’re sharpening our own core value propositions for our three primary constituencies:
B2B marketing and ABM leaders and their teams
Nonprofit leaders and their development and communication teams
Corporate social impact leaders and their teams
We’re applying our own methodology (thanks to our Board member and value proposition guru Lisa Dennis) and digging into three key questions:
What are their most important challenges and needs?
What ABM for Good services could be most helpful?
Why us?
Stay tuned for updated messaging and positioning.
Want to weigh and help us out? We’d love your thoughts!
Client Update: Build Change
Every Home Matters: The Story of Build Change’s Resilient Housing Movement.
Upcoming Projects
As noted in our December newsletter, we’ve been refining our focus on the best types of organizations and projects best suited for ABM for Good in 2026. We’re currently in conversation with several great organizations aligned with our priority issue areas: Sustainability, community development, and civic engagement. And we’re planning to activate 1-2 new projects in February. Stay tuned!
Learn more about our 2026 focus and offerings.
Volunteer Spotlight: Keith Pranghofer
Co-founder Keith Pranghofer shares his perspective on why ABM for Good matters and how we create value for nonprofits.
What We’re Tracking
Research and insights shaping our thinking and work from the worlds of nonprofit communications and development, corporate social impact, and B2B marketing.
Dorothy A. Johnson Center for Philanthropy, 11 Trends in Philanthropy for 2026: “One of the biggest challenges… is that our day-to-day landscape is shifting so rapidly and in so many directions.”
Boston College Center for Corporate Citizenship, Engaging Younger Donors: A Strategic Imperative for Corporate Giving Programs: “Traditional approaches… will likely underperform with younger workforces.”
Social Impact World, Impact Deconstructed: Interviews and case studies from CDW, Canva, Twilio, Hubspot, and more.
PWC, Leading Through Uncertainty in the Age of AI: Annual report capturing CEO perspectives on growth and reinvention amid economic volatility, cyber risk, and geopolitical conflict.
Opportunities to Get Involved
Interested in helping ABM for Good? Let’s talk!
Project development and support: Help shape our offerings, recruit nonprofit partners, and support project delivery.
Research and marketing: Contribute insights on corporate–nonprofit partnerships, suggest colleagues and experts to interview, and help grow our network and community.
Tech and Operations: Strengthen our tools, processes, and organizational capabilities.
ABMers for Good: Share short video stories highlighting your own work and the nonprofits you support.
Let’s talk!
Rob Leavitt
President and CEO
rob@abmforgood.org