Why ABM for Good? Keith’s perspective

Keith Pranghofer is Co-founder and Advisor at ABM for Good and Go-to-Market lead for strategic partnerships at Microsoft.

I’ve spent most of my career working at the intersection of B2B marketing, partnerships, and go-to-market strategy—helping companies build fewer, stronger, more meaningful relationships that actually drive results.

Over the last few years, I’ve also spent more time working with and learning from nonprofits and NGOs. And one thing became very clear very quickly: The nonprofit world has changed more in the last 20 years than most people realize.

• Funding is more competitive

• Expectations are higher

• “Doing great work” is no longer enough on its own

According to Giving USA, philanthropic dollars are becoming more concentrated and strategic. Fewer organizations are competing for larger, longer-term commitments—often from corporate and institutional partners who expect clarity, alignment, and measurable impact.

At the same time, research from Bridgespan Group shows nonprofits are being asked to improve outcomes, scale partnerships, and prove ROI—frequently with flat budgets and lean teams.

In other words: The operating model has changed.

One of the biggest shifts I’ve seen is this: Corporate funding today isn’t about one-off donations. It’s about relationships.

Companies are increasingly focused on fewer, deeper nonprofit partnerships that align with their business strategy, employee interests and values, and long-term goals. Organizations like Chief Executives for Corporate Purposeconsistently highlight this move toward purpose-driven, multi-year collaboration.

That creates a real challenge—and a real opportunity—for nonprofits.

To build those relationships, nonprofits need to connect their mission to real people inside real organizations. Executives. Influencers. Employees. Champions. And they need to do it in a way that cuts through the noise.

This is where Account-Based Marketing comes in.

ABM was built to focus on the strategic relationships that matter most—using research, personalization, innovation, and long-term engagement to understand and create shared value for companies and their clients or partners. It’s not about more outreach. It’s about better alignment.

ABM for Good exists to bring these proven, modern relationship-building strategies to nonprofits and NGOs—so important missions don’t just get attention or one-time donations but sustained, long-term support and collaboration.

Partnerships. Built for the long term.

That’s why ABM for Good.